Full Description
The demand for effective communication and marketing at the campus level has never been more urgent and yet most administrators come into the role with little public relations expertise or background. Schools must navigate incredibly complex societal issues while they compete for students, engage families, and inspire staff and community members to give their best efforts and support.
The Communicating Principal: Practical Strategies for School Leadersprovides real-world stories, best-practice guidelines, and practical communication checklists designed to help school leaders better understand their community and bring them in to co-create a vision for positive transformation. From social media and websites to crisis and internal messaging, this book shares systems and supports that make communicating easier and more effective. Every topic is covered from the lens of a principal—what you need, how it can be done quickly and inexpensively, and how to measure success so that it can be shared and replicated. Not every school or district can afford a communication professional; The Communicating Principal is the next best thing.
Contents
Foreword
Acknowledgments
Introduction
Chapter 1. The Case for Effective Communication: The Communication Principle
Section I. Research
Chapter 2. Research as a Foundation
Chapter 3. Qualitative Research
Section II. Planning
Chapter 4. Understanding Your Audiences
Chapter 5. Planning Your Work
Chapter 6. Messaging
Section III. Implementation
Chapter 7. Communication Channels
Chapter 8. Social Media
Chapter 9. Supportive Systems
Chapter 10. Crisis Communication
Chapter 11. Working with the Media
Chapter 12. Internal Communication
Chapter 13. Culture Building
Chapter 14. Customer Service
Section IV. Evaluating
Chapter 15. Measuring Your Work
Chapter 16. Data Collection
Chapter 17. Analytics
Section V. In Closing
Chapter 18. Leading
Appendix A
Appendix B
Glossary
Additional Resources
About the Authors
