Much has changed since the publication of the highly successful Second Edition. In addition to updated coverage of hot-button issues such as funding, charter schools, high-stakes testing, teacher accountability, and multiculturalism, the Third Edition includes a new chapter on social networking, which shows you how to take maximum advantage of Facebook, Twitter, RSS feeds, and more.

By showcasing a large selection of real-life examples, this book also demonstrates how to prepare a successful school-community relations plan, read the pulse of your community, communicate effectively, and plan for and deal with crisis situations.

Contents include:

• Paying Attention to Public Opinion
• Establishing Everybody's Role
• Opening Up to Your Internal Publics
• Embracing Your External Publics
• Saying What You Mean: Meaning What You Say
• Evaluating Effectiveness and Building Confidence - The Future