Gunther, McGowan and Donegan draw on their own experiences and
those of others in the field, to explain the importance of
communication in school leadership. In focusing on the
communication process why it's critical for schools, and how it can
be executed well they make the case that communication must be a
primary emphasis for leaders, not an afterthought. In Strategic
Communications for School Leaders, the authors 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. Topics addressed in the book
include the following: understanding the audiences and their
information channels; aligning the school leaders' messages with
their educational goals and values; telling stories and using
illustrative examples; delivering honest and credible messages
(including admitting mistakes); using technology intelligently and
appropriately; and creating and adhering to a communications plan.
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