Describes four-step process suburban school district in central Texas used to hire a new superintendent: Collaborate with all stakeholders, create a profile based on stakeholder input, communicate the profile to a broad base, and interview candidates with a clarity of purpose based on the profile. (Contains 22 references.)(PKP)

Describes the International Association of School Librarianship, including a historical background, global networks, publications, awards programs, public relations, and conferences. (LRW)

Punitive accountability systems rely on eternally induced motives (avoiding sanctions) to improve low-rung educational performance. Community accountability uses information to bring the public and its schools together and improve total school performance. Emphasis is on positive, internal mechanisms to motivate performance and use of market…

Presents results of a national survey of public relations instructors regarding use of active learning approaches identified in the survey. Finds that respondents often use the 10 active learning approaches. Indicates that some demographic characteristics of public relations faculty are significant predictors of willingness to use these…

Presents a review of the public relations profession, including institutions of higher education, in post-Franco Spain within the context of changes in the nation's political, economic and media landscape. Suggests that a healthy democracy with political stability, economic development, and a dynamic media have provided both the foundation and the…

Notes that John Dewey offers rhetorical studies a philosophical modernization of the eloquent citizen. Proposes that in so doing, an aesthetic-moral theory of communication emerges at the core of human subjectivity. Concludes that to better account for the role of communication in postmodern capitalism, rhetorical studies needs an…

Explains a comprehensive, prescriptive, situational approach for responding to crises and protecting organizational reputation: the situational crisis communication theory (SCCT). Notes undergraduate students read two crisis case studies from a set of 13 cases and responded to questions following the case. Validates a key assumption in SCCT and…

Considers how to teach the various areas of mass media in sufficient depth, without sacrificing breadth. Discusses a variation of problem-based learning (PBL) as one possible solution to that educational conundrum. Focuses on a project developed by a group of public relations students using the PBL method. (SG)

Suggests ways of incorporating ethics across the undergraduate public relations curriculum. Reviews current coverage of ethics in public relations principles, writing, cases, and textbooks. Suggests other methods that teachers can use to incorporate ethical pedagogical tools in all public relations courses in an effort to develop students' ethical…

Discusses three models that can shape the events surrounding inauguration of a new college president. Describes example inaugural activities of three college presidents which fit the models' various emphases on change, tradition, or innovation. (EV)

A strategy for effective communication between the college public relations office and the governing board includes (1) developing a specific plan for analysis, communication, and action; (2) broadening the definition of the public relations office role to include many audiences; and (3) taking a personal role in helping trustees become more…

Journalists need to tell both sides to every story, as examples in this article show. The most important factor in the reporter-school official relationship is honesty. When teachers or administrators undermine the educational process or when government fails to provide adequate school funding, the news media must speak for the children and…

Although no school leader likes media coverage of sensitive issues, handling them forthrightly and candidly benefits everyone. The three major facets of an effective media campaign include realistic expectations of the media, personalizing media relations, and controlling both access and message. (MLH)

Media relations directors say big events provide valuable opportunities. The institution can gain national media visibility and contacts, solidify relations with local reporters, provide work experience for student journalists, and have a lot of fun. Tips on how to make the most of the experience are provided. (MLW)

School board members can make reaching nonparents a high-priority goal. The director of public relations of the South Carolina School Boards Association offers suggestions for involving young adults and senior citizens in the schools. (MLF)