Abstract

With the dawn of the Information Age, schools, along with other organizations, must take note of the varied
ways individuals and groups in society are communicating. Today, with the many forms of communication, most
information is made public in real time. In a qualitative national study in the United States, respondents
identified positive and negative aspects stemming from comments in virtual communities that impact school
district public relations. School superintendents indicated a clear need for schools to become cognizant of and
involved in virtual communities. While acknowledging the need and some supportive ideas, the respondents
identified the barriers to involvement as time and personnel. The authors have proposed a systematic process, as
a result of study data that will allow school leaders to take a proactive approach to public relations in virtual
communities.

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