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Comparative Article Critique
Reshard Saulter
School of Education, Liberty University
Author Note
Reshard Saulter
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Reshard Saulter.
Email: [email protected]
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Abstract
Being able to communicate is an important skill and factor when working as a leader. Having
public relations skills and being able to communicate helps when trying to build beneficial
relationships between leaders and their workers. School leaders have a duty to educate and
communicate with students and parents. This type of communication builds public relationships,
awareness and builds community support for the administration. Having transparency and being
able to communicate is the foundation for public relations. When a school invests in
communications and public relations, they are in turn providing resources to the public. Public
relations allow all stakeholders the opportunity to make decisions and become more effective.
Three articles will be reviewed on the topic of the public relations role of school leaders.
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Introduction
Being able to communicate a clear and detailed message is more important in today’s
environment than it has ever been. Most public educational institutions have formed teams
(Public relation teams) to communicate with its stakeholders (parents, educators, students, and
community members). The National School Public Relations Association (NSPRA) defined
public relations in schools as “a planned, systematic management function designed to help an
educational institution improve its programs and services” (Coruk, 2018).
When people think of the face of the school building, they most likely think of the
principal. Building principals are tasked with educating and communicating effectively with
students and the community. School principals have taken it upon themselves to communicate in
different ways through weekly or monthly newsletters that highlight events, sports or hot topics
within the district. Principals are expected to create an environment that is conducive to learning.
They are responsible for the vision of a school that is committed to presenting the highest
standards and to ensure improvement in student success. By developing a since of community,
school principals also are tasked with encouraging teachers to develop their own set of leadership
skills, promoting a welcoming and professional environment.
Critique
Jong (2021) presented a study which had students explore communications during a crisis
in a public setting in which the public leaders communicate the effects of a crisis to the
stakeholders and community. As many principals have awareness of the practices of public
relations, they have to also be aware of the negativity communicating too much. Research in
crisis communication appears to have a visual skew towards the American reputational case
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study, where response strategies and crisis responsibility is reframed to protect the brands, they
built (Jong, 2021).
When a group or community experiences a crisis, they look toward their leaders to
communicate what occurred in a clear and understandable way. The best way to be prepared and
manage a crisis is to experience an actual crisis, reflect back on it and utilize the learning towards
any future crisis. Running simulations are important in crisis communication with all
stakeholders. Reviewing this article, “Public leadership in times of crisis: Lessons to learn from a
crisis communication point of view”, the authors set learning goals to engage students. The
method of engagement was to ask students to draft their own communication rather than
reflecting on their literature. From participating in this activity students had a better
understanding of the importance of key leadership, to be more aware of possible interpretations
and the importance to consider perspectives of all involved (stakeholders, angles, and situations)
to make sure communication in crisis is efficient, and the importance that what language and
phrases used by a public leader is important.
The drawbacks or weaknesses, students didn’t realize the differences between listening or
reading speeches when comparing as a communication crisis student. Students felt it was
difficult to get people on your side when there is limited information to provide them.
The article, “School Principals' Opinions about Public Relations Practices on Schools”,
the author surveyed 13 school principals from within different levels of education. The
interviews showed that the principals had an awareness of and understood public relations. The
principals are committed to and appreciate a unit of planned and specialized personnel to handle
public relations in their schools (Coruk, 2018). It’s suggested that the public relations unit or
specialist should support the schools by handling all duties related to communication as they are
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more qualified. Public relations are considered an effective tool for schools by providing support
in communication.
Positives derived from the study indicated that school principals were vocal about public
relations as in communications. Addition to being vocal, school principals placed emphasis on
expressions as in school to parent interactions and institution expression. School principals
learned and made points that public relations require expertise, and a unit should be established.
Some weaknesses of the study school principals had expressed concerns about parent
misunderstanding a communication message which requires repeat communication which takes
away from the duties of the principals (Coruk, 2018). The principals must grasp the concept of
utilizing communication to win over the community, but this communication can all put out
information that shouldn’t have been shared during that initial communication.
The article “The Role of School Leaders in Promoting Community
Partnership” the goal for the author was to identify the role of school leaders by promoting
community partnership in public schools (Qaralleh, 2021). Over 5,320 teachers of both male and
female genders participated in the study. Educational institutions are wanting to build and reform
relationships with all stakeholders by exploiting community partnerships.
Positives of the study showed strength in developing the performance of school
administration in reference to community partnership. The study indicated that community
partnership could contribute to jump starting the educational process in schools in a positive
manner. Assessments of the principals and educators in reference to cooperation between the
schools and the community confirmed a strong base for a partnership with the community. The
results showed that schools leaders need to improve community partnership with parent teacher
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councils, providing effective forms of communication between the school administration and the
community.
Weaknesses or negatives indicated by the author advised poor selection criteria for the
chosen school principals or the lack of skills. There was no importance of community
partnership. There was a decentralization of making decisions that limited the establishment of
community principals, and school administrators did not show any interactions by coming up
with ways to form an active partnership between the school and the community (Qaralleh, 2021).
Compare and Contrast
Each of these studies indicated the importance of a community partnership. The articles
spoke on the important roles the community plays in a working school. All stakeholders and the
local community are important in the funding process to assist with providing quality education.
Each study in their own way indicated the importance of having a community relation section or
person to disseminate the information to the community which would free up the principal to
conduct other duties (Coruk, 2021). All three studies indicated that sometimes communication
with the public and release information that was not yet ready to be communicated with
everyone. There’s a need to provide principals and teachers with the basic communication skills
to communicate with the community and stakeholders (Qaralleh, 2021). Jong (2021) mentioned
getting people on your side when the communicator only has limited information is difficult.
Summary
School principals welcome such collaborations with groups in their schools who would
handle all the communications (public relations specialist). Public relations is the responsibility
of both school administrators and teachers and should be presented in training and seminars
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(Qaralleh, 2021). Are principals are not being taught the skills or importance of community
relations during their training nor the skills to communicate effectively.
School districts should provide opportunities for teachers and administrators training and
seminars on effective communication and its importance. A large part of school communication
involves the community and parents through weekly or monthly newsletters. Community
partnerships and effective communication aid in getting out important messages across large
groups in a fast manor. Effective public relations are an important part in today’s school
environment especially when we think about school safety. Ultimately the principals are viewed
as the face of the school and it is important that whether its on his own or through a public
relations specialist, its important to communicate clear, accurate and effective messages to the
community, stakeholders, and parents. The bible says in Proverbs 15:2 The tongue of the wise
commends knowledge, but the mouths of fools pour out folly (Smith, 2023).
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References
Coruk, A. (2018). School Principals' Opinions about Public Relations Practices on Schools.
International Journal of Progressive Education, 14(2), 136-147. doi:
10.29329/ijpe.2018.139.10
Jong, W., (2021). Public leadership in times of crisis: Lessons to learn from a crisis
communication point of view, Communication Teacher, 35:2, 86-92, DOI:
10.1080/17404622.2020.1824296
Qaralleh, T.J., (2021). The Role of School Leaders in Promoting Community
Partnership. https://doi.org/10.24191/ajue.v17i1.12606
Smith, S., (2023). Communication. OpenBible.
https://www.openbible.info/topics/communication
