A contemporary and practice-based school public relations text that centers on the importance of communication, relationships, and technology.   Outfitting students with a wealth of practical, practice-based knowledge that they can take directly into the halls of their school, the new fifth edition of Public Relations in Schools has a fresh, contemporary focus on both how administrators can effectively communicate with the community and how building strong relationships with stakeholders can ultimately lead to overall school improvement. Through a blend of theoretical and tacit knowledge, this text offers students an in-depth guide to 1) how to successfully communicate with both internal and external school entities, 2) how to build and maintain positive and active relationships via social and political capital and 3) how to translate the value of these relationships into positive change within the school. While exploring these three central themes, the book emphasizes how new technologies can aid school success. At the same time, real-world case studies at the beginning of each chapter introduce readers to actual public relations issues and bring the material to life.   The revised fifth edition of Public Relations in Schools is updated with new materials and references throughout the text, including two new chapters – one on harnessing technology for your public relations needs and one on collecting, assessing, and applying public opinion. In addition, the new fifth edition text contains a matrix at the front of the book showing how content relates to ELCC/NCATE Standards ­­– the widely used criteria for administrator preparation and licensing.

Table of Contents:
Standards Matrix (ELCC/NCATE)   Part I: Contemporary Perspectives Chapter 1 School Public Relations: A New Agenda Case Study: The New Superintendent’s Public Relations Plan Introduction Perspectives of Public Relations Erroneous Perspectives Multiple Definitions and Models School Public Relations Meaning Goals Persistent Barriers Current Importance Underlying Themes Information Age School Reform Communication Reflective Practice Summary Questions and Suggested Activities Case Study Chapter References   Chapter 2 Social and Political Contexts Case Study:  Diversity and Local Public Schools Introduction  Social Conditions and Schools Changing Family Structure Poverty Immigrant Students Effects of Social Problems on Student Behavior Effects Social Problems on Schools Political Conditions and Schools Education Goals Politics, Reform, and Engagement Summary Questions and Suggested Activities Case Study Chapter References   Chapter 3 Legal and Ethical Aspects of Public Relations Case Study: Maynard Constructs a School Web Page Introduction Legal Dimensions Tort Liability Constitutional Torts Political Speech Privacy Rights Religion and Public Schools Community Values and Curriculum Copyright Ethics Ethics in School Administration Ethics in PR Summary Questions and Suggested Activities Case Study Chapter References   Chapter 4 Current Contexts of School Reform Case Study: Applying a Communicative Approach to Policy Development Introduction Local Control and School Reform Democratic Localism and Representative Democracy Local Reforms and Stakeholder Involvement Civic Engagement and Administrative Behavior Civic Engagement Approaches Administrative Behavior School Improvement and Public Relations Why Civic Engagement Matters How PR Can Contribute to Engagement Summary Questions and Suggested Activities Case Study Chapter References   Part II: Conceptualizing and Institutionalizing a Public Relations Program Chapter 5 Communication and Conflict Management Case Study: Importance of Internal Relations Introduction Communication Communication Basics Listening Skills Nonverbal Communication Communication Networks Communication Competence Conflict Management Conflict Types Conflict Contaminants Conflict-Resolution Strategies Summary Questions and Suggested Activities Case Study Chapter References   Chapter 6 Public Relations Programs Case Study: High Hopes Gone Sour Introduction Conceptualizing a PR Program Responsibility Intended Beneficiaries Organizational Structure Non-traditional Public Schools and Private Schools Non-Traditional Public Schools Private Schools Organizing PR in Schools of Choice Student and Parental Involvement Summary Questions and Suggested Activities Case Study Chapter References   Chapter 7 Planning, Implementing, and Evaluating Programs Case Study: When Schools and Relationships Fail to Improve Introduction Program planning Planning Processes Characteristics of Effective Plans Planning Team Administrator Interventions School-Level Supplemental Planning Implementing Administrative Responsibility Naming the Program Resource Allocation Evaluating Programs Types of Evaluation Outputs and Outcomes Essential Questions Utility Methods, Techniques, and Sources Summary Questions and Suggested Activities Case Study Chapter References   Chapter 8 Using Technology to Exchange and Manage Information Case Study: Roger Creates a Web Page Introduction Essential Constructs Technology Literacy Information Literacy Information Technology Management Information System Technology Tools Email Electronic Newsletters District or School Web Pages Electronic Networking Videoconferencing Chat Rooms Blogs Summary Questions and Suggested Activities Case Study Chapter References   Part III:  Focused Objectives Chapter 9 Community Relations Case Study: A Mentor’s Questionable Advice Introduction Relationships and Communication Improving Community Relations Identifying and Analyzing Publics Communicating with the Community Deploying a Multicultural Perspective Positive Relationships with Parents Need for Parental Relationships Building and Maintaining Parental Relationships Summary Questions and Suggested Activities Case Study Chapter References   Chapter 10 Media Relationship Case Study: Mismanaging a Sensitive Situation Introduction Organizational decisions Media Relations Plan Implementing a Media Relations Plan Employing a PR Specialist Working with Print Media Reporters Establishing a Foundation for Effective Relationships Working with New Reporters Accommodating Deadlines Dealing with Negative News Speaking Off the Record Refusing to Comment Telling the Truth Staying on Track Getting the School’s Story to the Media Preparing News Releases Planning and Conducting News Conferences Correcting the Record Working with Electronic Media Reporters Television Radio Web-Based Outlets Summary Questions and Suggested Activities Case Study Chapter References   Chapter 11 Public Opinion Case Study: Good Intentions Aren’t Always Enough Introduction Defining Public Opinion Civic Engagement and Policy Types Citizen Engagement Public Opinion as a Form of Civic Engagement Surveying Opinions Scientific Polling Sampling Issues Return Rates Data Collection Alternatives Focus Groups Question Development Summary Questions and Suggested Activities Case Study Chapter References   Chapter 12 Developing and Executing a Successful Funding Campaign Case Study: Playing Hardball Introduction Validating the Need Marketing Focal Points Collecting Data Projecting an Election Outcome Referendum Campaign Steering Committee Campaign Consultant Volunteers Positive Campaign Characteristics Mistakes and Problems to Avoid Evaluating the Campaign Summary Questions and Suggested Activities Case Study Chapter References   Chapter 13 Responding to Crisis Case Study: Suicide at McKinley Middle School Introduction Safety and Security Planning Integrating District and School Responsibilities Defining a Crisis Planning Scope Appointing the School Crisis Team Safety and Security Audit Constructing a Crisis Plan Preparing Employees to Implement the Plan Evaluating the Plan Crisis Communication Pre-Crisis Tasks Communicating During the Crisis Communicating After the Crisis Summary Questions and Suggested Activities Case Study Chapter References