The School and Community Relations
9th Edition
Published on 19. April 2007
Book
Hardback
368 pages
978-0-205-50906-5 (ISBN)
Description
Well-researched and applied, this best-selling text provides school officials the "how" and the "why" for effective communication with their staff and the community to improve school quality and student learning.
Chapters are sequenced so that the student can learn how to establish a public/community relations program that will be effective with every audience a school administrator will encounter. The authors continue to teach, research, and work extensively with school administrators, and this experience allows them to provide sound advice that is field tested and successful.
Chapters are sequenced so that the student can learn how to establish a public/community relations program that will be effective with every audience a school administrator will encounter. The authors continue to teach, research, and work extensively with school administrators, and this experience allows them to provide sound advice that is field tested and successful.
More details
Edition
9th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 196 mm
Width: 239 mm
Thickness: 24 mm
Weight
836 gr
ISBN-13
978-0-205-50906-5 (9780205509065)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Edward H. Moore | Don H. Bagin | Donald R. Gallagher
The School and Community Relations
International Edition
Book
09/2012
10th Edition
Pearson
€132.67
Article exhausted; check for reprint
Edward H. Moore | Don H. Bagin | Donald R. Gallagher
The School and Community Relations
Book
06/2011
10th Edition
Pearson
€140.11
Article exhausted; check for reprint
Previous edition
Donald R. Gallagher | Don H. Bagin | Edward H. Moore
The School and Community Relations
Book
09/2004
8th Edition
Pearson
€94.39
Article exhausted; check for reprint
Content
Preface
About the Authors
Part One: Essential Considerations
Chapter 1: The Importance of Public Relations
Why School Public Relations?
Suggestions for Improving Public Confidence
Need for a Communication Plan
Chapter 2: Public Character of the School
Public Character of the School
The Meaning of Public Opinion
School-Community Relations
Models of Public Relations
Chapter 3: Understanding the Community
Sociological Inventory
Power Structures
Measuring Public Opinion
Electronic Surveying
Chapter 4: Policies, Goals, and Strategies
Nature of a Policy
Goals and Strategies
Planning Checklist
Chapter 5: Administering the Program
The Board of Education
The Superintendent's Role
The Administrative Team
Director of School-Community Relations
Standards for Educational Public Relations Professionals
Plans of Organization
Responsibilities of Other Team Members
Budgetary Provisions
Staff Members
General Community Relations Responsibilities
Specific Community Relations Responsibilities
In-Service Training
Part Two: Relations with Special Publics
Chapter 6: The Communication Process
Elements of Communication
Communication and Persuasion
Media's Role in Communication
Words
Crisis Communications
Chapter 7: Communicating with Internal Publics
Why Internal Communications?
School Board Actions
Administration-Employee Relations
Relations among Teachers
Relations with Noninstructional Personnel
Improvement of Staff Relations
Communicating during Negotiations and Strikes
Communicating with Pupils
Instructional Practices
Relations Outside the Classroom
The Pupil and Internal Community Relations
Student Unrest
Chapter 8: Communicating with External Publics
The Pupil and External Community Relations
Community Relations Role of Teacher' Associations
Importance of Parent Relations
School Liaison Groups
Key Communicators
General Community Groups
Older Adults and the School: An Intergenerational Public Relations Approach
Opportunities for Cooperation
Meeting Criticism and Attacks
Communication during Negotiations and a Strike
Communicating with Diverse Cultures
Chapter 9: Crisis Communication
A Crisis Plan is Essential
Why is a Crisis Management Team Important?
What Types of Crises Can We Expect?
Where Do Acts of Violence Take Place?
