Full Description
"Clearly indicates how to communicate with a variety of groups to obtain public support. This book is very easy to read and understand and has a wealth of examples."
—Anne Roede Giddings, Assistant Superintendent
Ansona Public Schools, CT
"The examples spur thought on how schools can best communicate with their communities. The book is truly a practitioner's handbook that any educator can learn from and immediately put into use."
—Bruce Deterding, Principal
Wichita Heights High School, Wichita, KS
Project a positive school image in your community through effective communication!
Novice and experienced school leaders will find this updated edition of a bestseller packed with techniques for delivering a school's message effectively to internal and external constituencies and strengthening the partnership between schools, families, the community, and the private sector.
Based on examples from successful schools, this comprehensive guide provides strategies, insights, and practical tools for successfully communicating school goals, successes, challenges, and educational priorities. The third edition offers updated strategies within each chapter and new chapters on using technology and gaining support for public schools. Readers will find:
Information on media relations, crisis management, team building, and parent involvement
Coverage of school and community resources to build a support base of human, material, and financial capital
Forms, sample documents, handouts, and checklists for developing a customized school communications program
Promoting Your School serves as an ideal coach on how to be an articulate advocate for your own school and develop a supportive constituency to help advance school goals.
Contents
List of Resources and Sample Documents
Foreword by Jay Mathews
Preface to the Third Edition
Acknowledgments
About the Author
Part I. Establishing Communication
1. The Foundation of Success
The Communication Process
Dealing With Perceptions
Opinion Leaders
Getting the Word Out
2. Making Your Schools Stand Out
Improving Your Image
Strategic Planning: The Key to Organizational Success
Developing a Marketing Plan
Ideas to Help You Get Started
References and Suggested Readings
3. Internal Communication
Techniques for Improving Staff Communication
Techniques for Improving Student Communication
References and Suggested Readings
4. Publications/Electronic Communications
Newsletters
Technology Tools
Monthly Calendar/Menu
Parent/Student Handbooks
Brochures and Flyers
Language
Suggestions for Better Writing
References and Suggested Readings
5. Media Relations
Building a Working Relationship With Reporters
Getting Your Story to the Media
Writing a News Release
Preparing a Media Tip Sheet
Writing a Public Service Announcement (PSA)
Dealing With Newspapers
Using Television Effectively
Working With Radio
Tips for Talking to the Media
References and Suggested Readings
Part II. Building and Strengthening Partnerships
6. Building Your Team
Who Makes Up the Team
Successful Teams Communicate Well
The Leader as Facilitator
Defining the Task
Getting to Work
References and Suggested Readings
7. Involving Parents in School
Effective Educators Seek Parent Support
Ways to Involve Parents
Changing Demographics of the American Family
Hard-to-Reach Parents
Parents Needed for Political and Economic Support
References and Suggested Readings
8. Community Outreach
Getting the Community Involved
References and Suggested Readings
9. Rallying Support for Public Education
Career and Vocational-Technical Education
How State Coalitions Are Raising Support for Public Education
10. Strengthening and Showcasing Instruction
Cooperative Learning
Authentic Instruction
Problem-Based Learning
Interdisciplinary Units
Incorporating Technology
Multiple Intelligences
Assessment
References and Suggested Readings
Part III. Acknowledging Change
11. Crisis Management
Organizing a Crisis Planning Committee
Developing a Crisis Plan
School Crisis Team
Managing the Crisis
Communicating the Situation
After the Crisis
A Private Crisis
References and Suggested Readings
12. Data Gathering: Road Map for Accomplishments
Types of Data Gathering
Identifying Your Target Audience
Deciding What to Ask
Collecting Data From Other Sources
Evaluating and Reporting the Results
References and Suggested Readings
13. Communicating With (New) Technology: Going Beyond Web Sites
Techno Terminology
Internet Behavior Tracking
