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ERIC Number: EJ846188
Record Type: Journal
Publication Date: 2005
Pages: 16
Abstractor: As Provided
Reference Count: 20
Navigating Whole-System Change in School Districts: What School Public Relations Specialists Need to Know to Support the Process
Duffy, Francis M.
Journal of School Public Relations, v26 n3 p191-206 Sum 2005
Whole-system transformation is complex, yet possible. The potential for engaging in a successful transformation effort is greatly increased if a district's school public relations (PR) specialists play a strong supportive role in generating, framing, and delivering information to external and internal stakeholders about the need for change, the transformation process, and desired and actual outcomes. To support district-wide transformation efforts, school PR specialists need to understand whole-system reform as a strategy and the basic concepts and principles of systemic change. Further, they need to play a pivotal role in encoding and decoding communication to ensure that technical jargon does not impede progress. This article contains selected information about whole-system change and examples of cogent concepts and principles. The content is intended to demonstrate that a comprehensive school PR program should be an integral part of school district reform. (Contains 2 notes.)
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Elementary Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A