Promoting Your School 3/e

Carolyn Warner has gained national stature as one of America's most articulate educational and public policy leaders. A product of pioneering Oklahoma stock, her father was an Oklahoma State Senator, teacher, and newspaper publisher in whose honor the first public school in Oklahoma's Indian Territory was named. Her mother, also a teacher, served as a school principal in both Oklahoma and California. With six children in the public schools, Carolyn Warner became an active parent volunteer and PTA member, and she began her public service career with election to the Phoenix Union High School District Board of Trustees. In 1974, following a business career as VP and general manager of a family-owned interior/business design firm, public service became a full-time commitment when she was elected Arizona State Superintendent of Public Instruction, the first non-educator ever elected to this post. She was reelected to two additional four-year terms. During her tenure, Warner became nationally known for her advocacy of educational accountability (both academic and fiscal); citizen participation in educational decision making; the integration of career and technical education and basic academic skills; and an unparalleled partnership with school administrators, teachers, and business leaders. Under her leadership, Arizona's Basic Skills and Employability Skills initiatives became national models and were among the first educational materials to be printed in the Navajo language. In 1986, she was her party's nominee for governor. Warner has received a number of Presidential appointments serving under both Republican and Democratic administrations, the White House Conference on Small Business, the National Skill Standards Board, the National Commission on the Public Service and the advisory panel in the financing of elementary and secondary education. As a respected public policy leader, Warner maintains an active role in political and educational initiatives and organizations on both the state and national scene. Drawing on her vast experience in government, business, education, and communications, she heads her own firm, Corporate Education Consulting, Inc., which offers consulting, speaking, seminar, and training services focusing on education, workforce/workplace issues, leadership, and public/private partnerships. Carolyn Warner is nationally known as a speaker of uncommon skills, giving over 30 keynote and seminar presentations per year. Her public speaking expertise is reflected in her bestseller, The Last Word: A Treasury of Women's Quotes. She is also the author of Everybody's House-The Schoolhouse, published by Corwin Press in 1997.

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 "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) "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 "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