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Comparative Critique of Seven Articles
Introduction (Purpose of Articles)
Public relations (PR) is a significant element in public education. The purpose of the article by Norton (2009) is to lay emphasis on the fundamental significance of the human resources function within the school system, especially in the execution of an efficacious school public relations program and in the leadership quality rendered by the administrators and the qualified and off the record staffs. The main objective of the article by Morris and Vrabel (1979) is to comprehensively discuss the role of the principal in public relations in facilitating school-community relations of the educational system whereas the article by David et al. (2005) discusses the way to develop successful principals and their functional responsibility in public relations. In the same manner, Sharma (1995) conducts a study purposed to examine the role of the school principal in creating effective relations between the school and the community and focuses on the educational context in Fiji.
Comparison and Contrast
In accordance to Norton (2008), teaching staff, support workers together with school administrators based on every level all play a strategic role in nurturing constructive relations between the school and the community. The author indicates that despite the fact that the school administrator undertakes a principal leadership role for scheduling, executing, and assessing the efficacy of a district's public relations program, it is important to note that the school district's public relations leader, human resources leader, school principal, classroom teacher, and other specialized and off the record employees have important roles in a fruitful school public relations program. Morris and Vrabel (1979) outline that the role of the principal is to take the lead in instituting proper public relations with the community in order to react to incessantly changing attitudes and demand in the course of time. In addition, the PR role of the principal is to sustain confidence from the general public and their support. Moreover, it facilitates communication to monitor the PR program and ascertain trouble areas before they emanate. In particular, this article lays emphasis on the school principal and with respect to the PR role insists that as a leader he or she ought to strive to pinpoint the attitudes, ethnic upbringings, incomes, professions, educational levels, biases, and the aspirations of the community. This is to ensure that the school continues to be in a position of attaining success.
Sharma (1995) discusses the role of the principal in the relations between the school and the community. The article outlines justifications for effective public relations to include enhancement of the general student-learning, utilizing untapped community resources to help the school, augment sensitivity and pertinence of schools to the people they serve, and sharing responsibility for student conduct and education. The author insists that bearing in mind that education is a responsibility shared by different parties, the school principal comes to be the main presenter of this organizational image and therefore conducts a more protracted professional leadership role. As a leader, the main task of the principal is to ready the personnel for the new anticipations regarding community participation in education. A principal can outline the school-community interaction tactics and also ascertain and institute community education programs. In accordance...…a public relations program within the public-school system. Moreover, the information within the article is obtained from different published sources encompassing professional journals, books linked to public relations together with a range of different educational reports. Aside from the advantages of public relations program, the article also outlines the importance of principals and staff involvement in the public relations program.
Weaknesses
One of the shortcomings of the article by Norton (2008) is that it fails to comprehensively outline the PR functions of school leaders. Despite the fact that the article outlines the role of the principal, Morris and Vrabel (1979) fail to properly outline the specific actions that the principal should undertake. Rather the paper focuses on the different members that can be formed such as the communicators and also district level public relations. The main shortcoming of the article by Sharma (1995) is that it discusses the role of the principal in public relations but lays emphasis on the educational context of Fiji, which cannot be assumed to be generalized.
Conclusion
In summary, the purpose of this critique is to analyze seven articles that discuss the role of school leaders with respect to public relations. In accordance to Morris and Vrabel (1979); Norton (2008), school leaders play a fundamental role in creating effective and successful relationships. Notably, contemporary schools must be led by a principal who can encourage the understanding between the community and the school. Imperatively, the principle ought to include the participation of the community in planning and assessing school policies, which can be attained by planned and scheduled activities and media. The efficacious processing role of…
References
Davis, S., Darling-Hammond, L., LaPointe, M., & Meyerson, D. (2005). Developing successful principals. Stanford Educational Leadership Institute, Ed.). Retrieved February, 20, 2009.
Ediger, M. (2001). Effective school public relations. Education, 121(4), 743-743.
Hunter, L. C. (1990). Public Relations: Its Importance in the Public School System. Digital Commons.
Kowalski, T. J. (2011). Public relations in schools. University of Dayton.
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