November 1999 Charter Schools Video Shares Community Relations Tips
by KAREN BLAHA
Charter schools are public schools of choice, publicly funded, and nonsectarian. They cannot charge tuition, and they are not part of a voucher system. They are, however, widely misunderstood, surrounded by controversy, and challenged by opponents.
"The video and annotated transcript are chock full of public relations concepts, fundamentals, and strategies used by professionals." The necessity for charter schools to tell their story accurately and persuasively to individuals and groups instrumental to their success is at the core of a new NWREL video and companion annotated transcript.
Charter Schools and Community Relations, which captures a panel discussion of experts on those topics, is a two-pronged product from the Laboratory and its team of charter school experts that have been guiding the development of Charter Starters, a leadership training program addressing identified needs of charter schools (for more information on Charter Starters 1999, see Workbook Explores Charter School Development). Developed during the 1999 Leadership Academy as part of the training’s community relations component, the video and annotated transcript are chock full of public relations concepts, fundamentals, and strategies used by professionals.
Participants in the 1999 academy — who came from Alaska, Arizona, California, Colorado, Idaho, Michigan, Minnesota, Nevada, Texas, and Utah — joined as the audience in the interactive discussion with the panel. With a wide range of experiences in public relations, media, and communications, the panelists represent different facets of community relations. The panelists include:
Sharon Mitchell, a former radio and television news reporter and anchor, moderates the panel discussion, which was set in the studios of Oregon Public Broadcasting.
- Eric Premack, Codirector of the Charter Schools Development Center at the Institute for Education Reform at California State University. Premack works with schools, charter-granting agencies, and state-level policymakers both to create charter schools and to develop and implement charter schools legislation and policies. Recognized for his expertise in education finance, management, and labor relations issues, as well as his indepth grasp of the practical details of charter schools and charter schools legislation, Premack also participated in a U.S. Department of Education-sponsored national study of charter schools.
- Gail Dundas, Community Relations Manager for the Intel Corporation’s Oregon site. Dundas directs a team responsible for Intel’s employee volunteerism, neighbor and community relations, and commute-reduction programs. During her career as a public relations vice president and counselor for numerous organizations, she has handled national and statewide press relations, crisis communications, and campaign development and execution.
- Joe Lucente, Codirector of Fenton Avenue Charter School, Los Angeles. With 29 years in education, Lucente brings to the panel an exceptional blend of frontline charter school development and community relations experience. Fenton Avenue Charter School is currently the largest elementary charter school in the nation, a nationally recognized model of a charter school converted from a traditional elementary school, and a 1997 California Distinguished School.
- Mark Hatfield, Jr., Managing Director of the Public Affairs Practice of Burson-Marsteller, New York City. Hatfield came to Burson-Marsteller, a recognized worldwide communications leader, from the Port Authority of New York & New Jersey. There he served as the Director of Corporate Communications, overseeing all internal and external communications for the $3 billion-a-year transportation agency.
- Bob Landauer, editorial columnist of The Oregonian. Landauer worked in Asia and the United States for Time magazine before joining The Oregonian, currently the largest newspaper in the Pacific Northwest and 25th largest in the United States. His articles, editorials, and columns have received dozens of public service citations and more than 50 journalism awards.
- Sherry Knight, President, Knight Writers, Jackson, Michigan. Knight has extensive experience developing and directing communications for business transitions, such as changes in organizational focus, increased competition, deregulation, downsizing, and rapid growth. Her public relations firm, which serves both business and education clients, specializes in leveraging the benefits of transitions through communications with local communities, customers, media, employees, shareholders, and policymakers.
In the 40-minute, close-captioned video, the panelists discuss such topics as public relations, community relations, and public affairs — and their differences; the need for planning; targeting audiences; developing messages; building relationships; finding public relations experts to help; working with the news media; and marketing to potential students and their parents. Panelists react to scenarios from actual charter schools, sharing tips and opinions on how specific situations should be handled.
The 40-page annotated transcript of the video expands on key areas and provides a convenient way to review and retrieve information that was discussed. The transcript also includes a list of references and resources to aid in the development of community relations plans and activities.
Charter Schools and Community Relations provides tools for others across the nation who are conducting training to help charter schools in their early stages, or for those who are teaching themselves as they go, notes Dr. Joyce Ley, Director of the Charter Starters project and NWREL’s Rural Education Program. Contact the program by phone at (503) 275-0755 or 1-800-547-6339, ext. 494 for information on charter school training activities.
Please see the Document Order Form or our online catalog to order the Charter Schools and Community Relations video and transcript.
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