Public Relations in Schools Fifth Edition Theodore J. Kowalski University of Dayton Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
Contents Preface xv Standards Matrix (ELCC/NCATE) xix Part I CONTEMPORARY PERSPECTIVES Chapter 1 School Public Relations: A New Agenda 3 Case Study: The New Superintendent's Public Relations Plan 4 Introduction 6 Perspectives of Public Relations 7 Erroneous Perspectives 8 Multiple Definitions and Models 9 School Public Relations 13 Meaning J 3 Goals 14 Persistent Barriers 17 Current Importance 17 Underlying Themes 19 In/ormation Age 19 School Reform 20 Communication 21 Reflective Practice 22 Summary 22 Questions and Suggested Activities 23 Case Study 23 Chapter 23 References 24 Chapter 2 Social and Political Contexts 28 Case Study: Diversity and Local Public Schools 29 vii
viii Contents Introduction 30 Social Conditions and Schools 31 Changing Family Structure 31 Poverty 31 Immigrant Students 32 j Effects of Social Problems on Student Behavior 32 Effects of Social Problems on Schoob 33 Political Conditions and Schools 33 "*, Education Goals 34j- \:. Politics, Reform, and Engagement 36 Summary 38 \ Questions and Suggested Activities 39 Case Study 39 Chapter 39 References 39 Chapter 3 Legal and Ethical Aspects of Public Relations 43 Case Study: Maynard Constructs a School Web Page 44 Introduction 45 Legal Dimensions 45 Tort Liability 46 "i" Constitutional Torts 50 Political Speech 51 Privacy Rights 52 Religion and Public Schools 54 Community Values and Curriculum 56 Copyright 57 Ethics 58 Ethics in School Administration 59 Ethics in PR 60 Summary 61 Questions and Suggested Activities 62 Case Study 62 Chapter 62 References 62 Chapter 4 Current Contexts of School Reform 65 Case Study: Applying a Communicative Approach to Policy Development 66 Introduction 67 Local Control and School Reform 68 Democratic Localism and Ref>resentatwe Democracy 68 Local Reforms and Stakeholder Involvement 70 Civic Engagement and Administrative Behavior 71 Civic Engagement Approaches 71 Administrative Behavior 72
Contents ix School Improvement and Public Relations 75 Why Civic Engagement Matters 75 How PR Can Contribute to Engagement 75 Summary 77 Questions and Suggested Activities 77 Case Study 77 Chapter 78 References 78 Part II CONCEPTUALIZING AND INSTITUTIONALIZING A PUBLIC RELATIONS PROGRAM 81 Chapter 5 Communication and Conflict Management 83 Case Study: Importance of Internal Relations 84 Introduction 85 Communication 86 Communication Basics 86 Listening Skijls 87 Nonverbal Communication 87 Communication Networks 90 Communication Competence 92 Conflict Management 93 Conflict Types 93 Conflict Contaminants 94 Conflict-Resolution Strategies 95 Summary 96 Questions and Suggested Activities 97 Cose Study 97 Chapter 97 References 97 Chapter 6 Public Relations Programs 100 Case Study: High Hopes Gone Sour 101 Introduction 102 Conceptualizing a PR Program 103 Responsibility 103 Intended Beneficiaries 104 Organizational Structure 104 Nontraditional Public Schools and Private Schools 107 Nontraditional Public Schools 107 Private Schoob 110 Organizing PR in Schoob ofchoice 111 Student and Parental Involvement 112
Contents Summary 113 Questions and Suggested Activities 113 Case Study 113 Chapter 114 References 114 Chapter 7 Planning, Implementing, and Evaluating Programs 116 Case Study: When Schools and Relationships Fail to Improve 117 Introduction 118 Program Planning 119 Planning Processes 119 CT\aracteristics of Effective Plans 120 Planning Team 121 \ Administrator Interventions 122 School-Level Supplemental Planning 123 Implementing 124 Administrative Responsibility 124 * Naming the Program 124 Resource Allocation 124 Evaluating Programs 125 Types of Evaluation 125 Outputs and Outcomes 126 Essential Questions 126 Utility 127 Methods, Techniques, and Sources 127 Summary 128 Questions and Suggested Activities 128 Case Study 128 Chapter ' 128 References 128 Chapter 8 Using Technology to Exchange and Manage Information 130 Case Study: Roger Creates a Web Page 131 Introduction 132 Essential Constructs 133 Technology Literacy 133 Information Literacy 133 Information Technology 134 Management Information System 134 Technology Tools 135 Email 136 Electronic Newsletters 136 District or School Web Pages 137 Electronic Networking 138
