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 reader 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.