The school and community relations

목차 (Table of Contents)

• CONTENTS
• PREFACE = xi
• PART ONE: ESSENTIAL CONSIDERATIONS
• CHAPTER 1 THE IMPORTANCE OF PUBLIC RELATIONS = 1
• Why School Public Relations? = 1
• Suggestions for Improving Public Confidence = 3
• Need for a Communication Plan = 7
• Endnotes = 8
• CHAPTER 2 PUBLIC CHARACTER OF THE SCHOOL = 11
• Public Character of the School = 11
• The Meaning of Public Opinion = 12
• School-Community Relations = 13
• Endnotes = 15
• CHAPTER 3 UNDERSTANDING THE COMMUNITY = 17
• Sociological Inventory = 17
• Power Structures = 24
• Measuring Public Opinion = 27
• Endnotes 37
• CHAPTER 4 POLICIES, GOALS, AND STRATEGIES = 39
• Nature of a Policy = 39
• Goals and Strategies = 42
• Planning Checklist = 49
• Endnotes = 52
• CHAPTER 5 ADMINISTERING THE PROGRAM = 55
• The Board of Education = 55
• The Superintendent's Role = 58
• The Administrative Team = 59
• Director of School-Community Relations = 60
• Standards for Educational Public Relations Professionals = 64
• Plans of Organization = 65
• Responsibilities of Other Team Members = 67
• Budgetary Provisions = 68
• Staff Members = 68
• General Community Relations Responsibilities = 69
• Specific Community Relations Responsibilities = 70
• In-Service Training = 72
• Endnotes = 75
• PART TWO: RELATIONS WITH SPECIAL PUBLICS
• CHAPTER 6 THE COMMUNICATION PROCESS = 77
• Elements of Communication = 77
• Communication and Persuasion = 80
• The Mass Media = 87
• Words = 88
• Endnotes = 90
• CHAPTER 7 COMMUNICATING WITH INTERNAL PUBLICS = 91
• Why Internal Communications? = 91
• School Board Actions = 91
• Administration-Employee Relations = 93
• Relations Among Teachers = 95
• Relations with Noninstructional Personnel = 97
• Improvement of Staff Relations = 98
• Communicating During Negotiations and Strikes = 105
• Communicating with Pupils = 109
• Instructional Practices = 111
• Relations Outside the Classroom = 113
• The Pupil and Internal Community Relations = 114
• Student Unrest = 116
• Endnotes = 119
• CHAPTER 8 COMMUNICATING WITH EXTERNAL PUBLICS = 121
• The Pupil and Community Relations = 121
• Community Relations Role of Teachers' Associations = 126
• Importance of Parent Relations = 129
• Initiating Closer Contacts = 130
• Parent Visits and Conferences = 132
• Written Communications = 133
• Opportunities for Participation = 135
• School Liaison Groups = 136
• Key Communicators = 139
• General Community Groups = 141
• Opportunities for Cooperation = 146
• Meeting Criticism and Attacks = 149
• Communication During Negotiations and a Strike = 155
• Endnotes = 158
• CHAPTER 9 COMMUNICATION ABOUT SCHOOL SERVICES AND SPECIAL EVENTS = 159
• Contacts with the Board of Education = 159
• Receiving School Visitors = 161
• Handling Telephone Calls and Correspondence = 163
• Servicing Complaints = 165
• Meeting Everyday Contacts = 168
• Requests for Information = 168
• Participation in Community Life = 169
• School Plant Appearance = 170
• Special Programs for Older People = 171
• Open House = 172
• Closing a School = 174
• Building Dedications = 175
• American Education Week = 176
• Business-Industry-Education Cooperation = 177
• Community Use of School Facilities = 177
• Adult Education = 179
• Community Education = 180
• Endnotes = 181
• PART THREE: COMMUNICATION TOOLS
• CHAPTER 10 MAKING ORAL PRESENTATIONS = 183
• Basic Considerations = 183
• The Speech = 185
• The Audience = 188
• The Occasion = 190
• Endnotes = 194
• CHAPTER 11 WORKING WITH THE PRESS = 195
• Guidelines = 196
• The Role of Reporters = 200
• The Press and School Board Meetings = 202
• The News Conference = 204
• Drafting a News Relation Plan = 205
• What People Want to Know About the Schools = 205
• Foreign-Language Newspapers = 206
• News Topics In Your Schools = 206
• Types of Stories = 210
• News Sources = 214
• News Organizations = 217
• Getting the News to the Press = 219
• Mechanics of the News Release = 222
• Endnotes = 224
• CHAPTER 12 RADIO, TELEVISION, AND AUDIOVISUAL AIDS = 225
• Using Radio = 225
• Writing for Radio = 230
• Working with Radio Personnel = 231
• Television Opportunities = 231
• Getting Television Time = 233
• Planning for Effective Television = 234
• School Exhibits = 237
• Filmstrips and Slides = 241
• Movies and Videotapes = 243
• Other Audiovisual Aids = 244
• Endnotes = 245
• CHAPTER 13 PREPARING PRINTED MATERIALS = 247
• Objectives and School Publications = 247
• Knowing the Audience = 248
• Choosing the Content = 249
• Determining Who Should Write the Publications = 249
• Knowing How to Print It = 250
• Determining Printing Priorities = 250
• Getting Expert Assistance = 250
• Saving Money on Printing Costs = 251
• Designing and Laying Out the Publication = 255
• Getting the Most out of Typography = 258
• Using Photos to Enhance Publications = 260
• Distributing Publications = 260
• Evaluating School Publications = 264
• Deciding Which Publications to Print = 264
• The Role of Student Publications = 269
• Endnotes = 270
• CHAPTER 14 CONDUCTING CAMPAIGNS = 271
• How a Community Accepts a New Idea = 271
• The Change Agent = 272
• How People Accept Change = 273
• Introducing an Innovation = 274
• School Finance Elections = 275
• What the Research Says = 275
• Planning the Campaign = 278
• Determining the Proposal = 279
• Establishing a Philosophy = 279
• Naming a Campaign Director = 280
• Timing of the Campaign = 280
• Financing the Campaign = 280
• Citizens' Advisory Committee = 281
• Registration of Voters = 282
• Other Campaign Participants = 283
• Knowing the Community's Thinking Before the Election = 284
• Adopting a Theme or Slogan = 285
• Personalizing the Campaign = 285
• Keep It Simple = 286
• Working with Media = 286
• Publications Can Help = 287
• Speakers' Bureau = 288
• Endorsements = 288
• Small Group Meetings = 288
• House-to-House Canvass = 288
• Absentee Ballots = 289
• Election-Day Plans = 290
• Campaign Timetable = 290
• Recommendations to Improve Election-Day Results = 292
• Endnotes = 293
• CHAPTER 15 SCHOOL PUBLIC RELATIONS AND THE SCHOOL CHOICE CHALLENGE = 295
• What Are the Challenges? = 295
• Counteracting a Competitor's Marketing Plan = 296
• Questions to Address = 297
• Statements a Competitors Might Use to Attract Students = 300
• Suggestions to Get People to Choose Your Schools = 301
• Endnotes = 302
• PART FOUR: EVALUATION
• CHAPTER 16 ASSESSMENT OF THE PROGRAM = 303
• Myths about Measurements = 303
• Importance of Evaluation to a Public Relations Plan = 304
• Approaches to Evaluation = 304
• Appraising the Results = 309
• Endnotes = 315
• FURTHER READINGS = 316
• INDEX = 318