The purpose of this study was to explore the planning and creating of communication relationships between public schools and their respective publics to bolster perceptions of public education. To learn about local school systems, the public actively seeks information about these stories from media outlets such as newspapers, television stations,…

This study was designed to determine the marketing strategies used by Texas public school districts, the factors influencing changes, and the extent to which districts are intentionally developing a market niche to attract families. The research was guided by three questions: 1. How do independent school districts in Texas market their schools? 2.…

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…

What does it mean to be and to act like a school leader online? Although many school leaders might be comfortable navigating issues of identity in face-to-face environments, online environments may present new and unprecedented challenges. These challenges may range from concerns about privacy and surveillance to questions about how best to…

This book focuses on the topic of the multiple-stakeholders that comprise the education community across the P-20 continuum. In various ways and forms, the authors of the chapters found within this book promote the importance of engaging with the diverse array of stakeholders in order to truly improve education in an increasingly interconnected…

The study examined K-12 parents' attitudes about their school district's mass notification service. Survey data were collected from 146 parents with at least one child who attended school in the district. During an emergency, most parents surveyed wanted their district to expand its mass notification service from landline phone only to also…

This two-part quantitative study expanded our understanding of school PR personnel in public school districts, particularly those who worked during the 2009-2012 budget years. Four cultural changes have redefined the paradigm of public education and served as a springboard for this study: technology-enhanced communications information retrieval,…

Rebranding and positioning a school district has become critical to satisfy the "customer's" appetite, enhance public relations, and advance consumer perceptions. A service design model provides a district with the framework to advance its position by identifying attributes and prompts to satisfy customer needs and increase student…

In education, economic impact studies have been largely the product of higher education institutions. Colleges and universities have recognized that they can cultivate public, political and financial support by effectively demonstrating their high return-on-investment value. For more than a decade, all types of higher education institutions have…

As we have throughout the association's history, we focused in 2011 on multiple initiatives--all designed to further, support, and communicate the important work that psychologists do. This year we had the benefit of APA's first-ever strategic plan as well as funding for the following seven initiatives that are specifically designed to execute the…

This research explores the role of "advancement-enabling" technologies in helping institutions meet the challenges of engaging constituents and attracting private support. It includes data on the use of technology, the barriers to effective use of technology, and strategies for effective deployment of technology. First conducted in 2010,…

This research explores the role of "advancement-enabling" technology in helping institutions meet their development and alumni relations goals. It includes data on how technology is being used, barriers to effective use of technology, and strategies for effective deployment of technology. The report is based on data provided by 357…

The search continues for effective ways to educate disadvantaged children in big cities. Different cities have tried varied approaches--intensive work on the professional skills of teachers and administrators in Boston, standardized approaches to instruction in San Diego, and extensive use of vouchers and chartering in Washington, D.C., and…

Salaries for new superintendents form a highly visible factor that has direct implications for school-community public relations. To provide a means for guiding school board members and to provide a format for justifying salaries, a model is presented that serves both purposes. Within this model, attention is afforded to specifying a relevant…

Interview with Steven Mulvenon, communications director of the Washoe County (Nevada) School District. Mulvenon answers questions about the principalship and school public relations. (PKP)