Although The Professional’s Guide to Establishing a 360° Communications Program for Educational Institutions: A Practical Guide to Systems That Work is geared towards those school leaders tasked with managing district-level communications, its reach and impact is far greater. It's also meant for superintendents, treasurers and board members who are seeking ways to enhance their school system’s communications and community engagement efforts. It has been written for principals who wish to improve their building-level communication with staff and families. And it can be used by directors, coordinators or managers who have made communications a priority for their department or program. Whether the task at hand is to strengthen an established communications program or build one from the ground up, this book serves as a helpful roadmap to achieving readers’ goals by taking their communications initiatives to the next level.

When done properly, an organization’s communications plan is developed using data obtained during the research phase of the process, which oftentimes entails the completion of a traditional communications audit. Where many plans fall short, however, is in the collection of feedback on the plan itself. The 360° Communications Program incorporates the consistent use of “Temperature Check” Surveys to address this shortcoming. Readers of this book will receive the knowledge, steps, and resources needed to assess and transition their current communications initiatives into a powerful 360° Communications Program with messaging and strategies that evolve organically and in real time. 

This book provides a blend of “how to” content; the thought processes and philosophies behind recommended strategies; and experiential anecdotes offering a dose of levity, combined with sound professional advice from a 35-year educational communications veteran. The first seven sections comprise the “how to” portion of the book, complete with examples of verbiage and content for the reader to adapt and use in their own communications program. The eighth section is lighthearted and entertaining, offering readers a recap of several professional experiences, humorous and heartfelt anecdotes, guiding philosophies, and other words of wisdom. Referenced throughout the book and included in the Appendix are 13 practical resources and templates to support key elements of the 360° Communications Program, such as conducting a communications audit, administering surveys and completing other research initiatives, developing communications action plans, and establishing communications standards for your schools. ​