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Running head: PUBLIC RELATIONS ROLES OF EDUCATORS 1 Comparative Critique of Seven Articles Wesley Andrews EDUC 742-D04 -Liberty University July 7, 2019
PUBLIC RELATIONS ROLES OF EDUCATORS Abstract Public relations are an action, a message, a representation of organizational values and ethics. Public relations involves engaging stakeholders in corporate messaging and ideals in order to communicate or influence. As an instrument of communication, both positive and negative outcomes have been associated with public relations. Given the litigious climate within our society today, leaders cannot afford to misspeak or misrepresent corporate ideals and ethics. Within education, ethical dilemmas can escalate to dynamic proportions due to social media influencers. While some claim that public relations actions are best left to professionals trained to provide such services, every teacher, staff member, faculty member, principal, and administrator are tasked with representing the organization. Seven articles describing public relations roles of leaders were reviewed and three common threads were identified. How leaders grew in public relations, the role of public relations in schools, and ethics in public relations. Articles were selected to address each theme and strengths and weaknesses of the articles noted. Articles are then compared and contrasted around the central theme and credibility of information provided. Keywords : Public Relations, Ethics, Leadership 2
PUBLIC RELATIONS ROLES OF EDUCATORS Comparative Critique of Seven Articles Public relations in education requires leaders to articulate what teachers do and why teachers do what they do in the face of increased scrutiny of perceived results. While the challenge is unique to each administration and district, three themes were identified in reviews of recent articles addressing public relations and educational leadership. In the realm of public relations, strategies for leadership development impacts how school leaders perform their roles (Martinelli and Erzikova, 2017, Meng, 2012, Razik and Swanson, 2010). Another theme is the role of public relations in school districts. Calahan (2012) addressed why school districts need leaders in public relations. Zahn (2018) reported how one district used public relations messaging to convey the district’s vision and mission, while Tienhaara (2016) discussed how leaders in one district applied social media to promote communication between parents, students, teachers, and administrators. A final theme is concerned with representing the truth in public relations. Motion (2016) provides the definition for public relations and is referred to for ethical boundaries of leaders in public relations. Azionya, Oksiutycz, and Benecke (2019) provided a model for educational leaders to promote values while Epstein (2015) provided an example of bad messaging. Fiore (2016) delivered an exhaustive work on the relevance and importance of getting the message right the right way.

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