Chalk(inter)face: the role of public relations in the dialogue between schools and parents in south east Queensland

Lane, Anne B. (2004) Chalk(inter)face: the role of public relations in the dialogue between schools and parents in south east Queensland. In Australia and New Zealand Communication Association (ANZCA) 2004, July 7- 9 2004, University of Sydney.

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This paper focuses on the under-researched area of direct communication between schools and their publics in Australia. The results of a pilot survey of schools in south east Queensland are used to explore the notion that public relations is indeed being carried out in this context. Next, the motivations behind this practice are explored, initially using the four model theory of J. Grunig and Hunt. This paradigm is found to have some relevance in this context, but the degree of ‘misfit’ is significant. As a result, the survey findings are re-visited and a variation on the original four models is suggested that more adequately addresses the results.

Two of the revised models (the development of relationships and the creation of partnerships) particularly highlight the potential of a strategic approach to public relations to make a difference in the administration of schools.

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ID Code: 10315
Item Type: Conference Paper
Refereed: Yes
Additional Information: The contents of this conference can be freely accessed online via the conference’s web page (see hypertext link).
Additional URLs:
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2004 Anne B. Lane
Deposited On: 23 Oct 2007 00:00
Last Modified: 05 Jan 2011 13:33

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