Strategic Communication During Whole System Change ─ Advice And Guidance for School District Leaders And PR Specialists

Duffy (change leadership in education, Gallaudet U.) and Chance (educational leadership, U. of Nevada, Las Vegas) explain methods for whole-system change in school districts, focusing on theoretical and practical advice for district-based leaders and school public relations specialists on how to lead and support their district's transformation by engaging in strategic communication. They don't describe tools and techniques but rather discuss what strategic communication is and how it can be incorporated, why it is needed, and protocols for change. They then detail specific applications. The final section consists of five essays written by public relations experts and change leaders who have experienced or are in the process of whole-system change. There is no index. Annotation c2007 Book News, Inc., Portland, OR (booknews.com)

Francis M. Duffy is a professor of change leadership in education at Gallaudet University in Washington, D.C. He is the founding editor of Rowman & Littlefield Education's Leading Systemic School Improvement Series and has written numerous books. Patti L. Chance is an associate professor in the Department of Education Leadership and program coordinator for pre-K_12 education leadership at the University of Nevada, Las Vegas. She also serves as the editor of The Rural Educator.