ERIC Number: ED454576
Record Type: RIE
Publication Date: 2000
A Short Guide to School Public Relations. Fastback 464.
Kinder, Jack A.
This fastback document summarizes ways that schools can establish and maintain a sound public-relations program. It states that public relations should be on an equal footing with all other school functions, especially since public schools are facing increasing competition from nonpublic schools. When developing a public-relations plan, an effective school public-relations program must derive its impetus from the school board; board members' participation is crucial to success, and board members, along with all other stakeholders, should be included in the development of a public-relations master plan. The master plan must consider the various media and their roles in public-relations efforts. Administrators should begin by looking at the school district's materials and how they are perceived by the public before focusing on the public media and their purpose in society. Administrators must also be prepared to work with parents and foster two-way communication, such as that offered by parent-teacher conferences. School officials must also be aware of the value of public relations during budget considerations. The text offers some examples of successful public-relations efforts in California, Georgia, and Florida. (Contains 29 resources that offer further information.) (RJM)
Descriptors: Educational Policy, Elementary Secondary Education, Mass Media, Organizational Communication, Policy Formation, Politics of Education, Public Relations, Public Support, School Community Relationship
Phi Delta Kappa International, 408 North Union, P.O. Box 789, Bloomington, IN 47402-0789. Tel: 800-766-1156 (Toll Free); Tel: 812-339-1156; Web site: http://www.pdkintl.org.
Publication Type: Guides - Non-Classroom
Education Level: N/A
Authoring Institution: Phi Delta Kappa Educational Foundation, Bloomington, IN.
Note: Published each fall and spring.