ABSTRACT
This chapter explains the principles of strategic communication that are particularly relevant for leaders in higher education. It describes the difference between the informational and relational dimensions of communication, and shows how can strategic communication provide a foundation for a leadership problem analysis and problem-solving rubric. Colleges and universities offer a great setting for observing a broad range of individual, social, and organizational activities, and there may be no more interesting laboratory for those interested in learning about the dynamics of leadership communication. Every communication encounter has the potential to convey information and also to shape or be shaped by relationships. As a leader, it is therefore critical to continually remind oneself of the informational–relational duality in communication planning, action, and analysis. Just as relationships may be enhanced through communication strategies, relationships may also be weakened through communication. Process complexity and outcome unpredictability are increasingly problematic as the number of individuals involved in the communication process increases.
