Communication Determines Success


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There are many skills that leaders possess and use daily with their school communities.  Likewise, a leader can have many different job titles as everyone is a leader and can influence others.  So no matter what skill or job title a leader has, there is a common component that successful leaders do have and use.  This is the importance they place on communication.

If Leaders succeed or fail in many ways is due to effective communication. This includes:

  • How they communicate
  • What they communicate
  • Efficiency of the communication
  • Does it leave a lasting impression upon others

The authenticity and how sincere the message is shared with others often determines the success of communication.  Communication, or the lack of it, may be one of the few factors that determines why certain leaders, initiatives, programs either are successful or fail.  Below are some important foundations of communication.

Let’s review what we know about communication:

  • Must be proactive and consistent in messaging 
  • Most leaders lose jobs due to poor communication and relationships rather than test scores.
  • Leaders recognize that every day you need to share your school’s story with others
  • Every opportunity to communicate to even just one parent will help either build your school’s vision or weaken it.
  • Always be proactive with communication – if you are not telling your school’s story then someone else is telling it for you.

Key aspects of Effective Communication:

  • Should be truthful with stakeholders about the efforts
  • Must be Relevant/timely and must use quality communication – not quantity.
  • Use varied types of communication (ex. email, phone call, and social media) as some situations call for different types of communication. You will know your school community and what works best – but there are some instances where a personal phone call is the best way to resolve an issue instead of a simple email.
  • If it is a sensitive issue – have the conversation in person or via phone  (no email) and if you are concerned on how something was shared – go to the source and find out.
  • Avoid sarcasm and defensiveness – don’t make it about you – make it about moving your school forward

Communication Within your staff:

  • Be Efficient with staff communication and have a routine when it is distributed compared to “all building emails” all the time  (ex. have an internal weekly email newsletter)
  • Should inform/organize and motivate others
  • To build the vision and culture, keep in mind the analogy of “shout praise and whisper criticism” – so visit individually with someone when there is a concern and then collectively to everyone share the praise and supports
  • Make the praise to others authentic, specific and immediate

Communication is a part of a leader’s job and happens throughout the day…..every day in every face to face conversation, email, phone conversation and social media post. It is a key attribute that effective leaders or organizations all have in common.  The role of a school leader is very complex and each day places different demands upon leaders. Using these basic characteristics will help ensure communication is effective and moves your organization forward.

I look forward to hearing from you about your insights into the importance of communication within your role.  Comment below or reach out to me at









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A Husband, Father and Principal with a focus on learning, leading and connecting with others.

An educator for 25 years with 14 of those being a building administrator. I have found that the more I learn form others and their experiences it helps me grow and learn as well. I hope you join our journey as we create learning environments for students and staff that create future success.

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