Author Description

Writing for school administrators or those studying to become administrators, the authors (of Rowan U. and the National School Public Relations Association) introduce the field of school public relations. Beginning with a section on essential considerations they topics such as the public character of the school; understanding the community; policies, goals, and strategies; and administering school-community relations programs. The next section explores the different types of publics and circumstances affecting communications. The final section concentrates on communication tools, discussing how to work with the press; the use of radio, television, exhibits, and audiovisual aids; how to use the Internet; the preparation of published materials; and the planning and conduct of political campaigns; and dealing with school choice. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)