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The Principal's Guide to Managing Communication

By: E. Joseph Schneider, Lara L. Hollenczer

Develop successful communication strategies that yield real-world results!

Today's school principals are expected to be instructional leaders. They know the importance of working closely with teachers, parents, and community members as partners in transparent organizational settings where communication is rapid, on-demand, and two-way. Part of the Leadership for Learning series which addresses the American Association of School Administrators' (AASA) imperative to improve the skills and knowledge of current and prospective school leaders, this resource shows practicing and aspiring principals how to successfully manage communication by:

Showcasing successful communication frameworks
Managing wider access to school data
Implementing fluid yet dynamic communication

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Product Details

Grade Level: PreK-12
ISBN: 9781412914635
Published By: Corwin
Series: Leadership for Learning Series
Year: 2006
Page Count: 200
Publication date: March 27, 2014

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Description

"Schneider and Hollenczer fully understand the principal's critical role as a community relations expert. Establishing good communication is hard work and does not happen automatically-Schneider and Hollenczer get it! This book must get to every university preparation program in the country."
-Theodore Creighton, Executive Director
National Council of Professors of Educational Administration

"This is a timely and informative book that offers knowledge and skills necessary to navigate the turbulent waters of school administration in the 21st century. It's a must-read for those who would be effective school leaders focused on continued school improvement."
-Walter H. Warfield, Executive Director
Illinois Association of School Administrators

Develop successful communication strategies that yield real-world results!

Today's school principals are expected to be instructional leaders. They know the importance of working closely with teachers, parents, and community members as partners in transparent organizational settings where communication is rapid, on-demand, and two-way. This indispensable text shows practicing and aspiring principals how to manage that communication so that everything else they do has a chance to work as planned.

This resource helps readers to:

Discover a variety of successful communication frameworks
Contend with greater outside access to school data
Implement dynamic communication that reaches all school stakeholders

This must-have resource is part of the Leadership for Learning initiative of the American Association of School Administrators (AASA).

Author(s)

E. Joseph Schneider

E. Joseph Schneider has been in education for more than 30 years as an association executive, research manager, and communication director. He is Managing Partner of Leadership Development Resources, an educational consulting company based in Arlington, Virginia. Concurrently, he also serves as executive secretary of the National Policy Board for Educational Administration, a coalition of ten national education associations concerned about educational leadership. Previously, he was the deputy executive director of the American Association of School Administrators (AASA), the national membership association of school superintendents. Prior to that, he was the deputy executive director of the Southwest Regional Educational Laboratory, Los Alamitos, California. He also has 15 years of experience as the CEO of a Washington, D.C., education association whose members are university-based research centers and nonprofit educational research and development agencies. His mas-ter’s degree in journalism is from the University of Oregon. He is a member of the National School Public Relations Association. He is coauthor of The Unauthorized Communication Handbook (1991) and Exploding the Myths: Another Round in the Education Debate (with Paul D. Houston) (1993). He has also written more than 100 education-related journal, magazine, and newsletter articles. His latest book, coauthored with Ronald G. Corwin, is The School Choice Hoax: Fixing America’s Schools (2005).

Lara L. Hollenczer

Lara L. Hollenczer, the mother of two public school youngsters, is heavily involved in local educational issues as a parent, community activist, and local business owner. Professionally, she made her mark by helping law firms harness the capacity of the Internet for “branding” their firms, conducting market research, and developing new clients. After stints at several large Washington, D.C., law firms, she joined a fast-growing Annapolis, Maryland, advertising and public relations agency where her clients included local and state teacher associations. After several years at the agency, she expanded her business to assist clients with research, market development, and media planning. She is accredited in public relations with the Public Relations Society of America and is a Professional Certified Marketer with the American Marketing Association. Her master’s degree is in communication management from Syracuse University.

Table of Contents

List of Tables and Figures

Series Foreword

Series Introduction

Preface

About the Authors

Part I: Understanding Stakeholders and Publics

1. Who Are the Stakeholders and Publics in Your School?

2. Engaging Stakeholders in Meaningful Communications

3. Four Approaches to Communication Management

4. Strengthening School-Family-Community Partnerships

Part II: The Strategic Management of Communication

5. Applying Communication Management in Different Settings

6. Communicating Under Pressure

7. Thinking Strategically About Communication

8. Using Technology in Communication

9. Implementing Effective Communication Practices

10. Answering the Call to Leadership

References

Index

Reviews

"I like this book. Joe Schneider and Lara Hollenczer recognize that communication is the essential skill for school leaders, and that in a public enterprise, communication is as much about listening and responding as it is about initiating and persuading. Practical school examples make this book useful for new and seasoned administrators alike."

Stinson Stroup, Executive Director
Pennsylvania Association of School Administrators

"The Principal’s Guide to Managing Communication is a timely and informative book that offers knowledge and skills necessary to navigate the turbulent waters of school administration in the 21st century. It’s a must read for those who would be effective school leaders focused on continued school improvement."

Walter H. Warfield, Executive Director
Illinois Association of School Administrators

"Schneider and Hollenczer fully understand the principal's critical role as a community relations expert. Their strategies weave through the entire community fabric and focus on much more than merely manipulation information. Establishing good communication is hard work and does not happen automatically - Schneider and Hollenczer get it! This book must get to every university preparation program in the country."

Theodore Creighton, Executive Director
National Council of Professors of Educational Administration

Other Titles in: Communication | Principalship

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Review Copies

This book is not available as a review copy.