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| Preface | |
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| Acknowledgments | |
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| About the Author | |
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| The High Stakes of School PR: Student Success | |
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| Strong Relationships Support Student Success | |
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| Perceptions and Reputations Matter | |
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| School PR Efforts Reflect Reality | |
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| School PR Basics: Do and Tell | |
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| Questions for Assessing School PR Support for Student Success | |
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| Understanding How PR Serves Your Students and Schools | |
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| Connecting Teaching and School PR | |
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| School PR in Action | |
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| Serving All School PR Audiences | |
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| Questions for Assessing Commitments to School PR Excellence | |
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| Defining Your School PR Needs | |
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| Defining School Public Relations | |
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| Organizing School PR Efforts | |
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| Different Needs, Different Roles in School PR | |
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| Use Available School PR Support | |
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| Questions for Assessing School PR Roles and Resources | |
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| Organizing Your School PR Efforts | |
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| Defining School PR Success | |
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| Key Components for Success | |
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| Getting School PR Research | |
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| Examples: Putting School PR Research to Work | |
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| Setting School PR Objectives | |
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| Deciding Strategies | |
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| Picking Tactics | |
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| Examples: Defining Your School PR Tactics | |
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| Checklist: The 12-Step School PR Planner | |
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| Q&A: Frank Basso Discusses How Schools Should Plan and Measure PR Efforts | |
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| Getting Useful School PR Research | |
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| Examples: School PR Research Myths to Address | |
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| Examples: School PR Research Sources | |
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| Early-Warning Roles of PR Research | |
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| Questions for Assessing School PR Research | |
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| Q&A: Cynthia E. Banach Talks About the Importance of Communication Research to School PR Efforts | |
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| Creating Goodwill Ambassadors for Your School | |
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| Examples: The People Who Make or Break School PR | |
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| Communication Happens: Planned or Not | |
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| Listening: Making Communication Two-Way | |
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| Examples: Listening Opportunities in Schools | |
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| Checklist: Getting Started With Internal School PR | |
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| Achieving School PR Success: Employees | |
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| The Real Power in School PR: When People Care | |
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| Creating a Team That Works | |
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| Know All of the Audiences | |
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| Ideas for School PR Activities With Employees | |
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| Checklist: Ideas for Helping Employees Deal With Upset Customers | |
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| Achieving School PR Success: Parents | |
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| What Parents Want | |
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| Example: Targeting Messages to Parents | |
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| Analyze Your Messages | |
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| Ideas for School PR Activities With Parents | |
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| Checklist: Engagement Idea Starters for Parents | |
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| Achieving School PR Success: Students | |
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| Students Talk, People Listen | |
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| Supporting School Communication by Students | |
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| Celebrate All Student Successes | |
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| Ideas for School PR Activities With Students | |
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| Achieving School PR Success: Volunteers and Other School Visitors | |
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| Welcoming Outsiders to Your School | |
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| First Impressions Last | |
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| Ideas for School PR Activities With Visitors | |
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| Achieving School PR Success: Diverse Audiences | |
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| Diversity's Impact on School PR | |
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| Use PR to Tap Diversity's Power | |
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| Ideas for School PR Activities With Diverse Populations | |
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| Achieving School PR Success: Seniors | |
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| Boost Senior Involvement | |
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| Ideas for School PR Activities With Seniors | |
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| Q&A: Diane Holtzman Talks About Involving Seniors in School PR Efforts | |
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| Achieving School PR Success: Businesses and Vendors | |
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| Tap Business Expertise and Influence | |
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| Build Working Partnerships | |
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| Ideas for School PR Activities With Businesses | |
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| Q&A: John Moscatelli Discusses How Schools and Businesses Can Work Together | |
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| Q&A: Dr. William J. Banach Discusses How Marketing Can Contribute to School PR Efforts | |
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| Achieving School PR Success: Community Leaders | |
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| Encourage Active Involvement | |
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| Ideas for School PR Activities With Community Leaders | |
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| Q&A: Dr. Don Bagin Talks About Key Communicators and School PR | |
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| Creating Your School PR Messages and Content | |
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| Creating Messages That Work | |
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| Linking Messages to Needs and Beliefs | |
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| Example: Creating Messages That Spark Action | |
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| Pay Attention to Message Meanings | |
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| Some Suggestions for Building Such Messages | |
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| Writing for Readership | |
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| Revising Copy to Strengthen Messages | |
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| Transitions: Shifting Gears Between Ideas | |
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| Assuring Message Transparency | |
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| Delivering Your School PR Messages and Content: In Print and Online | |
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| Organizing Public Relations Tactics | |
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| Communicating Through Design | |
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| Accommodate How People Read | |
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| Ideas for Facilitating Communication | |
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| Headlines Need Special Attention | |
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| Don't Be Anonymous | |
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| Consistency Creates Credibility | |
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| Package Your Information | |
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| Delivering Your School PR Messages and Content: In the News Media | |
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| Why Schools Use the News Media to Communicate | |
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| What Do the Media Offer Schools? | |
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| How Does Publicity Relate to Public Relations? | |
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| Who Speaks to the Media? | |
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| What Is News? | |
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| Tactics for Getting Stories to the Media | |
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| Building Solid Relationships With Reporters and Editors | |
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| Ways to Connect Schools and the Media Covering Them | |
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| Setting Interview Ground Rules | |
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| Choosing a Good Interview Location | |
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| Know What Makes for a Successful Interview | |
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| Preparing for Interview Questions You'll Face | |
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| Handling Tough Interview Questions | |
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| Learn to Leverage School News | |
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| Q&A: M. Larry Litwin Talks About Working With the News Media | |
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| Delivering Your School PR Messages and Content: In Person | |
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| Dealing With Others One-on-One | |
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| Face-to-Face Tactics in Action | |
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| Ideas for Creating Successful School Gatherings | |
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| Planning and Writing Presentations and Speeches | |
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| Accommodating the Audience | |
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| Getting the Right Introduction | |
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| Creating Great Visuals | |
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| Handling Questions During and After Presentations | |
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| Presenting to Unfriendly Audiences | |
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| Personal Communication During Crises | |
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| Tapping the PR Power in Good Etiquette | |
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| School PR: How You Can Make a Difference Now | |
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| School PR Resources | |
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| Index | |