Renee Robinson

Principal Communication: Engaging Organizational Constituencies: Media and Public Relations Strategies for School Administrators Renee Robinson

This text contains original case study research regarding the U. S. perception of public schools and how communication strategies can be utilized to engage various school constituencies to enhance leadership and school effectiveness. The school principal and the role that communication plays in school interactions with the media and external constituencies is the primary focus of the book. A pilot study investigating the media's depictions of public schools is also included to assist the reader in understanding the relationship between school administrators, their larger systems and the media outlets impacting their organizations. Data was collected from school principals, media outlets and reporters and central office administrators to determine what communication practices were used by the principal, school organization and their leadership. This information was used to develop a communication model specifically for school principals that outlines strategies, tactics and recommendations for engaging organizational stakeholders.