Medium 9781475836813

Jspr Vol 37-N3

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Community-Building and One-Way Tweets

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Community-Building and One-Way Tweets

How American “Effective Schools” Use Twitter for Stakeholder Communication

Sarah Maben

Brianna  Henneke Hodges

Karley Goen

ABSTRACT: Researchers analyzed 1,948 tweets from 13 independent school districts in the U.S.-based Effective Schools Project for evidence of one-way and two-way communication with stakeholders over a 45-day period. In this mixed method study, tweets were overwhelmingly one-way in nature, consistent with existing literature; only 1.9% of tweets were categorized as two-way communication, or seeking response and soliciting feedback from stakeholders. The majority of tweets served a community-building purpose. Themes of the highlight reel, reliance on links to other sites or social networks, text-heavy messages, and centralized versus decentralized posting emerged from the school district tweets.

KEYWORDS : stakeholder communication, Twitter, social media, school ­districts, K–12 education

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Public Relations and the School Superintendent: From Theory to Practice

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Public Relations and the School Superintendent

From Theory to Practice

Terry L. Hapney, Jr.

ABSTRACT: This article examines public relations in the K–12 school system context. Specifically, the goal of this article is to examine the school superintendent as the chief public relations practitioner of the school system and how he/she would operate as such in the realms of seven public relations theories, as the superintendent works toward meeting the goals and objectives of his/her school district: strategic management function, communitas versus corporatas, persuasion, storytelling and branding, postmodernism, understanding, and sociology.

Introduction and Overview

Schools are organizations that are located in every community in the United States. Stakeholders in, and related to, schools include students, parents, teachers, administrators, school board members, legislators and other government officials, and alumni, among others. Research shows strong communication skills are a must for superintendents of school systems. Unfortunately, the assumption is anyone can be an effective communicator (Kowalski, 2005). Communication is at the heart of an effective public relations program in an organization (Kowalski, 2011). Many superintendents question the relevance of allocating funds and designating time to engage in public relations (2011). Studies have shown that superintendents have received poor performance evaluations and have even been dismissed due to “inconsistent and incompetent communication” (Kowalski, 2005, p. 112). Thus, the chief administrator in the school system has a big problem to overcome, and effective school public relations can help solve that problem.

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Pay for Progress

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Pay for Progress

The Relationship Between Florida Districts’ Teacher Salary Offerings and Their High School Dropout Rates

Henry Tran

David G. Buckman

ABSTRACT: While teacher effectiveness literature has suggested a potential promising relationship between test-score-based teacher quality and student test score based growth , the question of whether teachers can improve student dropout rates is not as well understood. Grounding our work based on theories that suggest higher salaries may attract better teachers, we utilize panel analyses on three years’ worth of data (2012–2014) to estimate the potential impact of Florida public school districts’ teacher offerings on their dropout rates. We define teacher salaries in three different ways: (1) districts’ average teacher salary, (2) teachers’ earning potential with a given level of education (i.e., bachelor’s and master’s degree holders) within the districts, and (3) districts’ salary-level offering. Our findings support the assertion that improved pay is positively related to lower student dropouts. This finding contributes significantly to the teacher quality, teacher salary, and the high school dropout prevention literature and has policy implications.

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