Full Description
Times of great change in school districts require strategic communication with internal and external stakeholders including the use of school public relations tools and techniques. Strategic Communication During Whole System Change provides theoretical and practical advice and guidance to district-based change leaders and school public relations specialists on how they can support their district's transformation journey by engaging in strategic communication. The book also provides guidance on how to make simultaneous fundamental changes in three key sets (or change paths) of organizational variables that affect a school system's overall performance: Path 1-a district's relationship with stakeholders in the external environment; Path 2- a district's core and supporting work processes; and Path 3- a district's internal social infrastructure. A collection of essays written by school public relations practitioners and other change leaders who share their views is also included.
Contents
Part 1 Section 1: Navigating Whole-System Change in School Districts: What Change Leaders and School PR Specialists Need to Know to Support the Journey Chapter 2 Strategic Communication Chapter 3 Why Whole-System Change is Needed: The Topography of Whole-System Change and A Compass to Navigate It Chapter 4 A Change Leader's Guide to Shaping a School District's Future Chapter 5 How To Transform An Entire School District: A Change Navigation Protocol for School Systems Part 6 Section 2: How Strategic Communication and School Public Relations Can Support Whole-System Change in School Districts Chapter 7 Public Relations in Times of Great Change: A Systems Perspective Chapter 8 Establishing Relationships and Building Trust to Facilitate School District Improvement Chapter 9 Creating School District Renewal Through a Shared Vision Chapter 10 Changing Minds and Hearts: A Challenge for Strategic Communication Chapter 11 Power, Politics and Ethics: Dynamic Leadership for Systemic Change in School Districts Part 12 Section 3: Voices from the Field Chapter 13 Essay 1: Communicating with Key Stakeholders to Enable Strategic Change Chapter 14 Essay 2: Finding and Engaging the "Influentials": Effective School Public Relations During Times of Great Change Chapter 15 Essay 3: The Role of a School Board in Communicating Change in Front of and Behind the Camera Chapter 16 Essay 4: The Role of School Public Relations: Bringing Order Out of Chaos Chapter 17 Essay 5: Community Involvement in Decatur's Journey Toward Excellence Chapter 18 Epilogue: Communicating in Times of Great Change
