...Tristan Bunnell Purpose Evidence from the UK shows that public relations (PR) in schools initially met with resistance but has since entered a second phase, that of “post marketisation”. But, it is still believed that unqualified and untrained administrators practise it in schools. Little formal...

... qualitative ones, which explore and document the marketing of schools in practice. Among the themes discussed in these papers are “environmental scanning of schools”, “marketing strategies”, “promotion and public relations”, “moral dilemmas”, and other forms of school's responses to competition. Interestingly...

... office and moderate the impact of complaining parents on their schools. When bridging,principals aim at obtaining parental support through promoting public relations. © MCB UP Limited 1990 Administration Education Interviewing Public Relations Elementary School Principals as Boundary...