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ERIC Number: EJ848351
Record Type: Journal
Publication Date: 2004
Pages: 24
Abstractor: As Provided
Reference Count: 35
National Technology Standards for K-12 Schools: A Case Study of Unresolved Issues in Public Relations
Mullen, Carol A.; Kealy, William A.; Sullivan, Ashley
Journal of School Public Relations, v25 n4 p340-363 Fall 2004
This article addresses an important need--the dissemination of information relating to technology as a public relations tool--and the associated exigency for administrator and teacher technology training. Specifically, we identify the increased expectations for the performance of school leaders and teachers, as well as unresolved issues in public relations emerging from national technology standards. Current models of educational reform, particularly the Technology Standards for School Administrators (TSSA) Collaborative, raise questions about the relationship between public relations and communications technology for schools. Within this context, a case scenario that features the site-based research of a concerned public relations practitioner is analyzed. Related discussions include assumptions of basic know-how; challenges and contexts of technology use, including embedded cultural codes; mechanistic attitudes toward technology; and, significantly, equity and access. (Contains 1 table and 1 note.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Adult Education; Elementary Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A