Accessible and practical, School-Community Relations, Fourth Edition provides aspiring educational leaders with the skills to establish strong systems for communicating with their various school constituencies and to improve public relations at all levels. This textbook uses real-life examples to illustrate the ways in which administrators and school leaders can effectively engage and enlist partnerships with teachers, staff, students, parents, and community members. Case studies at the end of each chapter apply the strategies to realistic scenarios, and Questions for Analysis help readers engage critically with the material.
Features of this newly revised edition include:
Try This At Your School sections that offer insights into the ways in which actual educational leaders have fostered positive school-community relations.
Updated information about public opinion, how parents view their local schools, and the current education climate.
New strategies for utilizing social media to improve school-community relations and foster a positive school image.
Douglas J. Fiore is Provost and VP for Academic Affairs at Park University, USA. .
About the Author Preface Acknowledgments 1 The Importance of Public Opinion Trends in the Public's Perception Misconceptions Regarding Public Opinion The Purpose of a Plan Three Kinds of Plans The Coordinated Plan The Centralized Plan The Decentralized Plan Chapter Summary Questions for Analysis 2 Feeling the Pulse of the Community Get to Know Community Leaders Look to Local Civic Organizations Neighborhood Schools Important First Steps A Neighborhood Tea Don't Forget the Parents Information Shared by the Teaching Staff Information Shared by the Students Information Shared by Business and Community Leaders Information Shared by Other School Administrators Multiculturalism and School-Community Relations Chapter Summary Questions for Analysis 3 Establishing Everybody's Role School-Community Relations at the District Level The Superintendent Mistakes Made By Superintendents The Director of School-Community Relations School-Community Relations at the Building Level The Principal The Teacher The Office Staff Organizational Standards Goals 2000 ISLLC Standards The National PTA Community Schools Chapter Summary Questions for Analysis 4 Communicating Effectively: Everybody's Job The Communication Process Idea Formation Idea Encoding Communication Channel Receiver Decoding Nonverbal Communication: It's Not What You Said, But How You Said It Communication Barriers Language Barriers Cultural Barriers Barriers Inherent in Specific Physical Disabilities Barriers Related to Time Overcoming Communication Barriers Perception Checking Communicating Regularly Communicating Purposefully Chapter Summary Questions for Analysis 5 Building Relationships with Your Internal Publics The Principal as Role Model Visibility Is the Key The Need for Effective Human Relations Skills The Student as Internal Public The Use of Discipline Teachers-The Most Important Adults in the Building The Friday Focus-A Tool for Positive Internal Communication Positive Relationships with Non-Instructional Staff Other Members of the Internal Public Substitute Teachers Student Teachers The Importance of the School Secretary The Entire School Staff-The Key to Strong School-Community Relations Chapter Summary Questions for Analysis 6 Embracing Your External Publics Appropriate Parental Involvement Involving Parents While They Are at School Welcome to Our School? Involving Parents While They Are at Home Other Members of the External Public Establishing Key Communicators Where to Start with Key Communicators The Importance of Community Members with Grown Children Intergenerational Programs in Schools Presenting Students to the Community Athletics Plays Other Artistic Endeavors Academic Competitions Be Forewarned Chapter Summary Questions for Analysis 7 Improving Relationships with the Media All the News That's Fit to Print When the Reporter Initiates the Contact When the School Leader Initiates the Contact Involving Staff Members in the Process The News Release Communicating through Local Radio Spreading the Good News Public Service Announcements Lights, Camera, Action! You've Got the Look Do Not Feed the Monsters Be Proactive We All Make Mistakes Parting Shots Chapter Summary Questions for Analysis 8 Putting It All On Paper Three Kinds of Readers The 20-Second Reader The Newspaper Reader The Novel Reader Does Impressive Language Make the Impression You Desire? The School Newsletter The Use of Technology Social Media is the New Normal The Student Report Card A Personal Letter or Email from the Principal Words or Phrases to Avoid Written Communication from the Classroom Using Your School Website as a Communication Tool Chapter Summary Questions for Analysis 9 Communication in an Electronic Era The Resistor The Dabbler The Avant-Garde Electronic Communication Devices Communicating via E-Mail Utilizing E-Mail Internally Using E-Mail Externally Proceed Cautiously with E-Mail The Acceptable Use Policy Sample Acceptable Use Policy Using Technology for Instructional Purposes Chapter Summary Questions for Analysis 10 Following and Being Followed: Social Networks, Tweets, and Other Updates Facebook Utilizing Facebook Effectively Keep it Current Potential Pitfalls and How to Avoid Them Twitter Some Suggestions for Utilizing Twitter in Schools Advantages and Disadvantages of Facebook and Twitter Legal Considerations Chapter Summary Questions for Analysis 11 Saying What You Mean: Meaning What You Say Telephone Etiquette Telephone Calls From the Principal Face-To-Face Conversations Speaking to a Large Group Communicating During a Campaign Communicating with a Citizen's Advisory Committee The Campaign's Conclusion Online Communications Chapter Summary Questions for Analysis 12 Communicating in Crisis The Importance of Planning An Opportunity for Staff Development Communicating During a Crisis Media Relations in Crisis Situations Be Proactive with Social Media Dealing with the Aftermath of a Crisis Crisis Aftermath Chapter Summary Questions for Analysis 13 Three Opportunities to Shine Open House Open House Tours Open House Programs Classroom Visits Timing Is Everything Advertising the Open House-Calling All Parents The Cleanliness of the School Parent-Teacher Conferences Helping Teachers Prepare for Conferences Conducting the Conference Convocations and Celebrations Graduation Awards Programs Chapter Summary Questions for Analysis 14 Evaluating Effectiveness and Building Confidence-The Future Determining the Effectiveness of Your School-Community Relations Efforts Verifying Results in School-Community Relations Making Intangibles More Tangible School Choice in the Twenty-First Century Chapter Summary Questions for Analysis References Index