1. PUBLIC CHARACTER OF THE SCHOOL EDL 660

2. THE SCHOOL A publicly supported institution in a democratic society A publicly supported institution in a democratic society The cause, continuance, and preservation of democracy The cause, continuance, and preservation of democracy Power to manage schools resides with the people Power to manage schools resides with the people –State level - legislature –Local - school board, elected, parents and students’ right to be heard

3. PUBLIC CHARACTER, CONTD. Concept of shared ownership - stockholders Concept of shared ownership - stockholders Importance of communication of accurate information Importance of communication of accurate information Importance of understanding prevailing attitudes and opinions in the community Importance of understanding prevailing attitudes and opinions in the community

4. THE MEANING OF PUBLIC OPINION Soviet Union, first satellite in space Soviet Union, first satellite in space Definition - a collection of individual viewpoints held more or less is common by members of a group regarding some person, condition, or proposal - possibly controversial Definition - a collection of individual viewpoints held more or less is common by members of a group regarding some person, condition, or proposal - possibly controversial

5. THE CHALLENGE Keeping parents and taxpayers informed concerning the school’s needs and activities and developing policies and programs that reflect popular interests and desires Keeping parents and taxpayers informed concerning the school’s needs and activities and developing policies and programs that reflect popular interests and desires

6. EVOLUTION - SCHOOL COMMUNITY RELATIONS Publicity Publicity School public relations School public relations Social interpretation - two-way communication Social interpretation - two-way communication School- community relations - emphasizes the more active involvement of citizens School- community relations - emphasizes the more active involvement of citizens

7. SCHOOL COMMUNITY RELATIONS Way of life expressed daily by staff Way of life expressed daily by staff Planned communication - internal, external Planned communication - internal, external Planned activities to determine what citizens think of schools and their expectations for their children Planned activities to determine what citizens think of schools and their expectations for their children Active involvement of citizens in decision-making Active involvement of citizens in decision-making

8. MODELS Press agentry/publicity - one-way propaganda as purpose Press agentry/publicity - one-way propaganda as purpose Public information - one-way - dissemination of truthful info. Public information - one-way - dissemination of truthful info. 2-way asymmetric - scientific persuasion communicator gets feedback from public, applies latest theory to persuade 2-way asymmetric - scientific persuasion communicator gets feedback from public, applies latest theory to persuade 2-way symmetric- understanding- communicator is go-between 2-way symmetric- understanding- communicator is go-between

9. PLANNED RELATIONSHIPS Many programs are sporadic, poorly planned and executed Many programs are sporadic, poorly planned and executed School community relations must be planned, systemic, integrated. School community relations must be planned, systemic, integrated.