Eksterne kommunikasie : 'n bestuurstaak van die skoolhoof

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