National technology standards for K-12 schools: A case study of unresolved issues in public relations.

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
William A. Kealy, Visiting Professor (Creator)
The University of North Carolina at Greensboro (UNCG )
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Abstract: This article addresses an important need—the dissemination of information relating to technology as a public relations tool—and the associated exigency for administrator and teacher technology training. Specifically, we identify the increased expectations for the performance of school leaders and teachers, as well as unresolved issues in public relations emerging from national technology standards. Current models of educational reform, particularly the Technology Standards for School Administrators (TSSA) Collaborative, raise questions about the relationship between public relations and communications technology for schools. Within this context, a case scenario that features the site-based research of a concerned public relations practitioner is analyzed. Related discussions include assumptions of basic know-how; challenges and contexts of technology use, including embedded cultural codes; mechanistic attitudes toward technology; and, significantly, equity and access.

Additional Information

Journal of School Public Relations, 25(4), 340-363
Language: English
Date: 2004
Technology Standards for School Administrators (TSSA) Collaborative, Public relations

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