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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.
Table of Contents
Foreword by Albert E. Holliday. Preface.
I. CONTEMPORARY CONDITIONS.
1. School Public Relations: A New Agenda, by Theodore J. Kowalski. 2. Changes in Society and Schools, by Thomas Glass. 3. Public Opinions and Political Contexts, by Edward P. St. John and Margaret M. Clements.
II. UNDERSTANDING PUBLIC RELATIONS.
4. Public Relations Theory and Practice, by E. W. Brody. 5. Legal and Ethical Aspects of Public Relations, by Joseph R. McKinney. 6. Public Relations and Technology, by Robert H. Woodroof. 7. Public Relations in a Communication Context: Listening, Nonverbal, and Conflict-Resolution Skills, by Angela Spaulding and Mary John O'Hair.
III. EDUCATIONAL PUBLIC RELATIONS.
8. The Social Dimension of Public Relations, by Edward W. Chance. 9. Effective Programming at the District Level, by Arthur Steller and Theodore J. Kowalski. 10. Effective Programming at the School Level, by John A. Brown and Richard K. Murray. 11. Practice in Elementary and Secondary Private Schools, by Theodore J. Kowalski.
IV. LEADERSHIP RESPONSIBILITIES.
12. Planning in Public Relations: Setting Goals and Developing Strategies, by Robert H. Beach and James Trent. 13. Working with the Media, by Theodore J. Kowalski. 14. Responding to Crisis, by Edward H. Seifert. 15. Collecting and Analyzing Decision-Oriented Data, by A. William Place, Maryanne McNamara, and James F. McNamara. 16. Public Relations in a Funding Campaign, by Glenn Graham and Gordon Wise. 17. Evaluating Public Relations Programs, by Doug Newsom.