ERIC Number: ED481900
Record Type: Non-Journal
Publication Date: 2002-Oct
Reference Count: N/A
Promising Practices in Citywide Afterschool Initiatives. CityWorks: Focus on Infrastructure.
This brief is the first in a series featuring promising practices in city-wide after-school initiatives, with a focus at the infrastructure level, focusing on the infrastructure representing the underlying elements or framework that hold a system or initiative together. The brief identifies practices to support the public relations function and sustainability of after-school programming, a key task for any citywide after-school initiative. The brief identifies four essential elements of image building: determining a research and data collection process, identifying the appropriate media and messenger, understanding the initiative's internal identity and the external/stakeholder climate, and instituting systemic activities to sustain the public relations function. The experiences of Los Angeles' Better Education Students for Tomorrow (BEST) city-wide after-school initiatives are highlighted to illustrate the challenges and possibilities facing programs as they craft a public image that moves the local youth development agenda and supports the longevity of program investments. The brief describes the initiative as having invested considerable effort to create and sustain a strong public relations and public awareness infrastructure through development of a board of directors, strong external relations and a public informational campaign, and strong internal relations to create name recognition and pride among program users and internal stakeholders. The brief concludes by pointing out that the organizers of BEST had the foresight to anticipate the value of a strong public relations campaign and that their attention to building a strong infrastructure to support an aggressive and energetic public relations campaign has contributed to the success of the initiative. (KB)
Descriptors: After School Education, After School Programs, Partnerships in Education, Program Descriptions, Public Relations, Urban Programs, Urban Schools, Youth Programs
National Institute on Out-of-School Time, Wellesley College, 106 Central Street, Wellesley, MA 02481. Tel: 781-283-2547; Fax: 781-283-3657; Web site: http://www.NIOST.org.
Publication Type: Reports - Descriptive
Education Level: N/A
Sponsor: Charles Stewart Mott Foundation, Flint, MI.
Authoring Institution: Wellesley Coll., MA. National Inst. on Out-of-School Time.