Effective communication and public relations are recognized as core competencies for school administration as evidenced by national standards guiding preparation and licensing in most states. Even so, surprisingly little research has been conducted by doctoral students and professors on these two subjects. This article presents a case for…

The ability of the superintendent to communicate ethical leadership to the community and demonstrate a positive relationship with the board president and the board of education has considerable influence on communities' perceptions of the quality of educational programs and the academic achievement of children. This investigation employed…

This article examines the language games played by superintendents as they work with school boards and community activists to craft school policy. We begin by examining the role of language in problem definition and the agenda-setting process. We then examine how political culture and the media affect problem definition. We argue that school…

This qualitative case study focuses on a district and community relations plan developed in Oklahoma City Public Schools. This article provides a description of the proposal regarding MAPS for KIDS (Metropolitan Area Projects for Keep Improving District Schools) in Oklahoma City from 1998 through November 2001, and it explores the coalitions that…

The quality of superintendent-school board relationships has a direct impact on the success of any school system through the power of good public relations. The traditional roles of superintendents and school boards and the artificial division of labor between the two no longer serve our school systems well. In this article, I apply a model of…

The public has developed a powerful voice over the past two decades, calling for involvement in school decision making and creating the conditions for schools to pay attention to engaging the public in more meaningful ways. Lessons for all schools can be learned from charter school efforts to engage their public effectively. This article presents…

Charter schools represent one of the most intriguing developments within public education in the past decade. Although they vary widely among themselves and differ from regular public schools in some regards, they also show many similarities. Consequently, many of the public relations strategies that work for other schools should also be useful…

This article traces the phenomenal improvement in public relations efforts over the past 40 years made by Catholic secondary schools. The improvements were brought about by crises, a theological paradigm shift, professional lay involvement, a growing awareness and appreciation of public relations, competition, and increasing financial need. The…

The massive sex scandal that rocked the Roman Catholic Church raises a question as to whether Catholic identity remains an asset that the nation's 8,000 Catholic schools should continue to promote. This case study found that continuing to promote Catholic identity has had no adverse effect on recruitment and enrollment at four Omaha, Nebraska,…

Christian schools, like all private schools, face the challenge of building and maintaining the confidence of parents and other stakeholders. Their public relations efforts should be rooted in institutional mission and core values, factors that influence parents to elect this educational option. Administrators and others often overlook the fact…

In many reports, scholars describe parent involvement in schools by focusing on the influence parents have on their children's learning or on the educators' perspective of parent involvement (e.g., Norton, 2003). This article looks at the issue through a different lens. It focuses on the nature of parents and community engagement in schools that…

This article focuses on a model for incorporating academic service learning into a teacher preparation program intended to enable preservice teachers to develop an understanding of social justice and diversity through school and community relationships. Linked to the theme of knowledge construction, diffusion, and transformation, this article…

Over the course of the past five decades, we have embarked on the path toward educational equity that is strewn with obstacles and roadblocks, forcing us onto a winding path with the end not yet in sight. In order to fulfill the legacy of "Brown," attention should be applied to the reconceptualization of multicultural education as an…

Since the "Brown" decision of 1954, American society has moved from a position of seeing no redeeming value in black culture to acknowledging that African Americans have rich cultures worth celebrating. This article reports the case of Malcolm Moor, an African American teacher who believes it is his responsibility and obligation to nurture…

The "Brown v. Board of Education" decision defined public education for African Americans in the United States. In this article I discuss the tradition of African American parental involvement in the pre-"Brown" era, challenges to parental involvement in a post-"Brown" era, and a parental involvement initiative in an urban elementary school. I…