Promoting Your School

Going Beyond PR
Third Edition
Carolyn Warner - Corporate Education Consulting, Inc.
Promoting Your School
January 2009 | 264 pages | Corwin
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eBook
ISBN: 9781452261188
Available from January 0001
Hardcover
ISBN: 9781412958127
Available from January 0001

Description

"Clearly indicates how to communicate with a variety of groups to obtain public support. This book is very easy to read and understand and has a wealth of examples."
—Anne Roede Giddings, Assistant Superintendent
Ansona Public Schools, CT

"The examples spur thought on how schools can best communicate with their communities. The book is truly a practitioner's handbook that any educator can learn from and immediately put into use."
—Bruce Deterding, Principal
Wichita Heights High School, Wichita, KS

Project a positive school image in your community through effective communication!

Novice and experienced school leaders will find this updated edition of a bestseller packed with techniques for delivering a school's message effectively to internal and external constituencies and strengthening the partnership between schools, families, the community, and the private sector.

Based on examples from successful schools, this comprehensive guide provides strategies, insights, and practical tools for successfully communicating school goals, successes, challenges, and educational priorities. The third edition offers updated strategies within each chapter and new chapters on using technology and gaining support for public schools. Readers will find:

  • Information on media relations, crisis management, team building, and parent involvement
  • Coverage of school and community resources to build a support base of human, material, and financial capital
  • Forms, sample documents, handouts, and checklists for developing a customized school communications program

Promoting Your School serves as an ideal coach on how to be an articulate advocate for your own school and develop a supportive constituency to help advance school goals.

Contents

List of Resources and Sample Documents

List of Resources and Sample Documents

Foreword by Jay Mathews

Foreword by Jay Mathews

Preface to the Third Edition

Preface to the Third Edition

Acknowledgments

Acknowledgments

About the Author

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

Additional materials

Description

"Clearly indicates how to communicate with a variety of groups to obtain public support. This book is very easy to read and understand and has a wealth of examples."
—Anne Roede Giddings, Assistant Superintendent
Ansona Public Schools, CT

"The examples spur thought on how schools can best communicate with their communities. The book is truly a practitioner's handbook that any educator can learn from and immediately put into use."
—Bruce Deterding, Principal
Wichita Heights High School, Wichita, KS

Project a positive school image in your community through effective communication!

Novice and experienced school leaders will find this updated edition of a bestseller packed with techniques for delivering a school's message effectively to internal and external constituencies and strengthening the partnership between schools, families, the community, and the private sector.

Based on examples from successful schools, this comprehensive guide provides strategies, insights, and practical tools for successfully communicating school goals, successes, challenges, and educational priorities. The third edition offers updated strategies within each chapter and new chapters on using technology and gaining support for public schools. Readers will find:

  • Information on media relations, crisis management, team building, and parent involvement
  • Coverage of school and community resources to build a support base of human, material, and financial capital
  • Forms, sample documents, handouts, and checklists for developing a customized school communications program

Promoting Your School serves as an ideal coach on how to be an articulate advocate for your own school and develop a supportive constituency to help advance school goals.

Contents

List of Resources and Sample Documents

List of Resources and Sample Documents

Foreword by Jay Mathews

Foreword by Jay Mathews

Preface to the Third Edition

Preface to the Third Edition

Acknowledgments

Acknowledgments

About the Author

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

Additional materials

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Promoting Your School

Going Beyond PR

Carolyn Warner
Cancel Print

January 2009 | 264 pages | Corwin

Format Published Date ISBN Price
Hardcover 27/02/2023 9781412958127 $99.95
Paperback 27/02/2023 9781412958134 $47.95
Lifetime 01/02/2026 9781452261188 $44.00

"Clearly indicates how to communicate with a variety of groups to obtain public support. This book is very easy to read and understand and has a wealth of examples."
—Anne Roede Giddings, Assistant Superintendent
Ansona Public Schools, CT

"The examples spur thought on how schools can best communicate with their communities. The book is truly a practitioner's handbook that any educator can learn from and immediately put into use."
—Bruce Deterding, Principal
Wichita Heights High School, Wichita, KS

Project a positive school image in your community through effective communication!

Novice and experienced school leaders will find this updated edition of a bestseller packed with techniques for delivering a school's message effectively to internal and external constituencies and strengthening the partnership between schools, families, the community, and the private sector.

Based on examples from successful schools, this comprehensive guide provides strategies, insights, and practical tools for successfully communicating school goals, successes, challenges, and educational priorities. The third edition offers updated strategies within each chapter and new chapters on using technology and gaining support for public schools. Readers will find:

  • Information on media relations, crisis management, team building, and parent involvement
  • Coverage of school and community resources to build a support base of human, material, and financial capital
  • Forms, sample documents, handouts, and checklists for developing a customized school communications program

Promoting Your School serves as an ideal coach on how to be an articulate advocate for your own school and develop a supportive constituency to help advance school goals.


Table Of Contents:

  • 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

Recent Product Reviews:

"Warner says upfront her book is light on theory but heavy on practicality, which busy school leaders will welcome because their action-packed schedules allow little time to find successful strategies that can be adapted to their individual schools."
The School Administrator, October 2010, Vol. 67(9), American Association of School Administrators
"A good base that can be used immediately. I would recommend it for university classes and to colleagues."
William A. Sommers, Senior Fellow, University of Minnesota
“Clearly indicates how to communicate with a variety of groups to obtain public support. This book is very easy to read and understand and has a wealth of examples.”
Anne Roede Giddings, Assistant Superintendent, Ansona Public Schools, CT
"The examples spur thought on how schools can best communicate with their communities. The book is truly a practitioner’s handbook that any educator can learn from and put immediately into use."
Bruce Deterding, Principal, Wichita Heights High School, Wichita, KS

Recommendations