With chapter contributions by leading experts Public Relations in Schools, 4/e, provides a comprehensive view of how community relations affect organizational behavior and the effective management of districts and schools. With a focus on communication alternatives in modern technology and political demands for change it offers an integrated foundation of theory and craft to help practitioners facilitate a positive change in public relations. Beginning with the organizational characteristics of public relations this text offers coverage of specific duties assumed by administrative personnel in planning, collecting and analyzing data, media relations, funding campaigns, evaluating public relations activities, and responding to crisis situations.