Book excerpt: Much has changed since the publication of the highly successful Second Edition. In addition to updated coverage of hot-button issues such as funding, charter schools, high-stakes testing, teacher accountability, and multiculturalism, the Third Edition includes a new chapter on social networking, which shows you how to take maximum advantage of Facebook, Twitter, RSS feeds, and more. By showcasing a large selection of real-life examples, this book also demonstrates how to prepare a successful school-community relations plan, read the pulse of your community, communicate effectively, and plan for and deal with crisis situations. Contents include: Paying Attention to Public Opinion Establishing Everybody's Role Opening Up to Your Internal Publics Embracing Your External Publics Saying What You Mean: Meaning What You Say Evaluating Effectiveness and Building Confidence - The Future