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The School and Community Relations, 9/E
Don Bagin, Professor, Rowan University
Donald R. Gallagher, Professor Emeritus of Rowan University
Edward H. Moore, National School Public Relations Association

ISBN-10: 0205509061
ISBN-13: 9780205509065

Publisher: Allyn & Bacon
Copyright: 2008
Format: Cloth; 368 pp
Published: 03/07/2007

Suggested retail price: $126.60
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Well-researched and applied, this best-selling text provides school officials the “how” and the “why” for effective communication with their staff and the community to improve school quality and student learning.

 

Chapters are sequenced so that the student can learn how to establish a public/community relations program that will be effective with every audience a school administrator will encounter. The authors continue to teach, research, and work extensively with school administrators, and this experience allows them to provide sound advice that is field tested and successful.

  • Gives the reader a comprehensive plan for implementing a step-by-step school-community relations program.
  • Provides practical procedures for producing positive results that will appeal to new and experienced administrators and PR professionals.
  • Issues associated with No Child Left Behind and reporting achievement and test scores are explored to provide school leaders with guidance in dealing with thorny public relations issues (Ch. 8 & 16).
  • Incorporates updated coverage of working with diverse audiences and related communications issues.
  • An updated chapter, “Avoiding and Handling School Violence,” addresses current concerns of school administrators (Ch. 9).Discusses the Freedom of Information Act (FOIA) and implications for schools satisfying requests for information by the media and the public.
  • Updated information on school choice to prepare officials to market their school in a competitive situation.

  • Thoroughly updated to reflect new challenges to school communications such as acts of violence, health issues related to disease, safety concerns rising from environmental threats, bad acts by school employees, and weather-related disasters.
  • A new chapter on Schools and Online Communication (Chapter 13) discusses the many new ways in which school districts and individual schools are tapping emerging communication technologies to communicate with and collect feedback from the communities they serve.  Included: Web communication, e-newsletters, list serves, online surveys, digital audio and video, online grade books, and more.
  • A new chapter on Marketing and School Choice (Chapter 17) considers the many competitive pressures schools face and looks at how school marketing programs can be developed to boost enrollments and strengthen school finances.
  • A revised chapter on Communicating School Finance Issues (Chapter 16) investigates the roles school communications play in building understanding of school finance and developing support for finance and bond elections.
  • A revised chapter on Conducting Special-Issue Campaigns (Chapter 15) looks at how schools are developing special-issue communication programming in support of specific needs and programs.
  • Discusses new responsibilities challenging school leaders in the face of growing demands posed by federal and state freedom of information laws and the requests they generate.
  • Includes ideas for assessing the impact of school communication programming and evaluating the impact of investments in communication.
  • An Instructor's Manual is available to adopters electronically by contacting your local sales representative.

Preface

 

About the Authors

 

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

            Models of Public Relations

 

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

            Community Relations Role of Teacher’ Associations

            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

 

Chapter 9: Crisis Communication

            A Crisis Plan is Essential

            Why is a Crisis Management Team Important?

            What Types of Crises Can We Expect?

            Where Do Acts of Violence Take Place?

            When Violence Strikes … What to Do

            Working with the Media

            Special Considerations

            Prevention … Your First and Best Strategy

            The Warning Signs

            The Aftermath

Chapter 10: Communication about School Services and Special Events

            Contact with the Board of Education

            Receiving School Visitors

            Handling Telephone Calls and Correspondence

            Servicing Complaints

            Meeting Everyday Contacts

             Request 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 3: Communication Tools

Chapter 11: Working with the Press

            Guidelines

            The Role of Reporters

            The Press and School Board Meetings

            The News Conference

            Drafting a News Relations Plan

            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

            Other Options

 

Chapter 13: Schools and Online Communication

            The Internet and School Community Relations

            Moving Beyond Web Pages

            Communicating of the Web

            Designing Online Communications

            Finding and Creating Content

            Serving Audiences and Interests

            Policies on Content

            E-Newsletters

            E-mail and Listservs

            Online Handbooks

            Audio and Video

            Databases

 

Chapter 14: Preparing Published Materials

            Objectives School Publications

            Knowing the Audience

            Choosing Content

            Determining Who should Write the Publications

            Knowing How to Publish it

            Priorities for Traditional Printing

            Saving Money on Printing Costs

            Designing and Laying out the Publication
            Getting the Most Out of Typography

            Using Photos to Enhance Publications

            Distributions Publications

            Evaluating School Publications

            Deciding Which Publications to Print

            The Role of Student Publications

 

Chapter 15: Conducting Special Issue Campaigns

            How a Community Accepts a new Idea

            The Change Agent

            How People Accept Change

            Innovators

            Introducing an Innovation

            An Enrollment Campaign

 

Chapter 16: Communicating School Finance Issues

            Complexities of School Finance

            What the Research Says

            Planning the Campaign

            Determining the Proposal

            Establishing a Proposal

            Timing of the Campaign

            Citizen’s Advisory Committee

            Registration of Voters

            Other Campaign Participants

            Knowing the Community’s Thinking

            Adopting a Theme or Slogan

            Personalizing the Campaign

            Keep it Simple

            Working with the Media

            Publications Can Help

            Speakers’ Bureau

            Endorsements

            Small-Group Meetings

            House-to-House Canvass

            Absentee Ballots

            Election-Day Plans

            Campaign Timetable

            Recommendations to Improve Election-Day Results

            A Board Issue Campaign

            A Citizens Academy Campaign

 

Chapter 17: Marketing and School Choice

            Trends in School Choice

            New Competition Emerges

            What is Marketing?

            Analyzing the Environment

            Marketing Data

            Know How People Choose

            Developing a Strategy

            Schools and Positioning

            Writing a Marketing Plan

            Execute the Plan

            Evaluate the Results

 

Appendix A: Organizations that Could Be Helpful

 

Index

 

 

 

 

 

 

 

The School and Community Relations, 9/E

 

Don Bagin

Donald R. Gallagher
Edward H. Moore

 

 

“I have generally been pleased with the content and flow of the text.  My graduate school administration students have consistently indicated that the text is readable for them. I have looked at others, but consider this text the best available for my needs”

William Durow, Creighton University

 

“The early Chapters get the students off to the right start by understanding the “big picture” of a district.  Chapters 6, 7, 8 are my favorites — they are real “eye openers” for future administrators as well as educators deciding to stay in the classroom”

Donna Towers, Lindenwood University

 

 

The ninth edition of this best-selling text offers school officials practical solutions for effective communication with their staffs and communities in order to improve learning and quality in schools. Based on their extensive experience, the authors illustrate how to establish a public relations program that will be effective with every audience a school administrator might encounter.

 

 

New features to this edition include:

  • A new chapter on Schools and Online Communication (Ch. 13) that discusses new ways in which schools and districts are using communication technologies to communicate with and collect feedback from the communities they serve, including e-newsletters, list servs, and Web communication.
  • A new chapter on Marketing and School Choice (Ch. 17) that examines the many competitive pressures schools face and how school marketing programs can be developed.
  • Discussion of new responsibilities challenging school communicators in the face of growing demands posed by federal and state freedom of information laws.
  • Thorough updates to reflect new challenges to school communications, such as health issues related to disease, acts of violence, and weather-related disasters.
  • Ideas for assessing the impact of school communication programs and evaluating the impact of investments in communication.

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    Bagin, Gallagher & Moore
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