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School Public Relations for Student Success

School Public Relations for Student Success

Edited by:

October 2009 | 184 pages | Corwin
'Everything you need to succeed with parents, community leaders, employees, and more can be found in this book. Moore's lifetime experience comes through with clear, no-nonsense ideas and insights that those working in schools can put to work right away'—William J. Banach, CEO, Banach, Banach & Cassidy

An on-the-job public relations and communications partner for everyone working in schools!

As school public relations efforts play an increasingly vital role in helping students achieve and schools succeed, the communications expectations placed on school leaders at all levels continue to soar. Now this field-based reference offers educational leaders practical advice and specific tips for meeting the tough new communication demands they face daily.

Ideal for both long-range planning and day-to-day basics, this guide helps leaders define and organize their school's PR plan. The book offers step-by-step guidance on creating and applying communication tactics that work—from how to generate community support to managing crises, stopping rumours, handling media inquiries, dealing with critics, and much more. Emphasizing the PR responsibilities of all school employees, the author:

- Outlines the key components of successful communications programmes

- Covers how to set reasonable expectations for communications efforts

- Provides questions for assessing PR needs, guidelines for judging what's working and what's not, and an abundance of checklists

- Offers interview advice from professionals in the field

Educational leaders will consult this comprehensive resource again and again as they plan and implement public relations activities to support student and school success!

About the Author
1. The High Stakes of School PR: Student Success
Strong Relationships Support Student Success

Perceptions and Reputations Matter

School PR Efforts Reflect Reality

School PR Basics: Do and Tell

Questions for Assessing School PR Support for Student Success

2. Understanding How PR Serves Your Students and Schools
Connecting Teaching and School PR

School PR in Action

Serving All School PR Audiences

Questions for Assessing Commitments to School PR Excellence

3. Defining Your School PR Needs
Defining School Public Relations

Organizing School PR Efforts

Different Needs, Different Roles in School PR

Use Available School PR Support

Questions for Assessing School PR Roles and Resources

4. Organizing Your School PR Efforts
Defining School PR Success

Key Components for Success

Getting School PR Research

Examples: Putting School PR Research to Work

Setting School PR Objectives

Deciding Strategies

Picking Tactics

Examples: Defining Your School PR Tactics

Checklist: The 12-Step School PR Planner

Q&A: Frank Basso Discusses How Schools Should Plan and Measure PR Efforts

5. Getting Useful School PR Research
Examples: School PR Research Myths to Address

Examples: School PR Research Sources

Early-Warning Roles of PR Research

Questions for Assessing School PR Research

Q&A: Cynthia E. Banach Talks About the Importance of Communication Research to School PR Efforts

6. Creating Goodwill Ambassadors for Your School
Examples: The People Who Make or Break School PR

Communication Happens: Planned or Not

Listening: Making Communication Two-Way

Examples: Listening Opportunities in Schools

Checklist: Getting Started With Internal School PR

7. Achieving School PR Success: Employees
The Real Power in School PR: When People Care

Creating a Team That Works

Know All of the Audiences

Ideas for School PR Activities With Employees

Checklist: Ideas for Helping Employees Deal With Upset Customers

8. Achieving School PR Success: Parents
What Parents Want

Example: Targeting Messages to Parents

Analyze Your Messages

Ideas for School PR Activities With Parents

Checklist: Engagement Idea Starters for Parents

9. Achieving School PR Success: Students
Students Talk, People Listen

Supporting School Communication by Students

Celebrate All Student Successes

Ideas for School PR Activities With Students

10. Achieving School PR Success: Volunteers and Other School Visitors
Welcoming Outsiders to Your School

First Impressions Last

Ideas for School PR Activities With Visitors

11. Achieving School PR Success: Diverse Audiences
Diversity's Impact on School PR

Use PR to Tap Diversity's Power

Ideas for School PR Activities With Diverse Populations

12. Achieving School PR Success: Seniors
Boost Senior Involvement

Ideas for School PR Activities With Seniors

Q&A: Diane Holtzman Talks About Involving Seniors in School PR Efforts

13. Achieving School PR Success: Businesses and Vendors
Tap Business Expertise and Influence

Build Working Partnerships

Ideas for School PR Activities With Businesses

Q&A: John Moscatelli Discusses How Schools and Businesses Can Work Together

Q&A: Dr. William J. Banach Discusses How Marketing Can Contribute to School PR Efforts

