How to Build Communication Success in Your School : A Guide for School Leaders book cover
1st Edition

How to Build Communication Success in Your School
A Guide for School Leaders

ISBN 9781138240872
Published March 24, 2017 by Routledge
146 Pages 10 B/W Illustrations

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Book Description

This book provides a step-by-step guide to achieve best practice communication within schools. Communication is a critical component in building strong partnerships with parents, attracting and retaining the best teachers, building and protecting a school’s reputation and, ultimately, in ensuring that students can be at their best.

Aligned to the National Standards of Excellence for Headteachers (2015), as well as Ofsted and the Independent Schools Inspectorate requirements, it provides an ‘inside out’ approach to create and communicate a compelling vision, building leadership communication skills and supporting the day-to-day management of communication in schools.

Full of practical strategies, audit tools and planning materials to help develop your communication approach, this guide covers key topics such as:

  • attracting and retaining the best teachers;
  • improving the effectiveness of leadership and management;
  • building the reputation of the school;
  • working with parents; and
  • knowing what to do in a crisis.

How to Build Communication Success in Your School is essential reading for headteachers, school leaders and all those interested in education management and leadership.

Table of Contents


Chapter 1: Communication matters

Chapter 2: Hear from the parents

Chapter 3: How are you doing?

Chapter 4: Your starting point: your vision

Chapter 5: What is holding you back?

Chapter 6: Know your audiences

Chapter 7: Create your own Marketing advantage

Chapter 8: Build your skills

Chapter 9: Inspire and motivate

Chapter 10: Stop the overload

Chapter 11: Take the technology advantage

Chapter 12: Communicating change

Chapter 13: When crisis hits

Chapter 14: Communicating inclusively

Chapter 15: Put it into action

Chapter 16: Are you succeeding?

Chapter 17: Keep going

Chapter 18: You’re ready to go


Appendix 2.1: F2C survey results

Appendix 4.1: SWOT Analysis for Schools Template

Appendix 4.2: Example survey questions for parents

Appendix 4.3: Example survey questions for teachers and governors

Appendix 6.1: Understanding how far you need to move your audience’s mindsets

Appendix 7.1: Example school media policy

Appendix 9.1: Building an impactful story

Appendix 9.2: Delivering an inspirational message

Appendix 10.2: An example to support parents in finding information Appendix 12.1: Question and answer template

Appendix 13.1: Crisis Communication in Schools - Key Messages Template

Appendix 13.2: Crisis communication plan template

Appendix 13.3: Crisis Management Communication Principles for Schools Appendix 15.1: Your School Communications Plan

Appendix 15.2: Building your parent/student/teacher partnership agreement

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Karen Dempster is a director of Fit2Communicate, UK. She also has a background in corporate and not-for-profit communication.

Justin Robbins is a director of Fit2Communicate, UK. He specialises in internal and change-focused communication.


"How schools portray themselves is even more important in this information-rich society, and rather than being afraid of the challenges, schools should embrace the opportunities available that are able to share the daily magical moments that take place in school. If the communication systems are now out-dated within your school, then this is the book for you."— Colin Hill, UKEdChat