This study examined the relative importance that school principals attach to aspects of their role as marketing managers for their schools and their relative satisfaction with their efforts to date. The study included 60 principals from two school districts. Findings suggest that principals are aware of the importance of marketing in today's…

This exploratory study examines how schools in Beijing have responded to a Chinese national policy mandate to establish and maintain parent councils. We surveyed principals and parent council members across schools in the Beijing municipality about the establishment and functions of their schools' parent councils. Survey results provide insights…

This study followed 16 principals in an urban district who were assigned leadership coaches for 6 months. Coaches were provided to principals who were of low-performing schools or new to the position. The study was part of a descriptive evaluation to examine (1) what principals and coaches actually did and (2) what impact the coaching experience…

As the current president of National Association of Elementary School Principals (NAESP), Barbara Chester has the responsibility of representing the organization's members in their efforts as advocates for children. Principal Chester's answers to the interview questions reflect the challenges facing schools and the role that principals need to…

From returning phone calls to traversing the political landscape to building trust, American Association of School Administrators (AASA) president Mark Bielang covers a lot of territory as he describes the public relations challenges confronting today's school administrators. Having just concluded his term as AASA president, Mr. Bielang has served…

This article investigates the importance of parent and community engagement in curriculum development, along with curriculum leadership, engaging stakeholders, and the importance of curriculum. Parent and community member engagement is examined in light of curriculum committee participation as reported by Missouri superintendents. Survey responses…

This cross-national empirical study examines superintendents' professional learning and leadership in Sweden and the United States. Based on a sociocultural perspective, the study highlights the superintendents' preferences for collaborative forms of learning for enhancing their professional knowledge and for building organizational capacity.…

This study investigated principals' self-perceptions and teachers' perceptions of principals' listening skills. An instrument measuring perception of listening skills was developed on the basis of four listening factors: attending, empathy, response, and trustworthiness. Factor analysis confirmed the structure of the new listening instrument, and…

This study was designed to investigate school principals' perceptions on school public relations in five areas: community demographics, parental involvement, internal and external communications, school council issues, and community resources. Findings indicated that principals' concerns were as follows: rapid population growth, change of…

This study explored the perspectives of 350 California superintendents from various-sized school districts in relation to their ability to support student learning while addressing the numerous and complex personnel, social, and economic challenges faced by schools. Specifically, this study investigated the attitudes and opinions of district…

This research investigates the openness that teachers and principals have to change--specifically, the openness of the faculty to community pressure for change. Three dimensions of change are examined (teacher, principal, and community), as well as four aspects of organizational climate (institutional vulnerability, collegial leadership,…

This article explores how principals and teachers view their organizational communication processes, in successful and less successful schools. By dividing the organizational communication process into three dimensions--information, affirmation, and interpretation--different actions and expressions are visualized. To meet organizational needs, all…

Schools face major challenges today that have been created by reform initiatives and expectations from Florida and federal legislation. This article focuses on the impact of accountability mandates on student achievement through the responses of central Florida school administrators at the elementary, middle, and high school levels. They were…

The massive sex scandal that rocked the Roman Catholic Church raises a question as to whether Catholic identity remains an asset that the nation's 8,000 Catholic schools should continue to promote. This case study found that continuing to promote Catholic identity has had no adverse effect on recruitment and enrollment at four Omaha, Nebraska,…

In many reports, scholars describe parent involvement in schools by focusing on the influence parents have on their children's learning or on the educators' perspective of parent involvement (e.g., Norton, 2003). This article looks at the issue through a different lens. It focuses on the nature of parents and community engagement in schools that…