The Importance Of Public Relations And Communication

1833 Words Nov 29th, 2014 8 Pages
The landscape of education has changed tremendously over the past several decades. Gone are the days when students attended the public school in their community with the occasional student attending a parochial school. In today’s society there is competition among many different educational options for students. In addition to public schools there are parochial, charter, private, home schooling, and school choice options all vying for the same students. The scope of school public relations must also adapt to meet changing needs as the parents we service transition from Generation X to Millennials (Raines, 2002). Millennials are the first generation to grow up in a digital environment which changes the way they receive information and make decisions. Public relations and communication are more important for schools now than at any time in history. Ineffective communication leads to misinformation, misinterpretation, misunderstanding, and mixed messages. When public relations and communication are done effectively stakeholders are informed, instructed, and inspired. Public relations for schools have traditionally been one-way communications to disseminate information to parents. That philosophy no longer meets the needs of the school, the families, or the community. The role of school public relations in today’s society is to promote community input, anticipate problems, provide solutions, have key contacts for the media, create and maintain interactive…
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