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ERIC Number: EJ1078313
Record Type: Journal
Publication Date: 2013
Abstractor: As Provided
Reference Count: 16
Public Relations Opportunities for Schools Utilizing Innovations in Virtual Communities
O'Reilly, Frances L.; Matt, John J.
Journal of Education and Learning, v2 n2 p139-143 2013
With the dawn of the Information Age, schools, along with other organizations, must take note of the varied ways individuals and groups in society are communicating. Today, with the many forms of communication, most information is made public in real time. In a qualitative national study in the United States, respondents identified positive and negative aspects stemming from comments in virtual communities that impact school district public relations. School superintendents indicated a clear need for schools to become cognizant of and involved in virtual communities. While acknowledging the need and some supportive ideas, the respondents identified the barriers to involvement as time and personnel. The authors have proposed a systematic process, as a result of study data that will allow school leaders to take a proactive approach to public relations in virtual communities.
Descriptors: Public Relations, Educational Innovation, School Districts, School Community Relationship, Social Networks, Social Media, Barriers, Questionnaires, Superintendents, Administrator Attitudes, Committees, Communication Strategies, Qualitative Research, National Surveys, Synchronous Communication
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Publication Type: Journal Articles; Reports - Research
Education Level: Elementary Secondary Education
Authoring Institution: N/A