Full Description
The theory, research, and practice of communication planning
The field of school and community communications is rapidly evolving and becoming more complex. Focusing on successfully implementing communication activities with both internal and external audiences, The School and Community Relations is a widely used resource for overcoming these emerging complexities. Drawing on theory and research, the text stresses the generation of communication outcomes that far surpass simple dissemination of information, proactively identifying and engaging the right audiences. The 12th Edition has been extensively updated with school communication expert interviews, video resources, communications tools, and more.
Contents
PART I: ESSENTIAL CONSIDERATIONS
The Importance of Public Relations
Public Character of the School
Understanding the Community
Policies, Goals, and Strategies
Administering the Program
PART II: RELATIONS WITH SPECIAL PUBLICS
The Communication Process
Communicating with Internal Publics
Communicating with External Publics
Crisis Communication
Communication about School Services, Activities, and Events
PART III: COMMUNICATIONS TOOLS
Working with the News Media
Creating and Delivering Online and Print Communications
Conducting Special Issue Campaigns
Communication School Finance Issues
PART IV: EVALUATION
Communication Assessment and Accountability
Appendix A: Organizations that Could Be Helpful
