Summaries in Afrikaans and English / Text in Afrikaans / Deur die navorsing word aangetoon dat openbare skakeling en skoolbemarking wat huidig nog op 'n baie lae vlak in die Suid-Afrikaanse skoolwese funksioneer, 'n al grater noodsaaklikheid in Suid-Afrika gaan word. Die veranderings wat in die Suid-Afrikaanse onderwysstelsel beoog en aangebring word, met spesifieke verwysing na die desentralisering van die voorsiening, bestuur en beheer van die onderwys, het gelei tot die ontstaan van staatsondersteunde skole; 'n behoefte aan nuwe, bykomende bronne van finansiering vir die onderwys; en 'n behoefte aan toenemende ouer- en gemeenskapsbetrokkenheid by die onderwys. Dit het gelei tot 'n dringende behoefte aan verbeterde openbare betrekkinge en skoolbemarking. Met hierdie studie het die navorser gepoog om vas te stel waarom openbare skakeling en skoolbemarking in die nuwe Suid-Afrikaanse onderwysbestel noodsaaklik is; wat die aard van openbare skakeling en skoolbemarking is; wat die rol, funksies, terrein en werkswyses van openbare skakelbeamptes en skoolbemarkers in die staatsondersteunde skoal behels; en hoe die openbare skakeltaak van 'n skool gereel kan word en wat die eienskappe van die openbare skakel- en bemarkingsbeampte behoort te wees. Dit is gedoen ten einde te bepaal wat die opleiding van openbare skakelbeamptes en skoolbemarkers in Suid-Afrika behoort te behels en om 'n model op te stel vir, en strategie vas te stel waarvolgens die huidige situasie in Suid-Afrika ten beste en op die mees ekonomiese wyse aangepak kan word. Uit die ondersoek blyk dit dat die hantering van openbare skakeling en skoolbemarking in staatsondersteunde skole in SuidAfrika in die proaktiewe opbou, skepping·en handhawing van 'n vertrouensverhouding met al die belanghebbendes le. Dit behels onder meer dat die bestuursrade en bestuurskomitees van staats- ondersteunde skole die reg en mag het om besluite aangaande geordende, doelgerigte openbare skakeling en skoolbemarking te neem en dit tot voordeel van die skool aan te wend; en om besluite oor die aanstelling van beamptes en/of daarstelling van fasiliteite vir die opleiding van openbare skakel- en bemarkingsbeamptes te neern. Voorts beskik skole oor 'n ryk bron van mensepotensiaal vir openbare skakeling en skoolbemarking wat ontwikkel kan en behoort te word. / The results of this research show that public relations and school marketing which at present play a very low-key role in the South African school system, is going to become an absolute necessity in future. The changes planned and brought about in the South African education system, with special reference to the decentralisation of the supply, management and control of education, have resulted in * the inception of state-aided schools; * a need for new and additiona! financial resources for education; and * a need for increased parent and community participation in education. These, in turn, have led to a urgent need for improved public relations and marketing in schools. The aims of this study were to ascertain why public relations and the marketing of schools have become necessary in the new dispensation of education in South Africa; what the nature of public relations and marketing in schools comprises; what the role, function, area and work method of public relations and marketing officers in schools are; and how the public relations task can be organised and executed in a school and what characteristics the public relations and marketing officer should ideally have. This was done in order to ascertain what the training of public relations and marketing officers in South Africa should encompass and also to enable the researcher to draw up a model and strategies for the best and most economic way in which to rectify the current situation in South African education. It has emerged from this research that the handling of public relations and marketing in the state-aided school in South Africa lies in the proactive creation, development and maintenance of a trusting relationship between all interested parties. It also emerged that managing councils of state-aided school have the right and power to make decisions regarding ordered, purposeful public relations and marketing to the benefit of their schools; and decide about the appointment of officers and/or ,creation of facilities for the training of public relations and marketing officers. Furthermore, schools have a rich source of people potential for public relations and school marketing which can and should be developed. / Educational Leadership and Management / D. Ed. (Education Management)

The Zone of Tolerance is a concept which describes the latitude of control that a community gives to its professional educators. Current research which attempts to delineate this zone indicates that community control of a district will vary, but is predictable when variables are arranged to meet certain criteria. Specifically, William Boyd (1976) concluded in a summary of the research that in large heterogeneous urban districts professional interests will dominate in routine internal issues such as personnel. This study used multiple qualitative methods to examine Boyd's contention by analyzing the hiring of successful principal candidates in a large heterogeneous school district. Interviews were conducted with principals selected by questionnaires and hired in the district during the period of time from 1975 to 1985. Corresponding data about school district events for the period were also collected from newspapers and other public archives. In addition, principals' perceptions of legitimacy affected by changes in influence on the hiring process were gathered. Data were then reduced, categorized and analyzed on the basis of shifting patterns of community and professional dominance. Results indicated that an increase in minority rights issues and the community's changing demographics shifted control of the hiring process from the school professionals to a newly elected school board more representative of community interests. Principals' perceptions of legitimacy affected by the changing patterns of dominance were varied and inconclusive, however the shift in control over personnel decisions regarding the hiring of principals was conclusive and contradicted Boyd's contention.

