Public relations in schools:
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Boston ; Munich [u.a.]
Pearson
2011
|
| Ausgabe: | 5. ed |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020613777&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes bibliographical references and index |
| Umfang: | XX, 252 S. graph. Darst. |
| ISBN: | 9780137072453 0137072457 |
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| 250 | |a 5. ed | ||
| 264 | 1 | |a Boston ; Munich [u.a.] |b Pearson |c 2011 | |
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| 500 | |a Includes bibliographical references and index | ||
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| 650 | 4 | |a Schools / Public relations / Case studies | |
| 650 | 4 | |a School management and organization | |
| 650 | 4 | |a School management and organization / Case studies | |
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Datensatz im Suchindex
| _version_ | 1819277044668694528 |
|---|---|
| adam_text | IMAGE 1
CONTEMPORARY PERSPECTIVES
BRIEF CONTENTS
1
1 SCHOOL PUBLIC RELATIONS: A NEW AGENDA 3
2 SOCIAL AND POLITICAL CONTEXTS 28
3 LEGAL AND ETHICAL ASPECTS OF PUBLIC RELATIONS 43
4 CURRENT CONTEXTS OF SCHOOL REFORM 65
CONCEPTUALIZING AND INSTITUTIONALIZING A PUBLIC RELATIONS PROGRAM
5 COMMUNICATION AND CONFLICT MANAGEMENT 83
6 PUBLIC RELATIONS PROGRAMS 100
7 PLANNING, IMPLEMENTING, AND EVALUATING PROGRAMS 116
8 USING TECHNOLOGY TO EXCHANGE AND MANAGE INFORMATION 130
FOCUSED OBJECTIVES
9 COMMUNITY RELATIONS 147
10 MEDIA RELATIONSHIPS 168
81
145
V
IMAGE 2
VI
BRIEF CONTENTS
11 PUBLIE OPINION 192
12 DEVELOPING AND EXEEUTING A SUEEESSFUL FUNDING CAMPAIGN 208
13 RESPONDING TO CRISIS 22 7
IMAGE 3
PART I
PREFACE XV
STANDARDS MATRIX (ELCCJNCATE) XIX
CONTEMPORARY PERSPECTIVES
CONTENTS
1
CHAPTER 1 SEHOOL PUBLIE RELATIONS: A NEW AGENDA 3
CASE STUDY: THE NEW SUPERINTENDENT S PUBLIE RELATIONS PLAN 4
LNTRODUETION 6 PERSPEETIVES OF PUBLIE RELATIONS 7 ERRONEOUSPERSPECTIVES
8
MULTIPLEDEFINIRIONSAND MODELS 9 SEHOOL PUBLIE RELATIONS 13 MEANING 13
GOALS 14 P ERSIS TENT BARRIERS 17 CURRENT 1MPORTANCE 17 UNDERLYING
THEMES 19
1NFORMATION AGE 19 SCHOOLREFORRN 20 COMMUNICATION 21 REFLECTIVEPRACTICE
22 SUMMARY 22 QUESTIONS AND SUGGESTED ACTIVITIES 23
CASE STUDY 23 CHAPRER 23 REFERENEES 24
CHAPTER 2 SOCIAL AND POLITICAL CONTEXTS 28
CASE STUDY: DIVERSITY AND LOEAL PUBLIE SEHOOLS 29
VII
IMAGE 4
VIII
CHAPTER 3
CHAPTER 4
CONTENTS
INTRODUCTION 30 SOCIAL CONDITIONS AND SCHOOLS 31 CHANGINGFAMILYSTRUCTURE
31
POVERTY 31 IMMIGRANTSTUDENTS 32 EFFECTSOF SOCIALPROBLEMS ON STUDENT
BEHAVIOR 32 EFFECTSOF SOCIALPROBLEMS ON SCHOOLS 33 POLITICAL CONDITIONS
AND SCHOOLS 33
EDUCATIONGOALS 34 POLITICS,REFORM, AND ENGAGEMENT 36 SUMMARY 38
QUESTIONS AND SUGGESTED ACTIVITIES 39
