Public Relations in Schools, 5th edition

Standards Matrix (ELCC/NCATE)

Part I: Contemporary Perspectives

Chapter 1 School Public Relations: A New Agenda

Case Study: The New Superintendent’s Public Relations Plan

Introduction

Perspectives of Public Relations

Erroneous Perspectives

Multiple Definitions and Models

School Public Relations

Meaning

Goals

Persistent Barriers

Current Importance

Underlying Themes

Information Age

School Reform

Communication

Reflective Practice

Summary

Questions and Suggested Activities

Case Study

Chapter References

Chapter 2 Social and Political Contexts

Case Study: Diversity and Local Public Schools

Introduction

Social Conditions and Schools

Changing Family Structure

Poverty

Immigrant Students

Effects of Social Problems on Student Behavior

Effects Social Problems on Schools

Political Conditions and Schools

Education Goals

Politics, Reform, and Engagement

Summary

Questions and Suggested Activities

Case Study

Chapter References

Chapter 3 Legal and Ethical Aspects of Public Relations

Case Study: Maynard Constructs a School Web Page

Introduction

Legal Dimensions

Tort Liability

Constitutional Torts

Political Speech

Privacy Rights

Religion and Public Schools

Community Values and Curriculum

Copyright

Ethics

Ethics in School Administration

Ethics in PR

Summary

Questions and Suggested Activities

Case Study

Chapter References

Chapter 4 Current Contexts of School Reform

Case Study: Applying a Communicative Approach to Policy Development

Introduction

Local Control and School Reform

Democratic Localism and Representative Democracy

Local Reforms and Stakeholder Involvement

Civic Engagement and Administrative Behavior

Civic Engagement Approaches

Administrative Behavior

School Improvement and Public Relations

Why Civic Engagement Matters

How PR Can Contribute to Engagement

Summary

Questions and Suggested Activities

Case Study

Chapter References

Part II: Conceptualizing and Institutionalizing a Public Relations Program

Chapter 5 Communication and Conflict Management

Case Study: Importance of Internal Relations

Introduction

Communication

Communication Basics

Listening Skills

Nonverbal Communication

Communication Networks

Communication Competence

Conflict Management

Conflict Types

Conflict Contaminants

Conflict-Resolution Strategies

Summary

Questions and Suggested Activities

Case Study

Chapter References

Chapter 6 Public Relations Programs

Case Study: High Hopes Gone Sour

Introduction

Conceptualizing a PR Program

Responsibility

Intended Beneficiaries

Organizational Structure

Non-traditional Public Schools and Private Schools

Non-Traditional Public Schools

Private Schools

Organizing PR in Schools of Choice

Student and Parental Involvement

Summary

Questions and Suggested Activities

Case Study

Chapter References

Chapter 7 Planning, Implementing, and Evaluating Programs

Case Study: When Schools and Relationships Fail to Improve

Introduction

Program planning

Planning Processes

Characteristics of Effective Plans

Planning Team

Administrator Interventions

School-Level Supplemental Planning

Implementing

Administrative Responsibility

Naming the Program

Resource Allocation

Evaluating Programs

Types of Evaluation

Outputs and Outcomes

Essential Questions

Utility

Methods, Techniques, and Sources

Summary

Questions and Suggested Activities

Case Study

Chapter References

Chapter 8 Using Technology to Exchange and Manage Information

Case Study: Roger Creates a Web Page

Introduction

Essential Constructs

Technology Literacy

Information Literacy

Information Technology

Management Information System

Technology Tools

Email

Electronic Newsletters

District or School Web Pages

Electronic Networking

Videoconferencing

Chat Rooms

Blogs

Summary

Questions and Suggested Activities

Case Study

Chapter References

Part III: Focused Objectives

Chapter 9 Community Relations

Case Study: A Mentor’s Questionable Advice

Introduction

Relationships and Communication

Improving Community Relations

Identifying and Analyzing Publics

Communicating with the Community

Deploying a Multicultural Perspective

Positive Relationships with Parents

Need for Parental Relationships

Building and Maintaining Parental Relationships

Summary

Questions and Suggested Activities

Case Study

Chapter References

Chapter 10 Media Relationship

Case Study: Mismanaging a Sensitive Situation

Introduction

Organizational decisions

Media Relations Plan

Implementing a Media Relations Plan

Employing a PR Specialist

Working with Print Media Reporters

Establishing a Foundation for Effective Relationships

Working with New Reporters

Accommodating Deadlines

Dealing with Negative News

Speaking Off the Record

Refusing to Comment

Telling the Truth

Staying on Track

Getting the School’s Story to the Media

Preparing News Releases

Planning and Conducting News Conferences

Correcting the Record

Working with Electronic Media Reporters

Television

Radio

Web-Based Outlets

Summary

Questions and Suggested Activities

Case Study

Chapter References

Chapter 11 Public Opinion

Case Study: Good Intentions Aren’t Always Enough

Introduction

Defining Public Opinion

Civic Engagement and Policy

Types Citizen Engagement

Public Opinion as a Form of Civic Engagement

Surveying Opinions

Scientific Polling

Sampling Issues

Return Rates

Data Collection Alternatives

Focus Groups

Question Development

Summary

Questions and Suggested Activities

Case Study

Chapter References

Chapter 12 Developing and Executing a Successful Funding Campaign

Case Study: Playing Hardball

Introduction

Validating the Need

Marketing

Focal Points

Collecting Data

Projecting an Election Outcome

Referendum Campaign

Steering Committee

Campaign Consultant

Volunteers

Positive Campaign Characteristics

Mistakes and Problems to Avoid

Evaluating the Campaign

Summary

Questions and Suggested Activities

Case Study

Chapter References

Chapter 13 Responding to Crisis

Case Study: Suicide at McKinley Middle School

Introduction

Safety and Security Planning

Integrating District and School Responsibilities

Defining a Crisis

Planning Scope

Appointing the School Crisis Team

Safety and Security Audit

Constructing a Crisis Plan

Preparing Employees to Implement the Plan

Evaluating the Plan

Crisis Communication

Pre-Crisis Tasks

Communicating During the Crisis

Communicating After the Crisis

Summary

Questions and Suggested Activities

Case Study

Chapter References