All chapters include Introduction, Summary, References, , Suggested Reading(s), and Administrative Practices: Knowledge into Action. I.THE SOCIAL AND POLITICAL MILIEU: SCHOOL LEADERS AT WORK.
1.Criticism and Conflict: Public Opinion and Pressure Groups. Community Dynamics.
The Organized Opposition.
Identifying and Negotiating with Pressure Groups.
Kinds of Pressure Groups.
Inflammatory Issues.
Policy Development before the Incident.
Flashpoints.
2.The School in the Complex Society. AHEADS = Gemeinschaft and Gesselschaft Communities: The Sacred-Secular Continuum. Six Realities.
Outside Forces: Formal and Informal.
3.Informal Community Forces. Community Power Structures.
Neighborhood Influence Systems.
4.Formal Influences on Schooling. Three Levels of Contending and Sometimes Contentious Forces.
The Federal Interest.
The State Interest.
Local Policy Making.
Responding to and Influencing Federal and State Mandates.
II.EFFECTIVE PUBLIC RELATIONS TECHNIQUES.
5.Strategies for Effective Internal Communications. Identifying Internal Publics and Their Roles in Public Relations.
Developing an Internal Communications Plan.
Stakeholder Recognition and Appreciation Systems.
Modern Communication Mediums.
6.Strategies for Successful Relationships. Behavior Types.
Making Use of Profiling.
Communications Model.
Building Trust and Confidence.
Conflict Resolution/Mediation.
Building Win/Win Situations.
Negotiating with Individuals and Groups.
7.What to Do When the Media Come Calling. The First Amendment to The U.S. Constitution.
What Is News?
The Role of the Reporter.
The Role of the School Administrator.
Working with the Media.
Tips for Handling the Media Call.
Tips for Making the Media Call.
Proactive Strategies to Build Goodwill.
Handling the Media Interview.
8.Strategies for an Effective External Communications Program. Communication Is a Two-Way Street.
Developing Written Communication Skills.
Developing Oral Communication Skills.
Special Issues That Require Special Care.
Two-Way Communication Processes and Practices.
III.DEVELOPING THE PROGRAM.
9.Planning Effective Communication and Relationship Programs. A Brief History of Planning.
Time and Events.
Elements of Planning
Tactical Short-Term Thinking and Planning: Microplans.
10.Getting Started: Analyzing the School Community Developing the Public Relations Program. Elements of Public Relations Program Planning.
Three Proposed Public Relations Programs.
