ERIC Number: ED264650
Record Type: Non-Journal
Publication Date: 1984
Evaluating Your School PR Investment.
Educational public relations (PR) is a planned and systematic management function designed to help improve the programs and services of an educational organization. The standards and techniques discussed in this guide are based on the nearly 50 years of experience of the National School Public Relations Association (NSPRA). The guidebook offers advice on establishing an evaluation procedure and setting standards for organizing a comprehensive PR program. The NSPRA Program Evaluation instrument is provided and concerns the following: (1) policy statements and procedures; (2) staffing; (3) budget/resources; (4) relationship of PR professional to the governing body, the administration, and staff of the school district; and (5) function of the PR unit. When to conduct a communication audit, topics audits cover, and the five basic steps of an audit are explained along with some principles in writing objectives for a school PR program. A checklist approach to evaluation, designed to call attention to PR responsibilities of school employees and officials, targets board members, superintendents, principals, teachers, guidance counselors, and secretaries. Checklists are also provided with criteria for publications and radio/video programs. A list of tips and techniques on PR evaluation concludes the guide. The appendixes contain 28 references and NSPRA's standards for educational PR programs and professionals, code of ethics, profile, and resources. (MLF)
Descriptors: Accountability, Administrator Role, Check Lists, Elementary Secondary Education, Evaluation Criteria, Evaluation Methods, Feedback, Needs Assessment, Organizational Communication, Organizational Objectives, Principals, Program Implementation, Public Relations, School Community Relationship, School Districts, School Personnel, School Publications, Standards, Superintendents
Publication Sales, National School Public Relations Association, 1501 Lee Highway, Suite 201, Arlington, VA 22209 (Stock No. 411-13364; $15.95 prepaid).
Publication Type: Guides - Non-Classroom
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: National School Public Relations Association, Arlington, VA.