Published by Pearson (11 June 2021) © 2022
The School and Community Relations provides the theory, research and practice of communication planning. The field of school and community communications is rapidly evolving and becoming more complex. Focusing on successfully implementing communication activities with both internal and external audiences, The School and Community Relations is a widely used resource for overcoming these emerging complexities.
The 12th Edition has been extensively updated with school communication expert interviews, video resources, communications tools and more. Drawing on theory and research, the text stresses the generation of communication outcomes that far surpass simple dissemination of information, proactively identifying and engaging the right audiences.
PART I: ESSENTIAL CONSIDERATIONS
1. The Importance of Public Relations
2. Public Character of the School
3. Understanding the Community
4. Policies, Goals, and Strategies
5. Administering the Program
PART II: RELATIONS WITH SPECIAL PUBLICS
6. The Communication Process
7. Communicating with Internal Publics
8. Communicating with External Publics
9. Crisis Communication
10. Communication about School Services, Activities, and Events
PART III: COMMUNICATIONS TOOLS
11. Working with the News Media
12. Creating and Delivering Online and Print Communications
13. Conducting Special Issue Campaigns
14. Communication School Finance Issues
PART IV: EVALUATION
15. Communication Assessment and Accountability
Appendix A: Organizations that Could Be Helpful
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