School Public Relations for Student Success
1st Edition
Published on 9. September 2009
Book
Hardback
184 pages
978-1-4129-6567-5 (ISBN)
Description
"Everything you need to succeed with parents, community leaders, employees, and more can be found in this book. Moore's lifetime experience comes through with clear, no-nonsense ideas and insights that those working in schools can put to work right away."
-William J. Banach, CEO
Banach, Banach & Cassidy
An on-the-job public relations and communications partner for everyone working in schools!
As school public relations efforts play an increasingly vital role in helping students achieve and schools succeed, the communications expectations placed on school leaders at all levels continue to soar. Now this field-based reference offers educational leaders practical advice and specific tips for meeting the tough new communication demands they face daily.
Ideal for both long-range planning and day-to-day basics, this guide helps leaders define and organize their school's PR plan. The book offers step-by-step guidance on creating and applying communication tactics that work-from how to generate community support to managing crises, stopping rumors, handling media inquiries, dealing with critics, and much more. Emphasizing the PR responsibilities of all school employees, the author:
Outlines the key components of successful communications programs
Covers how to set reasonable expectations for communications efforts
Provides questions for assessing PR needs, guidelines for judging what's working and what's not, and an abundance of checklists
Offers interview advice from professionals in the field
Educational leaders will consult this comprehensive resource again and again as they plan and implement public relations activities to support student and school success!
-William J. Banach, CEO
Banach, Banach & Cassidy
An on-the-job public relations and communications partner for everyone working in schools!
As school public relations efforts play an increasingly vital role in helping students achieve and schools succeed, the communications expectations placed on school leaders at all levels continue to soar. Now this field-based reference offers educational leaders practical advice and specific tips for meeting the tough new communication demands they face daily.
Ideal for both long-range planning and day-to-day basics, this guide helps leaders define and organize their school's PR plan. The book offers step-by-step guidance on creating and applying communication tactics that work-from how to generate community support to managing crises, stopping rumors, handling media inquiries, dealing with critics, and much more. Emphasizing the PR responsibilities of all school employees, the author:
Outlines the key components of successful communications programs
Covers how to set reasonable expectations for communications efforts
Provides questions for assessing PR needs, guidelines for judging what's working and what's not, and an abundance of checklists
Offers interview advice from professionals in the field
Educational leaders will consult this comprehensive resource again and again as they plan and implement public relations activities to support student and school success!
Reviews / Votes
"Building relationships that work can be a perilous endeavor for even the most experienced educator, but everything you need to succeed with parents, community leaders, employees, and more can be found in this book. Moore's lifetime experience comes through with clear, no-nonsense ideas and insights that those working in schools can put to work right away." -- William J. Banach, CEO "Moore provides school leaders with relevant strategies to use when communicating with diverse publics associated with the school district and individual schools. His book is light on theory but heavy on practical ideas ready for immediate use." -- The School Administrator, September 2010, Vol. 67(8) "For those looking for a comprehensive guide to confronting the many communication challenges today's educators face, this book fits the bill. Its guidance is practical, thorough, and sensible. All school employees-from teachers to principals to district administrators and more-will profit from the useful tactics and techniques offered." -- Suzanne D. FitzGerald, Professor and Chair "Educators are constantly challenged to provide 'real-world application' activities for students within their classrooms. This book provides the reader with 'real-world application' that can immediately improve the public relation practices of every school." -- Bruce Deterding, Principal "Provides school administrators with a clear, easy-to-use blueprint for developing a communications plan and dealing with sensitive issues that come up in any school district. Administrators and board members who follow the suggestions in this guide will feel more confident and more effective in dealing with the public." -- Patricia N. Anderson, Associate Professor "A practical and useful book that will be of value to all administrators desiring to improve public relations in their school. The book contains numerous insights on effective public relations." -- Kenneth Arndt, SuperintendentMore details
Language
English
Place of publication
Thousand Oaks
United States
Publishing group
SAGE Publications Inc
Target group
Professional and scholarly
Dimensions
Height: 260 mm
Width: 183 mm
Thickness: 15 mm
Weight
552 gr
ISBN-13
978-1-4129-6567-5 (9781412965675)
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
Additional editions
Edward H. Moore
School Public Relations for Student Success
Book
10/2009
1st Edition
Corwin Press Inc
€38.60
Shipment within 10-20 days
Person
Edward H. Moore started his career as a high school journalism teacher and school public relations practitioner. In more than 25 years as an educator, journalist, and public relations counselor, Moore has written and presented extensively on school public relations issues. He is an associate professor in the College of Communication at Rowan University. He previously served as associate director of the National School Public Relations Association and managing editor of the newsletter Communication Briefings. Moore is an accredited member of the National School Public Relations Association and the Public Relations Society of America.
