“I have generally been pleased with the content and flow of the text. My graduate school administration students have consistently indicated that the text is readable for them. I have looked at others, but consider this text the best available for my needs”
William Durow, Creighton University
“The early Chapters get the students off to the right start by understanding the “big picture” of a district. Chapters 6, 7, 8 are my favorites — they are real “eye openers” for future administrators as well as educators deciding to stay in the classroom”
Donna Towers, Lindenwood University
The ninth edition of this best-selling text offers school officials practical solutions for effective communication with their staffs and communities in order to improve learning and quality in schools. Based on their extensive experience, the authors illustrate how to establish a public relations program that will be effective with every audience a school administrator might encounter.
New features to this edition include:
A new chapter on Schools and Online Communication (Ch. 13) that discusses new ways in which schools and districts are using communication technologies to communicate with and collect feedback from the communities they serve, including e-newsletters, list servs, and Web communication.
A new chapter on Marketing and School Choice (Ch. 17) that examines the many competitive pressures schools face and how school marketing programs can be developed.
Discussion of new responsibilities challenging school communicators in the face of growing demands posed by federal and state freedom of information laws.
Thorough updates to reflect new challenges to school communications, such as health issues related to disease, acts of violence, and weather-related disasters.
Ideas for assessing the impact of school communication programs and evaluating the impact of investments in communication.
Focusing on the special public relations issues of the school setting, this text is organized into four parts: essential issues, such as the public character of the school, understanding the community, and administering the program; relations with special publics, including internal and external publics, crisis preparation, and communication about special events; communication tools, including the press, other media, new technologies, written media, and conducting campaigns; and evaluation and program assessment. Updates to the 1997 edition includes such topics as school violence, diversity, the Internet, increased e-mail and Web site use, electronic polling and telephony, school vouchers, and school choice. Annotation c. Book News, Inc., Portland, OR (booknews.com)