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.
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.