ED612 School and Community Leadership

for F2P 2010

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Mission Statement: The mission of the School of Graduate and Professional Studies at Park University is to provide leadership and directions to Park University's graduate and professional programs to assure that they are specialized, scholarly, innovative, and designed to educate students to be creative, independent, and lifelong learners within the context of a global community.

School For Education Mission Statement
The School for Education at Park University, an institution committed to diversity and best practice, prepares educators to be effective school professionals, reflective change agents, and advocates for equity and excellence for all learners.

Vision Statement: Park University's School of Graduate and Professional Studies will be an international leader in providing innovative graduate and professional educational opportunities to learners within a global society.

School For Education Vision Statement
The School for Education at Park University is to be known as a leader in the preparation of educators who will address the needs, challenges, and possibilities of the 21st century.

Park University School for Education  Conceptual Framework


ED 612 School and Community Leadership


F2P 2010 EDX


Singer, James D.


Director of Graduate Programs, Associate Professor


PhD--Administration and Foundations--Kansas State University
MEd--Administration--Washburn University
BEd--Education--Washburn University

Office Location

911 Maine, Suite 900, Kansas City, Missouri

Office Hours

M-Thursday, 9:00-3:00 by appointment

Daytime Phone


Other Phone





Semester Dates

October 19-December 13, 2009

Class Days


Class Time


Credit Hours


Kowalski, Theodore J. (2004). Public relations in schools (3rd Ed.).  Upper Saddle River, NJ: Prentice Hall, Inc. 
ISBN: 0-13-046265-9

Textbooks can be purchased through the Parkville Bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

Electronic Portfolio (Foliotek www.foliotek.com)
Students must purchase a license to use the Foliotek electronic portfolio for their School for Education (SFE) portfolio, a graduation requirement; a license may be purchased for 3 yrs. - $87.00, 2 yrs. - $59.00, or 1 yr - $30.00. To make arrangements to purchase a Foliotek license, you must contact Carol Williams via email at Carol.Williams@park.edu and provide your full name, student ID number, program (i.e., MAT Program), # of years you wish to purchase the Foliotek license, and an email address where you wish to be contacted. Within a few days, you will receive an email from Foliotek with online purchasing information. Upon receipt of this email, purchase your Foliotek contract. Upon receipt of your payment, you will receive your login information from Foliotek. You must then send a final email to Carol Williams (Carol.Williams@park.edu) requesting she provide your current education professors and academic advisor - list them - access to view your portfolio. It is imperative you complete this final step!!

Recommended:  The Official Study Guide, School Leaders Licensure Assessment, Test Code: 1011, 2009:  --order from www.ets.org--eBook
Test Code: 1011
Free Test Preparation: Test at a Glance (PDF)
Reducing Test Anxiety (PDF)
Priced Test Preparation:
Study Guide Study Guide (e-book)
School Leaders Licensure Assessment Study Guide, Revised 2009
This School Leaders Licensure Assessment Study Guide eBook was created by ETS test-makers. Available for immediate download, this guide contains content outlines, information on the types of questions found on the test, test-taking strategies, study topics with sample questions, and practice questions with correct answers and detailed explanations that present the basis for each correct answer

McAfee Memorial Library - Online information, links, electronic databases and the Online catalog. Contact the library for further assistance via email or at 800-270-4347.
Career Counseling - The Career Development Center (CDC) provides services for all stages of career development.  The mission of the CDC is to provide the career planning tools to ensure a lifetime of career success.
Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email helpdesk@park.edu or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.

Course Description:
ED612 School and Community Leadership: Designed to provide the prospective school leader with an understanding of the role of schools in the larger community and how to involve stakeholders, partners, families and others in the development of a school where all children can learn. The balance between internal and external communication and approaches to initiating school reform are addressed (a ten hour field experience component is required.)

Educational Philosophy:
The instructor's role is to provide students with multiple opportunities of engagement in reading, researching, presenting, discussing, and applying the subject matter related to the course objectives and learner outcomes.  The challenge of student engagement promotes student contributions to the learning environment, and encourages the cooperative exploration of theory and practical application.


Learning Outcomes:
  Core Learning Outcomes

  1. Analyze the affects on student learning of current and emerging trends related to various political, social, cultural, and economic systems.
  2. Demonstrate recognition of the importance of relationships with the various school communities on student achievement.
  3. Develop procedures to ensure that schools, families, businesses, community and governmental bodies work together to provide a productive school setting.
  4. Analyze processes necessary for accessing community resources and incorporating them into school programs.
  5. Develop, synthesize, and evaluate processes necessary for a systematic public relations program.
  6. Demonstrate the ability to communicate effectively with individuals and with various school communities.

