List of Resources and Sample Documents Foreword by Jay Mathews Preface to the Third Edition Acknowledgments About the Author Part I. Establishing Communication 1. The Foundation of Success The Communication Process Dealing With Perceptions Opinion Leaders Getting the Word Out 2. Making Your Schools Stand Out Improving Your Image Strategic Planning: The Key to Organizational Success Developing a Marketing Plan Ideas to Help You Get Started References and Suggested Readings 3. Internal Communication Techniques for Improving Staff Communication Techniques for Improving Student Communication References and Suggested Readings 4. Publications/Electronic Communications Newsletters Technology Tools Monthly Calendar/Menu Parent/Student Handbooks Brochures and Flyers Language Suggestions for Better Writing References and Suggested Readings 5. Media Relations Building a Working Relationship With Reporters Getting Your Story to the Media Writing a News Release Preparing a Media Tip Sheet Writing a Public Service Announcement (PSA) Dealing With Newspapers Using Television Effectively Working With Radio Tips for Talking to the Media References and Suggested Readings Part II. Building and Strengthening Partnerships 6.

Building Your Team Who Makes Up the Team Successful Teams Communicate Well The Leader as Facilitator Defining the Task Getting to Work References and Suggested Readings 7. Involving Parents in School Effective Educators Seek Parent Support Ways to Involve Parents Changing Demographics of the American Family Hard-to-Reach Parents Parents Needed for Political and Economic Support References and Suggested Readings 8. Community Outreach Getting the Community Involved References and Suggested Readings 9. Rallying Support for Public Education Career and Vocational-Technical Education How State Coalitions Are Raising Support for Public Education 10. Strengthening and Showcasing Instruction Cooperative Learning Authentic Instruction Problem-Based Learning Interdisciplinary Units Incorporating Technology Multiple Intelligences Assessment References and Suggested Readings Part III. Acknowledging Change 11. Crisis Management Organizing a Crisis Planning Committee Developing a Crisis Plan School Crisis Team Managing the Crisis Communicating the Situation After the Crisis A Private Crisis References and Suggested Readings 12. Data Gathering: Road Map for Accomplishments Types of Data Gathering Identifying Your Target Audience Deciding What to Ask Collecting Data From Other Sources Evaluating and Reporting the Results References and Suggested Readings 13.

Communicating With (New) Technology: Going Beyond Web Sites Techno Terminology Internet Behavior Tracking.