Why School Communication Matters is an easy-to-use reference for the communication dilemmas that superintendents, principals, and other school leaders face today as they lead faculty and staff, parents and students, neighbors and community leaders. This newly revised edition incorporates the monumental technological changes, including social media that are reframing the way we think and work. The book deals with real life challenges and offers practicable solutions. *Demonstrates how school leaders can design effective two-way communication strategies with their own communities-because one size no longer fits all. *Draws from some of the best research in school communication and business leadership. *Offers a framework of ideas on which school leaders can hang their strategic plans. *Examines real challenges-from battles with angry parents to the effective use of data to the management of a major crisis-and links these challenges to larger leadership issues. *Includes up to the minute information and fresh statistics on today's social media and community outreach. *Is a boots-on-the-ground field guide of proven strategies to meet the needs of practitioners who work on the front lines *Is a reference book for both new and seasoned school leaders *Is a textbook for those aspiring to school leadership positions
Acknowledgments Introduction: A Matter of Urgency Part I: The Relationships Chapter 1. Start with a Win Staying Ahead in a Changing World Chapter 2. Build Trust Demonstrating Respect, Competence, and Integrity Chapter 3. Win by Persuasion Using Communication to Gain Friends and Influence People Chapter 4. Embrace the Change New Expectations From Digital Natives Chapter 5. Engage the Community Breaking Gridlock Part II: The Framework Chapter 6. Design Your Plan Engaging Stakeholders to Drive Achievement Chapter 7. Harness Your Secret Weapon Communicating Effectively with Colleagues and Employees Chapter 8. Nail Your Successes Being Accountable in a Data-Driven World Chapter 9. Get in the Ring Claiming Our Political Heritage Chapter 10. Mind Your Reputation Marketing Your School's (or District's) Greatness Part III: The Special Interests Chapter 11. Invest in the Media Protecting Your Assets Chapter 12. Lead the Change Modeling a Compelling Message on Diversity Chapter 13. Face Those Angry Parents Turning a Complaint into a Gift Chapter 14. Dazzle the 80 Percent Reaching Out to the Larger Community Part IV: The Crisis Chapter 15. Think Smart under Fire Mastering Basic Crisis Communications Chapter 16. A Case Study in Crisis Communications Revisiting our Assumptions Part V: The Toolbox Chapter 17. Overhaul Your Communication Content Honing Your Message Chapter 18. Read Your School (or District) Newsletter Understanding Why Parents Don't Chapter 19. Manage Your School (or District) Website Linking Information and Conversation Chapter 20. Get a Grip on Social Media Adding Your Voice to Web Conversation Chapter 21. Write with Purpose Harnessing the Punch of the Written Word Chapter 22. Upgrade Back-to-School Night Curing What Ails This Annual Event Conclusion. Sustainability: The Challenge of the Long-Distance Runner For Reflection 10 Books You Need References About the Authors
