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Table of Contents
I. CONTEMPORARY CONDITIONS.1. School Public Relations: A New Agenda, by Theodore J. Kowalski.
2. Changes in Society and Schools, by Thomas Glass.
3. Public Opinions and Political Contexts, by Edward P. St. John and Margaret M. Clements.
II. UNDERSTANDING PUBLIC RELATIONS.4. Public Relations Theory and Practice, by E. W. Brody.
5. Legal and Ethical Aspects of Public Relations, by Joseph R. McKinney.
6. Public Relations and Technology, by Robert H. Woodroof.
7. Public Relations in a Communication Context: Listening, Nonverbal, and Conflict-Resolution Skills, by Angela Spaulding and Mary John O'Hair.
III. EDUCATIONAL PUBLIC RELATIONS.8. The Social Dimension of Public Relations, by Edward W. Chance.
9. Effective Programming at the District Level, by Arthur Steller and Theodore J. Kowalski.
10. Effective Programming at the School Level, by John A. Brown and Richard K. Murray.
11. Practice in Elementary and Secondary Private Schools, by Theodore J. Kowalski.
IV. LEADERSHIP RESPONSIBILITIES.12. Planning in Public Relations: Setting Goals and Developing Strategies, by Robert H. Beach and James Trent.
13. Working with the Media, by Theodore J. Kowalski.
14. Responding to Crisis, by Edward H. Seifert.
15. Collecting and Analyzing Decision-Oriented Data, by A. William Place, Maryanne McNamara, and James F. McNamara.
16. Public Relations in a Funding Campaign, by Glenn Graham and Gordon Wise.
17. Evaluating Public Relations Programs, by Doug Newsom.