Allyn & Bacon / Merrill

Education

Browse available resources for Educational Administration & Leadership:



Public Relations for School Leaders
Larry W. Hughes, University of Houston
Don W. Hooper, Fort Bend, Texas Independent School District

ISBN-10: 0205306233
ISBN-13: 9780205306237

Publisher: Allyn & Bacon
Copyright: 2000
Format: Cloth; 230 pp
Published: 12/07/1999

Suggested retail price: $122.60
Buy from myPearsonStore

This book is a departure from the traditional school public relations text. It not only provides a solid conceptual and research base in public relations for school leaders, it also demonstrates how these concepts can be practically implemented and put to good effect in the school systems. Exercises and concepts are drawn from school life. Concepts are presented, developed, and applied. Case studies that conclude most chapters are based on actual experiences.

  • Public Relations Theory is put into practice by means of:

    • Case studies afford students the opportunity to apply the concepts presented in a life-like setting and to clarify the role of the school leader in the public relations process.

    • Application exercises give students a chance to apply the concepts presented.

    • Strategies (in Ch. 3) on how to find and work with “key influentials” in the community as an essential part of the process of developing good schools.

  • Part II focuses on Public Relations techniques — internal communication (Ch. 5), successful relationships (Ch. 6), working with the media (Ch. 7), external communication (Ch. 8).
  • Three proposed school public relations programs with demographic analysis, program analysis, and evaluation schemes are featured in Chapter 10.

All chapters include “Introduction,” “Summary,” “References, ”, “Suggested Reading(s)”, and “Administrative Practices: Knowledge into Action.”

I.THE SOCIAL AND POLITICAL MILIEU: SCHOOL LEADERS AT WORK.

1.Criticism and Conflict: Public Opinion and Pressure Groups.

Community Dynamics.

The Organized Opposition.

Identifying and Negotiating with Pressure Groups.

Kinds of Pressure Groups.

Inflammatory Issues.

Policy Development before the Incident.

Flashpoints.

2.The School in the Complex Society. AHEADS = Gemeinschaft and Gesselschaft Communities: The Sacred-Secular Continuum.

Six Realities.

Outside Forces: Formal and Informal.

3.Informal Community Forces.

Community Power Structures.

Neighborhood Influence Systems.

4.Formal Influences on Schooling.

Three Levels of Contending and Sometimes Contentious Forces.

The Federal Interest.

The State Interest.

Local Policy Making.

Responding to and Influencing Federal and State Mandates.

II.EFFECTIVE PUBLIC RELATIONS TECHNIQUES.

5.Strategies for Effective Internal Communications.

Identifying Internal Publics and Their Roles in Public Relations.

Developing an Internal Communications Plan.

Stakeholder Recognition and Appreciation Systems.

Modern Communication Mediums.

6.Strategies for Successful Relationships.

Behavior Types.

Making Use of Profiling.

Communications Model.

Building Trust and Confidence.

Conflict Resolution/Mediation.

Building Win/Win Situations.

Negotiating with Individuals and Groups.

7.What to Do When the Media Come Calling.

The First Amendment to The U.S. Constitution.

What Is News?

The Role of the Reporter.

The Role of the School Administrator.

Working with the Media.

Tips for Handling the Media Call.

Tips for Making the Media Call.

Proactive Strategies to Build Goodwill.

Handling the Media Interview.

8.Strategies for an Effective External Communications Program.

Communication Is a Two-Way Street.

Developing Written Communication Skills.

Developing Oral Communication Skills.

Special Issues That Require Special Care.

Two-Way Communication Processes and Practices.

III.DEVELOPING THE PROGRAM.

9.Planning Effective Communication and Relationship Programs.

A Brief History of Planning.

Time and Events.

Elements of Planning

Tactical Short-Term Thinking and Planning: Microplans.

10.Getting Started: Analyzing the School Community Developing the Public Relations Program.

Elements of Public Relations Program Planning.

Three Proposed Public Relations Programs.

Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students, contact your Pearson Higher Education representative for pricing and ordering information.

Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students contact your Pearson Higher Education representative.


Copyright ©2008 Pearson Education. All rights reserved. Legal Notice | Privacy Policy | Permissions