Strategic Communication During Whole-System Change: Advice and Guidance for School District Leaders and PR Specialists

Times of great change in school districts require strategic communication with internal and external stakeholders including the use of school public relations tools and techniques. Strategic Communication During Whole System Change provides theoretical and practical advice and guidance to district-based change leaders and school public relations specialists on how they can support their district’s transformation journey by engaging in strategic communication. The book also provides guidance on how to make simultaneous fundamental changes in three key sets (or change paths) of organizational variables that affect a school system’s overall performance: Path 1-a district’s relationship with stakeholders in the external environment; Path 2- a district’s core and supporting work processes; and Path 3- a district’s internal social infrastructure. A collection of essays written by school public relations practitioners and other change leaders who share their views is also included.