Public Relations in Schools

by Kowalski, Theodore J.

• ISBN13: 9780131747975
• ISBN10: 0131747975
• Additional ISBN(s): 9780130462657, 9780137072453
• Edition: 4th
• Format: Paperback
• Copyright: 2010-06-08
• Publisher: Prentice Hall
• More Book Details
• Purchase Benefits

Summary

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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