The effective use of microcomputers for information management as perceived by school public relations specialists and public school superintendents

Abstract

The purpose of this study was to assess and compare the perceptions of school public relations specialists and selected public school superintendents concerning die effective use of micro-computers for the management of information by public relations specialists. A questionnaire was developed based on a previous study identifying high priority microcomputer tasks for school public relations specialists. The study sample consisted of 136 school public relations specialists and 136 superintendents of school public relations specialists. The sample was randomly chosen from members of die National School Public Relations Association membership. Using 2 Likert-type scales, respondents were asked to rate statements concerning respondents perceptions of the actual and ideal microcomputer tasks by school public relations specialists. Usable returns were received from 76% of the school public relations specialists and 83% of the superintendents for an overall return rate of 80%. Testing and analysis revealed several statistical differences among the respondents. Important conclusions derived from analysis of the data included that school public relations is a female dominated field while the superintendency is a male dominated field, and specialists and superintendents are in agreement as to the ideal uses of the microcomputer, but in strong disagreement as to the actual uses of the microcomputer. Years of experience, level of education, and size of school district made little difference in the perceptions of either group. The researcher recommended that individuals and organizations work to close the gap between actual and ideal uses of the microcomputer, and that professional organizations and university preparation programs address the need for increased emphasis of administrator preparation for school public relations specialists. Implications for future study include that a similar study be made concerning the perceptions of building level administrators, and that the study be replicated in three years due to the rapid changes ocurring in computer technology.