School and Community Relations, The: Pearson New International Edition

VitalSource eBook

Date de publication

01 novembre 2013

ISBN-13

9781292035093

Ampleur

Nombre de pages de contenu principal : 326

Code interne

1292035099

Protection technique e-livre

DRM

Google Livres Aperçu

Sommaire

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

 Building Dedications

 American Education Week

 Business—Industry—Education Cooperation

 Community Use of School Facilities

 Adult Education

 Community Education  

PART THREE communication tools

Chapter 11 Working with the Press

 Guidelines

 The Role of Reporters

 The Press and School Board Meetings

 The News Conference

 What People Want to Know about the Schools

 Foreign-Language Newspapers

 News Topics in Your Schools

 Types of Stories

 News Sources

 News Organizations

 Getting the News to the Press

 Mechanics of the News Release

 Other Methods

Chapter 12 Radio, Television, Exhibits, and Presentations

 Using Radio

 Writing for Radio

 Working with Radio Personnel

 Television Opportunities

 Getting Television Time

 Planning for Effective Television

 School Exhibits

 Movies and Videos

Chapter 14 Preparing Published Materials

 Objectives and School Publications

 Knowing the Audience

 Choosing Content

 Determining Who Should Write the Publications

 Knowing How to Publish It

 Priorities for Traditional Printing

 Designing and Laying Out the Publication

 Getting the Most Out of Typography

 Using Photos to Enhance Publications

 Distributing Printed Publications

 Evaluating School Publications

 Deciding Which Publications to Print

 The Role of Student Publications

Chapter 13 Preparing Online Communications

 How New and Old Media Converged in One District

 Using Web Sites to Communicate

Chapter 15 Conducting Special Issue Campaigns

 How a Community Accepts a New Idea

 The Change Agent

 How People Accept Change

 Introducing an Innovation

 Schools and Marketing Campaigns

 A Campaign Example

Chapter 16 Communicating School Finance Issues

 What the Research Says

 Planning the Campaign

 Determining the Proposal

 Establishing a Philosophy

 Naming a Campaign Director

 Timing of the Campaign

 Financing the Campaign

 Citizens’ Advisory Committee

 Other Campaign Participants

 Knowing the Community’s Thinking before the Election

 Adopting a Theme or Slogan

 Personalizing the Campaign

 Keep It Simple

 Working with the Media

 Publications Can Help

 Speakers’ Bureau

 Endorsements

 Small-Group Meetings

 Campaign Timetable

 Recommendations to Improve Election Day Results

 An Example of a Local Campaign

PART FOUR Evaluation

Chapter 17 Assessment and Accountability

 Documenting Results

 Standards for Evaluation

 Supporting Communication Accountability

 Tracking Bottom-Line Outputs

 Using Research

 Why Education Must Be Accountable

Index