Recommended Reading: Getting Your Message Out (and Why It’s Not Enough)

Senka Kovacevic

A few weeks back we facilitated a conversation joined by over 80 superintendents and other district leaders across North America to share insights about their ability to build trust through online engagement, now and into the future. You can find the results of that process here.

As a bonus question, we asked this same group to identify the articles and other leadership resources that they would recommend most to colleagues.

One of the most valued recommendations turned out to be ASCD’s flagship publication, Education Leadership, EL, which one participant described as a “great, up-to-date, relevant resource.”

EL‘s April 2015 article, Getting Your Message Out (and Why It’s not Enough) by Jean Johnson, is a prime example of the type of writing that resonates with district leaders. The article gets at the root of the communications issues “jeopardizing public trust in public education and undermining [education leaders’] ability to make needed changes.”

As Johnson succinctly puts it: “In a world of ‘messaging,’ let’s not forget the importance of listening.”

Johnson discusses the uses and misuses of messaging, and the pitfalls of methods used by education leaders to listen to their stakeholders. She points to research that not only identifies “dialogue as a way to reset relationships” but provides observations and recommendations that are readily applicable to education.

For this instalment’s Recommended Reading, check out Getting Your Message Out (and Why It’s Not Enough).

About the Author

Senka Kovacevic

Senka is a Writer. She has interviewed superintendents, communications professionals, business and thought leaders across North America and is passionate about bringing their experiences to wider audiences that can benefit from their learnings.