Strategic Communications for School Leaders

Gunther, McGowan and Donegan draw on their own experiences to explain the importance of communication in school leadership. In Strategic Communications for School Leaders to 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.

Vicki Gunther is assistant professor at National-Louis University and former superintendent and principal at School District 731/2, Skokie, Illinois. James McGowan, communications consultant, is a former board president at School District 731/2, Skokie, Illinois. Kate Donegan is superintendent of School District 731/2, Skokie, Illinois.

Foreword	p. vii
Preface	p. ix
Acknowledgments	p. xi
Introduction	p. xiii
Why Communication Is Important
The Public Has a Right to Know	p. 3
School Districts Need to Engender Trust	p. 13
School Districts Need to Advocate for Themselves	p. 25
How Best to Communicate
Know Who's Listening and How to Reach Them	p. 37
Align Communications with District Goals and Values	p. 51
Show, Don't Tell	p. 69
Cultivate Credibility	p. 77
Take Advantage of Technology	p. 85
Develop a Strategic Communications Plan	p. 97
It All Comes Together
What Happens When Your Communications Are Working	p. 111
Communication Examples from District 731/2 Education Fund Referendum in 2004	p. 117
Examples of Differentiating Communications	p. 129
Crafting the Vision	p. 139
Teacher-Family Communications	p. 149
Communications Audit	p. 153
Notes	p. 157
Bibliography	p. 167
Index	p. 173
About the Authors	p. 179
Table of Contents provided by Ingram. All Rights Reserved.

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Strategic Communications for School Leaders

Summary

Author Biography

Table of Contents

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