14. Achieving School PR Success: Community Leaders
Encourage Active Involvement

Ideas for School PR Activities With Community Leaders

Q&A: Dr. Don Bagin Talks About Key Communicators and School PR

15. Creating Your School PR Messages and Content
Creating Messages That Work

Linking Messages to Needs and Beliefs

Example: Creating Messages That Spark Action

Pay Attention to Message Meanings

Some Suggestions for Building Such Messages

Writing for Readership

Revising Copy to Strengthen Messages

Transitions: Shifting Gears Between Ideas

Assuring Message Transparency

16. Delivering Your School PR Messages and Content: In Print and Online
Organizing Public Relations Tactics

Communicating Through Design

Accommodate How People Read

Ideas for Facilitating Communication

Headlines Need Special Attention

Don't Be Anonymous

Consistency Creates Credibility

Package Your Information

17. Delivering Your School PR Messages and Content: In the News Media
Why Schools Use the News Media to Communicate

What Do the Media Offer Schools?

How Does Publicity Relate to Public Relations?

Who Speaks to the Media?

What Is News?

Tactics for Getting Stories to the Media

Building Solid Relationships With Reporters and Editors

Ways to Connect Schools and the Media Covering Them

Setting Interview Ground Rules

Choosing a Good Interview Location

Know What Makes for a Successful Interview

Preparing for Interview Questions You'll Face

Handling Tough Interview Questions

Learn to Leverage School News

Q&A: M. Larry Litwin Talks About Working With the News Media

18. Delivering Your School PR Messages and Content: In Person
Dealing With Others One-on-One

Face-to-Face Tactics in Action

Ideas for Creating Successful School Gatherings

Planning and Writing Presentations and Speeches

Accommodating the Audience

Getting the Right Introduction

Creating Great Visuals

Handling Questions During and After Presentations

Presenting to Unfriendly Audiences

Personal Communication During Crises

Tapping the PR Power in Good Etiquette

19. School PR: How You Can Make a Difference Now
School PR Resources

"Building relationships that work can be a perilous endeavor for even the most experienced educator, but everything you need to succeed with parents, community leaders, employees, and more can be found in this book. Moore's lifetime experience comes through with clear, no-nonsense ideas and insights that those working in schools can put to work right away."

William J. Banach, CEO
Banach, Banach & Cassidy

"Moore provides school leaders with relevant strategies to use when communicating with diverse publics associated with the school district and individual schools. His book is light on theory but heavy on practical ideas ready for immediate use."

The School Administrator, September 2010, Vol. 67(8)
American Association of School Administrators

"For those looking for a comprehensive guide to confronting the many communication challenges today's educators face, this book fits the bill. Its guidance is practical, thorough, and sensible. All school employees—from teachers to principals to district administrators and more—will profit from the useful tactics and techniques offered."

Suzanne D. FitzGerald, Professor and Chair
Public Relations and Advertising Department, Rowan University

"Educators are constantly challenged to provide 'real-world application' activities for students within their classrooms. This book provides the reader with 'real-world application' that can immediately improve the public relation practices of every school."

Bruce Deterding, Principal
Wichita Heights High School, KS

"Provides school administrators with a clear, easy-to-use blueprint for developing a communications plan and dealing with sensitive issues that come up in any school district. Administrators and board members who follow the suggestions in this guide will feel more confident and more effective in dealing with the public."

Patricia N. Anderson, Associate Professor
National-Louis University

"A practical and useful book that will be of value to all administrators desiring to improve public relations in their school. The book contains numerous insights on effective public relations."

Kenneth Arndt, Superintendent
Community Unit School District #300, Carpentersville, IL

Sample Materials & Chapters


Chapter 1

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ISBN: 9781412965682
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