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.
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