ERIC Number: EJ846189
Record Type: Journal
Publication Date: 2005
Reference Count: N/A
Public Relations in Rapidly Growing Suburban Districts: Insights from Texas Superintendents Bonny Cain and Doug Otto
Decman, John M.
Journal of School Public Relations, v26 n3 p207-222 Sum 2005
Throughout Texas, enrollments in suburban school districts have been rising, and in some instances, the increases have been substantial. Causes of this demographic trend are multifaceted, but in most instances they are an intricate mix of state population growth and urban flight. Rapidly growing suburban districts, like all Texas districts, confront the realities of reform and accountability, and, at the same time, their superintendents struggle with three distinctive variables. In an effort to broaden understanding of school public relations in growing suburban districts, interviews were conducted with two experienced superintendents. Dr. Bonny Cain has 26 years of professional experience and has been at the helm of the Pearland Independent School District for 5 years. Enrolling nearly 15,000 students, the school system is located south of Houston. In the past 10 years, enrollment in the district has risen by 80%. Dr. Doug Otto has been a superintendent in five states. With an admirable 25 years of experience in this difficult position, he has been the top administrator in the Plano Independent School District for the last 10 years. Enrolling more than 50,000 students, the Plano school system is located just north of Dallas, and its enrollment has increased by 36% in the last 10 years. In their interview, Otto and Cain talk about: their professional career; the most unique characteristics for them as superintendent in their school district; how the PR program is organized in their district; the kind of direct contact do they have specifically with the PR program; the biggest PR challenges that their district has; suggestions they have to other superintendents with respects to building strong public relations programs; and the facets of their PR program they consider most successful.
Descriptors: Suburban Schools, Population Growth, Public Relations, School Districts, Superintendents, Interviews, Governance, Enrollment Trends, School Community Relationship, Board Administrator Relationship, School District Size
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Publication Type: Journal Articles; Opinion Papers
Education Level: Elementary Secondary Education
Authoring Institution: N/A
Identifiers - Location: Texas