• Summary
  • Contents
  • Subject index

This book explores all the major aspects of managing external relations in schools of all phases, as well as in colleges. The authors use empirical research evidence to analyze how schools and colleges can manage external relations to achieve productive and supportive relationships with their communities. They explore how a responsive philosophy and appropriate marketing can be adopted in order to ensure continuous development.

Communicating the Organisation
Communicating the organisation
NickFoskett and JaneHemsley-Brown

The growth of a market-driven culture in education has focused institutions on issues relating to the external communications of the organisation. Chapter 3 has identified a wide range of perspectives on the ways educational institutions perceive their interaction with external stake-holders, emphasising the importance of issues such as quality assurance and community relations, as well as recruitment, in shaping a school or college's marketing stance. This chapter focuses on the communication process in external relations, and in particular the management of communications about the organisation to audiences beyond the school or college boundaries. This is an important arena of operational management, representing what Middlewood (1998) terms ‘on-the-ground’ activities, often with a short-term dimension. However, it is also essentially ...

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