School Public Relations for Student Success
Edward H. Moore
- Rowan University, Glassboro, NJ
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eBook
ISBN:
9781452273013
Available from
January 0001
Paperback
ISBN:
9781412965682
Available from
January 0001
Description
"Everything you need to succeed with parents, community leaders, employees, and more can be found in this book. Moore's lifetime experience comes through with clear, no-nonsense ideas and insights that those working in schools can put to work right away."
—William J. Banach, CEO
Banach, Banach & Cassidy
An on-the-job public relations and communications partner for everyone working in schools!
As school public relations efforts play an increasingly vital role in helping students achieve and schools succeed, the communications expectations placed on school leaders at all levels continue to soar. Now this field-based reference offers educational leaders practical advice and specific tips for meeting the tough new communication demands they face daily.
Ideal for both long-range planning and day-to-day basics, this guide helps leaders define and organize their school's PR plan. The book offers step-by-step guidance on creating and applying communication tactics that work—from how to generate community support to managing crises, stopping rumors, handling media inquiries, dealing with critics, and much more. Emphasizing the PR responsibilities of all school employees, the author:
- Outlines the key components of successful communications programs
- Covers how to set reasonable expectations for communications efforts
- Provides questions for assessing PR needs, guidelines for judging what's working and what's not, and an abundance of checklists
- Offers interview advice from professionals in the field
Educational leaders will consult this comprehensive resource again and again as they plan and implement public relations activities to support student and school success!
Contents
Preface
Preface
Acknowledgments
Acknowledgments
About the Author
About the Author
1. The High Stakes of School PR: Student Success
- Strong Relationships Support Student Success
- Perceptions and Reputations Matter
- School PR Efforts Reflect Reality
- School PR Basics: Do and Tell
- Questions for Assessing School PR Support for Student Success
2. Understanding How PR Serves Your Students and Schools
- Connecting Teaching and School PR
- School PR in Action
- Serving All School PR Audiences
- Questions for Assessing Commitments to School PR Excellence
3. Defining Your School PR Needs
- Defining School Public Relations
- Organizing School PR Efforts
- Different Needs, Different Roles in School PR
- Use Available School PR Support
- Questions for Assessing School PR Roles and Resources
4. Organizing Your School PR Efforts
- Defining School PR Success
- Key Components for Success
- Getting School PR Research
- Examples: Putting School PR Research to Work
- Setting School PR Objectives
- Deciding Strategies
- Picking Tactics
- Examples: Defining Your School PR Tactics
- Checklist: The 12-Step School PR Planner
- Q&A: Frank Basso Discusses How Schools Should Plan and Measure PR Efforts
5. Getting Useful School PR Research
- Examples: School PR Research Myths to Address
- Examples: School PR Research Sources
- Early-Warning Roles of PR Research
- Questions for Assessing School PR Research
- Q&A: Cynthia E. Banach Talks About the Importance of Communication Research to School PR Efforts
6. Creating Goodwill Ambassadors for Your School
- Examples: The People Who Make or Break School PR
- Communication Happens: Planned or Not
- Listening: Making Communication Two-Way
- Examples: Listening Opportunities in Schools
- Checklist: Getting Started With Internal School PR
7. Achieving School PR Success: Employees
- The Real Power in School PR: When People Care
- Creating a Team That Works
- Know All of the Audiences
- Ideas for School PR Activities With Employees
- Checklist: Ideas for Helping Employees Deal With Upset Customers
8. Achieving School PR Success: Parents
- What Parents Want
- Example: Targeting Messages to Parents
- Analyze Your Messages
- Ideas for School PR Activities With Parents
- Checklist: Engagement Idea Starters for Parents
9. Achieving School PR Success: Students
- Students Talk, People Listen
- Supporting School Communication by Students
- Celebrate All Student Successes
- Ideas for School PR Activities With Students
10. Achieving School PR Success: Volunteers and Other School Visitors
- Welcoming Outsiders to Your School
- First Impressions Last
- Ideas for School PR Activities With Visitors