Summaries in Afrikaans and English / Text in Afrikaans / Deur die navorsing word aangetoon dat openbare skakeling en skoolbemarking wat huidig nog op 'n baie lae vlak in die Suid-Afrikaanse skoolwese funksioneer, 'n al grater noodsaaklikheid in Suid-Afrika gaan word. Die veranderings wat in die Suid-Afrikaanse onderwysstelsel beoog en aangebring word, met spesifieke verwysing na die desentralisering van die voorsiening, bestuur en beheer van die onderwys, het gelei tot die ontstaan van staatsondersteunde skole; 'n behoefte aan nuwe, bykomende bronne van finansiering vir die onderwys; en 'n behoefte aan toenemende ouer- en gemeenskapsbetrokkenheid by die onderwys. Dit het gelei tot 'n dringende behoefte aan verbeterde openbare betrekkinge en skoolbemarking. Met hierdie studie het die navorser gepoog om vas te stel waarom openbare skakeling en skoolbemarking in die nuwe Suid-Afrikaanse onderwysbestel noodsaaklik is; wat die aard van openbare skakeling en skoolbemarking is; wat die rol, funksies, terrein en werkswyses van openbare skakelbeamptes en skoolbemarkers in die staatsondersteunde skoal behels; en hoe die openbare skakeltaak van 'n skool gereel kan word en wat die eienskappe van die openbare skakel- en bemarkingsbeampte behoort te wees. Dit is gedoen ten einde te bepaal wat die opleiding van openbare skakelbeamptes en skoolbemarkers in Suid-Afrika behoort te behels en om 'n model op te stel vir, en strategie vas te stel waarvolgens die huidige situasie in Suid-Afrika ten beste en op die mees ekonomiese wyse aangepak kan word. Uit die ondersoek blyk dit dat die hantering van openbare skakeling en skoolbemarking in staatsondersteunde skole in SuidAfrika in die proaktiewe opbou, skepping·en handhawing van 'n vertrouensverhouding met al die belanghebbendes le. Dit behels onder meer dat die bestuursrade en bestuurskomitees van staats- ondersteunde skole die reg en mag het om besluite aangaande geordende, doelgerigte openbare skakeling en skoolbemarking te neem en dit tot voordeel van die skool aan te wend; en om besluite oor die aanstelling van beamptes en/of daarstelling van fasiliteite vir die opleiding van openbare skakel- en bemarkingsbeamptes te neern. Voorts beskik skole oor 'n ryk bron van mensepotensiaal vir openbare skakeling en skoolbemarking wat ontwikkel kan en behoort te word. / The results of this research show that public relations and school marketing which at present play a very low-key role in the South African school system, is going to become an absolute necessity in future. The changes planned and brought about in the South African education system, with special reference to the decentralisation of the supply, management and control of education, have resulted in * the inception of state-aided schools; * a need for new and additiona! financial resources for education; and * a need for increased parent and community participation in education. These, in turn, have led to a urgent need for improved public relations and marketing in schools. The aims of this study were to ascertain why public relations and the marketing of schools have become necessary in the new dispensation of education in South Africa; what the nature of public relations and marketing in schools comprises; what the role, function, area and work method of public relations and marketing officers in schools are; and how the public relations task can be organised and executed in a school and what characteristics the public relations and marketing officer should ideally have. This was done in order to ascertain what the training of public relations and marketing officers in South Africa should encompass and also to enable the researcher to draw up a model and strategies for the best and most economic way in which to rectify the current situation in South African education. It has emerged from this research that the handling of public relations and marketing in the state-aided school in South Africa lies in the proactive creation, development and maintenance of a trusting relationship between all interested parties. It also emerged that managing councils of state-aided school have the right and power to make decisions regarding ordered, purposeful public relations and marketing to the benefit of their schools; and decide about the appointment of officers and/or ,creation of facilities for the training of public relations and marketing officers. Furthermore, schools have a rich source of people potential for public relations and school marketing which can and should be developed. / Educational Leadership and Management / D. Ed. (Education Management)

The problem of this study was stated in the form of a question: What is the relationship of leadership roles occupied in high school to leadership roles occupied during the first ten post graduate years and what are the possible implications for the improvement of education for leadership? The accepted hypothesis was that the occupying of leadership roles in high school does lay the foundation for occupying community leadership roles.

