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Public Relations for School Leaders

ISBN-10: 0205306233
ISBN-13: 9780205306237
Edition: 2000
List price: $177.20
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Description: 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  More...

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Book details

List price: $177.20
Copyright year: 2000
Publisher: Allyn & Bacon, Incorporated
Publication date: 12/7/1999
Binding: Hardcover
Pages: 230
Size: 7.25" wide x 9.50" long x 0.75" tall
Weight: 1.100
Language: English

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. For anyone interested in public relations and the politics of education.

The Social And Political Milieu: School Leaders At Work
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
The School in the Complex Society
AHEADS = Gemeinschaft and Gesselschaft Communities: The Sacred-Secular Continuum
Six Realities
Outside Forces: Formal and Informal
Informal Community Forces
Community Power Structures
Neighborhood Influence Systems
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
Effective Public Relations Techniques
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
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
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
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
Developing The Program
Planning Effective Communication and Relationship Programs
A Brief History of Planning
Time and Events
Elements of Planning Tactical Short-Term Thinking and Planning: Microplans
Getting Started: Analyzing the School Community Developing the Public Relations Program
Elements of Public Relations Program Planning
Three Proposed Public Relations Programs

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