Principal’s guide to managing communication

Most districts and schools cling to the “public information model” in which communication is basically one-way, from the school to the public, with little regard for how it is received. In a transparent school environment in which leadership is diffused and information widely available, a better communication model is one in which the school and its stakeholders are both engaged in a give-and-take exchange.
I’m citing “The Principal’s Guide to Managing Communication” by E. Joseph Schneider and Lara L. Hollenczer (Corwin Press).
Their book discusses why the give-and-take model is recommended and how principals can use it. Schneider and Hollenczer say the primary thing they want school leaders to gain from this book is the ability to manage the communication between themselves and their key stakeholders so they can achieve their major objectives for their schools.
Part of a principal’s communication strategy involves identifying people by name within the Silent Majority (the majority of the school’s stakeholders, who remain for the most part silent when it comes to communication) and then working the communication model to move them gently over to the Partnership category (community members involved in civic, counseling, cultural, health, recreation, and other agencies and organizations and businesses that strengthen the school’s programs or family practices and foster student learning and development).

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