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| Standards Matrix (ELCC/NCATE) | |
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| Contemporary Perspectives | |
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| School Public Relations: A New Agenda | |
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| Case Study: the New Superintendent's Public Relations Plan | |
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| Introduction | |
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| Perspectives of Public Relations | |
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| Erroneous Perspectives | |
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| Multiple Definitions and Models | |
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| School Public Relations | |
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| Meaning | |
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| Goals | |
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| Persistent Barriers | |
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| Current Importance | |
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| Underlying Themes | |
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| Information Age | |
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| School Reform | |
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| Communication | |
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| Reflective Practice | |
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| Summary | |
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| Questions and Suggested Activities | |
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| Case Study | |
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| Chapter References | |
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| Social and Political Contexts | |
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| Case Study: Diversity and Local Public Schools | |
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| Introduction | |
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| Social Conditions and Schools | |
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| Changing Family Structure | |
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| Poverty | |
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| Immigrant Students | |
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| Effects of Social Problems on Student Behavior | |
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| Effects Social Problems on Schools | |
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| Political Conditions and Schools | |
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| Education Goals | |
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| Politics, Reform, and Engagement | |
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| Summary | |
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| Questions and Suggested Activities | |
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| Case Study | |
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| Chapter References | |
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| Legal and Ethical Aspects of Public Relations | |
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| Case Study: Maynard Constructs a School Web Page | |
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| Introduction | |
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| Legal Dimensions | |
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| Tort Liability | |
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| Constitutional Torts | |
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| Political Speech | |
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| Privacy Rights | |
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| Religion and Public Schools | |
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| Community Values and Curriculum | |
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| Copyright | |
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| Ethics | |
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| Ethics in School Administration | |
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| Ethics in PR | |
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| Summary | |
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| Questions and Suggested Activities | |
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| Case Study | |
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| Chapter References | |
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| Current Contexts of School Reform | |
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| Case Study: Applying a Communicative Approach to Policy Development | |
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| Introduction | |
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| Local Control and School Reform | |
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| Democratic Localism and Representative Democracy | |
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| Local Reforms and Stakeholder Involvement | |
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| Civic Engagement and Administrative Behavior | |
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| Civic Engagement Approaches | |
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| Administrative Behavior | |
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| School Improvement and Public Relations | |
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| Why Civic Engagement Matters | |
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| How PR Can Contribute to Engagement | |
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| Summary | |
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| Questions and Suggested Activities | |
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| Case Study | |
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| Chapter References | |
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| Conceptualizing and Institutionalizing a Public Relations Program | |
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| Communication and Conflict Management | |
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| Case Study: Importance of Internal Relations | |
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| Introduction | |
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| Communication | |
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| Communication Basics | |
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| Listening Skills | |
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| Nonverbal Communication | |
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| Communication Networks | |
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| Communication Competence | |
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| Conflict Management | |
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| Conflict Types | |
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| Conflict Contaminants | |
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| Conflict-Resolution Strategies | |
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| Summary | |
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| Questions and Suggested Activities | |
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| Case Study | |
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| Chapter References | |
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| Public Relations Programs | |
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| Case Study: High Hopes Gone Sour | |
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| Introduction | |
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| Conceptualizing a PR Program | |
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| Responsibility | |
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| Intended Beneficiaries | |
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| Organizational Structure | |
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| Non-traditional Public Schools and Private Schools | |
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| Non-Traditional Public Schools | |
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| Private Schools | |
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| Organizing PR in Schools of Choice | |
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| Student and Parental Involvement | |
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| Summary | |
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| Questions and Suggested Activities | |
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| Case Study | |
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| Chapter References | |
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| Planning, Implementing, and Evaluating Programs | |
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| Case Study: When Schools and Relationships Fail to Improve | |
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| Introduction | |
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| Program planning | |
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| Planning Processes | |
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| Characteristics of Effective Plans | |
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| Planning Team | |
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| Administrator Interventions | |
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| School-Level Supplemental Planning | |
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| Implementing | |
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| Administrative Responsibility | |
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| Naming the Program | |
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| Resource Allocation | |
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| Evaluating Programs | |
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| Types of Evaluation | |
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| Outputs and Outcomes | |
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| Essential Questions | |
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| Utility | |
