School Public Relations: Personnel Roles and Responsibilities

This article emphasizes the paramount importance of the human resources function in the school system—specifically, in the implementation of an effective school public relations program and in the quality of leadership given by the administrators and the professional and classified staffs. The article submits that school administrators at every level, teaching staff, and support personnel all serve strategic roles in fostering positive school—community relationships. Although the school superintendent assumes a primary leadership role for planning, implementing, and evaluating the effectiveness of a district’s public relations program, the school district’s public relations director, human resources director, school principal, classroom teacher, and other certified and classified personnel have significant roles in a successful school public relations program. Each personnel role is discussed, including its important tasks and responsibilities, in relation to promoting an effective public relations program. An effective school public relations program depends on each school staff member’s understanding and carrying out his or her responsibilities relative to the improvement of the school district’s image.