The Principal's Guide to Managing Communication

by E. Joseph Schneider

• ISBN13: 9781412914635
• ISBN10: 1412914639
• Format: Paperback
• Copyright: 2006-01-06
• Publisher: Corwin Pr

Summary

"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).

Table of Contents

List of Tables and Figures	x
Series Foreword	xi
Willis D. Hawley
Series Introduction	xiii
Willis D. Hawley
Preface	xv
Acknowledgments	xix
Organization of the Book	xvii
About the Authors	xxiii
PART I: UNDERSTANDING STAKEHOLDERS AND PUBLICS	1	(70)
Principals' Roles Have Changed	2	(69)
1. Who Are the Stakeholders and Publics in Your School?	3	(16)
It Takes Two to Communicate	4	(1)
Stakeholders Are People With Links to the Schools	5	(8)
Identifying "Publics" Among Stakeholders	13	(4)
Summary	17	(2)
2. Engaging Stakeholders in Meaningful Communications	19	(12)
Using the Theory to Make Sense of Communication Management	22	(3)
Sorting Out Likely Communication Behavior of Publics	25	(4)
Summary	29	(2)
3. Four Approaches to Communication Management	31	(24)
Learning the Four Basic Communication Models	32	(8)
Different Kinds of Companies, Different Communication Models	40	(3)
Today's Situation Requires a Different Communication Model	43	(2)
When a Principal Has to Placate Two Critical Publics	45	(5)
How the Central Office Views the Principal	50	(1)
Communication Skills Empower the Principal	51	(1)
Summary	52	(3)
4. Strengthening School-Family-Community Partnerships	55	(18)
Understanding the Theory for Elementary Schools	56	(5)
Connecting Partnerships and Publics	61	(3)
Focusing on Middle and Secondary Schools	64	(1)
Creating Partnerships Is a Lot of Work	65	(4)
Summary	69	(2)
PART II: THE STRATEGIC MANAGEMENT OF COMMUNICATION	71	(90)
5. Applying Communication Management in Different Settings	73	(14)
Communication Management Requires Good Planning and Execution	74	(7)
Putting It All Together: Using the Tools to Move "Aware" Parents to "Active" Parents	81	(4)
Summary	85	(2)
6. Communicating Under Pressure	87	(18)
IDEA Legislation Creates Active Public	88	(3)
The Federal Government Provides Funds and Mandates	91	(3)
Ambushing the NCLB Active Public	94	(2)
A Crisis May Never Occur, but What if it Does?	96	(4)
Technology and a Crisis	100	(1)
Generalizations About Active Publics	101	(1)
Summary	102	(3)
7. Thinking Strategically About Communication	105	(16)
Principals Can Use Any of Several Communication Models	106	(1)
Leaders Cover for One Another	107	(2)
Principals Act as Boundary Spanners	109	(2)
Principals Should Be Consultants to the Superintendent	111	(1)
Being a Boundary Spanner Can Have a Downside	112	(1)
Principals Need to Read and Understand Data	113	(3)
Principals Need to Be on Guard	116	(3)
Summary	119	(2)
8. Using Technology in Communication	121	(20)
Building a School Web Site	122	(10)
Making Effective Use of E-Mail	132	(3)
Technology Issues Principals Should Be Aware Of	135	(1)
Using Cell Phones and More Telephones	135	(3)
Keeping Up With Technology	138	(1)
Summary	139	(2)
9. Implementing Effective Communication Practices	141	(14)
Principals Need a Communications Team	145	(1)
Principals Need to Be Communicating Constantly	146	(2)
School Newsletter Articles Need to Be Short	148	(1)
Sending Messages Home Should Be Routine	149	(2)
Principals Increasingly Are Marketing Their Schools	151	(1)
Good News Will Attract the Media	152	(2)
Summary	154	(1)
10. Answering the Call to Leadership	155	(6)
Policy Board Develops Administrator Standards	156	(3)
With Standards Comes Excellence	159	(2)
References	161	(4)
Index	165