Why School Communication Matters

Strategies From PR Professionals, Second Edition

Kitty Porterfield and Meg Carnes

Why School Communication Matters is an easy-to-use reference for the communication dilemmas that superintendents, principals, and other school leaders face today as they lead faculty and staff, parents and students, neighbors and community leaders. This newly revised edition incorporates the monumental technological changes, including social media that are reframing the way we think and work. The book deals with real life challenges and offers practicable solutions.

Demonstrates how school leaders can design effective two-way communication strategies with their own communities—because one size no longer fits all.
Draws from some of the best research in school communication and business leadership.
Offers a framework of ideas on which school leaders can hang their strategic plans.
Examines real challenges—from battles with angry parents to the effective use of data to the management of a major crisis—and links these challenges to larger leadership issues.
Includes up to the minute information and fresh statistics on today’s social media and community outreach.
Is a boots-on-the-ground field guide of proven strategies to meet the needs of practitioners who work on the front lines
Is a reference book for both new and seasoned school leaders
Is a textbook for those aspiring to school leadership positions

Rowman & Littlefield Publishers / AASA Post Copub

Pages: 284 • Trim: 6½ x 9¼

978-1-4758-0912-1 • Hardback • July 2014 • $107.00 • (£82.00)

978-1-4758-0913-8 • Paperback • July 2014 • $51.00 • (£39.00)

978-1-4758-0914-5 • eBook • July 2014 • $48.50 • (£37.00)

Subjects: Education / Administration / General, Education / Aims & Objectives, Education / Decision-Making & Problem Solving, Education / Parent Participation

Why School Communication Matters

Strategies From PR Professionals, Second Edition

Hardback

Paperback

eBook

Summary

Why School Communication Matters is an easy-to-use reference for the communication dilemmas that superintendents, principals, and other school leaders face today as they lead faculty and staff, parents and students, neighbors and community leaders. This newly revised edition incorporates the monumental technological changes, including social media that are reframing the way we think and work. The book deals with real life challenges and offers practicable solutions.

Details

Rowman & Littlefield Publishers / AASA Post Copub

Pages: 284 • Trim: 6½ x 9¼

978-1-4758-0912-1 • Hardback • July 2014 • $107.00 • (£82.00)

978-1-4758-0913-8 • Paperback • July 2014 • $51.00 • (£39.00)

978-1-4758-0914-5 • eBook • July 2014 • $48.50 • (£37.00)

Subjects: Education / Administration / General, Education / Aims & Objectives, Education / Decision-Making & Problem Solving, Education / Parent Participation

Author

Kitty Porterfield is a partner in the firm of Porterfield & Carnes Communications. She directed public relations and communications efforts in public school districts in Northern Virginia for nearly thirty years, most recently in Fairfax County Public Schools, where she led the communications efforts during 9/11 and the sniper incident in the Washington metropolitan area. Her work has received recognition from the U.S. Departments of Education and Homeland Security and the National School Public Relations Association. She and Meg Carnes have also co-authored Why Social Media Matters: School Communication in the Digital Age.She lives in Northern Virginia and can be reached at kitty@porterfieldandcarnes.com.

Meg Carnes is a partner in the firm of Porterfield & Carnes Communications. She was an award winning English and journalism teacher and worked as a communication specialist for Fairfax County (Va.) Public Schools when the school division was awarded the Gold Medallion for communication excellence from the National School Public Relations Association (NSPRA). She is nationally accredited in public relations by the Public Relations Society of America (PRSA). She lives in Washington, D.C. and can be reached at meg@porterfieldandcarnes.com.

Table of Contents

Acknowledgments
Introduction: A Matter of Urgency
Part I: The Relationships
Chapter 1. Start with a Win
Staying Ahead in a Changing World
Chapter 2. Build Trust
Demonstrating Respect, Competence, and Integrity
Chapter 3. Win by Persuasion
Using Communication to Gain Friends and Influence People
Chapter 4. Embrace the Change
New Expectations From Digital Natives
Chapter 5. Engage the Community
Breaking Gridlock

Part II: The Framework
Chapter 6. Design Your Plan
Engaging Stakeholders to Drive Achievement
Chapter 7. Harness Your Secret Weapon
Communicating Effectively with Colleagues and Employees
Chapter 8. Nail Your Successes
Being Accountable in a Data-Driven World
Chapter 9. Get in the Ring
Claiming Our Political Heritage
Chapter 10. Mind Your Reputation
Marketing Your School’s (or District’s) Greatness

Part III: The Special Interests
Chapter 11. Invest in the Media
Protecting Your Assets
Chapter 12. Lead the Change
Modeling a Compelling Message on Diversity
Chapter 13. Face Those Angry Parents
Turning a Complaint into a Gift
Chapter 14. Dazzle the 80 Percent
Reaching Out to the Larger Community

Part IV: The Crisis
Chapter 15. Think Smart under Fire
Mastering Basic Crisis Communications
Chapter 16. A Case Study in Crisis Communications
Revisiting our Assumptions

Part V: The Toolbox
Chapter 17. Overhaul Your Communication Content
Honing Your Message
Chapter 18. Read Your School (or District) Newsletter
Understanding Why Parents Don’t
Chapter 19. Manage Your School (or District) Website
Linking Information and Conversation
Chapter 20. Get a Grip on Social Media
Adding Your Voice to Web Conversation
Chapter 21. Write with Purpose
Harnessing the Punch of the Written Word
Chapter 22. Upgrade Back-to-School Night
Curing What Ails This Annual Event

Conclusion. Sustainability: The Challenge of the Long-Distance Runner
For Reflection
10 Books You Need
References
About the Authors