the school superintendent assumes a primary leadership role for planning, implementing, and evaluatingthe effectiveness of a district's public relations program, the school district's public relations director,human resources director, school principal, classroom teacher, and other certified and classifiedpersonnel have significant roles in a successful school public relations program.” (Scot, 2008) This articledid a great job addressing and explain how it’s a shared responsibility in applying effectivecommunication not only in the schools amongst the staff but also the community as well. This articlelacked real life and relatable resources, it as great how this article stressed that not only should theleaders communicate but its just as an equal effort for the supportive staff to be able to master theability of two-way communication. Why Public-School Leaders Must Embrace Social Media NowThe start of this article captured a pure essence on why Leaders need to act now in incorporatingthe avenues in having a positive relationship with the public. “the demand that public schools’ marketthemselves in order to compete for precious government dollars has reached a fever pitch.” ( Clark,2012) . Times have changed in how and ways schools can and will be able to gain funds and atentionfrom not only the community but also the government as well. “I’m convinced that if schools want toimprove their image with taxpayers, they must begin to use social media.” ( Clark, 2012) Social Media asnow become a huge staple in reaching multiple audience and helping to gain atention from celebritiesand more. With the proper people in place and proper cause a school can, start a trending topic andbecome a social media sensation. Schools now post video clips from basketball games, to dance recitalsand if the content deems to be great this content can trend and bring atention to a school, students
Running head: PUBLIC RELATIONS AND LEADERSHIP IN THE SCHOOLS and parents will see this and it may push the parents to want their child to atend a school based onwhat was seen on social media. This opens the doors of communication, not only will a PR have to postthese eye-catching photos or videos, but they most also promote the academic aspect as well. Theremust be a person who can effectively run the social media account and know everything there is to knowabout the school, so that the personal can answer any and all questions that the public may have. Thisarticle was typical , It was able to give feedback and data on why schools should have and include socialmedia in everyday life, the article also gave some advice on branding, and communication also “ Schooldistricts can also use social media to highlight the hard work of their students and staff, and their schooldistrict’s accomplishments.” ( Clark, 2012). Based on the content this article provided support andevidence that supports the reasons in which why schools need and should include Public Relations in theschools.