Promoting Your School
Going Beyond PR

Third Edition

Edited by:

Carolyn Warner

Foreword by Jay Mathews

Other Titles in:
Leadership | Presentation Skills | Public Relations (Analysis)

February 2009 | 264 pages | Corwin

Increase public confidence and support for your school through effective communications! Administrators will find that this updated edition of the bestseller is packed with techniques for projecting a positive school image and strengthening the four-way partnership between schools, parents, community, and the private sector. The author offers novice and experienced school leaders practical tools for successfully communicating school goals, successes, challenges, needs, and educational priorities. The new edition features: Updated examples of recommended strategies within each chapter New chapters on 'Communicating with Technology' and 'Rallying Support for Public Schools'A revised, user-friendly Table of Contents and List of Resources

List of Resources and Sample Documents

Foreword by Jay Mathews

Preface to the Third Edition

Acknowledgments

About the Author

Part I. Establishing Communication

1. The Foundation of Success

The Communication Process

Dealing With Perceptions

Opinion Leaders

Getting the Word Out

2. Making Your Schools Stand Out

Improving Your Image

Strategic Planning: The Key to Organizational Success

Developing a Marketing Plan

Ideas to Help You Get Started

References and Suggested Readings

3. Internal Communication

Techniques for Improving Staff Communication

Techniques for Improving Student Communication

References and Suggested Readings

4. Publications/Electronic Communications

Newsletters

Technology Tools

Monthly Calendar/Menu

Parent/Student Handbooks

Brochures and Flyers

Language

Suggestions for Better Writing

References and Suggested Readings

5. Media Relations

Building a Working Relationship With Reporters

Getting Your Story to the Media

Writing a News Release

Preparing a Media Tip Sheet

Writing a Public Service Announcement (PSA)

Dealing With Newspapers

Using Television Effectively

Working With Radio

Tips for Talking to the Media

References and Suggested Readings

Part II. Building and Strengthening Partnerships

6. Building Your Team

Who Makes Up the Team

Successful Teams Communicate Well

The Leader as Facilitator

Defining the Task

Getting to Work

References and Suggested Readings

7. Involving Parents in School

Effective Educators Seek Parent Support

Ways to Involve Parents

Changing Demographics of the American Family

Hard-to-Reach Parents

Parents Needed for Political and Economic Support

References and Suggested Readings

8. Community Outreach

Getting the Community Involved

References and Suggested Readings

9. Rallying Support for Public Education

Career and Vocational-Technical Education

How State Coalitions Are Raising Support for Public Education

10. Strengthening and Showcasing Instruction

Cooperative Learning

Authentic Instruction

Problem-Based Learning

Interdisciplinary Units

Incorporating Technology

Multiple Intelligences

Assessment

References and Suggested Readings

Part III. Acknowledging Change

11. Crisis Management

Organizing a Crisis Planning Committee

Developing a Crisis Plan

School Crisis Team

Managing the Crisis

Communicating the Situation

After the Crisis

A Private Crisis

References and Suggested Readings

12. Data Gathering: Road Map for Accomplishments

Types of Data Gathering

Identifying Your Target Audience

Deciding What to Ask

Collecting Data From Other Sources

Evaluating and Reporting the Results

References and Suggested Readings

13. Communicating With (New) Technology: Going Beyond Web Sites

Techno Terminology

Internet Behavior Tracking

Key features

Full of tools, resources, and sample documents.

The author is a well-known presenter and speaker at conferences and consulting.

The third edition reflects increased usage of technology by schools and school districts and provides proven tips and strategies for effective use of technology in school communications.