Full Description
For prospective and current educational administrators learning about school and community relations. A well-researched text that presents school officials with information on how to establish effective relationships in the school community. This best-selling text provides school officials with a practice guide to successfully implementing effective communication with their staff and the community - while also providing readers with the research that explains how each strategy will improve school quality, community participation, and student learning. The School and Community Relations is organized in such a way that students learn how to establish a working community relations program in an easy-to-understand and step-by-step fashion. In addition, the text's authors are comprised of experienced practitioners and educators that have gained their knowledge and tested their strategies in school systems around the country.
Contents
Preface
PART ONE Essential Considerations
Chapter 1 The Importance of Public Relations
Why School Public Relations?
Suggestions for Improving Public Confidence
Need for a Communication Plan
Chapter 2 Public Character of the School
Public Character of the School
The Meaning of Public Opinion
School—Community Relations
TraditionalPublic Relations Models
Chapter 3 Understanding the Community
Sociological Inventory
Power Structures
Measuring Public Opinion
Electronic Surveying
Chapter 4 Policies, Goals, and Strategies
Nature of a Policy
Goals and Strategies
Planning Checklist
Chapter 5 Administering the Program
The Board of Education
The Superintendent's Role
The Administrative Team
Director of School—Community Relations
Standards for Educational Public Relations Professionals
Plans of Organization
Responsibilities of Other Team Members
Budgetary Provisions
Staff Members
General Community Relations Responsibilities
Specific Community Relations Responsibilities
In-Service Training
PART TWO Relations with special Publics
Chapter 6 The Communication Process
Elements of Communication
Communication and Persuasion
Media's Role in Communication
Words
Crisis Communications
Chapter 7 Communicating with Internal Publics
Why Internal Communications?
School Board Actions
Administration—Employee Relations
Relations among Teachers
Relations with Noninstructional Personnel
Improvement of Staff Relations
Communicating during Negotiations and Strikes
Communicating with Pupils
Instructional Practices
Relations outside the Classroom
The Pupil and Internal Community Relations
Student Unrest
Chapter 8 Communicating with External Publics
The Pupil and External Community Relations
The Teacher's Communication Role
Importance of Parent Relations
School Liaison Groups
Key Communicators
General Community Groups
Older Adults and the School: An Intergenerational Public Relations Approach
Opportunities for Cooperation
Meeting Criticism and Attacks
Communication during Negotiations and a Strike
Communicating with Diverse Cultures 155
Chapter 9 Crisis Communication
A Crisis Plan Is Essential 159
Crisis Management Teams Are Vital
When a Crisis Strikes: What to Do
Working with the Media
Special Considerations
Prevention: Your First and Best Strategy
Recognizing the Warning Signs
Handling the Aftermath of a Crisis
Chapter 10 Communication about School Services and Special Events
Contacts with the Board of Education or Trustees
Receiving School Visitors
Handling Telephone Calls and Correspondence
Servicing Complaints
Meeting Everyday Contacts
Requests for Information
Participation in Community Life
School Plant Appearance
Special Programs for Older People
Open House
Build
