Superintendents know they work and live in a giant fishbowl. School board members, teachers, community members and the news media have been known to scrutinize what kind of vehicle they drive, who they socialize with outside of work, whether they drink alcohol, where they live and when they leave the house each morning. But when the harsh glare of…

Citizens now expect access to information, particularly from public institutions like local school districts. They demand input and accountability. Cultural and technological changes, such as the Internet, make it possible for districts to comply. Yet transparency--the easily seen and understood actions of a school district and the thinking behind…

By the very nature of their business, public education has become vulnerable to legal attacks. The fear of being sued has forced public school teachers and administrators across the country to re-evaluate what they do and modify traditional curricular activities and co-curricular programs. In this article, the author relates how his own school…

Offers superintendents advice on how to work with the media, especially message development and presentation techniques. (PKP)

When John Whritner was hired for his first superintendency, the school system he soon would lead had recently approved a town budget for education. By the time Whritner showed up for work in East Lyme, Conn., the fickle electorate had changed its collective mindset and reversed its approval by referendum. This article discusses how superintendents…

Describes customer-service audit of school district's internal and external communities that included site visits and inspection, focus groups with parents and students, a staff survey, and mystery phone calls to assess phone skills. (PKP)

Former superintendent discusses five lessons learned about how to inform the public about school-improvement efforts: Learn from district's history of school improvement, be honest and candid with public, engage the public in dialogue to redefine accountability, define "results" as individual and cohort performance along a multiyear developmental…

Describes state open-records laws and school district policies and procedures for responding to citizen requests for public records information. Includes information about requirement in recently enacted No Child Left Behind Act for districts to provide the military with access to student directory information. (PKP)

According to this reporter, news is not solely information that shocks and rivets but a reflection of people's chosen lifestyles and the effects those choices have on us. No public institution better mirrors the fabric of our society than the school classroom. Today's education deficiencies require school leaders' rapport with TV reporters. (MLH)

Unlike mathematical computations where there are definite answers, successful communications in public education is not an exact science. There are, however, public opinion research tools and communication strategies that can help you succeed. At its core, all efforts in advocacy are essentially about strategic communications. Whether your target…

Journalists need to tell both sides to every story, as examples in this article show. The most important factor in the reporter-school official relationship is honesty. When teachers or administrators undermine the educational process or when government fails to provide adequate school funding, the news media must speak for the children and…

Although no school leader likes media coverage of sensitive issues, handling them forthrightly and candidly benefits everyone. The three major facets of an effective media campaign include realistic expectations of the media, personalizing media relations, and controlling both access and message. (MLH)

How administrators communicate with stakeholders about alternative student-assessment methods can make or break their reform efforts. This article highlights innovative communication strategies used in Kentucky, San Diego, and other urban districts affiliated with the National Alliance for Restructuring Education. Sidebars offer strategies for…

"Metamessages," messages about the message, are conveyed by a person's behavior or appearance and by the structure of the organization. Communication can be improved by self-understanding and self-correction through feedback. Tips are given administrators on sending and receiving the intended messages. (MLF)

An Alaska school district administrator explains the reasons for maintaining a public relations program and outlines important areas to consider in communicating with schools in remote villages. (MD)