Bagin's name appears first in 9th ed. Includes bibliographical references and index.
Contents:
The importance of public relations -- Public character of the school -- Understanding the community -- Policies, goals, and strategies -- Administering the program -- The communication process -- Communicating with internal publics -- Communicating with external publics -- Crisis communication -- Communication about school services and special events -- Working with the press -- Radio, television, exhibits, and presentations -- Preparing online communications -- Preparing published materials -- Conducting special issue campaigns -- Communicating school finance issues -- Assessment and accountability.
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