Abstract
M.Ed. (Education Leadership and Management)
Part of a headmaster1s managerial task is communication with society.
Research regarding a scientifically organised communication programme
between headmaster and community is imperative. Such research involves
analysis of relevant literature, the need of external bodies to communicate,
and the creation of an effective communication programme. This necessitates
research into communication media and communication disturbances.
The term communication needs scientific definition. This depends on the
context. Basically there are the linear-, the inter-action- and the
transactional principles. The latter viewpoint is prevalent in this short
dissertation. Clarifying communication models are used in conjunction with
definitions. These are the Laswell-, Shannon and Weaver-, Berlo and
Mc Croskey models.
Headmasters communicate internally and externally. The latter task is
analysed in this dissertation, and involves preservation of a continual
and successful mutual understanding between school and external groups.
Successful exploitation of available external resources is the result
of resourceful management, of which the four basic elements are planning,
organisation, command and control.
School-community communication is essential. Theories regarding satisfaction
of needs will reveal principles in practice plus relevant
communication media at the headmaster's disposal.
Theories dealing with satisfaction of needs are founded upon the humanistic
philosophy: human needs explain desires to communicate with schools.
Maslow's hierarchy of needs, Mc Clelland's social motives theory, and
Ardrey's territorial theory will be considered. These theories agree in
principle: satisfaction of needs seems to be the main incentive behind
communication from outside.
The headmasters' communication aims at creating a positive image of the
school and at influencing external bodies. Creation of an eventual external
contact structure, implies an effective internal communication network. The
latter climate depends upon a motivated staff who is effectively involved with
external bodies.