Despite advances made there is still an implementation gap with regard to Education for Sustainable Development (ESD) in formal educational systems at the school level. The present paper focuses on sustainability reporting as a recently emerging practice in the school sector. It presents the approach and findings of an exploratory interview study…

Presents a theoretical model of internal-external communications and an example of an implementation procedure based on that model. (Author/IRT)

A genuine, ethical public-relations program must not center around capitulation in the face of criticism from particular persons or interest groups. Nor should it be directed at propagandizing or browbeating the public into submission. Instead, PR programs should strive to achieve mutual understanding via symmetric, two-way communication. (9…

The Greendale (Wisconsin) School District uses sophisticated, two-way communication and marketing strategies to find out community concerns, gain a better understanding of all the groups in the district, create trust, and put constructive criticism to good use. "Relationship" marketing actively seeks out input from both supporters and…

This booklet suggests ways in which institutions--Catholic schools in particular--can move beyond public relations and advertising to engage in the broader arena of marketing with its focus on consumer satisfaction. The first of the book's three chapters reviews the concept of marketing, providing definitions of key terms, clarification of…

The first quarter of this textbook on public relations in the public school setting reviews the topic and informs educators about the potential public relations problems and opportunities that could face them in the foreseeable future. An introduction and four chapters cover (1) the history of public relations; (2) the elements of public…

Describes how to set up a school public relations committee, consisting of parents, staff, and students, to promulgate a positive school image. Dealing with the press to counteract media stereotypes of education is emphasized. (SJL)

Researchers advise school boards to make academic standards everyone's business; narrow standards' grade- and school-level focus; make standards-based decisions; invest in highly qualified teachers; demand helpful, well-aligned assessments; approach accountability cautiously; and intervene to help struggling students. Online resources are listed.…

Students at Clovis (California) Unified School District are benefiting from GoalSHARING, a program growing out of the district's first annual education congress. Hundreds of educators, parents, and community leaders convened to determine better ways to run the schools. Parent teams now initiate changes at district and school levels. (MLH)

The recent escalation of zero-tolerance weapons policies was predicated on a (mis)perceived increase in school-related shootings. When administering such policies, principals should reaffirm the policy message, clarify consequences, be careful with evidence, clear their calendars, prepare a communication plan, and coordinate responses to the…

Follow Through Resource Centers are a nationwide system designated to assist local school districts in improving their educational programs through adoption of exemplary educational programs at a fraction of the original development cost. Resource personnel develop materials for dissemination. Materials are presented in awareness sessions with the…

Describes the process and implementation of the Adopt-a-School program designed to get the business community involved in Memphis (TN) public schools. Defines considerations for selecting adoptors and resource materials and activities for adoptors and adoptees. Explains program monitoring and implementation in rural and urban areas. (SB)

This monograph is composed of papers from the first National Conference on School Recognition Programs. School recognition programs vary considerably, but they do acknowledge schools that perform well (winners) and have recognizable public relations value. Consequently, school recognition programs have substantial potential for educational…

Profiles Atlanta's first Black superintendent, Alonzo Crim, who discusses 11 years of achievements, particularly the creation of a "community of believers" perception in the public mind. Board members and teachers provide evaluative commentary. (KS)

In this workshop, the concept of marketing was applied to school library media programs by examining the relationship between library media programs, the marketing plan, public relations (PR), and promotion. Reachable goals, targeting the audience, advertising, and motivation and commitment of the staff were also considered, and successful…