To the brochure and beyond: an examination of the role of public relations in schools in south east Queensland

Abstract

This paper focuses on the under-researched area of the role of public relations in the direct communication between schools and their publics in south east Queensland. Using descriptive and exploratory research, it basically seeks to answer the question “What is the role of public relations in these schools?” The paper begins with an overview of what constitutes public relations and how this is relevant in the context of the schools surveyed. From this emerge four main descriptions that can be applied to the function of public relations in these schools – publicity/promotion, persuasion, the development of relationships, and the creation of partnerships. The latter two functions show how public relations theory and practice can be used to take schools beyond the brochure.