Search our site
Persons Unknown by Susie Steiner Read the opening extract of the brand new Susie Steiner book before its publication on 05/04/2018

The Principal's Guide to Managing Communication by E. Joseph Schneider, Lara L. Hollenczer

The Principal's Guide to Managing Communication


Part of the Leadership for Learning Series Series


The Principal's Guide to Managing Communication by E. Joseph Schneider, Lara L. Hollenczer

Schneider and Hollenczer approach the topic of managing communications from a strategic perspective. Moving from a one-way, top-down approach to communication, the authors show how headteachers can manage communications much more strategically by using a fluid communication strategy that involves all of the school's stakeholders - teachers, support staff, students, parents, central office administrators and community members. Schools are much more transparent institutions today because of access to data, and headteachers need a more open communication style as a result. Strong communication management skills between principals and the school's stakeholders can lead to more success in achieving the objectives for their schools. This book explains how different communication frameworks can be used in different situations and also covers school-family-communication partnerships, technology and communication, and communication tools.


Schneider and Hollenczer fully understand the principal's critical role as a community relations expert. Their strategies weave through the entire community fabric and focus on much more than merely manipulation information. Establishing good communication is hard work and does not happen automatically - Schneider and Hollenczer get it! This book must get to every university preparation program in the country. -- Theodore Creighton, Executive Director The Principal's Guide to Managing Communication is a timely and informative book that offers knowledge and skills necessary to navigate the turbulent waters of school administration in the 21st century. It's a must read for those who would be effective school leaders focused on continued school improvement. -- Walter H. Warfield, Executive Director I like this book. Joe Schneider and Lara Hollenczer recognize that communication is the essential skill for school leaders, and that in a public enterprise, communication is as much about listening and responding as it is about initiating and persuading. Practical school examples make this book useful for new and seasoned administrators alike. -- Stinson Stroup, Executive Director

About the Author

E. Joseph Schneider has been in education for more than 30 years as an association executive, research manager, and communication director. He is Managing Partner of Leadership Develop-ment Resources, an educational consulting com-pany based in Arlington, Virginia. Concurrently, he also serves as executive secretary of the National Policy Board for Educational Administration, a coalition of ten national education associations concerned about educational leadership. Previously, he was the deputy executive director of the American Association of School Administrators (AASA), the national membership association of school superintendents. Prior to that, he was the deputy executive director of the Southwest Regional Educational Laboratory, Los Alamitos, California. He also has 15 years of experience as the CEO of a Washington, D.C., education asso-ciation whose members are university-based research centers and nonprofit educational research and development agencies. His mas-ter's degree in journalism is from the University of Oregon. He is a member of the National School Public Relations Association. He is coauthor of The Unauthorized Communication Handbook (1991) and Exploding the Myths: Another Round in the Education Debate (with Paul D. Houston) (1993). He has also written more than 100 education-related journal, magazine, and newsletter articles. His latest book, coauthored with Ronald G. Corwin, is The School Choice Hoax: Fixing America's Schools (2005). Lara L. Hollenczer, the mother of two public school youngsters, is heavily involved in local educational issues as a parent, community activist, and local business owner. Professionally, she made her mark by helping law firms har-ness the capacity of the Internet for branding their firms, conducting market research, and developing new clients. After stints at several large Washington, D.C., law firms, she joined a fast-growing Annapolis, Maryland, advertising and public relations agency where her clients included local and state teacher associations. After several years at the agency, she expanded her business to assist clients with research, market development, and media planning. She is accredited in public relations with the Public Relations Society of America and is a Professional Certified Marketer with the American Marketing Association. Her master's degree is in communication management from Syracuse University.

More books by this author
Author 'Like for Like' recommendations

Loading other formats...

Book Info

Publication date

9th March 2006


E. Joseph Schneider, Lara L. Hollenczer

More books by E. Joseph Schneider, Lara L. Hollenczer
Author 'Like for Like'


SAGE Publications Inc


200 pages


Organization & management of education
Communication studies



I love the honest opinions, recommendations for every genre and every reader, wish lists and Like for Like.

Amrita Dasgupta

It gives a chance to read about new titles, invites comments from all kinds of readers and is run by such a nice bunch of book lovers.

Joy Bosworth

Lovereading is not only an amazing site, but it's one of my very favourites. It's like visiting a fascinating bookstore, but better.

Rebecca Jayne Barrett

You can trust Lovereading to show unbiased reviews by actual, ordinary readers that help likeminded booklovers choose their next great read.

Linda Hill

Lovereading has given me the opportunity to delve into new and exciting worlds of authors who I would never have tried before.

Glynis Elliott

It has enriched my leisure time by introducing me to a world of books which I would not have previously considered.

Val Rowe

Thanks to Lovereading I have discovered new writers and read books I would never had looked twice at - and enjoyed them.

Angela Rhodes

Lovereading - a community of people passionate about reading and sharing their views. An incomparable website for book lovers.

Helen Clark