ERIC Number: ED495058
Record Type: Non-Journal
Publication Date: 2006-Dec
Strategic Communication During Whole-System Change: Advice and Guidance for School District Leaders and PR Specialists. Leading Systemic School Improvement #9
Duffy, Francis M.; Chance, Patti L.
Rowman & Littlefield Education
Times of great change in school districts require strategic communication with internal and external stakeholders including the use of school public relations tools and techniques. This book provides theoretical and practical advice and guidance to district-based change leaders and school public relations specialists on how they can support their district's transformation journey by engaging in strategic communication. The book also provides guidance on how to make simultaneous fundamental changes in three key sets (or change paths) of organizational variables that affect a school system's overall performance: Path 1--a district's relationship with stakeholders in the external environment; Path 2--a district's core and supporting work processes; and Path 3--a district's internal social infrastructure. A collection of essays written by school public relations practitioners and other change leaders who share their views is also included. This book is divided into three sections: (1) Navigating Whole-System Change in School Districts: What Change Leaders and School PR Specialists Need to Know to Support the Journey; (2) How Strategic Communication and School Public Relations Can Support Whole-System Change in School Districts; and (3) Voices from the Field. Section 3, Voices from the Field, includes the following essays: (1) Communicating with Key Stakeholders to Enable Strategic Change (Marilyn Saltzman); (2) Finding and Engaging the "Influentials": Effective School Public Relations during Times of Great Change (Barbara M. Hunter); (3) The Role of a School Board in Communicating Change in Front of and behind the Camera (Anne L. Bryant); (4) The Role of School Public Relations: Bringing Order out of Chaos (Sylvia Soholt); (5) Community Involvement in Decatur's Journey toward Excellence (Sunni Lee and Charles M. Reigeluth); and (6) Epilogue: Communicating in Times of Great Change.
Descriptors: Boards of Education, School Districts, Public Relations, Educational Change, Mass Media, School Community Relationship, Communication Strategies, Organizational Communication, Elementary Secondary Education
Rowman & Littlefield Education. 15200 NBN Way, P.O. Box 191, Blue Ridge Summit, PA 17214-0191. Tel: 800-462-6420; Fax: 800-338-4550; e-mail: firstname.lastname@example.org; Web site: http://www.rowmaneducation.com
Publication Type: Books; Collected Works - General; Guides - Non-Classroom
Education Level: Elementary Secondary Education
Authoring Institution: N/A
Grant or Contract Numbers: N/A