Schneider and Hollenczer approach the topic of managing communications from a strategic perspective. Moving from a one-way, top-down approach to communication, the authors show how headteachers can manage communications much more strategically by using a fluid communication strategy that involves all of the school's stakeholders - teachers, support staff, students, parents, central office administrators and community members.

Schools are much more transparent institutions today because of access to data, and headteachers need a more open communication style as a result. Strong communication management skills between principals and the school's stakeholders can lead to more success in achieving the objectives for their schools. This book explains how different communication frameworks can be used in different situations and also covers school-family-communication partnerships, technology and communication, and communication tools.

List of Tables and Figures
Series Foreword
Series Introduction
Preface
About the Authors
Part I: Understanding Stakeholders and Publics
1. Who Are the Stakeholders and Publics in Your School?
2. Engaging Stakeholders in Meaningful Communications
3. Four Approaches to Communication Management
4. Strengthening School-Family-Community Partnerships
Part II: The Strategic Management of Communication
5. Applying Communication Management in Different Settings
6. Communicating Under Pressure
7. Thinking Strategically About Communication
8. Using Technology in Communication
9. Implementing Effective Communication Practices
10. Answering the Call to Leadership
References
Index

E. Joseph Schneider has been in education for more than 30 years as an association executive, research manager, and communication director. He is Managing Partner of Leadership Develop­ment Resources, an educational consulting com­pany based in Arlington, Virginia. Concurrently, he also serves as executive secretary of the National Policy Board for Educational Administration, a coalition of ten national education associations concerned about educational leadership. Previously, he was the deputy executive director of the American Association of School Administrators (AASA), the national membership association of school superintendents. Prior to that, he was the deputy executive director of the Southwest Regional Educational Laboratory, Los Alamitos, California. He also has 15 years of experience as the CEO of a Washington, D.C., education asso­ciation whose members are university-based research centers and nonprofit educational research and development agencies. His mas-ter's degree in journalism is from the University of Oregon. He is a member of the National School Public Relations Association. He is coauthor of The Unauthorized Communication Handbook (1991) and Exploding the Myths: Another Round in the Education Debate (with Paul D. Houston) (1993). He has also written more than 100 education-related journal, magazine, and newsletter articles. His latest book, coauthored with Ronald G. Corwin, is The School Choice Hoax: Fixing America's Schools (2005).