ERIC Number: ED331180
Record Type: RIE
Publication Date: 1991-Apr
Written Communication and the Marketing of Public Schools.
Hanson, Mark; And Others
Findings of a 2-year study of school-community communications are presented in this report, which analyzes the content and style of district-to-community written communiques and offers suggestions for improvement. Methodology involved document analysis of 594 written communiques from the central office and one elementary, middle, and high school in each of three school districts; teacher and administrator interviews; and community focus groups. The "Market Rating Instrument," a marketing diagnostic tool, was developed to analyze the data. Overall, the documents were characterized by a clear identification of purpose and functionality, but were not well coordinated by an overall communication strategy, were uncreative, and were usually targeted toward white middle-class parents. Three suggestions to enhance the quality of school-community communiques are to improve appearance, writing clarity, and imaginative style. Basic strategies include utilizing policy guidelines, a marketing mentality, educator writing training, information packaging, market segmentation and target marketing, nonparent marketing, and communication campaigns. Three tables are included. (20 references) (LMI)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the American Educational Research Association (Chicago, IL, April 3-7, 1991).