Content
Preface
Acknowledgments
About the Author
1. The High Stakes of School PR: Student Success
Strong Relationships Support Student Success
Perceptions and Reputations Matter
School PR Efforts Reflect Reality
School PR Basics: Do and Tell
Questions for Assessing School PR Support for Student Success
2. Understanding How PR Serves Your Students and Schools
Connecting Teaching and School PR
School PR in Action
Serving All School PR Audiences
Questions for Assessing Commitments to School PR Excellence
3. Defining Your School PR Needs
Defining School Public Relations
Organizing School PR Efforts
Different Needs, Different Roles in School PR
Use Available School PR Support
Questions for Assessing School PR Roles and Resources
4. Organizing Your School PR Efforts
Defining School PR Success
Key Components for Success
Getting School PR Research
Examples: Putting School PR Research to Work
Setting School PR Objectives
Deciding Strategies
Picking Tactics
Examples: Defining Your School PR Tactics
Checklist: The 12-Step School PR Planner
Q&A: Frank Basso Discusses How Schools Should Plan and Measure PR Efforts
5. Getting Useful School PR Research
Examples: School PR Research Myths to Address
Examples: School PR Research Sources
Early-Warning Roles of PR Research
Questions for Assessing School PR Research
Q&A: Cynthia E. Banach Talks About the Importance of Communication Research to School PR Efforts
6. Creating Goodwill Ambassadors for Your School
Examples: The People Who Make or Break School PR
Communication Happens: Planned or Not
Listening: Making Communication Two-Way
Examples: Listening Opportunities in Schools
Checklist: Getting Started With Internal School PR
7. Achieving School PR Success: Employees
The Real Power in School PR: When People Care
Creating a Team That Works
Know All of the Audiences
Ideas for School PR Activities With Employees
Checklist: Ideas for Helping Employees Deal With Upset Customers
8. Achieving School PR Success: Parents
What Parents Want
Example: Targeting Messages to Parents
Analyze Your Messages
Ideas for School PR Activities With Parents
Checklist: Engagement Idea Starters for Parents
9. Achieving School PR Success: Students
Students Talk, People Listen
Supporting School Communication by Students
Celebrate All Student Successes
Ideas for School PR Activities With Students
10. Achieving School PR Success: Volunteers and Other School Visitors
Welcoming Outsiders to Your School
First Impressions Last
Ideas for School PR Activities With Visitors
11. Achieving School PR Success: Diverse Audiences
Diversity's Impact on School PR
Use PR to Tap Diversity's Power
Ideas for School PR Activities With Diverse Populations
12. Achieving School PR Success: Seniors
Boost Senior Involvement
Ideas for School PR Activities With Seniors
Q&A: Diane Holtzman Talks About Involving Seniors in School PR Efforts
13. Achieving School PR Success: Businesses and Vendors
Tap Business Expertise and Influence
Build Working Partnerships
Ideas for School PR Activities With Businesses
Q&A: John Moscatelli Discusses How Schools and Businesses Can Work Together
Q&A: Dr. William J. Banach Discusses How Marketing Can Contribute to School PR Efforts
14. Achieving School PR Success: Community Leaders
Encourage Active Involvement
Ideas for School PR Activities With Community Leaders
Q&A: Dr. Don Bagin Talks About Key Communicators and School PR
15. Creating Your School PR Messages and Content
Creating Messages That Work
Linking Messages to Needs and Beliefs
Example: Creating Messages That Spark Action
Pay Attention to Message Meanings
Some Suggestions for Building Such Messages
Writing for Readership
Revising Copy to Strengthen Messages
Transitions: Shifting Gears Between Ideas
Assuring Message Transparency
16. Delivering Your School PR Messages and Content: In Print and Online
Organizing Public Relations Tactics
Communicating Through Design
Accommodate How People Read
Ideas for Facilitating Communication
Headlines Need Special Attention
Don't Be Anonymous
Consistency Creates Credibility
Package Your Information
17. Delivering Your School PR Messages and Content: In the News Media
Why Schools Use the News Media to Communicate
What Do the Media Offer Schools?
How Does Publicity Relate to Public Relations?
Who Speaks to the Media?
What Is News?
