NotesFAQContact Us
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ848350
Record Type: Journal
Publication Date: 2004
Pages: 37
Abstractor: As Provided
Reference Count: 23
School Public Relations: Helping an American Institution Pass Its Most Crucial Test
Boyd, Ellen
Journal of School Public Relations, v25 n4 p303-339 Fall 2004
The professional discipline of strategic public relations offers many benefits to organizations. It helps them prevent and mitigate crises. It allows them to identify and manage issues that may interfere with their goals and objectives. It also leads them in building and maintaining quality relationships with strategic publics. However, can the influence of public relations reach beyond individual organizations to entire institutions? One institution that has suffered ill effects from not effectively implementing the principles of strategic public relations is American public education. Research has shown that Americans have lost significant confidence in public education. The inability or unwillingness of educators to plan strategically has opened the door to increased competition from private schools, home schools, charter schools, and vouchers. Educators' failure to address issues and concerns has led lawmakers to force them into becoming more accountable and more open with information. In virtually every area touched by strategic public relations, public education has failed to act effectively. The following research examines the question of how and to what extent public relations can influence education at the larger institutional level. It relied on in-depth interviews with recognized experts in the fields of education and public relations. The experts offered their views on how strategic public relations can improve the future not only of individual organizations but also of entire institutions like public education.
Rowman & Littlefield Education. 4501 Forbes Boulevard Suite 200, Lanham, MD 20706. Tel: 800-462-6420; Tel: 717-794-3800; Fax: 800-338-4550; Fax: 717-794-3803; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Adult Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A