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Running head: PUBLIC RELATIONS ROLE OF SCHOOL LEADERS1Public Relations Role of School LeadersEllen MutterEDUC 742 Educational Leadership and Public RelationsLiberty UniversityMarch 31, 2019Dr. Ralph Marino
PUBLIC RELATIONS ROLE OF SCHOOL LEADERS 2AbstractThis paper provides insight on how important school leader’s roles are within a school system. Leaders today conduct strategic decisions and influence groups of individuals to achieve a common goal. Using the model of excellent leadership in public relations there are examples andinsights as to how and when these skills and decisions are manifested. Several articles within thisresearch provide better insight to when and where the seven different dimensions are utilized to create a strong and experienced leader. Public relations and strategic decision making capabilitiesdevelop as the leader grows professionally through the different dimensions and being mentored by role models. Keywords: public relations, school leaders, education, leadership
PUBLIC RELATIONS ROLE OF SCHOOL LEADERS 3IntroductionSchool leadership is an important factor when it comes to a well-managed school. In order for the school or district to have the highest levels of leadership the person not only needs to be trained through university programs but also through the context of actual work (Martinelli & Erzikova, 2017). When taking on the role as a school leader it is imperative that policies, procedures, and practices are put into place. As the district level coordinator who hires the schoolleader they must ensure that the leader is most qualified. This would be by assuring the future leader would have the school system, the whole community, and the whole child’s interest by wanting to achieve the best outcomes Through a model of public relations being integrated in leadership roles there is a model that can be followed through six interrelated personal dimensions and one structural/cultural dimension (Martinelli & Erzikova, 2017). The six dimensions are self-dynamics, team collaboration, ethical orientation, relationship building, strategic decision making, and communication knowledge management. Discussed through this paper are how utilizing the model allows for a stronger and well-rounded leader. CritiqueIt is imperative that to have excellent leadership in public relations there must also be organization and structure to influence the environment and have the best practice in place. The leader also needs to build relationships with the school and the community. Green found that when school principals establish a commitment to learning, they cast and support a vision for school-community involvement, the school is receptive to the community’s involvement, and theschool has created two-way communication to support the school (Green, 2018). Creating that