When Violence Strikes ... What to Do
Working with the Media
Special Considerations
Prevention ... Your First and Best Strategy
The Warning Signs
The Aftermath
Chapter 10: Communication about School Services and Special Events
Contact with the Board of Education
Receiving School Visitors
Handling Telephone Calls and Correspondence
Servicing Complaints
Meeting Everyday Contacts
Request for Information
Participation in Community Life
School Plant Appearance
Special Programs for Older People
Open House
Building Dedications
American Education Week
Business-Industry-Education Cooperation
Community Use of School facilities
Adult Education
Community Education
Part 3: Communication Tools
Chapter 11: Working with the Press
Guidelines
The Role of Reporters
The Press and School Board Meetings
The News Conference
Drafting a News Relations Plan
What People Want to Know about the Schools
Foreign-Language Newspapers
News Topics in Your Schools
Types of Stories
News Sources
News Organizations
Getting the News to the Press
Mechanics of the News Release
Other Methods
Chapter 12: Radio, Television, Exhibits and Presentations
Using Radio
Writing for Radio
Working with Radio Personnel
Television Opportunities
Getting Television Time
Planning for Effective Television
School Exhibits
Movies and Videos
Other Options
Chapter 13: Schools and Online Communication
The Internet and School Community Relations
Moving Beyond Web Pages
Communicating of the Web
Designing Online Communications
Finding and Creating Content
Serving Audiences and Interests
Policies on Content
E-Newsletters
E-mail and Listservs
Online Handbooks
Audio and Video
Databases
Chapter 14: Preparing Published Materials
Objectives School Publications
Knowing the Audience
Choosing Content
Determining Who should Write the Publications
Knowing How to Publish it
Priorities for Traditional Printing
Saving Money on Printing Costs
Designing and Laying out the Publication
Getting the Most Out of Typography
Using Photos to Enhance Publications
Distributions Publications
Evaluating School Publications
Deciding Which Publications to Print
The Role of Student Publications
Chapter 15: Conducting Special Issue Campaigns
How a Community Accepts a new Idea
The Change Agent
How People Accept Change
Innovators
Introducing an Innovation
An Enrollment Campaign
Chapter 16: Communicating School Finance Issues
Complexities of School Finance
What the Research Says
Planning the Campaign
Determining the Proposal
Establishing a Proposal
Timing of the Campaign
Citizen's Advisory Committee
Registration of Voters
Other Campaign Participants
Knowing the Community's Thinking
Adopting a Theme or Slogan
Personalizing the Campaign
Keep it Simple
Working with the Media
Publications Can Help
Speakers' Bureau
Endorsements
Small-Group Meetings
House-to-House Canvass
Absentee Ballots
Election-Day Plans
Campaign Timetable
Recommendations to Improve Election-Day Results
A Board Issue Campaign
A Citizens Academy Campaign
Chapter 17: Marketing and School Choice
Trends in School Choice
New Competition Emerges
What is Marketing?
Analyzing the Environment
Marketing Data
Know How People Choose
Developing a Strategy
Schools and Positioning
Writing a Marketing Plan
Execute the Plan
Evaluate the Results
Appendix A: Organizations that Could Be Helpful
Index
About the Authors
Part One: Essential Considerations
Chapter 1: The Importance of Public Relations
Why School Public Relations?
Suggestions for Improving Public Confidence
Need for a Communication Plan
Chapter 2: Public Character of the School
Public Character of the School
The Meaning of Public Opinion
School-Community Relations
Models of Public Relations
Chapter 3: Understanding the Community
Sociological Inventory
Power Structures
Measuring Public Opinion
Electronic Surveying
Chapter 4: Policies, Goals, and Strategies
Nature of a Policy
Goals and Strategies
Planning Checklist
Chapter 5: Administering the Program
The Board of Education
The Superintendent's Role
The Administrative Team
Director of School-Community Relations
Standards for Educational Public Relations Professionals
Plans of Organization
Responsibilities of Other Team Members
Budgetary Provisions
Staff Members
General Community Relations Responsibilities
Specific Community Relations Responsibilities
In-Service Training
Part Two: Relations with Special Publics
Chapter 6: The Communication Process
Elements of Communication
Communication and Persuasion
Media's Role in Communication
Words
Crisis Communications
Chapter 7: Communicating with Internal Publics
Why Internal Communications?
