Well-researched and applied, this best-selling text provides school officials the “how” and the “why” for effective communication with their staff and the community to improve school quality and student learning.
Chapters are sequenced so that the student can learn how to establish a public/community relations program that will be effective with every audience a school administrator will encounter. The authors continue to teach, research, and work extensively with school administrators, and this experience allows them to provide sound advice that is field tested and successful.
Focusing on the special public relations issues of the school setting, this text is organized into four parts: essential issues, such as the public character of the school, understanding the community, and administering the program; relations with special publics, including internal and external publics, crisis preparation, and communication about special events; communication tools, including the press, other media, new technologies, written media, and conducting campaigns; and evaluation and program assessment. Updates to the 1997 edition includes such topics as school violence, diversity, the Internet, increased e-mail and Web site use, electronic polling and telephony, school vouchers, and school choice. Annotation c. Book News, Inc., Portland, OR (booknews.com)