ED+616

**__ED 616: Public Relations – Issues & Trends for Educational Leaders __** Dr. Gene Camoni
 * Instructor**

Kowalski, T. J. (2008). //Public relations in schools.// Upper Saddle River, NJ: Pearson Education, Inc. (ISBN 0-13-174797-5)
 * Required Textbook**

Chapters 1-9 Chapter 13 Chapter 15  Effective PR planning process – The eight step model  Understanding and Managing Conflict – Conflict contaminants, conflict types, conflict-resolution strategies  Conflict contaminants: occurrences of happenings that have a detrimental effect on the school climate.  o   Negativism  o   Unrealistic expectations  o   Poor communication skills  o   Personal stressors  o   Lack of support and trust  o   Preference protection  o   Savior syndrome: Trying to fix everyone’s problems <span style="FONT-FAMILY: Georgia, serif"> o   Jumping to conclusions <span style="FONT-FAMILY: Georgia, serif"> <span style="FONT-FAMILY: Georgia, serif">Conflict Types <span style="FONT-FAMILY: Georgia, serif"> o   Value conflict: involves individual values, beliefs, or convictions. <span style="FONT-FAMILY: Georgia, serif"> o   Tangible conflict: resource conflict. Conflicts over time, money, supplies, space, personnel, location benefits, technology. <span style="FONT-FAMILY: Georgia, serif"> o   Interpersonal conflict: occurs when one individual has strong feelings of dislike about another individual <span style="FONT-FAMILY: Georgia, serif"> o   Territorial conflict: conflicts over space or responsibility <span style="FONT-FAMILY: Georgia, serif"> o   Perceptual conflict: caused by distorted images or misperceptions of the adversary’s goals and motives <span style="FONT-FAMILY: Georgia, serif"> <span style="FONT-FAMILY: Georgia, serif">Conflict Resolution Strategies <span style="FONT-FAMILY: Georgia, serif"> o   Expanding or developing resources <span style="FONT-FAMILY: Georgia, serif"> o   Compromise <span style="FONT-FAMILY: Georgia, serif"> o   Using group dynamics intervention <span style="FONT-FAMILY: Georgia, serif"> o   Using outside intervention <span style="FONT-FAMILY: Georgia, serif"> o   Conducting interdependence analysis <span style="FONT-FAMILY: Georgia, serif"> o   Altering organizational structure <span style="FONT-FAMILY: Georgia, serif"> o   Seeking additional information <span style="FONT-FAMILY: Georgia, serif"> o   Maintaining constant communication <span style="FONT-FAMILY: Georgia, serif"> o   Issuing a direct order <span style="FONT-FAMILY: Georgia, serif"> o   Clarifying roles <span style="FONT-FAMILY: Georgia, serif"> o   Appealing to a higher value <span style="FONT-FAMILY: Georgia, serif"> o   Using avoidance <span style="FONT-FAMILY: Georgia, serif"> o   Taking a democratic vote <span style="FONT-FAMILY: Georgia, serif"> o   Initiating conciliatory gestures <span style="FONT-FAMILY: Georgia, serif">
 * Required Readings (including Case Studies at the end of each chapter)**
 * 1) <span style="FONT-FAMILY: Georgia, serif"><span style="FONT-FAMILY: Georgia, serif">District profile database development: Assemble hard data relative to the organization and its external environment, especially the local community.
 * 2) <span style="FONT-FAMILY: Georgia, serif"><span style="FONT-FAMILY: Georgia, serif">Profile analysis and assessment: Using the database, the focus group, and stakeholder responses, and environmental scans, the planning team members develop findings for responses to identify trends that will impact planning.
 * 3) <span style="FONT-FAMILY: Georgia, serif"><span style="FONT-FAMILY: Georgia, serif">Plan articulation: Establishing the program’s identity and determining the district’s future direction.
 * 4) <span style="FONT-FAMILY: Georgia, serif"><span style="FONT-FAMILY: Georgia, serif">Capacity analysis: Consideration is given to whether or not the organization has adequate resources to carry out the plan.
 * 5) <span style="FONT-FAMILY: Georgia, serif"><span style="FONT-FAMILY: Georgia, serif">Action plan: Identification in chronological order of the activities that must be undertaken to achieve each strategy of each objective. Done in a who, what, when framework.
 * 6) <span style="FONT-FAMILY: Georgia, serif"><span style="FONT-FAMILY: Georgia, serif">Finalized plan: Creation of one or more documents that support communication to all constituents.
 * 7) <span style="FONT-FAMILY: Georgia, serif"><span style="FONT-FAMILY: Georgia, serif">Implementation: Carry out the plan
 * 8) <span style="FONT-FAMILY: Georgia, serif"><span style="FONT-FAMILY: Georgia, serif">Annual evaluation review: Revisit, readjust, and update the plan on an ongoing basis.