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The School and Community Relations,9780205322008
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The School and Community Relations

by ;
Edition:
7th
ISBN13:

9780205322008

ISBN10:
020532200X
Format:
Hardcover
Pub. Date:
1/1/2001
Publisher(s):
Allyn & Bacon
List Price: $99.80
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Summary

Well researched and applied, this best-selling text enables school officials to communicate effectively with their staff and the community to improve school quality and student learning.The authors continue to teach, research and work extensively with school administrators. This text not only tells "why" but "how" to communicate to create a supportive environment where students learn better. Focusing on every audience a school administrator will encounter, this book offers sound advice that is field tested and successful.

Table of Contents

Preface vii
About the Authors x
PART ONE: ESSENTIAL CONSIDERATIONS
The Importance of Public Relations
1(8)
Why School Public Relations?
1(2)
Suggestions for Improving Public Confidence
3(3)
Need for a Communication Plan
6(3)
Public Character of the School
9(6)
Public Character of the School
9(1)
The Meaning of Public Opinion
10(1)
School-Community Relations
11(2)
Models of Public Relations
13(2)
Understanding the Community
15(23)
Sociological Inventory
15(7)
Power Structures
22(3)
Measuring Public Opinion
25(11)
Electronic Polling
36(2)
Policies, Goals, and Strategies
38(14)
Nature of a Policy
38(3)
Goals and Strategies
41(6)
Planning Checklist
47(5)
Administering the Program
52(21)
The Board of Education
52(3)
The Superintendent's Role
55(2)
The Administrative Team
57(1)
Director of School--Community Relations
57(4)
Standards for Educational Public Relations Professionals
61(1)
Plans of Organization
62(2)
Responsibilities of Other Team Members
64(1)
Budgetary Provisions
64(1)
Staff Members
65(1)
General Community Relations Responsibilities
66(1)
Specific Community Relations Responsibilities
66(3)
In-Service Training
69(4)
PART TWO: RELATIONS WITH SPECIAL PUBLICS
The Communication Process
73(15)
Elements of Communication
73(3)
Communication and Persuasion
76(7)
The Mass Media
83(2)
Words
85(1)
Crisis Communications
86(2)
Communicating with Internal Publics
88(29)
Why Internal Communications?
88(1)
School Board Actions
88(2)
Administration-Employee Relations
90(2)
Relations among Teachers
92(2)
Relations with Noninstructional Personnel
94(1)
Improvement of Staff Relations
94(9)
Communicating during Negotiations and Strikes
103(3)
Communicating with Pupils
106(1)
Instructional Practices
107(2)
Relations Outside the Classroom
109(1)
The Pupil and Internal Community Relations
110(2)
Student Unrest
112(5)
Communicating with External Publics
117(41)
The Pupil and External Community Relations
117(4)
Community Relations Role of Teachers' Associations
121(4)
Importance of Parent Relations
125(7)
School Liaison Groups
132(3)
Key Communicators
135(1)
General Community Groups
136(5)
Older Adults and the School---An Intergenerational Public Relations Approach
141(4)
Opportunities for Cooperation
145(2)
Meeting Criticism and Attacks
147(7)
Communication during Negotiations and a Strike
154(1)
Communicating with Diverse Cultures
155(3)
Getting Ready for a Crisis
158(13)
A Crisis Plan is Essential
158(2)
Why is a Crisis Management Team Important?
160(1)
What Types of Crises Can We Expect?
160(1)
Where Do Acts of Violence Take Place?
160(1)
When Violence Strikes... What to do
160(3)
Working with the Media
163(4)
Special Considerations
167(1)
Prevention... Your First and Best Strategy
168(1)
The Warning Signs
168(1)
The Aftermath
169(2)
Communication About School Services And Special Events
171(23)
Contacts with the Board of Education
171(2)
Receiving School Visitors
173(2)
Handling Telephone Calls and Correspondence
175(3)
Servicing Complaints
178(1)
Meeting Everyday Contacts
179(1)
Requests for Information
180(1)
Participation in Community Life
180(2)
