School Public Relations for Student Success

Edward H. Moore started his career as a high school journalism teacher and school public relations practitioner. In more than 25 years as an educator, journalist, and public relations counselor, Moore has written and presented extensively on school public relations issues. He is an associate professor in the College of Communication at Rowan University. He previously served as associate director of the National School Public Relations Association and managing editor of the newsletter Communication Briefings. Moore is an accredited member of the National School Public Relations Association and the Public Relations Society of America.

Preface Acknowledgments About the Author 1. The High Stakes of School PR: Student Success Strong Relationships Support Student Success Perceptions and Reputations Matter School PR Efforts Reflect Reality School PR Basics: Do and Tell Questions for Assessing School PR Support for Student Success 2. Understanding How PR Serves Your Students and Schools Connecting Teaching and School PR School PR in Action Serving All School PR Audiences Questions for Assessing Commitments to School PR Excellence 3. Defining Your School PR Needs Defining School Public Relations Organizing School PR Efforts Different Needs, Different Roles in School PR Use Available School PR Support Questions for Assessing School PR Roles and Resources 4. Organizing Your School PR Efforts Defining School PR Success Key Components for Success Getting School PR Research Examples: Putting School PR Research to Work Setting School PR Objectives Deciding Strategies Picking Tactics Examples: Defining Your School PR Tactics Checklist: The 12-Step School PR Planner Q&A: Frank Basso Discusses How Schools Should Plan and Measure PR Efforts 5. Getting Useful School PR Research Examples: School PR Research Myths to Address Examples: School PR Research Sources Early-Warning Roles of PR Research Questions for Assessing School PR Research Q&A: Cynthia E. Banach Talks About the Importance of Communication Research to School PR Efforts 6. Creating Goodwill Ambassadors for Your School Examples: The People Who Make or Break School PR Communication Happens: Planned or Not Listening: Making Communication Two-Way Examples: Listening Opportunities in Schools Checklist: Getting Started With Internal School PR 7. Achieving School PR Success: Employees The Real Power in School PR: When People Care Creating a Team That Works Know All of the Audiences Ideas for School PR Activities With Employees Checklist: Ideas for Helping Employees Deal With Upset Customers 8. Achieving School PR Success: Parents What Parents Want Example: Targeting Messages to Parents Analyze Your Messages Ideas for School PR Activities With Parents Checklist: Engagement Idea Starters for Parents 9. Achieving School PR Success: Students Students Talk, People Listen Supporting School Communication by Students Celebrate All Student Successes Ideas for School PR Activities With Students 10. Achieving School PR Success: Volunteers and Other School Visitors Welcoming Outsiders to Your School First Impressions Last Ideas for School PR Activities With Visitors 11. Achieving School PR Success: Diverse Audiences Diversity's Impact on School PR Use PR to Tap Diversity's Power Ideas for School PR Activities With Diverse Populations 12. Achieving School PR Success: Seniors Boost Senior Involvement Ideas for School PR Activities With Seniors Q&A: Diane Holtzman Talks About Involving Seniors in School PR Efforts 13. Achieving School PR Success: Businesses and Vendors Tap Business Expertise and Influence Build Working Partnerships Ideas for School PR Activities With Businesses Q&A: John Moscatelli Discusses How Schools and Businesses Can Work Together Q&A: Dr. William J. Banach Discusses How Marketing Can Contribute to School PR Efforts 14. Achieving School PR Success: Community Leaders Encourage Active Involvement Ideas for School PR Activities With Community Leaders Q&A: Dr. Don Bagin Talks About Key Communicators and School PR 15. Creating Your School PR Messages and Content Creating Messages That Work Linking Messages to Needs and Beliefs Example: Creating Messages That Spark Action Pay Attention to Message Meanings Some Suggestions for Building Such Messages Writing for Readership Revising Copy to Strengthen Messages Transitions: Shifting Gears Between Ideas Assuring Message Transparency 16. Delivering Your School PR Messages and Content: In Print and Online Organizing Public Relations Tactics Communicating Through Design Accommodate How People Read Ideas for Facilitating Communication Headlines Need Special Attention Don't Be Anonymous Consistency Creates Credibility Package Your Information 17. Delivering Your School PR Messages and Content: In the News Media Why Schools Use the News Media to Communicate What Do the Media Offer Schools? How Does Publicity Relate to Public Relations? Who Speaks to the Media? What Is News? Tactics for Getting Stories to the Media Building Solid Relationships With Reporters and Editors Ways to Connect Schools and the Media Covering Them Setting Interview Ground Rules Choosing a Good Interview Location Know What Makes for a Successful Interview Preparing for Interview Questions You'll Face Handling Tough Interview Questions Learn to Leverage School News Q&A: M. Larry Litwin Talks About Working With the News Media 18. Delivering Your School PR Messages and Content: In Person Dealing With Others One-on-One Face-to-Face Tactics in Action Ideas for Creating Successful School Gatherings Planning and Writing Presentations and Speeches Accommodating the Audience Getting the Right Introduction Creating Great Visuals Handling Questions During and After Presentations Presenting to Unfriendly Audiences Personal Communication During Crises Tapping the PR Power in Good Etiquette 19. School PR: How You Can Make a Difference Now School PR Resources Index

"Building relationships that work can be a perilous endeavor for even the most experienced educator, but everything you need to succeed with parents, community leaders, employees, and more can be found in this book. Moore's lifetime experience comes through with clear, no-nonsense ideas and insights that those working in schools can put to work right away." -- William J. Banach, CEO "Moore provides school leaders with relevant strategies to use when communicating with diverse publics associated with the school district and individual schools. His book is light on theory but heavy on practical ideas ready for immediate use." -- The School Administrator, September 2010, Vol. 67(8) "For those looking for a comprehensive guide to confronting the many communication challenges today's educators face, this book fits the bill. Its guidance is practical, thorough, and sensible. All school employees-from teachers to principals to district administrators and more-will profit from the useful tactics and techniques offered." -- Suzanne D. FitzGerald, Professor and Chair "Educators are constantly challenged to provide 'real-world application' activities for students within their classrooms. This book provides the reader with 'real-world application' that can immediately improve the public relation practices of every school." -- Bruce Deterding, Principal "Provides school administrators with a clear, easy-to-use blueprint for developing a communications plan and dealing with sensitive issues that come up in any school district. Administrators and board members who follow the suggestions in this guide will feel more confident and more effective in dealing with the public." -- Patricia N. Anderson, Associate Professor "A practical and useful book that will be of value to all administrators desiring to improve public relations in their school. The book contains numerous insights on effective public relations." -- Kenneth Arndt, Superintendent