Public Relations and the School Superintendent: From Theory to Practice

This article examines public relations in the K–12 school system context. Specifically, the goal of this article is to examine the school superintendent as the chief public relations practitioner of the school system and how he/she would operate as such in the realms of seven public relations theories, as the superintendent works toward meeting the goals and objectives of his/her school district: strategic management function, communitas versus corporatas, persuasion, storytelling and branding, postmodernism, understanding, and sociology.