Public Relations in Schools

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  • Edition: 4th
  • Format: Paperback
  • Copyright: 2010-06-08
  • Publisher: Prentice Hall
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With chapter contributions by leading expertsPublic Relations in Schools, 4/e, provides a comprehensive view of how community relations affect organizational behavior and the effective management of districts and schools. With a focus on communication alternatives in modern technology and political demands for change it offers an integrated foundation of theory and craft to help practitioners facilitate a positive change in public relations.Beginning with the organizational characteristics of public relations this text offers coverage of specific duties assumed by administrative personnel in planning, collecting and analyzing data, media relations, funding campaigns, evaluating public relations activities, and responding to crisis situations.

Table of Contents

School Public Relations: A New Agenda
Changes in Society and Schools
Public Opinions and Political Contexts
Legal and Ethical Aspects of Public Relations
Social Dimensions of Public Relations
Public Relations in a Communication Context
Programming in Public Schools
Programming in Private and Nontraditional Public Schools
Building Effective Public Relations Plans
Community Relations
Media Relationships
Collecting and Analyzing Decision-Oriented Data
Developing and Executing a Successful Funding Campaign
Responding to Crisis
Evaluating Public Relations Programs
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