School and Community Relations, The, 12th edition

Published by Pearson (June 11, 2021) © 2022

  • Edward H. Moore National School Public Relations Association
  • Don H. Bagin Professor, Rowan University
  • Donald R. Gallagher Rowan University
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Buy nowOpens in a new tab

In this eTextbook — More ways to learn

  • More flexible. Start learning right away, on any device.
  • More supportive. Get AI explanations and practice questions (select titles).
  • More interactive. Bring learning to life with audio, videos, and diagrams.
  • More memorable. Make concepts stick with highlights, search, notes, and flashcards.
  • More understandable. Translate text into 100+ languages with one tap.
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  • A print edition

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Title overview

The School and Community Relations provides the theory, research and practice of communication planning. The field of school and community communications is rapidly evolving and becoming more complex. Focusing on successfully implementing communication activities with both internal and external audiences, The School and Community Relations is a widely used resource for overcoming these emerging complexities. 

The 12th Edition has been extensively updated with school communication expert interviews, video resources, communications tools and more. Drawing on theory and research, the text stresses the generation of communication outcomes that far surpass simple dissemination of information, proactively identifying and engaging the right audiences.

Table of contents

PART I: ESSENTIAL CONSIDERATIONS
1. The Importance of Public Relations
2. Public Character of the School
3. Understanding the Community
4. Policies, Goals, and Strategies
5. Administering the Program

PART II: RELATIONS WITH SPECIAL PUBLICS
6. The Communication Process
7. Communicating with Internal Publics
8. Communicating with External Publics
9. Crisis Communication
10. Communication about School Services, Activities, and Events

PART III: COMMUNICATIONS TOOLS
11. Working with the News Media
12. Creating and Delivering Online and Print Communications
13. Conducting Special Issue Campaigns
14. Communication School Finance Issues

PART IV: EVALUATION
15. Communication Assessment and Accountability

Appendix A: Organizations that Could Be Helpful

Author bios

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