Medium 9781475836806

Jspr Vol 37-N2

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Article 1 –Do Bulgarian Schools Effectively Communicate with Their School Communities?, Milen Filipov, Maria Alexieva, and Diana Popova

Article 2–Embracing family diversity through transformative educational leadership, the ethics of care, and community uplift in schools, Dwan Robinson, and Imran Mazid

Article 3 -Higher Education Public Relations and Branding: Critically Interrogating Universities’ Rankings and AAU Aspirational Pursuits, Damion Waymer and Sarah VanSlette,

Article 4 -Collegiate Athletic Rebranding: Transforming the Visual Identity of Oregon State University, Alexandra Rumpakis, Colleen C. Bee, and Jason W. Lee

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Do Bulgarian Schools Effectively Communicate with Their School Communities?

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Do Bulgarian Schools Effectively Communicate with Their School Communities?

MILEN FILIPOV

DIANA POPOVA

MARIA ALEXIEVA

ABSTRACT: The article maps the state of educational public relations (PR) in Bulgaria and explores how Bulgarian public educational institutions (PEIs) (kindergartens, primary schools, and secondary schools (general, language and vocational ones)) effectively communicate with their school communities. The purpose of this study is to research how Bulgarian PEIs’ administrative and teaching staff understand and practice educational PR to build their school communities. It addresses Bulgarian public educational institutions’ ability to effectively communicate with their communities their achievements, attract external funding to improve their physical environment, and to solve problems and overcome crisis.

KEYWORDS: educational public relations, school community, effective communication, educational PR

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Embracing Family Diversity through Transformative Educational Leadership, the Ethics of Care, and Community Uplift in Schools

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Embracing Family Diversity through Transformative Educational Leadership, the Ethics of Care, and Community Uplift in Schools

DWAN ROBINSON

IMRAN MAZID

ABSTRACT: This conceptual paper extends the understanding and application of transformative leadership through the lens of a feminist ethic of care and a community-centric perspective. The authors re-examine the transformative leadership style in relation to the emerging alternative family structures in the United States. The authors also consider the need for a novel transformative leadership approach that infuses the ethics of care to formulate new policies and practices. Finally, the authors provide recommendations for future research that promote care and justice as transformative leadership attributes in diverse school communities. This conceptualization brings community to the forefront of stronger school–community relations.

KEYWORDS: transformative leadership, the ethics of care, school community relations, Black womanist

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Higher Education Public Relations and Branding: Critically Interrogating Universities’ Rankings and AAU Aspirational Pursuits

ePub

Higher Education Public Relations and Branding

Critically Interrogating Universities’ Rankings and AAU Aspirational Pursuits

DAMION WAYMER

SARAH VANSLETTE

ABSTRACT: Universities engage in various public relations (PR) activities, including alumni engagement and student recruitment. While those activities are obvious examples, the authors argue that institutional branding warrants careful attention. Institutional branding is a significant practice in the higher education PR area, which has potentially adverse implications for institutions. The authors use case study as a method of analyzing institutional branding associated with Association of American Universities (AAU) membership. The authors find that the highly selective AAU serves, hegemonically, as an aspirational brand in the United States higher education landscape—shaping what rankings matter most, what specific areas institutions decide to strategically invest in, what areas get underfunded or ignored, and what areas get promoted. Implications of these findings are discussed.

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Collegiate Athletic Rebranding: Transforming the Visual Identity of Oregon State University

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Collegiate Athletic Rebranding

Transforming the Visual Identity of Oregon State University

ALEXANDRA RUMPAKIS

COLLEEN C. BEE

JASON W. LEE

ABSTRACT: For many American universities, intercollegiate athletic programs operate as sources of national exposure and lead to the construction and continuation of favorable brand images (Toma, 2003; Toma & Cross, 1998). Effective branding strategies can significantly affect institutional objectives such as student recruitment, corporate partnership searches, and the facilitation of other development prospects with stakeholders (Gregg, Pierce, Lee, Himstedt, & Felver, 2013; Lee, Wilson, & Gregg, 2015; Lee, Miloch, Kraft, & Tatum, 2008; Toma, 2003; Weight, Taylor, & Cuneen, 2010). Framed in branding research and stakeholder theory, this case study assesses rebranding strategies employed by the Department of Athletics at Oregon State University.

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