Tactics for Getting Stories to the Media
Building Solid Relationships With Reporters and Editors
Ways to Connect Schools and the Media Covering Them
Setting Interview Ground Rules
Choosing a Good Interview Location
Know What Makes for a Successful Interview
Preparing for Interview Questions You'll Face
Handling Tough Interview Questions
Learn to Leverage School News
Q&A: M. Larry Litwin Talks About Working With the News Media
18. Delivering Your School PR Messages and Content: In Person
Dealing With Others One-on-One
Face-to-Face Tactics in Action
Ideas for Creating Successful School Gatherings
Planning and Writing Presentations and Speeches
Accommodating the Audience
Getting the Right Introduction
Creating Great Visuals
Handling Questions During and After Presentations
Presenting to Unfriendly Audiences
Personal Communication During Crises
Tapping the PR Power in Good Etiquette
19. School PR: How You Can Make a Difference Now
School PR Resources
Index
Acknowledgments
About the Author
1. The High Stakes of School PR: Student Success
Strong Relationships Support Student Success
Perceptions and Reputations Matter
School PR Efforts Reflect Reality
School PR Basics: Do and Tell
Questions for Assessing School PR Support for Student Success
2. Understanding How PR Serves Your Students and Schools
Connecting Teaching and School PR
School PR in Action
Serving All School PR Audiences
Questions for Assessing Commitments to School PR Excellence
3. Defining Your School PR Needs
Defining School Public Relations
Organizing School PR Efforts
Different Needs, Different Roles in School PR
Use Available School PR Support
Questions for Assessing School PR Roles and Resources
4. Organizing Your School PR Efforts
Defining School PR Success
Key Components for Success
Getting School PR Research
Examples: Putting School PR Research to Work
Setting School PR Objectives
Deciding Strategies
Picking Tactics
Examples: Defining Your School PR Tactics
Checklist: The 12-Step School PR Planner
Q&A: Frank Basso Discusses How Schools Should Plan and Measure PR Efforts
5. Getting Useful School PR Research
Examples: School PR Research Myths to Address
Examples: School PR Research Sources
Early-Warning Roles of PR Research
Questions for Assessing School PR Research
Q&A: Cynthia E. Banach Talks About the Importance of Communication Research to School PR Efforts
6. Creating Goodwill Ambassadors for Your School
Examples: The People Who Make or Break School PR
Communication Happens: Planned or Not
Listening: Making Communication Two-Way
Examples: Listening Opportunities in Schools
Checklist: Getting Started With Internal School PR
7. Achieving School PR Success: Employees
The Real Power in School PR: When People Care
Creating a Team That Works
Know All of the Audiences
Ideas for School PR Activities With Employees
Checklist: Ideas for Helping Employees Deal With Upset Customers
8. Achieving School PR Success: Parents
What Parents Want
Example: Targeting Messages to Parents
Analyze Your Messages
Ideas for School PR Activities With Parents
Checklist: Engagement Idea Starters for Parents
9. Achieving School PR Success: Students
Students Talk, People Listen
Supporting School Communication by Students
Celebrate All Student Successes
Ideas for School PR Activities With Students
10. Achieving School PR Success: Volunteers and Other School Visitors
Welcoming Outsiders to Your School
First Impressions Last
Ideas for School PR Activities With Visitors
11. Achieving School PR Success: Diverse Audiences
Diversity's Impact on School PR
Use PR to Tap Diversity's Power
Ideas for School PR Activities With Diverse Populations
12. Achieving School PR Success: Seniors
Boost Senior Involvement
Ideas for School PR Activities With Seniors
Q&A: Diane Holtzman Talks About Involving Seniors in School PR Efforts
13. Achieving School PR Success: Businesses and Vendors
Tap Business Expertise and Influence
Build Working Partnerships
Ideas for School PR Activities With Businesses
Q&A: John Moscatelli Discusses How Schools and Businesses Can Work Together
Q&A: Dr. William J. Banach Discusses How Marketing Can Contribute to School PR Efforts
14. Achieving School PR Success: Community Leaders
Encourage Active Involvement
Ideas for School PR Activities With Community Leaders
Q&A: Dr. Don Bagin Talks About Key Communicators and School PR
15. Creating Your School PR Messages and Content
Creating Messages That Work
Linking Messages to Needs and Beliefs
Example: Creating Messages That Spark Action
Pay Attention to Message Meanings
Some Suggestions for Building Such Messages
Writing for Readership
Revising Copy to Strengthen Messages
Transitions: Shifting Gears Between Ideas
Assuring Message Transparency
16. Delivering Your School PR Messages and Content: In Print and Online
Organizing Public Relations Tactics
Communicating Through Design
Accommodate How People Read
Ideas for Facilitating Communication
Headlines Need Special Attention
Don't Be Anonymous
Consistency Creates Credibility
Package Your Information
17. Delivering Your School PR Messages and Content: In the News Media
Why Schools Use the News Media to Communicate
What Do the Media Offer Schools?
How Does Publicity Relate to Public Relations?
Who Speaks to the Media?
What Is News?
Tactics for Getting Stories to the Media
Building Solid Relationships With Reporters and Editors
Ways to Connect Schools and the Media Covering Them
Setting Interview Ground Rules
Choosing a Good Interview Location
Know What Makes for a Successful Interview
Preparing for Interview Questions You'll Face
Handling Tough Interview Questions
Learn to Leverage School News
Q&A: M. Larry Litwin Talks About Working With the News Media
18. Delivering Your School PR Messages and Content: In Person
Dealing With Others One-on-One
Face-to-Face Tactics in Action
Ideas for Creating Successful School Gatherings
Planning and Writing Presentations and Speeches
Accommodating the Audience
Getting the Right Introduction
Creating Great Visuals
Handling Questions During and After Presentations
Presenting to Unfriendly Audiences
Personal Communication During Crises
Tapping the PR Power in Good Etiquette
19. School PR: How You Can Make a Difference Now
School PR Resources
Index