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An Examination of K-12 Superintendents' Self-Perceptions of Managing the Mainstream Media

Murray, Meghan (2019) An Examination of K-12 Superintendents' Self-Perceptions of Managing the Mainstream Media. Doctoral Dissertation, University of Pittsburgh. (Unpublished)

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The premise of this study was to determine if Pennsylvania superintendents understand the fundamental media relations competencies as those competencies relate to their leadership roles and if current superintendents feel as if they are well equipped to handle the demands of a media relations program in their districts. Each of these competencies requires a set of skills in order to execute a media relations program for an entire organization. Perception surveys were distributed to 121 superintendents from a convenience sample. They responded to familiarity, familiarity origin (how they became familiar), and frequency of use for each competency. Forty- four survey respondents offered feedback that conveyed their familiarity with the competencies came from “personal experience” and not from a formal training format. Based on the research and the data gathered, the recommendation of establishing a formal training response is needed in the Commonwealth of Pennsylvania both to prepare future leaders and to close the learning gap within the group of current district leaders and those who have already completed superintendent training programs.


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Item Type: University of Pittsburgh ETD
Status: Unpublished
CreatorsEmailPitt UsernameORCID
Murray, Meghanmeghanmurray180@gmail.commlm200
ETD Committee:
TitleMemberEmail AddressPitt UsernameORCID
Committee ChairKerr, Mary Margaretmmkerr@pitt.edummkerr
Trovato, Charlenetrovato@pitt.edutrovato
McClure, Maureenmmcclure@pitt.edummcclure
Van Shura, Mary Esthermevsdem@aol.commev14
Date: 30 January 2019
Date Type: Publication
Defense Date: 29 October 2018
Approval Date: 30 January 2019
Submission Date: 16 January 2019
Access Restriction: No restriction; Release the ETD for access worldwide immediately.
Number of Pages: 97
Institution: University of Pittsburgh
Schools and Programs: School of Education > Administrative and Policy Studies
Degree: EdD - Doctor of Education
Thesis Type: Doctoral Dissertation
Refereed: Yes
Uncontrolled Keywords: Media Relations, School administration, school superintendent, public relations, school communications
Date Deposited: 30 Jan 2019 23:12
Last Modified: 30 Jan 2019 23:12


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