Why School Communication Matters Strategies

Need to re-energize your faculty? Looking at announcing poor test scores to the community? Facing an angry parent contingent? Why School Communication Matters offers tips and strategies for handling these and other difficult situations. This book is an easy-to-use reference for the communication dilemmas that today's superintendents and principals face by looking at real-life challenges and reframing issues in ways that suggest new and effective solutions.

Kitty Porterfield and Meg Carnes are communications professionals and authors. Together, they are principals in the firm of Porterfield & Carnes Communications, Inc.

Acknowledgments	p. ix
Foreword	p. xi
Introduction: A Matter of Urgency	p. 1
The Relationships
Start with a Win: Staying Ahead in a Changing World	p. 13
Build Trust: Demonstrating Respect, Competence, and Integrity	p. 25
Win by Persuasion: Using Communication to Gain Friends and Influence People	p. 34
Listen to the New Generations: Reaching Out to Those Who Expect to Connect	p. 41
Engage the Community: Breaking Gridlock	p. 48
The Framework
Design Your Offense: Engaging Stakeholders to Drive Achievement	p. 59
Harness Your Secret Weapon: Communicating Effectively with Colleagues and Employees	p. 70
Nail Your Successes: Being Accountable in a Data-Driven World	p. 82
Get in the Ring: Claiming Our Political Heritage	p. 91
Mind Your Reputation: Marketing Your School's (or District's) Greatness	p. 100
The Special Interests
Invest in the Media: Protecting Your Assets	p. 113
Lead the Change: Modeling a Compelling Message on Diversity	p. 124
Face Those Angry Parents: Turning a Complaint into a Gift	p. 133
Dazzle the 80 Percent: Reaching Out to the Larger Community	p. 145
The Crisis
Think Smart under Fire: Mastering Basic Crisis Communications	p. 159
A Case Study in Crisis Communications: Revisiting Our Assumptions	p. 169
The Toolbox
Overhaul Daily Communication: Creating a Collaborative Culture	p. 181
Read Your School (or District) Newsletter: Understanding Why Parents Don't	p. 189
Manage Your School (or District) Website: Ensuring This Powerful Tool Works for You	p. 195
Get a Grip on Social Media: Playing a Role in Web Conversation	p. 204
Write with Purpose: Harnessing the Punch of the Written Word	p. 212
Upgrade Back-to-School Night: Curing What Ails This Annual Event	p. 221
Conclusion: Sustainability: The Challenge of the Long-Distance Runner	p. 228
References	p. 236
Index	p. 241
About the Authors	p. 249
Table of Contents provided by Ingram. All Rights Reserved.

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Why School Communication Matters Strategies From PR Professionals

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