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Through a blend of theoretical and tacit knowledge, this text offers students an in-depth guide to 1) how to successfully communicate with both internal and external school entities, 2) how to build and maintain positive and active relationships via social and political capital and 3) how to translate the value of these relationships into positive change within the school. While exploring these three central themes, the book emphasizes how new technologies can aid school success. At the same time, real-world case studies at the beginning of each chapter introduce readers to actual public relations issues and bring the material to life.        The revised fifth edition of Public Relations in Schools is updated with new materials and references throughout the text, including two new chapters – one on harnessing technology for your public relations needs and one on collecting, assessing, and applying public opinion. 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Although communication has been identified as an essential area of practice, it has largely been ignored in the study of school administration. In Effective Communication for School Administrators: A Necessity in an Information Age, Kowalski, Petersen, and Fusarelli blend research, theory, and practice as they examine the critical nature of communication in contemporary practice for administrators. Divided into two parts, this book examines relationships among communication, public relations, and school reform and addresses effective communicative behavior in learning organization, democratic leadership, organizational networks, conflict, positive relationships, and site-based management. 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Writing for school administrators, superintendents, and board members as well as graudate students in education, Kowalski discusses planning from the perspective of both individual facility projects and more comprehensive district-wide efforts. The responsibilities associated with administering school buildings are also approached from the individual school and district program perspectives.  Part One of the book examines historical and contemporary perspectives of school facility planning. A systems perspective is provided for defining the adequacy of school buildings, and the effects of changing demographics, school reform, technology, and obsolescence are detailed. Various planning paradigms and needs assessment are the foci for Part Two. Part Three examines specific tasks related to completing a facility project. They include public opinion polling, securing professional services, and management responsibilities before, during, and after construction. 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