School Board Actions
Administration-Employee Relations
Relations among Teachers
Relations with Noninstructional Personnel
Improvement of Staff Relations
Communicating during Negotiations and Strikes
Communicating with Pupils
Instructional Practices
Relations Outside the Classroom
The Pupil and Internal Community Relations
Student Unrest
Chapter 8: Communicating with External Publics
The Pupil and External Community Relations
Community Relations Role of Teacher' Associations
Importance of Parent Relations
School Liaison Groups
Key Communicators
General Community Groups
Older Adults and the School: An Intergenerational Public Relations Approach
Opportunities for Cooperation
Meeting Criticism and Attacks
Communication during Negotiations and a Strike
Communicating with Diverse Cultures
Chapter 9: Crisis Communication
A Crisis Plan is Essential
Why is a Crisis Management Team Important?
What Types of Crises Can We Expect?
Where Do Acts of Violence Take Place?
When Violence Strikes ... What to Do
Working with the Media
Special Considerations
Prevention ... Your First and Best Strategy
The Warning Signs
The Aftermath
Chapter 10: Communication about School Services and Special Events
Contact with the Board of Education
Receiving School Visitors
Handling Telephone Calls and Correspondence
Servicing Complaints
Meeting Everyday Contacts
Request for Information
Participation in Community Life
School Plant Appearance
Special Programs for Older People
Open House
Building Dedications
American Education Week
Business-Industry-Education Cooperation
Community Use of School facilities
Adult Education
Community Education
Part 3: Communication Tools
Chapter 11: Working with the Press
Guidelines
The Role of Reporters
The Press and School Board Meetings
The News Conference
Drafting a News Relations Plan
What People Want to Know about the Schools
Foreign-Language Newspapers
News Topics in Your Schools
Types of Stories
News Sources
News Organizations
Getting the News to the Press
Mechanics of the News Release
Other Methods
Chapter 12: Radio, Television, Exhibits and Presentations
Using Radio
Writing for Radio
Working with Radio Personnel
Television Opportunities
Getting Television Time
Planning for Effective Television
School Exhibits
Movies and Videos
Other Options
Chapter 13: Schools and Online Communication
The Internet and School Community Relations
Moving Beyond Web Pages
Communicating of the Web
Designing Online Communications
Finding and Creating Content
Serving Audiences and Interests
Policies on Content
E-Newsletters
E-mail and Listservs
Online Handbooks
Audio and Video
Databases
Chapter 14: Preparing Published Materials
Objectives School Publications
Knowing the Audience
Choosing Content
Determining Who should Write the Publications
Knowing How to Publish it
Priorities for Traditional Printing
Saving Money on Printing Costs
Designing and Laying out the Publication
Getting the Most Out of Typography
Using Photos to Enhance Publications
Distributions Publications
Evaluating School Publications
Deciding Which Publications to Print
The Role of Student Publications
Chapter 15: Conducting Special Issue Campaigns
How a Community Accepts a new Idea
The Change Agent
How People Accept Change
Innovators
Introducing an Innovation
An Enrollment Campaign
Chapter 16: Communicating School Finance Issues
Complexities of School Finance
What the Research Says
Planning the Campaign
Determining the Proposal
Establishing a Proposal
Timing of the Campaign
Citizen's Advisory Committee
Registration of Voters
Other Campaign Participants
Knowing the Community's Thinking
Adopting a Theme or Slogan
Personalizing the Campaign
Keep it Simple
Working with the Media
Publications Can Help
Speakers' Bureau
Endorsements
Small-Group Meetings
House-to-House Canvass
Absentee Ballots
Election-Day Plans
Campaign Timetable
Recommendations to Improve Election-Day Results
A Board Issue Campaign
A Citizens Academy Campaign
Chapter 17: Marketing and School Choice
Trends in School Choice
New Competition Emerges
What is Marketing?
Analyzing the Environment
Marketing Data
Know How People Choose
Developing a Strategy
Schools and Positioning
Writing a Marketing Plan
Execute the Plan
Evaluate the Results
Appendix A: Organizations that Could Be Helpful
Index