R&L Education / American Association of School Administrators (AASA)
Pages: 264
•
Trim: 6⅜ x 9½
978-1-57886-832-2 • Hardback • May 2008 • $150.00 • (£115.00)
978-1-57886-833-9 • Paperback • May 2008 • $52.00 • (£40.00)
Kitty Porterfield and Meg Carnes are communications professionals and authors. Together, they are principals in the firm of Porterfield & Carnes Communications, Inc.
Part 1 Introduction. A Matter of Urgency
Part 2 The Relationships
Chapter 3 Start With a Win
Chapter 4 Build Trust
Chapter 5 Win by Persuasion
Chapter 6 Listen to the New Generations
Chapter 7 Engage the Community
Part 8 The Framework
Chapter 9 Design Your Plan
Chapter 10 Harness Your Secret Weapon
Chapter 11 Nail Your Successes
Chapter 12 Get in the Ring
Chapter 13 Mind Your Reputation
Part 14 The Special Interests
Chapter 15 Invest in the Media
Chapter 16 Lead the Change
Chapter 17 Face Those Angry Parents
Chapter 18 Dazzle the 80 Percent
Chapter 19 The Crisis
Chapter 20 Think Smart under Fire
Chapter 21 A Case Study in Crisis Communications
Part 22 The Toolbox
Chapter 23 Overhaul Daily Communication
Chapter 24 Read Your School (or District) Newsletter
Chapter 25 Manage Your School (or District) Website
Chapter 26 Get a Grip on Social Media
Chapter 27 Write with Purpose
Chapter 28 Upgrade Back-To-School Night
Part 29 Sustainability: The Challenge of the Long Distance Runner
No school administrator should be without [this book]. Surviving and thriving in today's complex school environment requires the ability to communicate well with our constituents.
— Daniel A. Domenech, executive director, AASA, The School Superintendents Association; former school superintendent
Why School Communication Matters is not only an interesting, but a really necessary project!
— Brigid Schulte, staff writer, Washington Post
The authors are uniquely qualified to suggest innovative concepts in communications for school leaders. Their experiences come through loud and clear and form the lens through which their recommendations are viewed. School leaders would be wise to embrace the authors' philosophy and incorporate the hard learned lessons into their daily practice.
— Fred Ellis, director, Office of Safety and Security, Fairfax County Public Schools (VA)
Our inability to communicate what we do every day in schools makes our jobs much harder, and may even threaten public education as an institution. That is part of the premise of this powerful and compelling book. Happily, the other premise says that we CAN re-look our communications "thinking, and we CAN do it right now. Kitty Porterfield and Meg Carnes draw upon their years in the "trenches" as communication experts to provide practical, thoughtful, and critical ideas designed to guide and empower school leaders.
— Denny Berry, director, Cluster VI, Fairfax County Public Schools
Drawing on years of experience in education and public relations, they present a unique business model for running more effective schools. With a focus on leadership skills such as listening, engaging the community, and managing crises, they provide school administrators with a clear and practical blueprint for success....The books is part instruction manual and part motivational seminar. While written primarily for superintendents, principals and other school leaders, it would be a useful tool for 'stakeholders' (i.e, parents) who want to become more involved in their children's education.
— 2008; The Literary Hill
Why School Communication Matters is written in a step-by-step format, ready for immediate application. It is an excellent resource and guide to help principals and school leaders build strong relationships with students, staff, parents, and business-relationships that will result in a more supportive and productive school community.
— Stephen D. Hockett, Virginia Principal of the Year and Principal in Residence, Office of Educational Technology, U.S. Department of Education
Recommend this book to anyone involved or interested in school leadership.
— Sandra L. Husk; School Administrator, May 2009