11. Achieving School PR Success: Diverse Audiences
- Diversity's Impact on School PR
- Use PR to Tap Diversity's Power
- Ideas for School PR Activities With Diverse Populations
12. Achieving School PR Success: Seniors
- Boost Senior Involvement
- Ideas for School PR Activities With Seniors
- Q&A: Diane Holtzman Talks About Involving Seniors in School PR Efforts
13. Achieving School PR Success: Businesses and Vendors
- Tap Business Expertise and Influence
- Build Working Partnerships
- Ideas for School PR Activities With Businesses
- Q&A: John Moscatelli Discusses How Schools and Businesses Can Work Together
- Q&A: Dr. William J. Banach Discusses How Marketing Can Contribute to School PR Efforts
14. Achieving School PR Success: Community Leaders
- Encourage Active Involvement
- Ideas for School PR Activities With Community Leaders
- Q&A: Dr. Don Bagin Talks About Key Communicators and School PR
15. Creating Your School PR Messages and Content
- Creating Messages That Work
- Linking Messages to Needs and Beliefs
- Example: Creating Messages That Spark Action
- Pay Attention to Message Meanings
- Some Suggestions for Building Such Messages
- Writing for Readership
- Revising Copy to Strengthen Messages
- Transitions: Shifting Gears Between Ideas
- Assuring Message Transparency
16. Delivering Your School PR Messages and Content: In Print and Online
- Organizing Public Relations Tactics
- Communicating Through Design
- Accommodate How People Read
- Ideas for Facilitating Communication
- Headlines Need Special Attention
- Don't Be Anonymous
- Consistency Creates Credibility
- Package Your Information
17. Delivering Your School PR Messages and Content: In the News Media
- Why Schools Use the News Media to Communicate
- What Do the Media Offer Schools?
- How Does Publicity Relate to Public Relations?
- Who Speaks to the Media?
- What Is News?
- Tactics for Getting Stories to the Media
- Building Solid Relationships With Reporters and Editors
- Ways to Connect Schools and the Media Covering Them
- Setting Interview Ground Rules
- Choosing a Good Interview Location
- Know What Makes for a Successful Interview
- Preparing for Interview Questions You'll Face
- Handling Tough Interview Questions
- Learn to Leverage School News
- Q&A: M. Larry Litwin Talks About Working With the News Media
18. Delivering Your School PR Messages and Content: In Person
- Dealing With Others One-on-One
- Face-to-Face Tactics in Action
- Ideas for Creating Successful School Gatherings
- Planning and Writing Presentations and Speeches
- Accommodating the Audience
- Getting the Right Introduction
- Creating Great Visuals
- Handling Questions During and After Presentations
- Presenting to Unfriendly Audiences
- Personal Communication During Crises
- Tapping the PR Power in Good Etiquette
19. School PR: How You Can Make a Difference Now
19. School PR: How You Can Make a Difference Now
School PR Resources
School PR Resources
Index
Index
Description
"Everything you need to succeed with parents, community leaders, employees, and more can be found in this book. Moore's lifetime experience comes through with clear, no-nonsense ideas and insights that those working in schools can put to work right away."
—William J. Banach, CEO
Banach, Banach & Cassidy
An on-the-job public relations and communications partner for everyone working in schools!
As school public relations efforts play an increasingly vital role in helping students achieve and schools succeed, the communications expectations placed on school leaders at all levels continue to soar. Now this field-based reference offers educational leaders practical advice and specific tips for meeting the tough new communication demands they face daily.
Ideal for both long-range planning and day-to-day basics, this guide helps leaders define and organize their school's PR plan. The book offers step-by-step guidance on creating and applying communication tactics that work—from how to generate community support to managing crises, stopping rumors, handling media inquiries, dealing with critics, and much more. Emphasizing the PR responsibilities of all school employees, the author:
- Outlines the key components of successful communications programs
- Covers how to set reasonable expectations for communications efforts
- Provides questions for assessing PR needs, guidelines for judging what's working and what's not, and an abundance of checklists
- Offers interview advice from professionals in the field
Educational leaders will consult this comprehensive resource again and again as they plan and implement public relations activities to support student and school success!
