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 rumours, 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 programmes Covers how to set reasonable expectations for communications efforts Provides questions for assessing PR needs, guidelines for judgingwhat's working and what's not, and an abundance of checklists Offers interview advice from professionals in the field Educational leaders will consult thiscomprehensive resource again and again as they plan and implement public relations activities to support student and school success! INDICE: The High Stakes of School PR: Student Success: Strong Relationships Support Student Success Perceptions and Reputations Matter School PR EffortsReflect Reality School PR Basics: Do and Tell Questions for Assessing School-PR Support for Student Success / Understanding How PR Serves Your Students andSchools: Connecting Teaching and School PR School PR in Action Communication Methods Example: School PR Tactics in a Typical School System Serving All School-PR Audiences Questions for Assessing Commitments to School PR Excellence / 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 Examples: How to Find Help and Support for Your School PR NeedsExamples: School PR Steps When That Crisis Hits Questions for Assessing School-PR Roles and Resources / Organizing Your School PR Efforts: Example: Defining School PR Success Key Components for Success Getting School PR Research Examples: Putting School-PR Research to Work Setting School PR Objectives DecidingStrategies Picking Tactics Examples: Defining Your School-PR Tactics Examples: Events That Often Need School-PR Planning Checklist: The 12-Step School-PR Planner Q&A: How Schools Should Plan and Measure PR Efforts / Getting Useful School PR Research: Examples: School-PR Research Myths to Address Examples: School-PR Research Sources Early-Warning Roles of PR Research Focus Group Discussions Detailed Interviews Content Analyses Customer Questions and OrganizationalFiles Communication Audits Questions for Assessing School-PR Research Q&A: The Importance of Communication Research in School PR / 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 / Achieving School-PR Success: Employees: The Real Power in School-PR: When People Care Creating a Team That Works Know All of the Audiences Examples: Ideas for School-PR Activities With Employees Checklist: Ideas for Helping Employees Deal With Upset Customers / Achieving School-PR Success: Parents: What Parents Want Example: Targeting Messages to Parents Analyze Your Messages Examples: Ideas for School-PR Activities With Parents Checklist: EngagementIdea Starters for Parents / Achieving School-PR Success: Students: Students Talk, People Listen Supporting School-Communication by Students Celebrate All Student Successes Examples: Ideas for School-PR Activities With Students / Achieving School-PR Success: Volunteers and Other School Visitors: Welcoming Outsiders to Your School First Impressions Last Examples: Ideas for School-PR Activities With Visitors / Achieving School-PR Success: Diverse Audiences: DiversityÆs Impact on School PR Use PR to Tap DiversityÆs Power Examples: Ideas for School-PR Activities With Diverse Populations / Achieving School-PR Success: Seniors: Boost Senior Involvement Examples: Ideas for School-PR With Seniors Q&A:Involving Seniors in School PR Efforts / Achieving School-PR Success: Businesses and Vendors: Tap Business Expertise and Influence Build Working Partnerships Examples: Ideas for School-PR Activities With Businesses Q&A: How Schools and Business Can Work Together Q&A: How Marketing Can Contribute / Achieving School-PR Success: Community, Faith, and Other Leaders: Encourage Active Involvement Examples: Ideas for School-PR Activities With Community Leaders Example: Using Advisory Committees to Support School PR Q&A: Key Communicators and School PR / Creating Your School-PR Messages and Content: Creating Messages That Work Where Will My Copy Be Used? WhoÆs Talking? WhatÆs My Mood? Linking Messages to Needs and Beliefs Example: Creating Messages That Spark Action Pay Attention to Message Meanings How to Power-Up School PR Messages Writing for Readership Transitions: Shifting Gears Between Ideas Ensuring Message Transparency / Delivering Your School-PR Messages and Content: In Print and Online: Organizing Public Relations Tactics Checklist: Typical Print and Online School-PR Tactics Communicating Through Design Accommodate How People Read Ideas for Facilitating Communication DonÆt Be Anonymous Consistency Creates Credibility Package Your Information School PR Quick Tips: Print and Online / 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 Generating Editorial Support Setting Interview Ground Rules Choosing a Good Interview Location Know What Makes for a Successful Interview Preparing for Interview Questions YouÆll Face Handling Tough Interview Questions Steps to Take When the Media Get It Wrong Learn to Leverage School News Q&A: Dealing With the News Media School PR Quick Tips: News Media / 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 SpeechesAccommodating the Audience Getting the Right Introduction Creating Great Visuals Handling Questions During and After Presentations Presenting to UnfriendlyAudiences Personal Communication During Crises Tapping the PR Power in Good Etiquette School PR Quick Tips: Communicating Face-to-Face / School PR: How YouCan Make a Difference Now / More for You: School-PR Resources
- ISBN: 978-1-4129-6568-2
- Editorial: Sage Publications
- Encuadernacion: Rústica
- Páginas: 184
- Fecha Publicación: 01/10/2009
- Nº Volúmenes: 1
- Idioma: Inglés