[Book Cover]

Public Relations in Schools, 2/e

Theodore J. Kowalski, Ball State University

Published July, 1999 by Prentice Hall Career & Technology

Copyright 2000, 390 pp.
Cloth
ISBN 0-13-974411-8


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Summary

A core text for courses in School & Community Relations. This compilation text emphasizes public relations in public schools as an integral administrative function. With leading scholars in both school administration and public relations as contributors, it effectively achieves a balance between theory and practice. The author examines both internal (information channels) and external (school-community) communication in the context of school reform, societal conditions, and the information age.

Features


NEW—Adds a new chapter on public opinion and policy.

  • This feature provides the reader with a perspective of contemporary political contexts—a critical issue for school PR.
NEW—A program model and actual PR plan.
  • These additions provide usable information for designing and implementing a PR program.
NEW—Updated case studies and questions at the end of each chapter.
  • Both the case studies and questions are designed to engage students in reflective thinking and group discussion. Chapter content is reinforced through these activities.
NEW—Exclusive focus on K-12 schools.
  • Students preparing to be school administrators will find all of the chapters to be cogent to their work and professional goals.
Devotes individual chapters to dealing with the media, communicating during a crisis, and passing tax referenda.
  • These focused issues increase the relevancy of the book to contemporary practice.
Examines procedures for using technology to expand communication.
  • True two-way communication is made more possible by the effective use of modern technologies and actions that prevent the dehumanization of the process.
Advocates the belief that PR is an integral facet of all administrative roles.
  • PR is viewed as a pervasive function that needs to be addressed by all administrative personnel on a daily basis.
Defines PR as a two-way exchange of information.
  • Narrow and negative views of school PR are examined and rejected; PR is characterized as an essential internal (within schools and districts) and external (between school and community) organizational function.


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.

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