School image helps map a schools positive and negative aspects. By assessing the current school image, strategies to attain the desired image can be planned.
School Image
The reputation of a school is determined by the perceptions and observations of the major stakeholders – the students, staff, parents and the community at large. In today’s competitive world, parents are more and more selective in the choice of schools for their children So it becomes imperative that a school develop a positive image if it plans to remain in business. A positive school image is influenced by the effectiveness of the teaching learning environment in the school. Positive school image would encompass both “goodness”and effectiveness (Glickman, 1987). A ‘good’school reflects smiles, care, and concern. Extensive research have helped identify effective school correlates as:
- Effective instructional leadership (Palmer, 1996;Hallinger and Heck, 1996;Joshua Mar Ignathios, 1999; Alphonse Maria Arulraj,2002)
- Clear objectives
- Faculty trust (Fitch, 1988; Depasquale, 1996)
- Level of achievement by students (Erickson, 1988)
- Active parental involvement
- Infrastructure of the school
- Staff student relationship (Goodlad, 1984)
- Profile of students -both past and current (Prabha, 2005)
What then is School Image
School image can be defined as the perception about the institution, principal, teachers and students, both current and past, their performance in school and life, by the major stakeholders of education. Therefore the school image is not a fixed entity.
Reniham and Reniham (1988) have defined school image as “the sum of subjective opinions about the quality of the learning and social environment”.
The review of literature presents school image as a complete picture of a school. The main contributions for school image are leadership style, performance of staff, positive climate, and communication pattern between the various customers of the school. Besides this, the school’s vision, infrastructure facilities, linkage with community, meeting the requirements of the society in which the school functions, and public relations including interaction with the media are vital parameters which help build a school’s image.
Need for information on School Image
How high a school ranks in the esteem of its consumers is a reflection of school image. Obviously a school cannot exist in a vacuum. A positive school image would lead to increase in enrolment and a healthier school culture. In attempting to improve a school’s image, an assessment must first be made of its current position, as the school’s future depends on it.
To assess school image a questionnaire was developed by Prabha (2005) which helped map the strengths and weaknesses of a school from the perceptions of staff, students and the public. These different consumers have different expectations of the school. Using the questionnaire, the current image can be found. Differences between the current image and the desired image can then be discussed by the consumers. The negative factors can be identified and a SWOT analysis done to help create a positive image.
Selected References
Alphonse Maria Arulraj, K. 2002. Leadership Behaviour, Management Behaviour and Quality in Education in Selected Schools in Tamil Nadu. Doctoral thesis submitted to University of Madras.
Goodlad, J.I. 1984. A place called school: Prospects for the future. New York: McGraw Hill.
Glickman, C.D. 1987. Good and/or effective schools:What do we want? Phi Delta Kappa, 68,622-624
Hallinger,P. and Heck, R.H. 1996. The Principal's Role. Educational Administration Quarterly. Vol. 32. No. 1.
Joshua Mar Ignathios, . 1999. Effect of Leadership Style and Organisational Health on School Effectiveness. Doctoral thesis submitted to University of Madras.
Palmer,R.E. 1996. The relationship between Principal's Leadership Style and Faculty Perception of Principal's Effectiveness. ProQuest-Dissertation Abstracts. AAC 9601431
Prabha, S. 2005. Leadership Styles, Total Quality Management and School Image. Doctoral thesis submitted to University of Madras.
Reniham,F.I.. and Reniham ,P.J. 1988. Institutional Image: The concept and implications for administrative action. NASSP Bulletin, 73(515), 81-90.
