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ERIC Number: ED523209
Record Type: Non-Journal
Publication Date: 2011-Feb
Pages: 198
Abstractor: As Provided
Reference Count: 0
ISBN: ISBN-1-4422-0942-9ISBN-978-1-4422-0942-8
Strategic Communications for School Leaders
Gunther, Vicki; McGowan, James; Donegan, Kate
Rowman & Littlefield Publishers, Inc.
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. Special features include: (1) Systems approach to communication; (2) Blend of theory and practice; (3) Reflection opportunities for students in graduate programs on leadership; and (4) Ideas leaders can actively apply and practice. A bibliography is included. The book is presented in three parts: (1) Why Communication Is Important; (2) How Best to Communicate; and (3) It All Comes Together.
Rowman & Littlefield Publishers, Inc. 15200 NBN Way, P.O. Box 191, Blue Ridge Summit, PA 17214-0191. Tel: 800-462-6420; Fax: 800-338-4550; e-mail:; Web site:
Publication Type: Books; Guides - Non-Classroom
Education Level: Elementary Secondary Education
Audience: Administrators
Language: English
Sponsor: N/A
Authoring Institution: N/A