What is communication? It is an exchange of information between people. Conveying information alone does not involve an exchange; it is simply the act of providing someone with data, a one-way flow. When we communicate with someone, what are we really attempting to do? Most of the time, we are trying to change or mold that person’s attitude about something so that it becomes congruent with our own. Information is disposable; it can be presented, reviewed, or discarded—and with no attempt at changing attitudes, it may be simply a one-shot process. But you must make communication and attitude formation a continuous process.

Everyone involved in education is a communicator—a good one or a not-so-good one. As a principal or other educational leader, one of your major challenges is to build a schoolwide team of people who can effectively carry a positive message into the community about your school or district.

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The communication process begins with determining what is currently being communicated about your school and deciding whether or not this is really what you wish to communicate. It then requires developing a strategy with an action plan that targets the opinion leaders within your community. These people will add their own perceptions to what is communicated and share their versions of the information with their constituencies. Local media will either reinforce the communication or add its own interpretation. Parents with students in your school will have their own assessments, as will your faculty and staff. This leads you back to Step 1, and the process begins over again. Once you understand the process of communication, you can begin to build understanding and support for your school.

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