Urges college English departments to take a direct interest in what happens in secondary school classrooms and to be prepared to offer pedagogical diversity in both preservice and inservice teacher training. (AEA)

Times of great change in school districts require strategic communication with internal and external stakeholders including the use of school public relations tools and techniques. This book provides theoretical and practical advice and guidance to district-based change leaders and school public relations specialists on how they can support their…

This book was created to help public schools market themselves without spending precious tax dollars. The marketing principles delivered in this guide are based on "customer-focus" strategies that have proved successful for nonprofit organizations. These principles have been adapted for "smart" public schools. The information…

This guide offers suggestions to college administrators for dealing with a variety of emergency or crisis situations that could affect a community college's effectiveness. The authors used the Institute for Crisis Management's (ICM) four types of crises in higher education as the framework for the guide. The four types of crises are: (1) sudden;…

As downsizing of government and business organizations has become widespread, many managers are seeking to increase productivity by empowering the workforce. When effectively and appropriately implemented, empowered workforce structures can cut costs and improve quality and safety. Yet resistance to such changes arises from a patriarchal…

This essay is a propositional analysis of the literature on the interrelationship of communicator style and gender as evidenced in the organizational setting. Pavitt's (1989) notion of the prototype is extended to the realm of organizational communication in developing five propositions: (1) the prototype of the effective manager is more likely to…

This fastback document summarizes ways that schools can establish and maintain a sound public-relations program. It states that public relations should be on an equal footing with all other school functions, especially since public schools are facing increasing competition from nonpublic schools. When developing a public-relations plan, an…

This paper describes a bioterrorism incident at a Connecticut elementary school. Flowers sent to a teacher were permeated with anthrax spores that infected the teacher, 12 of her students, 3 office staff members, and an administrator. The teacher subsequently died. The Connecticut Department of Public Health confirmed that the students and staff…

Since the 1980s, shared decision making (SDM) has become a significant part of school-reform efforts. Advocates say that SDM will improve student learning, create teacher satisfaction, and develop new forms of leadership. This digest in Spanish presents an overview of research that investigated whether SDM delivers on these promises. Studies…

"Vision" is one of the most frequently used buzzwords in the education literature of the 1990s. This digest in Spanish presents an overview of visionary leadership, which many education experts consider to be a make-or-break task for the school leader. It discusses various definitions of vision, the significance of vision for…

The Communication Technology and Policy section of the proceedings contains the following 6 selected papers: "Interactivity as a Cognitive Process" (Mark Tremayne and Sharon Dunwoody); "Breaking Up News--An Investment in the Future? Correlations among Hypertext Comfort, User Satisfaction and Perceived Credibility" (Stephanie…

An effective orientation helps acquaint new employees with an institution's system, helps them understand their roles within it, and establishes communication channels with the administration. Careful preparation of the orientation packet and agenda are essential, and suggestions are given. (MSE)

Reports on the use of applied behavioral science techniques to develop a performance appraisal instrument and system in a mental health organization. The system integrates individual, professional, and institutional values into an overall framework including parts of the organization in conflict. (Author/WAS)

Examined relationships between sex, sources of information, and three job-related variables: job autonomy, satisfaction with supervisor, and opportunities for advancement. Found that gender is not an important predictor of the variables; information sources account for the majority of the variance. (PD)

Many techniques that American business has developed for marketing goods and services can be used to build public support for the schools. Practical elements of a marketing plan include: (1) developing a customer philosophy; (2) creating an organizational image; (3) employing and supporting marketing personnel; (4) communications; and (5)…