SYLLABUS FOR SCHOOL PUBLIC RELATIONS I. General Objectives A. To create an awareness and eliminate any misunderstanding of what public relations actually is. B. To affect an understanding of the various publics with which organizations have relationships and to bring about an understanding of effective communication with the various publics. C. To present both the theory of public relations and the practical application of successful methods in the field. D. To examine and critically evaluate up-to-date materials and research in the field of public relations. II. Specific Objectives A. To bring to students methods of determining the organization s most effective means of communication with various publics in the community. B. To affect the understanding of proper, effective communications techniques and the ability to use them in dealing with the publics. C. To show the changing nature of the relationships between the schools and the community and to bring about an understanding of trends and current thinking in the field. D. To show the opportunities in the field of public relations and to indicate the areas of needed research. E. To highlight practical methods of carrying out a public relations program. III. Course Content A. The nature of public relations Related activities - press agentry, promotion, public affairs, publicity, advertising, marketing, and merchandising Personal qualifications and education of a PR person. Specialized areas of PR - nonprofit organizations educational institutions, government, industry, general business, agencies, sport, financial PR and leisuretime PR
B. The history of school public relations o The beginnings of school PR - Formalizing in the 1920s - Early school PR books in the 1920s o Early terms used o A leading forerunner - Arthur B. Moehlman C. Public Nature of Public Schools o History of development of public schools o School boards and their responsibility to the public. o Tax support of the schools o Written policy guide for school public relations o Role of schools in the community D. Responsibility for Public Relations o Role of school board and superintendent o Role of all staff o Centralized vs. decentralized system of district-wide PR E. Understanding the Community Sociological inventory - customs and traditions; population characteristics; communication channels; community groups; leadership; economic conditions; political structure; social tensions; and sources of information about the community Power structures - types of structures and the general characteristics of the power structure Measuring public opinion - Opinion research technique - Types of opinion research o Forums and conferences o Advisory committees o Panel Key communicator program Public opinion surveys - methods of getting the information; the sampling technique; the construction and wording of questions; and handling the results Planning for opinion studies - identifying the problem; determining the best method to obtain the desired information; the time needed to complete the study of public opinion; identifying the person who should do the research in public opinion measurement; and deciding on how the findings should be used F. Public Relations Planning The importance of planning The conventional approach to planning - Program goals - Using community data
G. Managing the PR Program - Identifying and modifying the goals - Strategies and means - Variations of the conventional approach to PR planning o The steps in the process - identifying goals, objectives and strategies and applying the dual test of necessity and sufficiency to each. o Management by objectives - definition and process; goals and objectives; and the advantages and limitations o Planning checklist o The role of the chief executive officer o The role of the management team o The director of public relations - Title of the position - The place of the PR position in the organization - The functions and responsibilities of the PR person - The professional qualifications of the PR person - The code of professional standards for the practice of public relations o Budgetary provisions H. The Communication Process o Elements of communication - sources of information; encoding a message; the channel; decoding a message; and the receiver o Communication and persuasion - persuasive stages; confidence in the source; support of personal views; benefit to receiver; group influences; presentation of issues; fear arousal messages, repeating the message; and personality and sex variables o The mass media o Words and symbols I. Communicating with Internal Publics o The need for internal communications o Lateral communications o Communicating with employees - One-on-one conferences - Upward appraisal by employees - Internal advisory groups - Recognition of accomplishments - Attention to working conditions - Involvement of employees in planning - Quality circles J. Communicating with External Publics
o Identifying community groups o Working with pressure groups o Community involvement o Meeting criticism and attacks o Communication during negotiations and a strike o Receiving visitors o Handling telephone calls and correspondence o Appearance of buildings and equipment K. Crisis Communication o A Crisis Plan is Essential o Why is a Crisis Team Important o What Types of Crises Can We Expect o When Violence Strikes.. What to Do o Working with the Media o Access to Students and Staff o Prevention...Your Best Strategy o The Warning Signs L. Working with the Press o Guidelines for working with the press o The role of the reporter o The news conference o What news is o Types of news stories o News sources o Getting news to the press o Mechanics of a news release M. Radio and Television o Using radio - knowing how to use area stations; types of programs; working with the station; and preparing the spot announcement o Writing for radio o Working with radio personnel o Television opportunities o Getting television time o Planning for effective television N. The Schools and Online Communication o The Internet and School Community Relations o Communication Options for Online Communication o Using Web Sites to Communicate o Design and Technology Mix o Research to Determine Content o Serving Special Issues and Audiences o Policies on Content
O. Preparing Published Materials o Knowing the audience o Choosing the content o Determining who should write the publications o Knowing how to publish it o Priorities for Traditional Printing o Getting the most out of typography o Using photos to enhance publications o Distributing the publications o Evaluating publications o Deciding which publications to print P. Conducting Special Issue Campaigns o How a community accepts a new idea o The change agent o How people accept change o Introducing an innovation Q. Communicating School Finance Issues o School finance elections o Research and campaigns o Planning the campaign o Determining the proposal o Timing of the campaign o Financing the campaign o Registration of voters o Knowing the community s thinking before the election o Campaign time schedule o Recommendations to improve election-day results R. Marketing and School Choice o What are the challenges? o New competition emerges o What is the marketing process? o Who are school customers? o The importance of written plans S. Assessment of the Program o Myths about measurements o The importance of a PR plan to evaluation o Approaches to evaluation o Appraising the results -Conventional methods o Observations o Records o Telephone surveys
o Questionnaires o Checklists o Rating scales o Opinion polls o Communication audit o Management by objectives and PR program assessment IV. Teaching Techniques A. Lecture B. Class Discussion C. Professional Resource People If Available D Reading and Research E. Evaluative Paper(s) V. Evaluation Students are evaluated through written assignments, class presentations, term assignments, and a final test. VI. Bibliography - See readings at the end of each chapter in the The School and Community Relations, 9th ed., Boston: Allyn and Bacon, 2007.