The purpose of the study was to determine and compare the perceived images of Olivet Nazarene College as reported by related reference groups consisting of administrators, trustees, faculty, students, alumni, parents and prospective students.The population of the study consisted of 924 individuals selected at random from listings provided by the college. A total of 610 individuals responded to the questionnaire providing a 66 per cent return from the population.The instrument used for the study consisted of eighty-one words or phrases that have been used to describe various colleges and universities including Olivet Nazarene College. Individuals were asked to respond on a five-point Likert scale indicating the extent each word or phrase described Olivet Nazarene College.The frequency data were organized into contingency tables and analyzed using the chi square test of independence. Paired reference groups were examined to test the null hypothesis of no significant difference in group responses. Internal and external reference groups were also compared and reported in the study.ConclusionsThe following conclusions were based on a review literature as presented in the study and the results the analysis of data:1. Colleges and universities communicate distinct images to the various publics associated withthe institution. The nature of the images vary significantly from group to group and are often unrelated to reality or actual environments of the institution.2. Images are not necessarily based on personal experiences but are accumulated from a variety of sources with varied levels of credibility.3. Student perceptions of college environments tend to be more critical than other groups, however, student perceptions may be more objective and more related to reality than the perceptions of other groups.4. Due to the complexity and changing nature of institutional images, it appears to be difficult if not impossible, to completely control the type or quality or image communicated to various publics.5. Words and phrases used to communicate college image carry a variety of connotations whichmay negatively or positively affect institutional images. College descriptors are often selected without concern for clarity and credibility creating confusion among institutional reference groups.6. Prospective students view colleges more positively than do other groups.7. Perceptions of prospective students change drastically upon arrival at an institution. Inaccurate images created through communications programs do not sustain images once personal contact is made with the institution.8. Images perceived by groups closely related to a college tend to be different and are usually more critical than external groups with the exception of alumni.9. Despite differences in perceived images held by various reference groups, most colleges have distinctive images which distinguish one institution from another.

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The purpose of this study was to ascertain the relationship of a college publication, the Ball State Alumnus, and selected variables on the amount of financial support provided to a university by the graduates. The data for analysis were obtained from survey instruments designed for this study and were administered to 555 Bachelor of Arts degree recipients who in 1969-70, had given a monetary contribution to Ball State University.The final population numbered 495 alumni, ten of whom were eliminated for various reasons. Analyzing the survey instrument data was accomplished by a computor programed for the chi square test of independence. To be significant, the results had to fall within .01 or .05 level of probability.The research was planned to answer sixteen questions. The variables considered for comparison with the amount of monetary contribution to a university by its alumni included the following: age; sex; marital status; reading quantity of publication; time spent reading publication; number of readers in family; reasons for contributing (affective dimension); occupational status of alumni; total family income; recency of alumni graduation; number of family members who graduated or attended the university; promotion of the university to high school students, businessmen, and Congressmen and State Legislators; and campus visitations. Contributions were categorized as follows: $1 to $9; $10 to $24; $25 to $49; $50 to $99; and $100 to $499. A comparison was made of each respondent's age and time spent reading the publication as well.Of the sixteen null hypotheses examined, seven were sustained and nine were rejected.Review of data lead to the following conclusions:The amount of financial contribution given to a university by its alumni was not influenced by the reading or nonreading the alumni magazine, Ball State Alumnus. Furthermore, the length of time spent reading the publication did not influence the amount given to the institution by the graduates.Whether other family members of the alumni read or did not read the publication had little influence on the financial contribution given to the university by the alumni. The recency of graduation did not influence the amount of contribution given to their alma mater. Age of the contributor was not a factor in the amount of support. Furthermore, the marital status of contributing alumni was not an influencing factor on amount of financial support to the university.Promoting the university to high school students was not a factor in the amount of contribution given to the institution by its alumni.The affective dimension of support had a relationship with the amount of contribution provided to the university by graduates.Occupation of alumni was an influence on the amount of contribution provided the institution by its alumni. Furthermore, the yearly family income of donating alumni influenced the amount of monetary support given to the institution.A relationship existed between the amount of financial support provided the university by donating graduates and number of family members attending or graduating from the institution. The amount of contribution given to the university and the gender of contributing alumni had a relationship.A relationship existed between: amount of contribution provided the institution by its donating alumni and informing businessmen of the advantages available at Ball State University. Furthermore, a relationship existed between the amount provided the university and discussing the university needs with Congressmen and State Legislators.The number of visitations to the campus by its donating alumni had a relationship with amount of monetary support provided the university by graduates. Finally, a relationship existed between the alumni age category and the reading time devoted to the publication.