Contents xi Videoconferencing 139 Chat Rooms 139 Blogs 140 Summary 141 Questions and Suggested Activities 141 Case Study 141 Chapter 142 References 142 Part III FOCUSED OBJECTIVES 145 Chapter 9 Community Relations 147 V-. Case Study: A Mentor's Questionable Advice 148 Introduction 149 Relationships and Communication 150 Improving Community Relations 152 Identifying and Analysing Publics 153 Communicating with the Community J54 Deploying a Multicultural Perspective 156 Positive Relationships with Parents 157 Need for Parental Relationships 157 Building and Maintaining Parental Relationships 160 Summary 163 Questions and Suggested Activities 163 Case Study 163 Chapter 163 References. 164 Chapter 10 Media Relationships 168 Case Study: Mismanaging a Sensitive Situation 169 Introduction 170 Organizational Decisions 171 Media Relations Plan 171 Implementing a Media Relations Plan 174 Employing a PR Specialist 175 Working with Print Media Reporters 176 Establishing a Foundation for Effective Relationships 176 Working with New Reporters 177 Accommodating Deadlines 178 Dealing with Negative News 178 Speaking Off the Record 179 Refusing to Comment 180 Telling the Truth 181
xii Contents Staying on Track 181 Getting the School's Story to the Media 181 Preparing News Releases 182 Planning and Conducting News Conferences 183 Correcting the Record 184 Working with Electronic Media Reporters 185 Television J 85 Radio 187 Web-Based Outlets 187 Summary 188 Questions and Suggested Activities 189 Cose Study J89 Chapter 189 References 190 Chapter 11 Public Opinion 192 Case Study: Good Intentions Aren't Always Enough 193 Introduction 194 Defining Public Opinion 195 Civic Engagement and Policy 196 Types of Citizen Engagement 196 Public Opinion as a Form of Civic Engagement 197 Surveying Opinions 199 Scientific Polling 200 Sampling Issues 200 Return Rates 201 Data Collection Alternatives 202 Focus Groups 203 Question Development 204 Summary 205 Questions and Suggested Activities 205 Case Study 205 Chapter 206 References 206 Chapter 12 Developing and Executing a Successful Funding Campaign 208 Case Study: Playing Hardball 209 Introduction 210 Validating the Need 211 Marketing 212 Focal Points 213 Collecting Data 214 Projecting an Election Outcome 2 J 6
Contents xiii Referendum Campaign 217 S teering Committee 218 Campaign Consultant 2 J 9 Volunteers 220 Positive Campaign Characteristics 220 Mistakes and Problems to Avoid 222 Evaluating the Campaign 223 Summary 224 Questions and Suggested Activities 224 Cose Study 224 Chapter 225 References 225 Chapter 13 Responding to Crisis 227 N \., Case Study: Suicide at McKinley Middle School 228 Introduction 229 Safety and Security Planning 229 Integrating District and School Responsibilities 230 Defining a Crisis 231 Planning Scope 231 Appointing the'school Crisis Team 231 Safety and Security Audit 233 Constructing a Crisis Plan 234 Preparing Employees to Implement the Plan 235 Evaluating the Plan 236 Crisis Communication 236 Precrisis Tasks 236 Communicating During the Crisis 237 Communicating After the Crisis 239 Summary 239 Questions and Suggested Activities 240 Case Study 240 Chapter 240 References 240 Index 243