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School and Community Relations, The, CourseSmart eTextbook, 10th Edition

By Edward H. Moore, Don H. Bagin, Donald R. Gallagher

Published by Pearson

Published Date: Jan 3, 2011

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For prospective and current educational administrators learning about community relations.


A well-researched text that presents school officials with information on how to establish effective relationships in the school community.


This best-selling text provides school officials with a practice guide to successfully implementing effective communication with their staff and the community — while also providing readers with the research that explains how each strategy will improve school quality, community participation, and student learning. The School and Community Relations is organized in such a way that students learn how to establish a working community relations program in an easy-to-understand and step-by-step fashion. In addition, the text’s authors are comprised of experienced practitioners and educators that have gained their knowledge and tested their strategies in school systems around the country.

Table of Contents



PART ONE Essential Considerations


Chapter 1 The Importance of Public Relations

    Why School Public Relations?

    Suggestions for Improving Public Confidence

    Need for a Communication Plan


Chapter 2 Public Character of the School

    Public Character of the School

    The Meaning of Public Opinion

    School—Community Relations

    TraditionalPublic Relations Models


Chapter 3 Understanding the Community  

    Sociological Inventory

    Power Structures

    Measuring Public Opinion

    Electronic Surveying


Chapter 4 Policies, Goals, and Strategies

    Nature of a Policy

    Goals and Strategies

    Planning Checklist


Chapter 5 Administering the Program

    The Board of Education

    The Superintendent’s Role

    The Administrative Team

    Director of School—Community Relations

    Standards for Educational Public Relations Professionals

    Plans of Organization

    Responsibilities of Other Team Members

    Budgetary Provisions

    Staff Members

    General Community Relations Responsibilities

    Specific Community Relations Responsibilities

    In-Service Training  


PART TWO Relations with special Publics


Chapter 6 The Communication Process  

    Elements of Communication

    Communication and Persuasion

    Media’s Role in Communication


    Crisis Communications


Chapter 7 Communicating with Internal Publics  

    Why Internal Communications?

    School Board Actions

    Administration—Employee Relations

    Relations among Teachers

    Relations with Noninstructional Personnel

    Improvement of Staff Relations

    Communicating during Negotiations and Strikes

    Communicating with Pupils

    Instructional Practices

    Relations outside the Classroom

    The Pupil and Internal Community Relations

    Student Unrest


Chapter 8 Communicating with External Publics

    The Pupil and External Community Relations

    The Teacher’s Communication Role

    Importance of Parent Relations

    School Liaison Groups

    Key Communicators

    General Community Groups

    Older Adults and the School: An Intergenerational Public Relations Approach

    Opportunities for Cooperation

    Meeting Criticism and Attacks

    Communication during Negotiations and a Strike

    Communicating with Diverse Cultures 155


Chapter 9 Crisis Communication

    A Crisis Plan Is Essential 159

    Crisis Management Teams Are Vital

    When a Crisis Strikes: What to Do

    Working with the Media

    Special Considerations

    Prevention: Your First and Best Strategy

    Recognizing the Warning Signs

    Handling the Aftermath of a Crisis


Chapter 10 Communication about School Services and Special Events

    Contacts with the Board of Education or Trustees

    Receiving School Visitors

    Handling Telephone Calls and Correspondence

    Servicing Complaints

    Meeting Everyday Contacts

    Requests for Information

    Participation in Community Life

    School Plant Appearance

    Special Programs for Older People

    Open House

    Building Dedications

    American Education Week

    Business—Industry—Education Cooperation

    Community Use of School Facilities

    Adult Education

    Community Education  


PART THREE communication tools


Chapter 11 Working with the Press


    The Role of Reporters

    The Press and School Board Meetings

    The News Conference

    What People Want to Know about the Schools

    Foreign-Language Newspapers

    News Topics in Your Schools

    Types of Stories

    News Sources

    News Organizations

    Getting the News to the Press

    Mechanics of the News Release

    Other Methods


Chapter 12 Radio, Television, Exhibits, and Presentations

    Using Radio

    Writing for Radio

    Working with Radio Personnel

    Television Opportunities

    Getting Television Time

    Planning for Effective Television

    School Exhibits

    Movies and Videos


Chapter 13 Preparing Online Communications

    How New and Old Media Converged in One District

    Using Web Sites to Communicate


Chapter 14 Preparing Published Materials

    Objectives and School Publications

    Knowing the Audience

    Choosing Content

    Determining Who Should Write the Publications

    Knowing How to Publish It

    Priorities for Traditional Printing

    Designing and Laying Out the Publication

    Getting the Most Out of Typography

    Using Photos to Enhance Publications

    Distributing Printed Publications

    Evaluating School Publications

    Deciding Which Publications to Print

    The Role of Student Publications


Chapter 15 Conducting Special Issue Campaigns

    How a Community Accepts a New Idea

    The Change Agent

    How People Accept Change

    Introducing an Innovation

    Schools and Marketing Campaigns

    A Campaign Example


Chapter 16 Communicating School Finance Issues

    What the Research Says

    Planning the Campaign

    Determining the Proposal

    Establishing a Philosophy

    Naming a Campaign Director

    Timing of the Campaign

    Financing the Campaign

    Citizens’ Advisory Committee

    Other Campaign Participants

    Knowing the Community’s Thinking before the Election

    Adopting a Theme or Slogan

    Personalizing the Campaign

    Keep It Simple

    Working with the Media

    Publications Can Help

    Speakers’ Bureau


    Small-Group Meetings

    Campaign Timetable

    Recommendations to Improve Election Day Results

    An Example of a Local Campaign


PART FOUR Evaluation


Chapter 17 Assessment and Accountability

    Documenting Results

    Standards for Evaluation

    Supporting Communication Accountability

    Tracking Bottom-Line Outputs

    Using Research

    Why Education Must Be Accountable


Appendix A Organizations that Could Be Helpful 





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School and Community Relations, The, CourseSmart eTextbook, 10th Edition
Format: Safari Book

$75.99 | ISBN-13: 978-0-13-707253-8