Communication

Competence in
Schools
Austin Cook
ETD 515 Final Project

What is Communication
Competence?
Communication competence is the degree to which a

communicator's goals are achieved through effective and

appropriate interaction. (Greenberg)

Why is Communication
Important?
Effective two-way communication is cited as a necessary

trait for success at all levels of education, from school

board to superintendent to principal, administrator and
teacher

National School Public Relations Association

How Do We Communicate?

How Do We Communicate in
Schools?
Downward Communication
Communication flows from the top down in one direction

(Lunenburg)

Upward Communication
Communication comes from the bottom-up or from staff to

administration (Greenberg 308)

Horizontal Communication
Less formal communication from staff to staff or from worker to

worker.

Purpose of Downward
Communication
Implementation of goals, strategies, and objectives
Job instruction and rationale
Job instructions
Procedures and practices
Performance feedback

Socialization

Purpose of Upward
Communication
Problems and exceptions
Suggestions for improvement
Performance reports
Grievances and disputes
Financial and accounting information

Purpose of Horizontal
Communication
Intradepartmental problem solving
Interdepartmental coordination
Staff advice to line departments

To sum it up COOPERATION!

What do we use to
communicate?

Asynchronous Communication
Email
Phone messages
Hand Written Notes
Newsletters

Blogs
Websites

Synchronous Communication
Phone Calls
Voicemails
Conference Calls
Webinars

Instant Message
Chat
Text Messaging

Modernizing Asynchronous
Communication

Remind

What is Remind?
Remind offers teachers a free, safe and easy-to-use way to

connect instantly with students and parents. Teachers can

send or schedule reminders, motivational messages,
photos or documents directly to students' and parents'
phones. Interactions are safe because phone numbers are
always kept private and messages are one-way only.
iTunes

Applications for Teachers

Teachers can now communicate
asynchronously with parents
and students to communicate
things like:
Homework
Reminders
Motivational Videos
Assignment Ideas
Important Events

Applications for Administrators

Communication with mass people for the purpose of:
Assessment Schedules
Sports Schedules
Cancelations
Important Dates

Reminders to procedures and expectations

Motivational reminders

Why does it Work?

http://youtu.be/Z8-Kcg11YcY

Technology is still not

universal!
Computer/internet access

Every Parent in class

(regardless of socioeconomic
status) had access to a cell
phone and the ability to
receive texts.
The federal government also
offers a program to allow cell
phones for all individuals for
free.

Technology is just a tool. In

terms of getting kids working
together and motivating them,
the teacher is the most
important.
Bill Gates

Citations

Asynchronous vs. Synchronous. (n.d.). Technology Solutions for Teaching

Research. Retrieved June 24, 2014, from
https://academictech.doit.wisc.edu/blend/facilitate/communicate

Campbell, G. (2006, February 22). How Strong Communication Contributes to

Student and School Success: Parent and Family Involvement.
National School
Public Relations Association. Retrieved June 24, 2014, from
http://www.nspra.org/files/docs/Strong_Comm

Greenberg, J. (2011). Behavior in organizations (10th ed.). Harlow: Pearson.

Guffey, M. E., & Loewy, D. (2011). Business communication: process &

(7th ed.). Mason, Ohio: Cengage Learning.

Lunenburg, F. C. (2010). Formal Communication Channels: Upward,

Downward, Horizontal, and External. Focus On Colleges, Universities,
and Schools, Volume 4(1), 1-4.

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