ABSTRACT
This chapter provides a framework for determining who the most important audiences are and where to focus school leader's efforts. It also reminds them to look beyond the most obvious audiences, to those where there is real value for their school. To understand most powerful audiences, they need to identify who will have the greatest influence on the success of school. Those with high interest and high influence are school leader priority audience. They are highly interested in the success of school, and have the most influence on this. Typical groups would be governors, teachers, academy chain leaders or parent representatives. This is where leader will need to focus their efforts and be very open, using lots of two-way communication. They should also consider the demographic of their audience. The chapter shows a breakdown of communication channels and how they can work best for different types of people and audiences.
