The School and Community Relations

Each chapter ends with 'Notes.' Preface. I. ESSENTIAL CONSIDERATIONS. 1. Importance of Public Relations. Why School Public Relations? Suggestions for Improving Public Confidence. Need For a Communication Plan. 2. Public Character of the School. Public Character of the School. The Meaning of Public Opinion. School-Community Relations. Models of Public Relations. 3. Understanding the Community. Sociological Inventory. Power Structures. Measuring Public Opinion. 4. Policies, Goals, and Strategies. Nature of Policy. Goals and Strategies. Planning Checklist. 5. Administering the Program. The Board of Education. The Superintendents 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. II. RELATIONS WITH SPECIAL PUBLICS. 6. The Communication Process. Elements of Communication. Communication and Persuasion. The Mass Media. Words and Symbols. Crisis Communications. 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. 8. Communicating with External Publics. The Pupil and Community Relations. Community Relations Role of Teachers 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. 9. Communication About School Services Special Events. Contacts with the Board of Education. Receiving School Visitors. Handling Telephone Calls and Correspondence. Servicing Complaints. Meeting Everyday Contacts. Requests for Information. Participation in Community Life. School Plant Appearance. Special Programs for Older People. Open House. Closing a School. Building Dedications. American Education Week. Business-Industry-Education Cooperation. Community Use of School Facilities. Adult Education. Community Education. III. COMMUNICATION TOOLS. 10. Making Oral Presentations. Basic Consideration. The Speech. The Audience. The Occasion. 11. Working with the Press. Guidelines. The Role of Reporting. The Press and School Board Meetings. The News Conference. Drafting a News Relations Plan. What People