http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
actual and ideal public relations role of the public school superintendent as perceived by Texas male and female superintendents
xiii, 145 leaves : illustrations ; 28 cm.
the perceptions of selected male and female Texas superintendents as to their role in public relations. A survey instrument was developed based on a modification of an instrument used to collect similar data from high school principals and public relations directors. The sample included all the Texas female superintendents and twice that number of male Texas superintendents from similar size districts. Using a Likert-type scale, respondents were asked to rank the extent to which they viewed their public relations role as currently being performed, or as should ideally be performed by the superintendents in the public school setting. Usable returns were received from approximately 82% of those superintendents surveyed, after adjusting the rate of returns for disqualified questionnaires. Data analysis revealed statistical differences among the respondents. Of great importance was the disparity between the perceptions of respondents as to the actual and the ideal public relations role of the superintendents. The differences between the means of all descriptors of actual and ideal public relations superintendent role were significantly different at the .01 probability level. In addition, significant differences were seen when gender of respondent was considered a factor. In 12 of 35 descriptors found to be significantly different, female respondents rated descriptors significantly higher than did their male counterparts. The amount of experience as superintendent as well as administrator experience on the elementary or secondary level had little association with perceptions of respondents. The researcher recommended that preparation programs for public school administrators be broadened to include more public relations training. It is also recommended that partnerships be formed between universities' public relations practitioners for the development of additional public relations course work for school administrators.
"Major Subject: Educational Administration".
Issued also on microfiche from University Microfilm Inc.
Includes bibliographical references: pages 127-132.