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

Abstract

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.