Contents
Preface
Preface
Acknowledgments
Acknowledgments
About the Author
About the Author
1. The High Stakes of School PR: Student Success
- Strong Relationships Support Student Success
- Perceptions and Reputations Matter
- School PR Efforts Reflect Reality
- School PR Basics: Do and Tell
- Questions for Assessing School PR Support for Student Success
2. Understanding How PR Serves Your Students and Schools
- Connecting Teaching and School PR
- School PR in Action
- Serving All School PR Audiences
- Questions for Assessing Commitments to School PR Excellence
3. Defining Your School PR Needs
- Defining School Public Relations
- Organizing School PR Efforts
- Different Needs, Different Roles in School PR
- Use Available School PR Support
- Questions for Assessing School PR Roles and Resources
4. Organizing Your School PR Efforts
- Defining School PR Success
- Key Components for Success
- Getting School PR Research
- Examples: Putting School PR Research to Work
- Setting School PR Objectives
- Deciding Strategies
- Picking Tactics
- Examples: Defining Your School PR Tactics
- Checklist: The 12-Step School PR Planner
- Q&A: Frank Basso Discusses How Schools Should Plan and Measure PR Efforts
5. Getting Useful School PR Research
- Examples: School PR Research Myths to Address
- Examples: School PR Research Sources
- Early-Warning Roles of PR Research
- Questions for Assessing School PR Research
- Q&A: Cynthia E. Banach Talks About the Importance of Communication Research to School PR Efforts
6. Creating Goodwill Ambassadors for Your School
- Examples: The People Who Make or Break School PR
- Communication Happens: Planned or Not
- Listening: Making Communication Two-Way
- Examples: Listening Opportunities in Schools
- Checklist: Getting Started With Internal School PR
7. Achieving School PR Success: Employees
- The Real Power in School PR: When People Care
- Creating a Team That Works
- Know All of the Audiences
- Ideas for School PR Activities With Employees
- Checklist: Ideas for Helping Employees Deal With Upset Customers
8. Achieving School PR Success: Parents
- What Parents Want
- Example: Targeting Messages to Parents
- Analyze Your Messages
- Ideas for School PR Activities With Parents
- Checklist: Engagement Idea Starters for Parents
9. Achieving School PR Success: Students
- Students Talk, People Listen
- Supporting School Communication by Students
- Celebrate All Student Successes
- Ideas for School PR Activities With Students
10. Achieving School PR Success: Volunteers and Other School Visitors
- Welcoming Outsiders to Your School
- First Impressions Last
- Ideas for School PR Activities With Visitors
11. Achieving School PR Success: Diverse Audiences
- Diversity's Impact on School PR
- Use PR to Tap Diversity's Power
- Ideas for School PR Activities With Diverse Populations
12. Achieving School PR Success: Seniors
- Boost Senior Involvement
- Ideas for School PR Activities With Seniors
- Q&A: Diane Holtzman Talks About Involving Seniors in School PR Efforts
13. Achieving School PR Success: Businesses and Vendors
- Tap Business Expertise and Influence
- Build Working Partnerships
- Ideas for School PR Activities With Businesses
- Q&A: John Moscatelli Discusses How Schools and Businesses Can Work Together
- Q&A: Dr. William J. Banach Discusses How Marketing Can Contribute to School PR Efforts
14. Achieving School PR Success: Community Leaders
- Encourage Active Involvement
- Ideas for School PR Activities With Community Leaders
- Q&A: Dr. Don Bagin Talks About Key Communicators and School PR
15. Creating Your School PR Messages and Content
- Creating Messages That Work
- Linking Messages to Needs and Beliefs
- Example: Creating Messages That Spark Action
- Pay Attention to Message Meanings
- Some Suggestions for Building Such Messages
- Writing for Readership
- Revising Copy to Strengthen Messages
- Transitions: Shifting Gears Between Ideas
- Assuring Message Transparency
16. Delivering Your School PR Messages and Content: In Print and Online
- Organizing Public Relations Tactics
- Communicating Through Design
- Accommodate How People Read
- Ideas for Facilitating Communication
- Headlines Need Special Attention
- Don't Be Anonymous
- Consistency Creates Credibility
- Package Your Information
17. Delivering Your School PR Messages and Content: In the News Media
- Why Schools Use the News Media to Communicate
- What Do the Media Offer Schools?
- How Does Publicity Relate to Public Relations?
- Who Speaks to the Media?
- What Is News?
