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Promoting Your School
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Promoting Your School
Going Beyond PR

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


January 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
 
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

 

"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
Key features
Full of tools, resources, and sample documents.

The author is a well-known presenter and speaker at conferences and consulting.   

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

Foreword

Preface

Chapter 1


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ISBN: 9781412958134
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