Public Relations in Schools / Edition 3

Public Relations in Schools / Edition 3

by Theodore J. Kowalski
     
 

ISBN-10: 0130462659

ISBN-13: 9780130462657

Pub. Date: 05/21/2003

Publisher: Pearson

With chapter contributions by leading experts Public Relations in Schools, 4/e, provides a comprehensive view of how community relations affect organizational behavior and the effective management of districts and schools. With a focus on communication alternatives in modern technology and political demands for change it offers an

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Overview

With chapter contributions by leading experts Public Relations in Schools, 4/e, provides a comprehensive view of how community relations affect organizational behavior and the effective management of districts and schools. With a focus on communication alternatives in modern technology and political demands for change it offers an integrated foundation of theory and craft to help practitioners facilitate a positive change in public relations.

 

Beginning with the organizational characteristics of public relations this text  offers coverage of  specific duties assumed by administrative personnel in planning, collecting and analyzing data, media relations, funding campaigns, evaluating public relations activities, and responding to crisis situations.

 

Features of the fourth edition include:

·        NEW! Greater focus on principals and their role in public relations.

·        NEW! Greater attention throughout the text on the use of technology in practice.

·        NEW! Greater attention to understanding and dealing with emerging school reform trends. NEW!  A new chapter (Chapter 10) on communicating with parents and the community.

·        NEW! Chapter 7 is a revision distilled from chapters 7 and 8 of theprevious edition combining the coverage of districts and schools.

·        Case Studies with end of chapter questions confront the reader with real-life situations designed to promote critical thinking in problem solving.

 

Related books from Merrill Education:

·        The School Finance, First Edition, Craig E. Richards, Bruce D. Baker, and  Preston Green, ISBN: 0-13-098458-2

·        Human Resources Administration, Fifth Edition, L. Dean Webb and M. Scott Norton, ISBN: 0-13-239771-4

·        The Human Resource Function in Educational Administration, Ninth Edition, Phillip Young, ISBN: 0-13-243541-1

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Product Details

ISBN-13:
9780130462657
Publisher:
Pearson
Publication date:
05/21/2003
Edition description:
Older Edition
Pages:
376
Product dimensions:
7.60(w) x 9.40(h) x 1.00(d)

Table of Contents

1School Public Relations: A New Agenda3
2Changes in Society and Schools30
3Public Opinions and Political Contexts47
4Legal and Ethical Aspects of Public Education68
5Public Relations in a Communication Context: Listening, Nonverbal, and Conflict-Resolution Skills96
6The Social Dimensions of Public Relations125
7Effective Programming at the District Level151
8Effective Programming at the School Level174
9Practice in Private Schools and Nontraditional Public Schools202
10Planning in Public Relations: Setting Goals and Developing Strategies227
11Working with the Media251
12Responding to Crisis274
13Collecting and Analyzing Decision-Oriented Data299
14Public Relations in a Funding Campaign319
15Evaluating Public Relations Programs341
Name Index367
Subject Index371

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