CASE STUDY 39 CHAPTER 39 REFERENCES 39
LEGAL AND ETHICAL ASPECTS OF PUBLIC RE1ATIONS
CASE STUDY: MAYNARD CONSTRUCTS A SCHOOL WEB PAGE 44 INTRODUCTION 45
LEGAL DIMENSIONS 45 TORT LIABILITY 46
CONSTITUTIONALTORTS 50 POLITICALSPEECH 51 PRIVACYRIGHTS 52 RELIGIONAND
PUBLICSCHOOLS 54
COMMUNITY VALUESAND CURRICULUM 56 COPYRIGHT 57 ETHICS 58 ETHICSIN
SCHOOLADMINISTRATION 59
ETHICSIN PR 60 SUMMARY 61 QUESTIONS AND SUGGESTED ACTIVITIES 62 CASE
STUDY 62
CHAPTER 62 REFERENCES 62
CURRENT CONTEXTS OF SCHOOL REFORM 65
43
CASE STUDY: APPLYING A COMMUNICATIVE APPROACH TO POLICY DEVELOPMENT 66
INTRODUCTION 67 LOCAL CONTROL AND SCHOOL REFORM 68 DEMOCRATICLOCALISMAND
REPRESENTATIVEDEMOCRACY 68
LOCALREFORMSAND STAKEHOLDERINVOLVEMENT 70 CIVIC ENGAGEMENT AND
ADMINISTRATIVE BEHAVIOR 71 CIVIC ENGAGEMENTAPPROACHES 71
ADMINISTRATIVEBEHAVIOR 72
IMAGE 5
PART II
CHAPTER 5
SCHOOLLMPROVEMENT AND PUBLIC RELATIONS 75 WHY CIVIC ENGAGEMENTMATTERS 75
HOW PR CAN CONTRIBUTE TO ENGAGEMENT 75 SUMMARY 77
QUESTIONS AND SUGGESTED ACTIVITIES 77 CASE STUDY 77 CHAPTER 78
REFERENCES 78
CONCEPTUALIZING AND
INSTITUTIONALIZING A PUBLIC RELATIONS PROGRAM
COMMUNICATION AND CONFLICT MANAGEMENT
CASE STUDY: IMPORTANCE OF INTEMAL RELATIONS 84 INTRODUCTION 85
COMMUNICATION 86 COMMUNICATIONBASICS 86
LISTENINGSKILLS 87 NONVERBALCOMMUNICATION 87 COMMUNICATIONNETWORKS 90
COMMUNICATIONCOMPETENCE 92 CONF1ICT MANAGEMENT 93
CONFLICTTYPES 93 CONFLICTCONTAMINANTS 94 CONFLICT-RESOLUTIONSTRATEGIES
95 SUMMARY 96
QUESTIONS AND SUGGESTED ACTIVITIES 97 CASE STUDY 97 CHAPTER 97
REFERENCES 97
83
CONTENTS IX
81
CHAPTER 6 PUBLIC RELATIONS PROGRAMS 100
CASE STUDY: HIGH HOPES GONE SOUR 101 INTRODUCTION 102 CONCEPTUALIZING A
PR PROGRAM 103 RESPONSIBILITY 103
I NTENDEDBENEFICIARIES 104 ORGANIZATIONALSTRUCTURE 104 NONTRADITIONAL
PUBLIC SCHOOLS AND PRIVATE SCHOOLS 107 NONTRADITIONALPUBLICSCHOOLS 107
PRIVATESCHOOLS 110 ORGANIZING PR IN SCHOOLSOF CHOICE 111 STUDENTAND
PARENTALINVOLVEMENT 112
IMAGE 6
X
CONTENTS
CHAPTER 7
SUMMARY 113 QUESTIONS AND SUGGESTED ACTIVITIES 113
CASE STUDY 113
CHAPTER 114 REFERENCES 114
PLANNING, IMPLEMENTING, AND EVALUATING PROGRAMS
CASE STUDY: WHEN SCHOOIS AND RELATIONSHIPS FAIL TO IMPROVE 117
INTRODUCTION 118 PROGRAM PLANNING 119 PLANNINGPROCESSES 119
CHARAETERISTICS OF EFFECTIVEPLANS 120 PLANNINGTEAM 121
ADMINISTRATOR1NTERVENTIONS 122 SCHOOL-LEVELSUPPLEMENTALPLANNING 123
IMPLEMENTING 124
ADMINISTRATIVERESPONSIBILITY 124
NAMING THE PROGRAM 124 RESOURCEALLOCATION 124 EVALUATING PROGRAMS 125
TYPESOF EVALUATION 125
OUTPUTS AND OUTCOMES 126 ESSENTIALQUESTIONS 126 UTILITY 127 METHODS,
TECHNIQUES,AND SOURCES 127 SUMMARY 128 QUESTIONS AND SUGGESTED
ACTIVITIES 128
CASE STUDY 128 CHAPTER 128 REFERENCES 128
116
CHAPTER 8 USING TECHNOLOGY TO EXCHANGE AND MANAGE INFORMATION
