Book Review

School Public Relations for Student Success

by Edward H. Moore, Corwin Press, Thousand Oaks, Calif., 2009, 165 pp., $68.95 hardcover, $31.95 softcover

In School Public Relations for Student Success, Edward H. Moore provides school leaders with relevant strategies to use when communicating with diverse publics associated with the school district and individual schools.

Moore, an associate professor in the College of Communication at Rowan University in Glassboro, N.J., has incorporated suggestions and strategies from his extensive work in school public relations. Moore also was the managing editor of “Communication Briefings” for the National School Public Relations Association, where he was associate director.

At the beginning of his book, Moore includes questions for assessing a school system’s public relations program. One question that should be asked is this: “Can I (and others) articulate the links between good communication and student and school success?” He asks similar questions about the commitment to school public relations excellence and how to gauge public relations roles and resources.

In his step-by-step guide, Moore maintains that good external public relations won’t happen until excellent internal public relations exist. Toward that end, he offers a checklist for assessing internal efforts. On the external side, his suggestions would be useful to administrators as they deal with parents and the public.

Moore builds a strong case for getting parents the information they want about their child’s school. He also sees a role for students, noting, “Students talk, people listen.”

Moore’s book is light on theory but heavy on practical ideas ready for immediate use.

Reviewed by George E. Pawlas, professor of educational leadership, University of Central Florida, Orlando, Fla.