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| Methods, Techniques, and Sources | |
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| Summary | |
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| Questions and Suggested Activities | |
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| Case Study | |
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| Chapter References | |
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| Using Technology to Exchange and Manage Information | |
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| Case Study: Roger Creates a Web Page | |
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| Introduction | |
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| Essential Constructs | |
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| Technology Literacy | |
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| Information Literacy | |
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| Information Technology | |
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| Management Information System | |
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| Technology Tools | |
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| Email | |
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| Electronic Newsletters | |
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| District or School Web Pages | |
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| Electronic Networking | |
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| Videoconferencing | |
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| Chat Rooms | |
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| Blogs | |
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| Summary | |
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| Questions and Suggested Activities | |
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| Case Study | |
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| Chapter References | |
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| Focused Objectives | |
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| Community Relations | |
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| Case Study: A Mentor's Questionable Advice | |
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| Introduction | |
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| Relationships and Communication | |
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| Improving Community Relations | |
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| Identifying and Analyzing Publics | |
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| Communicating with the Community | |
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| Deploying a Multicultural Perspective | |
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| Positive Relationships with Parents | |
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| Need for Parental Relationships | |
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| Building and Maintaining Parental Relationships | |
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| Summary | |
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| Questions and Suggested Activities | |
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| Case Study | |
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| Chapter References | |
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| Media Relationship | |
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| Case Study: Mismanaging a Sensitive Situation | |
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| Introduction | |
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| Organizational decisions | |
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| Media Relations Plan | |
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| Implementing a Media Relations Plan | |
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| Employing a PR Specialist | |
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| Working with Print Media Reporters | |
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| Establishing a Foundation for Effective Relationships | |
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| Working with New Reporters | |
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| Accommodating Deadlines | |
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| Dealing with Negative News | |
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| Speaking Off the Record | |
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| Refusing to Comment | |
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| Telling the Truth | |
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| Staying on Track | |
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| Getting the School's Story to the Media | |
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| Preparing News Releases | |
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| Planning and Conducting News Conferences | |
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| Correcting the Record | |
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| Working with Electronic Media Reporters | |
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| Television | |
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| Radio | |
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| Web-Based Outlets | |
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| Summary | |
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| Questions and Suggested Activities | |
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| Case Study | |
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| Chapter References | |
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| Public Opinion | |
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| Case Study: Good Intentions Aren't Always Enough | |
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| Introduction | |
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| Defining Public Opinion | |
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| Civic Engagement and Policy | |
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| Types Citizen Engagement | |
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| Public Opinion as a Form of Civic Engagement | |
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| Surveying Opinions | |
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| Scientific Polling | |
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| Sampling Issues | |
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| Return Rates | |
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| Data Collection Alternatives | |
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| Focus Groups | |
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| Question Development | |
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| Summary | |
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| Questions and Suggested Activities | |
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| Case Study | |
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| Chapter References | |
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| Developing and Executing a Successful Funding Campaign | |
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| Case Study: Playing Hardball | |
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| Introduction | |
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| Validating the Need | |
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| Marketing | |
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| Focal Points | |
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| Collecting Data | |
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| Projecting an Election Outcome | |
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| Referendum Campaign | |
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| Steering Committee | |
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| Campaign Consultant | |
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| Volunteers | |
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| Positive Campaign Characteristics | |
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| Mistakes and Problems to Avoid | |
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| Evaluating the Campaign | |
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| Summary | |
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| Questions and Suggested Activities | |
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| Case Study | |
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| Chapter References | |
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| Responding to Crisis | |
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| Case Study: Suicide at McKinley Middle School | |
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| Introduction | |
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| Safety and Security Planning | |
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| Integrating District and School Responsibilities | |
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| Defining a Crisis | |
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| Planning Scope | |
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| Appointing the School Crisis Team | |
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| Safety and Security Audit | |
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| Constructing a Crisis Plan | |
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| Preparing Employees to Implement the Plan | |
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| Evaluating the Plan | |
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| Crisis Communication | |
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| Pre-Crisis Tasks | |
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| Communicating During the Crisis | |
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| Communicating After the Crisis | |
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| Summary | |
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| Questions and Suggested Activities | |
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| Case Study | |
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| Chapter References | |