This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. For prospective and current educational administrators learning about school and community relations.   A well-researched text that presents school officials with information on how to establish effective relationships in the school community.   This best-selling text provides school officials with a practice guide to successfully implementing effective communication with their staff and the community — while also providing readers with the research that explains how each strategy will improve school quality, community participation, and student learning. The School and Community Relations is organized in such a way that students learn how to establish a working community relations program in an easy-to-understand and step-by-step fashion. In addition, the text’s authors are comprised of experienced practitioners and educators that have gained their knowledge and tested their strategies in school systems around the country.  

Table of Contents:
Preface   PART ONE Essential Considerations   Chapter 1 The Importance of Public Relations     Why School Public Relations?     Suggestions for Improving Public Confidence     Need for a Communication Plan   Chapter 2 Public Character of the School     Public Character of the School     The Meaning of Public Opinion     School—Community Relations     TraditionalPublic Relations Models   Chapter 3 Understanding the Community       Sociological Inventory     Power Structures     Measuring Public Opinion     Electronic Surveying   Chapter 4 Policies, Goals, and Strategies     Nature of a Policy     Goals and Strategies     Planning Checklist   Chapter 5 Administering the Program     The Board of Education     The Superintendent’s Role     The Administrative Team     Director of School—Community Relations     Standards for Educational Public Relations Professionals     Plans of Organization     Responsibilities of Other Team Members     Budgetary Provisions     Staff Members     General Community Relations Responsibilities     Specific Community Relations Responsibilities     In-Service Training     PART TWO Relations with special Publics   Chapter 6 The Communication Process       Elements of Communication     Communication and Persuasion     Media’s Role in Communication     Words     Crisis Communications   Chapter 7 Communicating with Internal Publics       Why Internal Communications?     School Board Actions     Administration—Employee Relations     Relations among Teachers     Relations with Noninstructional Personnel     Improvement of Staff Relations     Communicating during Negotiations and Strikes     Communicating with Pupils     Instructional Practices     Relations outside the Classroom     The Pupil and Internal Community Relations     Student Unrest   Chapter 8 Communicating with External Publics     The Pupil and External Community Relations     The Teacher’s Communication Role     Importance of Parent Relations     School Liaison Groups     Key Communicators     General Community Groups     Older Adults and the School: An Intergenerational Public Relations Approach     Opportunities for Cooperation     Meeting Criticism and Attacks     Communication during Negotiations and a Strike     Communicating with Diverse Cultures 155   Chapter 9 Crisis Communication     A Crisis Plan Is Essential 159     Crisis Management Teams Are Vital     When a Crisis Strikes: What to Do     Working with the Media     Special Considerations     Prevention: Your First and Best Strategy     Recognizing the Warning Signs     Handling the Aftermath of a Crisis   Chapter 10 Communication about School Services and Special Events     Contacts with the Board of Education or Trustees     Receiving School Visitors     Handling Telephone Calls and Correspondence     Servicing Complaints     Meeting Everyday Contacts     Requests for Information     Participation in Community Life     School Plant Appearance     Special Programs for Older People     Open House     Building Dedications     American Education Week     Business—Industry—Education Cooperation     Community Use of School Facilities     Adult Education     Community Education     PART THREE communication tools   Chapter 11 Working with the Press     Guidelines     The Role of Reporters     The Press and School Board Meetings     The News Conference     What People Want to Know about the Schools     Foreign-Language Newspapers     News Topics in Your Schools     Types of Stories     News Sources     News Organizations     Getting the News to the Press     Mechanics of the News Release     Other Methods   Chapter 12 Radio, Television, Exhibits, and Presentations     Using Radio     Writing for Radio     Working with Radio Personnel     Television Opportunities     Getting Television Time     Planning for Effective Television     School Exhibits     Movies and Videos   Chapter 13 Preparing Online Communications     How New and Old Media Converged in One District     Using Web Sites to Communicate   Chapter 14 Preparing Published Materials     Objectives and School Publications     Knowing the Audience     Choosing Content     Determining Who Should Write the Publications     Knowing How to Publish It     Priorities for Traditional Printing     Designing and Laying Out the Publication     Getting the Most Out of Typography     Using Photos to Enhance Publications     Distributing Printed Publications     Evaluating School Publications     Deciding Which Publications to Print     The Role of Student Publications   Chapter 15 Conducting Special Issue Campaigns     How a Community Accepts a New Idea     The Change Agent     How People Accept Change     Introducing an Innovation     Schools and Marketing Campaigns     A Campaign Example       Chapter 16 Communicating School Finance Issues     What the Research Says     Planning the Campaign     Determining the Proposal     Establishing a Philosophy     Naming a Campaign Director     Timing of the Campaign     Financing the Campaign     Citizens’ Advisory Committee     Other Campaign Participants     Knowing the Community’s Thinking before the Election     Adopting a Theme or Slogan     Personalizing the Campaign     Keep It Simple     Working with the Media     Publications Can Help     Speakers’ Bureau     Endorsements     Small-Group Meetings     Campaign Timetable     Recommendations to Improve Election Day Results     An Example of a Local Campaign   PART FOUR Evaluation   Chapter 17 Assessment and Accountability     Documenting Results     Standards for Evaluation     Supporting Communication Accountability     Tracking Bottom-Line Outputs     Using Research     Why Education Must Be Accountable   Appendix A Organizations that Could Be Helpful    Index