Core Assessment:

All Park University courses must include a core assessment that measures the relevant Program Learning Outcomes. The purpose of this assessment is to determine if expectations have been met concerning mastery of learning outcomes across all instructional modalities. The core assessment for this course is development of a Public Relations Plan. Students will be required to develop a public relations plan for a hypothetical school. Students should identify the various contexts affecting student learning that should be addressed by the plan and should include an identification of individual responsibilities for plan implementation along with the primary communications processes utilized. Additionally, the plan should include a description of for whom the public relations effort is intended and it primary purpose. Finally, the plan should be submitted electronically using Microsoft Word. (100 points) (Core Assessment – Required -- While this activity is required, it weight related to the grade computation may be modified as long as it is at least 20% of the total grade for the course. Rubric Attached) {Assesses outcomes 1, 3, 4, 5, 6, 7}

Link to Class Rubric

Class Assessment:
.  Participation - Student attendance and participation is essential in achieving maximum learning.  It is generally expected that students will attend all scheduled class sessions and to contribute to the classroom learning environment.  However, it is recognized that occasions do arise that necessitate being absent form class.  Students are responsible for making prior arrangements regarding a necessary absence and for completing any alternative assignments. (80 points)

2.  Class Presentation - Each student will give a 10 minute speech or presentation.  The student has a choice of a speech similar to an administrator's back to school speech or a promotional presentation on a district or school program of their choosing.  This assignment is designed to give the students an opportunity to explore and develop a positive message concerning an emphasis of their choosing. (100 points)

3.  Brochure - Each student will develop a brochure highlighting a district program or school.  This assignment is designed to give the student an opportunity to explore and develop a positive public relations effort and to present it to the class in a manner that encourages critical thinking and discussion. (50 points)

4.  Mock Media Interview - Each student will participate in a mock media interview.  The interview will be conducted in class and involve an interview over a school or district crisis. (70 points)

5.  Final Exam (Activity) -  The student will demonstrate his/her personal knowledge, disposition, and performance related to school and community issues through his or her written response to the importance of a systematic public relations program.  This is the Public Relations Plan.  (100 points)


 Participation 80
 Mock Media Interview
 Brochure 50
Written Assignments/Reflections
Final Exam/Public Relations Plan

450 - 500 - A
400 - 449 - B
350 - 399 - C
300 - 349 - D
    0 - 299 - F

Late Submission of Course Materials:

This course is designed to emphasize the application of knowledge and dispositions through structured performances requiring the student to read, analyze, and respond to a variety of educational situations.  The articulation of ideas through verbal and written discourse is paramount in maximizing learning outcomes.  Hence, all assigned work is expected to be completed in a timely fashion.  A grade reduction of 20% will be assigned for late work.  The instructor may make modifications to these requirements for unique and/or extenuating circumstances.

Classroom Rules of Conduct:
Students whose behavior is detrimental to good order in the classroom or interferes with the learning of other students will be subject to disciplinary action ranging from dismissal from the classroom to expulsion from Park University.  Such behavior includes, but is not limited to, the use of abusive or obscene language, attending the class under influence of drugs or alcohol, excessive tardiness, and excessive absences. You are expected to demonstrate grace in all situations, just as you will be expected to do as a school administrator

Course Topic/Dates/Assignments:

Week Date
Get Acquainted, Course Syllabus, Overview of Leadership: Past, Present, Future
Text Chapters 1-3, Issues impacting School and Community
11/3 Text Chapters 5, 7-8, Internal and External Communications
Text Chapter 14, Funding and Bond Issue Campaigns
Text Chapter 11 Working with the Media
Text Chapter 12, Crisis Management
Text Chapter 4, Legal Issues and Public Relations
Final Exam, Class Presentations

Academic Honesty:
As a learning community, the University upholds the highest standards of academic integrity in all its academic activities, by faculty, staff, administrators and students. Academic integrity involves much more than respecting intellectual property rights. It lies at the heart of learning, creativity, and the core values of the University. Those who learn, teach, write, publish, present, or exhibit creative works are advised to familiarize themselves with the requirements of academic integrity and make every effort to avoid possible offenses against it, knowingly or unknowingly. Park University 2010-2011 Graduate Catalog Page 20