- Tactics for Getting Stories to the Media
- Building Solid Relationships With Reporters and Editors
- Ways to Connect Schools and the Media Covering Them
- Setting Interview Ground Rules
- Choosing a Good Interview Location
- Know What Makes for a Successful Interview
- Preparing for Interview Questions You'll Face
- Handling Tough Interview Questions
- Learn to Leverage School News
- Q&A: M. Larry Litwin Talks About Working With the News Media
18. Delivering Your School PR Messages and Content: In Person
- Dealing With Others One-on-One
- Face-to-Face Tactics in Action
- Ideas for Creating Successful School Gatherings
- Planning and Writing Presentations and Speeches
- Accommodating the Audience
- Getting the Right Introduction
- Creating Great Visuals
- Handling Questions During and After Presentations
- Presenting to Unfriendly Audiences
- Personal Communication During Crises
- Tapping the PR Power in Good Etiquette
19. School PR: How You Can Make a Difference Now
19. School PR: How You Can Make a Difference Now
School PR Resources
School PR Resources
Index
Index
Reviews
July 2009 | 184 pages | Corwin
| Format | Published Date | ISBN | Price |
|---|---|---|---|
| Paperback | 01/01/2025 | 9781412965682 | $40.95 |
| Hardcover | 27/02/2023 | 9781412965675 | $86.95 |
| Lifetime | 01/01/2025 | 9781452273013 | $37.00 |
"Everything you need to succeed with parents, community leaders, employees, and more can be found in this book. Moore's lifetime experience comes through with clear, no-nonsense ideas and insights that those working in schools can put to work right away."
—William J. Banach, CEO
Banach, Banach & Cassidy
An on-the-job public relations and communications partner for everyone working in schools!
As school public relations efforts play an increasingly vital role in helping students achieve and schools succeed, the communications expectations placed on school leaders at all levels continue to soar. Now this field-based reference offers educational leaders practical advice and specific tips for meeting the tough new communication demands they face daily.
Ideal for both long-range planning and day-to-day basics, this guide helps leaders define and organize their school's PR plan. The book offers step-by-step guidance on creating and applying communication tactics that work—from how to generate community support to managing crises, stopping rumors, handling media inquiries, dealing with critics, and much more. Emphasizing the PR responsibilities of all school employees, the author:
- Outlines the key components of successful communications programs
- Covers how to set reasonable expectations for communications efforts
- Provides questions for assessing PR needs, guidelines for judging what's working and what's not, and an abundance of checklists
- Offers interview advice from professionals in the field
Educational leaders will consult this comprehensive resource again and again as they plan and implement public relations activities to support student and school success!
Table Of Contents:
- Preface
- Acknowledgments
- About the Author
- 1. The High Stakes of School PR: Student Success
- Strong Relationships Support Student Success
- Perceptions and Reputations Matter
- School PR Efforts Reflect Reality
- School PR Basics: Do and Tell
- Questions for Assessing School PR Support for Student Success
- 2. Understanding How PR Serves Your Students and Schools
- Connecting Teaching and School PR
- School PR in Action
- Serving All School PR Audiences
- Questions for Assessing Commitments to School PR Excellence
- 3. Defining Your School PR Needs
- Defining School Public Relations
- Organizing School PR Efforts
- Different Needs, Different Roles in School PR
- Use Available School PR Support
- Questions for Assessing School PR Roles and Resources
- 4. Organizing Your School PR Efforts
- Defining School PR Success
- Key Components for Success
- Getting School PR Research
- Examples: Putting School PR Research to Work
- Setting School PR Objectives
- Deciding Strategies
- Picking Tactics
- Examples: Defining Your School PR Tactics
- Checklist: The 12-Step School PR Planner
- Q&A: Frank Basso Discusses How Schools Should Plan and Measure PR Efforts
- 5. Getting Useful School PR Research
- Examples: School PR Research Myths to Address
- Examples: School PR Research Sources
- Early-Warning Roles of PR Research
- Questions for Assessing School PR Research
- Q&A: Cynthia E. Banach Talks About the Importance of Communication Research to School PR Efforts
- 6. Creating Goodwill Ambassadors for Your School
- Examples: The People Who Make or Break School PR
- Communication Happens: Planned or Not
- Listening: Making Communication Two-Way
- Examples: Listening Opportunities in Schools
- Checklist: Getting Started With Internal School PR
- 7. Achieving School PR Success: Employees
- The Real Power in School PR: When People Care
- Creating a Team That Works
- Know All of the Audiences
- Ideas for School PR Activities With Employees
- Checklist: Ideas for Helping Employees Deal With Upset Customers
- 8. Achieving School PR Success: Parents
- What Parents Want
- Example: Targeting Messages to Parents
