Comparative Critique of Seven Articles

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 to David et al. (2005), school principals as leaders play a fundamental role in setting the direction for prosperous schools. In order to have a positive perspective and also ensure that stakeholders are up to par with the information encompassing the school, it is important for the principal to be a public relational expert.

In accordance to Kowalski (2011), when leaders such as school administrators successfully play their public relations role, they efficaciously communicate with the community, build strong association with stakeholders and in the end, this gives rise to general school improvement. Within this role, the principal should successfully communicate with both internal and external parties as well as build and sustain constructive and active associations through social and political capital. In addition, the leaders ought to be able to translate the value of these associations into constriction change within the school. The article by Ediger (2001) discusses the aspect of attaining efficacious school public relations. It is imperative for there to be good communications between the school and the general public. The main reason why principals should facilitate quality public relations with the community is to aid parents in educating their children, work in a cooperative manner with teachers, and obtaining financial assistance in order to gain much necessitated new buildings and other educational materials for schools. Moreover, the article outlines that teachers, superintendents, support staffs, and employees in the school environment need to be enthusiastically involved in developing, executing, and sustaining quality in public relations. At not given point should those taking part in educating children express in a damaging way about the procedures of teaching and education to others.

The article by Hunter (1990) explains the importance of public relations within the public-school system. According to the author, principals are tasked with the responsibility of establishing and advancing a public relations endeavour within their schools. In particular, being the topmost leader within the school vicinity, it is pivotal for the principal to be alert and aware of opportunities and how to maximize them to the benefit of the school. This is to make certain that the principal is able to manage any associated communication regarding the school prior to such communication managing them. Moreover, principals should empower the teachers to contribute to significant efforts to improve the school and also aid parents and students to fully comprehend the values of the school’s teaching services.

Strengths

The strong suit in the article by Norton (2008) is that the role of every personnel is delineated, encompassing its significant tasks and accountabilities, in association to promoting an efficacious public relations program. Morris and Vrabel (1979) focus on the school principal as the main leader of the school and the role that he or she plays with respect to public relations. Moreover, the study outlines a number of effective offensive tools that the school can utilize in attaining a successful public relations program with the community as well as suggested actions that can be undertaken by school leadership. One of the strengths of the article by Sharma (1995) is that it discusses public relations with respect to school principals and develops a more protracted professional role. The article connects the school leadership to the community and working efficaciously towards the attainment of mutually established objectives. One of the key strengths of this article is that provides knowledge regarding the actions that the school principal can undertake to be effective in public relations. Moreover, the article lays emphasis on how new technologies can facilitate success of the school. The article by Hunter (1990) has a key strength in the sense that it delineates the significance of 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.