Full Description
In this widely popular resource, established and aspiring school leaders and executives get solid grounding in the theories and practices essential to promoting successful school and community relations. With a focus on successfully implementing communication activities with critical internal and external audiences, The School and Community Relations guides readers through the theory, research, and practice essential to communication planning. Organized around key communication practices, it stresses the importance of generating communication outcomes that go well beyond the dissemination of information to benefit schools and students. School leaders get practical help for tying their communication investments to developing engaged audiences that will understand and support education initiatives. The authors present their authoritative advice on both communication strategies and tactics, with a focus on new and emerging practices using digital and social media. Their knowledge, examples, and strategies come from their many combined years as educators and practitioners in school systems throughout North America.
Contents
Part 1. Essential Considerations1. The Importance of Public Relations2. Public Character of the School3. Understanding the Community4. Policies, Goals, and Strategies5. Administering the ProgramPart 2. Relations with Special Publics6. The Communication Process7. Communicating with Internal Publics8. Communicating with External Publics9. Crisis Communication10. Communication about School Services and Special EventsPart 3. Communication Tools11. Working with the News Media12. Working with Publications13. Using Online Tactics14. Conducting Special Issue Campaigns15. Communicating School Finance IssuesPart 4. Evaluation 16. Assessment and AccountabilityAppendix A. Organizations that Could Be HelpfulIndex
