Strategic Communications for School Leaders

Overview

Gunther, McGowan and Donegan draw on their own experiences and those of others in the field, to explain the importance of communication in school leadership. In focusing on the communication process—why it's critical for schools, and how it can be executed well—they make the case that communication must be a primary emphasis for leaders, not an afterthought.

In Strategic Communications for School Leaders, the authors provide the insights and skills necessary for understanding ...

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Overview

Gunther, McGowan and Donegan draw on their own experiences and those of others in the field, to explain the importance of communication in school leadership. In focusing on the communication process—why it's critical for schools, and how it can be executed well—they make the case that communication must be a primary emphasis for leaders, not an afterthought.

In Strategic Communications for School Leaders, the authors provide the insights and skills necessary for understanding the role of communication in educational leadership. They also lay the foundation for helping leaders-and those that aspire to be-create and execute communication plans that help to win the trust of an increasingly skeptical public and provide a means to advocate for schools' appropriate share of scarce resources.

Topics addressed in the book include the following: understanding the audiences and their information channels; aligning the school leaders' messages with their educational goals and values; telling stories and using illustrative examples; delivering honest and credible messages (including admitting mistakes); using technology intelligently and appropriately; and creating and adhering to a communications plan.

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Editorial Reviews

Richard Streedain
Gunther, McGowan and Donegan have hit a home run with their inspiring, informative, and instructive book. The book provides the reader with rich and strategic communications for creating school cultures that engage in powerful conversation, inquiry and reflection—essentials for embracing relational trust that leads to continuous improvement and school transformation.
Sylvia Soholt
The authors draw on their experience and stories from the trenches to explain why and how school leaders must invest in strategic school district communications—an investment that pays huge dividends in moving an education agenda forward.
Ted Purinton
Educational leaders are notoriously good at developing plans and implementing projects. They are a bit less so at communicating their intentions, listening for feedback, and traversing the tricky politics of educational landscapes. This book provides an essential roadmap for these difficult yet critical skills. The authors have done a remarkable job of showing clearly how leaders can strengthen their schools and districts through better communication.
Paul Johnson
For any school leader concerned about effective communication, Strategic Communications for School Leaders is a must. Writing in a clear, straightforward style, the authors not only address the 'how' of effective communications but, just as importantly, the 'why.' I highly recommend it for every administrator and board member. It just became required reading for my students.
Fred Brill
Strategic Communications for School Leaders effectively highlights the myriad challenges and landmines faced by educational leaders, as well as the onslaught of opportunities to be misrepresented or misunderstood. Fortunately, Gunther, McGowan and Donegan offer a clear roadmap that illuminates a pathway to the development of systems for ongoing, meaningful, two-way communication. The practice of strategic communications will result in closer alignment of community values, clearer focus on desired outcomes, strengthened partnerships, and a more efficient organization. At the end of the year, it is our students who will benefit from such respectful communications and collaborations.
Tracy Kremer
A school leader's approach to communication can make or break a school’s reputation, and its level of support and resources. This essential reference—brimming with proven tips and real-life examples—should be on your must-read list.
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Product Details

  • ISBN-13: 9781442209435
  • Publisher: Rowman & Littlefield Publishers, Inc.
  • Publication date: 3/16/2011
  • Edition description: New Edition
  • Pages: 198
  • Sales rank: 1,195,618
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.70 (d)

Meet the Author

Vicki Gunther is assistant professor at National-Louis University and former superintendent and principal of School District 73.5, Skokie, Illinois. James McGowan, communications consultant, is a former board president of School District 73.5, Skokie, Illinois. Kate Donegan is superintendent of School District 73.5, Skokie, Illinois.

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Table of Contents

Acknowledgments
Introduction

Section I. Why Communication Is Important
Chapter 1: The Public Has a Right to Know
Chapter 2: School Districts Need to Engender Trust
Chapter 3: School Districts Need to Advocate for Themselves

Section II. How Best to Communicate
Chapter 4: Know Who's Listening and How to Reach Them
Chapter 5: Align Communications with District Goals and Values
Chapter 6: Show, Don't Tell
Chapter 7: Cultivate Credibility
Chapter 8: Take Advantage of Technology
Chapter 9: Develop a Strategic Communications Plan

Section III. It All Comes Together
Chapter 10: What Happens When Your Communications Are Working

Appendix I
Appendix II
Appendix III
Appendix IV
Appendix V
Bibliography

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