Plagiarism involves the appropriation of another person's ideas, interpretation, words (even a few), data, statements, illustration or creative work and their presentation as one's own. An offense against plagiarism constitutes a serious academic misconduct.  Although offenses against academic integrity can manifest themselves in various ways, the most common forms of offenses are plagiarism and cheating. Plagiarism goes beyond the copying of an entire article. It may include, but is not limited to: copying a section of an article or a chapter from a book, reproduction of an art work, illustration, cartoon, photograph and the like and passing them off as one's own. Copying from the Internet is no less serious an offense than copying from a book or printed article, even when the material is not copyrighted.

Plagiarism also includes borrowing ideas and phrases from, or paraphrasing, someone else's work, published or unpublished, without acknowledging and documenting the source. Acknowledging and documenting the source of an idea or phrase, at the point where it is utilized, is necessary even when the idea or phrase is taken from a speech or conversation with another person.

Park University 2010-2011 Graduate Catalog Page 20

Attendance Policy:

Instructors are required to maintain attendance records and report absences. Excused absences can be granted by the instructor, for medical reasons, school sponsored activities, and employment-related demands, including temporary duty. Students are responsible for any missed work. Absences for two successive weeks, without approved excuse, will be reported to the Director of the individual graduate program, or to the Executive Director for the Graduate School, for appropriate action. Students with such a record of absences, without an approved excuse, may be administratively withdrawn from the class and notified that an "F" will be recorded, unless the student initiates official withdrawal from the class(es).Park University 2010-2011 Graduate Catalog Page 24

Disability Guidelines:
Park University is committed to meeting the needs of all students that meet the criteria for special assistance. These guidelines are designed to supply directions to students concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, regarding students with disabilities. In the case of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Additional information concerning Park University's policies and procedures related to disability can be found on the Park University web page: http://www.park.edu/disability .


CompetencyExceeds Expectation (3)Meets Expectation (2)Does Not Meet Expectation (1)No Evidence (0)
Analysis - The artifact demonstrates the student's ability to effectively analyze data from contexts relevant to community relations efforts and their affects on student learning.                                                                        
. Exceeds expectations –More than three contexts are included
Meets expectations – Two to three contexts are included 1. Does not meet expectations – Less than two contexts are included 0. Shows no evidence of meeting expectations – Does not recognize the need for data analysis. 
Synthesis - The artifact demonstrates the student's ability to synthesize information related to contexts affecting student learning in formulating a comprehensive community relations plan.                                                              
. Exceeds expectations –More than three contexts are included Meets expectations – Two to three contexts are included Does not meet expectations – Less than two contexts are included Shows no evidence of meeting expectations – Does not demonstrate the ability to synthesize information 
Evaluation - The artifact demonstrates the student's ability to develop evaluation procedures relevant to community relations efforts and provides evidence that the results of these efforts will be used to strengthen student learning.                 
Exceeds expectations –More than three evaluation procedures are used Meets expectations – Two to three evaluation procedures are used . Does not meet expectations – Less than two evaluation procedures are used Shows no evidence of meeting expectations – Does not recognize the need for evaluating community relations efforts 
Application - The artifact demonstrates the student's ability to effectively apply community relation principles through development of a comprehensive community relations plan and specifies responsibilities for implementation of the plan.            
. Exceeds expectations –More than five principles are demonstrated . Meets expectations – Four to five principles are demonstrated Does not meet expectations – Two to three principles are demonstrated Shows no evidence of meeting expectations – Less than two principles are demonstrated 
Professiona Disposition - The artifact demonstrates an understanding of the ethical considerations involved in developing and implementing a community relations plan.                                                                                     
Exceeds expectations – Articulates all four basic NSPRA ethical principles . Meets expectations - Articulates three basic NSPRA ethical principles Does not meet expectations - Articulates from one to two NSPRA ethical principles Shows no evidence of meeting expectations – Does not articulate the need for ethical principles 
Collaboration - The artifact demonstrates an understanding of the importance for collaborating with all stakeholders and school communities.                                                                                                               
. Exceeds expectations – Demonstrates collaboration with at least four school communities Meets expectations - Demonstrates collaboration with two to three school communities Does not meet expectations - Demonstrates collaboration with one or fewer school communities Shows no evidence of   meeting expectations – Does not recognize the need for collaboration 


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Last Updated:10/18/2010 12:21:05 PM