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Strategic Communications for School Leaders
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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

About 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.

Reviews

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 enage in powerful conversation, inquiry and reflection. Essentials for embracing relational trust that leads to continuous improvement and school transformation.... -- Richard Streedain, professor of leadership studies, National Louis University
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. -- Sylvia Soholt, Sylvia Soholt Strategic Communications
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. -- Ted Purinton, National-Louis University
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. -- Paul Johnson, Bowling Green State University
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. -- Fred Brill, superintendent, Lafayette School District, Lafayetta, California
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. -- Richard Streedain, co-director, National Louis University/KIPP Education Leadership Program
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. -- Tracy Kremer, communication, New Teacher Center

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