School Plant Appearance
182(1)
Special Programs for Older People
182(1)
Open House
183(3)
Closing a School
186(1)
Building Dedications
187(1)
American Education Week
187(1)
Business-Industry-Education Cooperation
188(1)
Community Use of School Facilities
188(2)
Adult Education
190(1)
Community Education
191(3)
PART THREE: COMMUNICATION TOOLS
Working with the Press
194(30)
Guidelines
195(4)
The Role of Reporters
199(2)
The Press and School Board Meetings
201(2)
The News Conference
203(1)
Drafting a News Relations Plan
204(1)
What People Want to Know about the Schools
204(1)
Foreign-Language Newspapers
204(1)
News Topics in Your Schools
205(4)
Types of Stories
209(4)
News Sources
213(2)
News Organizations
215(2)
Getting the News to the Press
217(3)
Mechanics of the News Release
220(4)
Radio, Television, Exhibits, and Audiovisual Aids
224(20)
Using Radio
224(5)
Writing for Radio
229(1)
Working with Radio Personnel
230(1)
Television Opportunities
230(2)
Getting Television Time
232(1)
Planning for Effective Television
233(3)
School Exhibits
236(4)
Movies and Videotapes
240(2)
Other Audiovisual Aids
242(2)
Schools and the New Media
244(9)
Study Technology's Past Impact
244(1)
Apply Yesterday's Lessons
244(1)
Forget the Gee-Whiz Factor
245(1)
Consider the New-Media Mix
245(1)
Focus on Relevancy
245(1)
Listen to Your New-Media Customers
246(1)
Create New Worlds: The Snaring and Feeding of New-Media Customers
247(1)
Tap the Power of Digital Face-to-Face
247(1)
Deal with the New World of Communication Chaos
247(1)
Prepare for the Unexpected
248(1)
Expect Grassroots Involvement
248(2)
Understand the User's Power
250(1)
Take Advantage of New Developments
250(1)
Follow These Tips
250(3)
Preparing Printed Materials
253(24)
Objectives and School Publications
253(1)
Knowing the Audience
254(1)
Choosing Content
255(1)
Determining Who Should Write the Publications
255(1)
Knowing How to Print It
255(1)
Determining Printing Priorities
256(1)
Getting Expert Assistance
256(1)
Saving Money on Printing Costs
257(2)
Designing and Laying Out the Publication
259(4)
Getting the Most Out of Typography
263(1)
Using Photos to Enhance Publications
264(3)
Distributing Publications
267(1)
Evaluating School Publications
268(1)
Deciding Which Publications to Print
269(5)
The Role of Student Publications
274(3)
Conducting Campaigns
277(35)
How a Community Accepts a New Idea
277(1)
The Change Agent
278(1)
How People Accept Change
279(1)
Introducing an Innovation
280(1)
School Finance Elections
281(1)
What the Research Says
281(3)
Planning the Campaign
284(1)
Determining the Proposal
285(1)
Establishing a Philosophy
285(1)
Naming a Campaign Director
286(1)
Timing of the Campaign
286(1)
Financing the Campaign
286(1)
Citizens' Advisory Committee
287(1)
Registration of Voters
288(1)
Other Campaign Participants
289(1)
Knowing the Community's Thinking before the Election
290(1)
Adopting a Theme or Slogan
291(1)
Personalizing the Campaign
291(1)
Keep it Simple
292(1)
Working with the Media
292(1)
Publications Can Help
293(1)
Speakers' Bureau
293(1)
Endorsements
294(1)
Small-Group Meetings
294(1)
House-to-House Canvass
294(1)
Absentee Ballots
295(1)
Election-Day Plans
295(1)
Campaign Timetable
296(1)
Recommendations to Improve Election-Day Results
297(1)
A New Jersey Example of a Campaign
298(9)
A Nevada Example of a Campaign
307(5)
School Public Relations and the School Choice Challenge
312(9)
What are the Challenges?
312(1)
Counteracting a Competitor's Marketing Plan
313(1)
Questions to Address
314(3)
Statements a Competitor Might Use to Attract Students
317(1)
Suggestions to Get People to Choose Your Schools
318(1)
How Memphis Told its School Story
318(3)
PART FOUR: EVALUATION
Assessment of the Program
321(14)
Scope of Assessment
321(1)
Myths about Measurements
321(1)
Importance of Evaluation to a Public Relations Plan
322(1)
Approaches to Evaluation
323(3)
Appraising the Results
326(9)
Appendix A Organizations that Could be Helpful 335(2)
Index 337


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