CASE STUDY: ROGER CREATES A WEB PAGE 131 INTRODUCTION 132 ESSENTIAI
CONSTRUCTS 133 TECHNOLOGYLITERACY 133
LNFORMATIONLITERACY 133 LNFORMATION TECHNOLOGY 134
MANAGEMENT1NFORMATIONSYSTEM 134 TECHNOLOGY TOOIS 135
EMAIL 136 ELECTRONICNEWSLETTERS 136 DISTRICT OR SCHOOLWEB PAGES 137
ELECTRONICNETWORKING 138
130
IMAGE 7
PART 111
VIDEOCONFERENCING 139 CHAT ROOMS 139 BLOGS 140 SUMMARY 141 QUESTIONS AND
SUGGESTED ACTIVITIES 141
CASE STUDY 141 CHAPTER 142 REFERENCES 142
FOCUSEDOBJECTIVES
CONTENTS XI
145
CHAPTER 9 COMMUNITY RELATIONS 147 CASE STUDY: A MENTOR S QUESTIONABLE
ADVICE 148 LNTRODUCTION 149 RELATIONSHIPS AND COMMUNICATION 150
LMPROVING COMMUNITY RELATIONS 152
LDENTIFYINGAND ANALYZING PUBLICS 153 COMMUNICATINGWITH THE COMMUNITY 154
DEPLOYINGA MULTICULTURALPERSPECTIVE 156 POSITIVE RELATIONSHIPS WITH
PARENTS 157
N EEDFOR P ARENTALRELATIONSHIPS 157 BUILDINGAND
MAINTAININGPARENTALRELATIONSHIPS 160 SUMMARY 163 QUESTIONS AND SUGGESTED
ACTIVITIES 163
CASE STUDY 163 CHAPTER 163 REFERENCES 164
CHAPTER 10 MEDIA RE1ATIONSHIPS 168
CASE STUDY: MISMANAGING A SENSITIVE SITUATION 169 INTRODUCTION 170
ORGANIZATIONAL DECISIONS 171 MEDIARELATIONSPLAN 171
I MPLEMENTINGA MEDIA RELATIONSPLAN 174 EMPLOYINGA PR SPECIALIST 175
WORKING WITH PRINT MEDIA REPORTERS 176 ESTABLISHING A FOUNDATIONFOR
EFFECTIVERELATIONSHIPS 176
WORKINGWITHNEW REPORTERS 177 ACCOMMODATINGDEADLINES 178 DEALINGWITH
NEGATIVENEWS 178 SPEAKINGOFF THE RECORD 179
REFUSING TO COMMENT 180 TELLINGTHETRUTH 181
IMAGE 8
XII
CONTENTS
STAYING ON TRACK 181
GETTING THE SCHOOL SSTORY TO THE MEDIA 181 PREPARINGNEWS RELEASES 182
PLANNINGAND CONDUETINGNEWS CONFERENCES 183 CORRECTINGTHE RECORD 184
WORKING WITH ELECTRONIC MEDIA REPORTERS 185
TELEVISION 185 RADIO 187 WEB-BASEDOUTLETS 187 SUMMARY 188
QUESTIONS AND SUGGESTED ACTIVITIES 189 CASE STUDY 189 CHAPTER 189
REFERENCES 190
CHAPTER 11 PUBLIE OPINION 192
CASE STUDY: GOOD INTENTIONS AREN T ALWAYS ENOUGH 193 INTRODUCTION 194
DEFINING PUBLIC OPINION 195
CIVIC ENGAGEMENT AND POLICY 196 TYPESOF CITIZEN ENGAGEMENT 196
PUBLICOPINIONAS A FORMOF CIVIC ENGAGEMENT 197 SURVEYING OPINIONS 199
SCIENTIFICPOLLING 200 SAMPLINGISSUES 200 RETUM RATES 201 DATA
COLLEETIONALTEMATIVES 202
FOCUSGROUPS 203 QUESTIONDEVELOPMENT 204 SUMMARY 205 QUESTIONS AND
SUGGESTED ACTIVITIES 205
CASE STUDY 205
CHAPTER 206 REFERENCES 206
CHAPTER 12 DEVELOPING AND EXEEUTING A SUEEESSFUL FUNDING CAMPAIGN 208
CASE STUDY: PLAYING HARDBALL 209 INTRODUCTION 210 VALIDATING THE NEED
211
MARKETING 212 FOCALPOINTS 213
COLLECTINGDATA 214 PROJECTINGAN ELECTIONOUTCOME 216
IMAGE 9
REFERENDUM CAMPAIGN 217
STEERINGCOMMITTEE 218 CAMPAIGNCONSULTANT 219 VOLUNTEERS 220
POSITIVECAMPAIGNCHARACTERISTICS 220
MISTAKESAND PROBLEMS TO AVOID 222 EVALUATING THE CAMPAIGN 223 SUMMARY
