‘Schneider and Hollenczer fully understand the principal′s critical role as a community relations expert. Establishing good communication is hard work and does not happen automatically-Schneider and Hollenczer get it! This book must get to every university preparation program in the country.’
-Theodore Creighton, Executive Director
National Council of Professors of Educational Administration
‘This is a timely and informative book that offers knowledge and skills necessary to navigate the turbulent waters of school administration in the 21st century. It′s a must-read for those who would be effective school leaders focused on continued school improvement.’
-Walter H. Warfield, Executive Director
Illinois Association of School Administrators
Develop successful communication strategies that yield real-world results!
Today′s school principals are expected to be instructional leaders. They know the importance of working closely with teachers, parents, and community members as partners in transparent organizational settings where communication is rapid, on-demand, and two-way. This indispensable text shows practicing and aspiring principals how to manage that communication so that everything else they do has a chance to work as planned.
This resource helps readers to:
- Discover a variety of successful communication frameworks
- Contend with greater outside access to school data
- Implement dynamic communication that reaches all school stakeholders
This must-have resource is part of the Leadership for Learning initiative of the American Association of School Administrators (AASA).
Cuprins
List of Tables and Figures
Series Foreword
Series Introduction
Preface
About the Authors
Part I: Understanding Stakeholders and Publics
1. Who Are the Stakeholders and Publics in Your School?
2. Engaging Stakeholders in Meaningful Communications
3. Four Approaches to Communication Management
4. Strengthening School-Family-Community Partnerships
Part II: The Strategic Management of Communication
5. Applying Communication Management in Different Settings
6. Communicating Under Pressure
7. Thinking Strategically About Communication
8. Using Technology in Communication
9. Implementing Effective Communication Practices
10. Answering the Call to Leadership
References
Index
Despre autor
Lara L. Hollenczer, the mother of two public school youngsters, is heavily involved in local educational issues as a parent, community activist, and local business owner. Professionally, she made her mark by helping law firms harness the capacity of the Internet for “branding” their firms, conducting market research, and developing new clients. After stints at several large Washington, D.C., law firms, she joined a fast-growing Annapolis, Maryland, advertising and public relations agency where her clients included local and state teacher associations. After several years at the agency, she expanded her business to assist clients with research, market development, and media planning. She is accredited in public relations with the Public Relations Society of America and is a Professional Certified Marketer with the American Marketing Association. Her master’s degree is in communication management from Syracuse University.
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