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Updated Edition of Bestseller

Promoting Your School

Going Beyond PR

Third Edition
By: Carolyn Warner

Foreword by Jay Mathews

Project a positive school image in your community through effective communication!

School leaders will find this third edition packed with techniques for delivering school messages effectively to internal and external constituencies and strengthening the partnership between schools, families, businesses, and the community. Based on examples from successful schools, this comprehensive guide provides strategies, insights, and practical tools for successfully communicating school goals, successes, and priorities. The book features:

Information on media relations, crisis management, team building, and parent involvement
Coverage of school and community resources to build a base of support
Forms, handouts, and checklists for developing a customized school communications program

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Product Details

Grade Level: K-12
ISBN: 9781412958134
Published By: Corwin
Year: 2009
Page Count: 264
Publication date: January 27, 2009

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Author(s) Table of Contents Reviews

Description

"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
Ansona Public Schools, CT

"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 immediately put into use."
—Bruce Deterding, Principal
Wichita Heights High School, Wichita, KS

Project a positive school image in your community through effective communication!

Novice and experienced school leaders will find this updated edition of a bestseller packed with techniques for delivering a school's message effectively to internal and external constituencies and strengthening the partnership between schools, families, the community, and the private sector.

Based on examples from successful schools, this comprehensive guide provides strategies, insights, and practical tools for successfully communicating school goals, successes, challenges, and educational priorities. The third edition offers updated strategies within each chapter and new chapters on using technology and gaining support for public schools. Readers will find:

Information on media relations, crisis management, team building, and parent involvement
Coverage of school and community resources to build a support base of human, material, and financial capital
Forms, sample documents, handouts, and checklists for developing a customized school communications program

Promoting Your School serves as an ideal coach on how to be an articulate advocate for your own school and develop a supportive constituency to help advance school goals.

Key features

Full of tools, resources, and sample documents.

The author is a well-known presenter and speaker at conferences and consulting.

Author(s)

Carolyn Warner

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

Reviews

"A good base that can be used immediately. I would recommend it for university classes and to colleagues."

William A. Sommers, Senior Fellow
University of Minnesota

"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)
American Association of School Administrators

“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
Ansona Public Schools, CT

"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
Wichita Heights High School, Wichita, KS