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March/April 2001 | NW REPORT Crafting SchoolPublic Relations Plans Showcasing the rosiest aspects of a school or district used to be what school public relations meant. Today, public relations is more about creating partnerships in communities and sharing information that is useful to all parties. With intense media attention on everything from the rare but sensational school-ground violence to test scores and school funding, schools need plans to ensure that stakeholders get the information they need, that a crisis communication plan is in place, that image problems are anticipated, and that partnerships are forged in the community.
 By Request…The Power of Public Relations in Schools offers practical strategies for building public relations plans and earning public support. The difference between the old days of school PR and now, authors Laura Carlsmith and Jennifer Railsback say, "is that people today want to be a part of any changes that are planned at their local schools."Today's public demands accountability, and educators need to provide detailed information about schools. But schools must also actively engage the public in decisionmaking. Seeking input from outsiders, on such things as designing new assessments, approving new graduation requirements, setting standards, and planning new construction, is a crucial component of school public relations. "The bottom line in school public relations is not about letting everyone make decisions; it is about letting them feel that their input is valued and considered seriously, and they are welcome and needed," write the authors. This booklet is the 15th in the By Request series that address current educational concerns and issues as indicated by the requests for information that come to the Laboratory from the Northwest region and beyond. Each booklet contains a discussion of research and literature pertinent to the issue, a sampling of how Northwest schools are addressing the issue, suggestions for adapting these ideas to schools, selected references and contact information. To request a free copy of this By Request booklet, please call (503) 275-9720; e-mail info@nwrel.org; or download the online version at www.nwrel.org/request/.
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