224 QUESTIONS AND SUGGESTED ACTIVITIES 224
CASE STUDY 224 CHAPTER 225 REFERENCES 225
CHAPTER 13 RESPONDING TO CRISIS 227
CASE STUDY: SUICIDE AT MCKINLEY MIDDLE SCHOOL 228 INTRODUCTION 229
SAFETY AND SECURITY PLANNING 229 INTEGRATINGDISTRICTAND
SCHOOLRESPONSIBILITIES 230
DEFINING A CRISIS 231 PLANNINGSCOPE 231 APPOINTING THE SCHOOLCRISISTEAM
231 SAFETY AND SECURITYAUDIT 233
CONSTRUCTINGA CRISISPLAN 234 PREPARINGEMPLOYEES TO IMPLEMENTTHE PLAN 235
EVALUATINGTHE PLAN 236 CRISIS COMMUNICATION 236
PRECRISISTASKS 236 COMMUNICATINGDURING THE CRISIS 237 COMMUNICATINGAFTER
THE CRISIS 239 SUMMARY 239 QUESTIONS AND SUGGESTED ACTIVITIES 240
CASE STUDY 240
CHAPTER 240 REFERENCES 240
INDEX 243
CONTENTS XIII
|
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| discipline | Pädagogik |
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| geographic_facet | USA |
| id | DE-604.BV036695231 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T14:40:01Z |
| institution | BVB |
| isbn | 9780137072453 0137072457 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020613777 |
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| spellingShingle | Kowalski, Theodore J. Public relations in schools Schools / Public relations Schools / Public relations / Case studies School management and organization School management and organization / Case studies Community and school Community and school / Case studies Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Schulleitung (DE-588)4053524-1 gnd Schule (DE-588)4053474-1 gnd |
| subject_GND | (DE-588)4043188-5 (DE-588)4053524-1 (DE-588)4053474-1 (DE-588)4078704-7 (DE-588)4522595-3 |
| title | Public relations in schools |
| title_auth | Public relations in schools |
| title_exact_search | Public relations in schools |
| title_full | Public relations in schools Theodore J. Kowalski |
| title_fullStr | Public relations in schools Theodore J. Kowalski |
| title_full_unstemmed | Public relations in schools Theodore J. Kowalski |
| title_short | Public relations in schools |
| title_sort | public relations in schools |
| topic | Schools / Public relations Schools / Public relations / Case studies School management and organization School management and organization / Case studies Community and school Community and school / Case studies Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Schulleitung (DE-588)4053524-1 gnd Schule (DE-588)4053474-1 gnd |
| topic_facet | Schools / Public relations Schools / Public relations / Case studies School management and organization School management and organization / Case studies Community and school Community and school / Case studies Öffentlichkeitsarbeit Schulleitung Schule USA Fallstudiensammlung |
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