Conclusion

Public relations is a function schools cannot afford to ignore. No longer is the "back fence" the primary source of news for people. For schools to get out their message, they must make a coordinated, concerted effort to counteract other sources of information people receive that may be untrue or unfair. And they must provide people with the services and information they desire.

In the sense of attracting community support and drawing in parents, especially those who shy away from school involvement, school public relations is less about transmitting information, and more about listening and responding to the expectations and concerns of all citizens. Schools cannot operate as independently as they once did: the public demands more accountability and more participation, and parents have more school choices than in the past.

The goal of school public relations should be a community of citizens that believes the motto, "public schools …there is no better place to learn." When that happens, schools will have the resources and community support they'll need in the always-changing educational environment.