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The Development And Evolution Of A Self-Supporting, In-House Public Relations Program In The Rockwood School District, Jeff Arnett
The Development And Evolution Of A Self-Supporting, In-House Public Relations Program In The Rockwood School District, Jeff Arnett
Theses
When the Rockwood School District implemented site-based management in 19 90, the change dramatically altered the district's overall communications program.
The responsibilities and funds to pay for requested services were given to each of Rockwood' s schools and departments. As a projects, which result, monies were formerly for communications budgeted to the communications department, were shifted to the individual school accounts. Site-based management had seemingly l eft the communications department with a reduced budget and the challenge of recovering the schools' money and maintaining their business.
What has evolved is a more effective program that also attempts to generate revenue …