No Child Left Behind and its communication effectiveness in diverse communities

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Daniel, Benjamin L.
Public Relations and Advertising
thesis / dissertation description
The study sought to define the communication techniques and channels 15 school superintendents from randomly selected socioeconomically diverse school districts use to communicate the major provisions of federally mandated No Child Left Behind legislation to parents and the most effective techniques to communicate NCLB to parents in those districts most likely affected by the legislation. The author employed a Delphi technique and personal interviews to gather primary data.Findings indicate that superintendents considered print media and group settings the most effective means through which to communicate NCLB provisions to target audiences. Additionally, the researcher determined that parents remain uncertain about NCLB's provisions and do not receive information from school districts regarding the law. Furthermore, parents believe that print media, Internet, radio and group settings provide the most effective means to communicate with target audiences about NCLB provisions.