Why School Communication Matters: Strategies From PR Professionals » (New Edition)

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.

New generations of parents expect better and faster connections with schools. Podcasts, instant messaging, chat rooms, and blogs have left school newsletters and brochures in the dust. More and more, leader survival depends on anticipating stakeholder demands.

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

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