The School and community relations / Edward H. Moore, Don Bagin and Donald R. Gallagher

Includes bibliographical references and index.

Part 1. Essential considerations -- 1. The importance of public relations -- 2. Public character of the school -- 3. Understanding the community -- 4. Policies, goals and strategies -- 5. Administering the program -- Part 2. Relations with special publics -- 6.The communication process -- 7. Communicating with internal publics -- 8. Communicating with external publics -- 9. Crisis communication -- 10. Communication about school services and special events -- Part 3. Communication tools -- 11. Working with the news media -- 12. Working with publications -- 13. Using online tactics -- 14. Conducting special issue campaigns -- 15. Communicating school finance issues -- Part 4. Evaluation -- 16. Assessment and accountability.

In this widely popular resource, established and aspiring school leaders and executives get solid grounding in the theories and practices essential to promoting successful school and community relations. With a focus on successfully implementing communication activities with critical internal and external audiences, The School and Community Relations guides readers through the theory, research, and practice essential to communication planning. Organized around key communication practices, it stresses the importance of generating communication outcomes that go well beyond the dissemination of information to benefit schools and students. School leaders get practical help for tying their communication investments to developing engaged audiences that will understand and support education initiatives. The authors present their authoritative advice on both communication strategies and tactics, with a focus on new and emerging practices using digital and social media. Their knowledge, examples, and strategies come from their many combined years as educators and practitioners in school systems throughout North America.