EDUC 742 - Public_Relations_Role_Of_School_Leaders.docx -...

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Running head: PUBLIC RELATIONS ROLE OF SCHOOL LEADERS 1 Public Relations Role of School Leaders Randy Taylor Liberty University
PUBLIC RELATIONS ROLE OF SCHOOL LEADERS 2 Abstract This paper reviews the value and significance that educational leadership contribute toward an institution’s public relations policy. Educational leaders’ public relations role includes organizing working groups and community events that should all stakeholders. These community events or strategic gatherings should be geared toward marketing the educational institution’s model of excellence and value-based academic agenda. The model of excellent leadership in public relations identifies many challenges in public relations and provides recommendations of viable strategic actions that would enhance and improve an institution’s public relations policy. The following research articles discuss the actions and decisions of strong and experienced educational leaders. The articles also discuss the influence of mentorship on the decision-making roles of educational leaders. Education leadership is the bridge that connects and grant access to the community and stakeholders to the institution’s academic and social agenda of excellence through the public relations policy. The faculty, staff, community, students, and parents form a team of people that must be incorporated into the marketing and strategic plans of every institution’s public relations action plan. Keywords : public relations, school leaders, education, leadership
PUBLIC RELATIONS ROLE OF SCHOOL LEADERS 3 Educational leadership is often described as the second-best thing to teaching within the school system. One important role of educational leadership is to become custodians of the institution’s internal policies and public relations agenda. 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). Teachers must be versatile and flexible whenever they are engaged in planning and executing policies, procedures, and the public relations strategies of the institution. Coordinators at the district school level are tasked with ensuing that all teachers and educators are recruited through a robust vetting system to ensure that potential public relations challenges are minimized and at most averted. Coordinators must also ensure that the leadership of the school system present an impeccable image of the institution’s public relations agenda. 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). These six interrelated personal dimensions will guide the discussion of this paper. The six dimensions include; communication knowledge management, team collaboration, relationship building, self-dynamics, ethical orientation, and strategic decision-making. Every public relations policy should incorporate these personal

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