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Promoting Your School

Promoting Your School
Going Beyond PR

Third Edition
Edited by:
  • Carolyn Warner - Corporate Education Consulting, Inc., Corporate Education Consulting Inc

Foreword by Jay Mathews

April 2009 | 264 pages | Corwin
Increase public confidence and support for your school through effective communications! Administrators will find that this updated edition of the bestseller is packed with techniques for projecting a positive school image and strengthening the four-way partnership between schools, parents, community, and the private sector. The author offers novice and experienced school leaders practical tools for successfully communicating school goals, successes, challenges, needs, and educational priorities. The new edition features: Updated examples of recommended strategies within each chapter New chapters on 'Communicating with Technology' and 'Rallying Support for Public Schools'A revised, user-friendly Table of Contents and List of Resources
List of Resources and Sample Documents
Foreword by Jay Mathews
Preface to the Third Edition
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
Technology Tools  
Monthly Calendar/Menu  
Parent/Student Handbooks  
Brochures and Flyers  
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  
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  

"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

"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

“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

The third edition reflects increased usage of technology by schools and school districts and provides proven tips and strategies for effective use of technology in school communications.

Sample Materials & Chapters



Chapter 1

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ISBN: 9781412958134
ISBN: 9781412958127