Criteria for evaluating a public school system public relations program as perceived by public school public relations directors.
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| Other Authors: | , , |
| Format: | Thesis Book |
| Language: | English |
| Published: |
1983.
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| Subjects: | |
| Online Access: | Link to OAKTrust Copy Link to ProQuest Copy |
| Abstract: | The primary purpose of this study was to determine, through a questionnaire submitted to current public school PR directors, which of selected evaluation criteria are the most important for evaluation of a school system public relations program. The sample population, randomly drawn, consisted of 155 of the 646 members of the National School Public Relations Association identified in the 1982 - 1983 NSPRA Membership Directory as school public relations directors. One hundred twenty-six survey instruments were returned, of which 124 were usable, for an adjusted response rate of 82 percent. The demographic data for the survey, analyzed by frequency distribution, revealed that the respondents predominantly held graduate degrees with coursework in English, journalism, or education. Most had experience and certification in teaching and/or school administration, as well as some experience in PR or a PR-related activity outside of education. A large majority had attended NSPRA national seminars and/or state and regional conferences recently. Most had six or more years' experience in educational PR, chiefly in small to medium-sized school districts. Research data was treated by analysis of variance and Scheffe's Test, and revealed no significant differences in perceptions of PR directors over the 25 PR processes and 25 PR products in the three hypothesis areas of school district size, PR director educational level, or PR director experience. However, open-ended comments of the respondents favored a preponderance of evaluation activity in traditional PR publicity tasks. This similarity of perceptions may well have come from a fairly common relationship, that of NSPRA training for educational PR directors through national seminars and/or state and regional conferences. It was recommended, therefore, that such training should concentrate on evaluation procedures and emerging roles of the PR director, as well as the traditional role of publicist. |
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| Item Description: | Typescript (photocopy). Vita. "Major subject: Educational Administration." |
| Physical Description: | xii, 189 leaves ; 29 cm |
| Bibliography: | Includes bibliographical references (leaves 168-177). |