Medium 9781475836479

Jspr Vol 37-N1

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The Journal of School Public Relations is a quarterly publication providing research, analysis, case studies and descriptions of best practices in six critical areas of school administration: public relations, school and community relations, community education, communication, conflict management/resolution, and human resources management. Practitioners, policymakers, consultants and professors rely on the Journal for cutting-edge ideas and current knowledge. Articles are a blend of research and practice addressing contemporary issues ranging from passing bond referenda to building support for school programs to integrating modern information.

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Data-Informed School Leadership: Constructing an Incipient, Working Conceptual Framework

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Data-Informed School Leadership

Constructing an Incipient, Working Conceptual Framework

JINGPING SUN

BOB J. JOHNSON

ROBERT PRZYBYLSKI

ABSTRACT: Large-scale efforts to improve student achievement have increasingly encouraged principals to use student data to inform their decision-making and change initiatives at schools. However, research on the nature and best practices of such use remains very thin. This literature review synthesizes research on principals’ data-use for the last 14 years and identified 18 school leadership practices of using data to inform their decision-making, which constitutes the incipient, working conceptual data-informed school leadership. This framework provides a much-needed guide to school administrators and policy makers who want to make evidence-based decisions to improve student learning. The framework can be also used to inform principal preparation or training.

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Principal Quality and Selection: Including Multiple Stakeholders’ Perspectives

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Principal Quality and Selection

Including Multiple Stakeholders’ Perspectives

HENRY TRAN

SUSAN C. BON

ABSTRACT: This study examines the incorporation of multiple stakeholders’ perspectives regarding principal quality and proposes a system that includes stakeholders’ views in the principal selection process. Focus group interviews were used to gather multiple stakeholders’ perceptions during the job analysis process for purposes of developing the essential qualities of the principal position for a sample school district. The essential premise of this study is based on our assertion that including the views of multiple stakeholders in the school community is essential to the identification of a quality principal. The second contribution of our work is to provide a practical framework, the multiple stakeholder principal selection model, to inform a school district’s principal selection process and incorporate input from the school community.

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Accountability for Public Funding: Integrated Strategic Planning and Resource Allocation at a Rural Community College

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Accountability for Public Funding

Integrated Strategic Planning and Resource Allocation at a Rural Community College

DOUGLAS A. SMITH

ABSTRACT: In 21st-century higher education, simply having a strategic plan is not enough to meet the increasing calls for public accountability. Funding is the primary key to taking the strategic plan off the shelf and placing it center stage. This case study provides a better understanding of a rural community college which successfully communicated the institution’s strategic plan. Rural community colleges are unique in many ways including the students served, local community needs, geographic location, and funding when compared to their urban and suburban counterparts. A qualitative case study including 13 institutional leaders revealed the following 4 primary factors that were part of an integrated strategic plan (a) respect for the organizational environment, (b) addressing changes with flexibility and responsiveness, (c) commitment to leading and communicating the vision, and (d) establishing trust in budgeting.

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Learning from Academic Branding: Exploring Institutional Enhancement, Visual Identity, and the Role of Football as a Catalyst for University Brand Transformation

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Learning from Academic Branding

Exploring Institutional Enhancement, Visual Identity, and the Role of Football as a Catalyst for University Brand Transformation

JASON W. LEE

MATTHEW J. WILSON

ELIZABETH A. GREGG

ABSTRACT: For colleges and universities, athletic programs can provide a visible form of national exposure and lead to the formation and maintenance of favorable brand images (Toma, 2003; Toma & Cross, 1998). Effective brand management strategies can have a significant effect on institutional objectives such as recruiting student-athletes, facilitating development opportunities with alumni and other stakeholders, and soliciting corporate partnerships (i.e., Clark, Apostolopoulou, Branvold, & Synowka, 2009; Lee, Miloch, Kraft, & Tatum, 2008). Through athletics, universities establish a sense of significance and distinctiveness for the institutional brand image (Toma, 2003), and successful athletics programs have the potential to develop institutional brand identification by creating divergent perceptions (DiGisi, 2004). Brand strategy deficiencies impede marketing efforts and limit opportunities for brand differentiation. Framed in university branding and stakeholder theory, this study employs a single case study methodology examining the rebranding of a select university and its athletic program and benefits gained by the school following an institutional rebrand.

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Enhancing Class Participation for First-Year Amharic Majors in Public Relations

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Enhancing Class Participation for First-Year Amharic Majors in Public Relations

MEKONEN TEKA AYALEW

Abstract: Amharic is the major, widely spoken language in Ethiopia. In many public universities it is an alternative medium of instruction for a majority of courses in many cases. The purpose of this action research project is to explore why students may or may not participate in various activities during public relation classes. In order to identify the factors that affect student’s attitudes toward PR education and their motivation to participate in the classroom activities, the researcher administered a survey to a total of 40 students. Interviews were also conducted with students to clarify questions unanswered by the survey. The results revealed that a language barrier impedes students’ familiarity with the public relations topic and thus negatively impacts their willingness to participate in class. This language barrier exists because Amharic is the primary instructional language in Ethiopian public universities which has Ethiopian language and literature-Amharic Departments, but the public relations literature is not available in Amharic.

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