- Analyze Your Messages
- Ideas for School PR Activities With Parents
- Checklist: Engagement Idea Starters for Parents
- 9. Achieving School PR Success: Students
- Students Talk, People Listen
- Supporting School Communication by Students
- Celebrate All Student Successes
- Ideas for School PR Activities With Students
- 10. Achieving School PR Success: Volunteers and Other School Visitors
- Welcoming Outsiders to Your School
- First Impressions Last
- Ideas for School PR Activities With Visitors
- 11. Achieving School PR Success: Diverse Audiences
- Diversity's Impact on School PR
- Use PR to Tap Diversity's Power
- Ideas for School PR Activities With Diverse Populations
- 12. Achieving School PR Success: Seniors
- Boost Senior Involvement
- Ideas for School PR Activities With Seniors
- Q&A: Diane Holtzman Talks About Involving Seniors in School PR Efforts
- 13. Achieving School PR Success: Businesses and Vendors
- Tap Business Expertise and Influence
- Build Working Partnerships
- Ideas for School PR Activities With Businesses
- Q&A: John Moscatelli Discusses How Schools and Businesses Can Work Together
- Q&A: Dr. William J. Banach Discusses How Marketing Can Contribute to School PR Efforts
- 14. Achieving School PR Success: Community Leaders
- Encourage Active Involvement
- Ideas for School PR Activities With Community Leaders
- Q&A: Dr. Don Bagin Talks About Key Communicators and School PR
- 15. Creating Your School PR Messages and Content
- Creating Messages That Work
- Linking Messages to Needs and Beliefs
- Example: Creating Messages That Spark Action
- Pay Attention to Message Meanings
- Some Suggestions for Building Such Messages
- Writing for Readership
- Revising Copy to Strengthen Messages
- Transitions: Shifting Gears Between Ideas
- Assuring Message Transparency
- 16. Delivering Your School PR Messages and Content: In Print and Online
- Organizing Public Relations Tactics
- Communicating Through Design
- Accommodate How People Read
- Ideas for Facilitating Communication
- Headlines Need Special Attention
- Don't Be Anonymous
- Consistency Creates Credibility
- Package Your Information
- 17. Delivering Your School PR Messages and Content: In the News Media
- Why Schools Use the News Media to Communicate
- What Do the Media Offer Schools?
- How Does Publicity Relate to Public Relations?
- Who Speaks to the Media?
- What Is News?
- Tactics for Getting Stories to the Media
- Building Solid Relationships With Reporters and Editors
- Ways to Connect Schools and the Media Covering Them
- Setting Interview Ground Rules
- Choosing a Good Interview Location
- Know What Makes for a Successful Interview
- Preparing for Interview Questions You'll Face
- Handling Tough Interview Questions
- Learn to Leverage School News
- Q&A: M. Larry Litwin Talks About Working With the News Media
- 18. Delivering Your School PR Messages and Content: In Person
- Dealing With Others One-on-One
- Face-to-Face Tactics in Action
- Ideas for Creating Successful School Gatherings
- Planning and Writing Presentations and Speeches
- Accommodating the Audience
- Getting the Right Introduction
- Creating Great Visuals
- Handling Questions During and After Presentations
- Presenting to Unfriendly Audiences
- Personal Communication During Crises
- Tapping the PR Power in Good Etiquette
- 19. School PR: How You Can Make a Difference Now
- School PR Resources
- Index
Recent Product Reviews:
"Moore provides school leaders with relevant strategies to use when communicating with diverse publics associated with the school district and individual schools. His book is light on theory but heavy on practical ideas ready for immediate use."
The School Administrator, September 2010, Vol. 67(8), American Association of School Administrators
"Educators are constantly challenged to provide 'real-world application' activities for students within their classrooms. This book provides the reader with 'real-world application' that can immediately improve the public relation practices of every school."
Bruce Deterding, Principal, Wichita Heights High School, KS
"Provides school administrators with a clear, easy-to-use blueprint for developing a communications plan and dealing with sensitive issues that come up in any school district. Administrators and board members who follow the suggestions in this guide will feel more confident and more effective in dealing with the public."
Patricia N. Anderson, Associate Professor, National-Louis University
"A practical and useful book that will be of value to all administrators desiring to improve public relations in their school. The book contains numerous insights on effective public relations."
Kenneth Arndt, Superintendent, Community Unit School District #300, Carpentersville, IL
"Building relationships that work can be a perilous endeavor for even the most experienced educator, but everything you need to succeed with parents, community leaders, employees, and more can be found in this book. Moore's lifetime experience comes through with clear, no-nonsense ideas and insights that those working in schools can put to work right away."
William J. Banach, CEO, Banach, Banach & Cassidy