Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities

by William D Parker

Harness the power of messaging to create a positive school culture and increase school and community collaboration. Written for school leaders, this title is divided into three parts. Each part helps readers to maximize their role as chief communicators with different students, teachers, and parents and community. Each chapter includes suggestions for using digital tools to enhance communication and ends with reflection questions and practical next steps. How this book will help you foster school community and improve your communication

Comprehend the power of messaging and public relations in school.Gain tips for how to best use available technology tools, including online platforms, for messaging purposes.Inspect scenarios and real anecdotes that show communication strategies and messaging tactics in action in schools.Learn how to implement positive communication with parents and students from the start of the school year.Explore special strategies for communicating with challenging students or in difficult school climates.

Why Messaging MattersChapter 1: Building a Positive Culture for MessagingChapter 2: Cultivating a Positive Message With TeachersChapter 3: Using Technology to Message With TeachersChapter 4: Cultivating a Positive Message With StudentsChapter 5: Using Technology to Message With StudentsChapter 6: Cultivating a Positive Message With the Community, Parents, and BeyondChapter 7: Using Technology to Message With the Commun

Genres: Leadership, Education

154 pages, Kindle Edition

Published August 25, 2017

Reviews

[Dr. Kirk Phillips · Rating 4 out of 5]

In "Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities," by William D. Parker, 2018, the significance of understanding the intended audience, building trust, and utilizing technology to deliver consistent messages to various stakeholders, including teachers, students, parents, and the community. The book underscores the crucial role of messaging in shaping a positive school culture. It stresses the need for school leaders to be mindful of their communication's impact on stakeholders' experiences and attitudes.
The author highlights the power of words in framing perceptions about the school, its leadership, and education in general. Parker's work also suggests that silence, while not explicitly mentioned, can convey a message. Effective communication involves understanding the audience and building relationships to cultivate a cooperative and engaging environment.
A key theme in the book is the significance of building trust and strong relationships among teachers, staff, students, parents, and the community. Positive messaging, recognition, and praise are vital in inspiring and motivating teachers and students. Strategies for fostering collaboration, effective communication, and accountability within the school community are extensively discussed in various chapters.
The book is structured effectively, with each chapter focusing on a specific aspect of messaging and school culture. Parker's authentic and relatable voice, often sharing personal experiences as a principal, educator, husband, and friend, enhances engagement and allows readers to connect with the concepts presented. Furthermore, the book employs clear and concise language, making the content comprehensible.
Relevant research and further recommended readings in the book contribute to its credibility. However, some book club members find the emphasis on newsletters outdated even, given the prevalence of social media and digital communication channels. The book was published just five years ago, in 2018. Yet, the book's portions across several chapters exclusively dedicated to applying technology tools and strategies leave much to be desired. Some book club members expressed an appreciation for traditional modes of communication along with more modern digital platforms.
While the book is tailored to educators, its core principles have the potential to be adapted and applied by leaders in other industries as well. Some members question the transferability of ideas outside the education sector, while others believe leaders in diverse fields can effectively use the concepts.
In conclusion, "Messaging Matters" offers valuable insights into effective communication and its impact on school culture. Parker's book is a practical resource for school leaders seeking to enhance communication skills and cultivate a positive and engaged school community. By understanding the importance of messaging, building solid relationships, and utilizing technology, leaders can create an environment conducive to growth and collaboration within the educational institution.

[Morgan Dallas · Rating 5 out of 5]

Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities Book Review

Written By: Inna Brayer / Morgan Dallas / Jacqueline Fendley

William D. Parker is a 30 year educator and administrator in Oklahoma schools. Parker serves as the Founder of Principal Matters, LLC, an educator, author, speaker, and executive coach who uses his expertise in school culture, leadership, and communication to equip educators with solutions and strategies for motivating students, inspiring teachers, and reaching communities. In his book Messaging Matters, he focuses on the importance of building a positive climate and culture in schools by bridging the communication gap that exists between Administrators, teachers, students, parents, and the community. Parker uses his book to teach Administrators to apply technological strategies while providing positive feedback. Messaging Matters is divided into three simplistic parts: Connection with teachers, connection with students, and connections with the community; as well as suggestions for digital tools that can be utilized within school organizations to create effective communication online platforms.

Messaging Matters is a book that provides school leaders with vital information about the importance of effective communication within schools. Communication is key in leadership. The book dives into the principles of communication and how impactful effective communication positively works in a school organization. The book begins with an overview of the reasons in which pertinent messages that we send to our schools matter, and the effects that our messaging style has on the stakeholders. Parker then relates this impact on the broader community. Parker then relates this impact on the broader community. Each of the seven chapters provide an easy to read overview of each example and how to utilize each situation to make a positive effect on the school environment. After each section, Parker discusses how to use technology to effectively communicate with the stakeholders addressed in that section of the text. This book would find its best audience with beginning principals or other school leaders who are new to their role.

As educational leaders read this book, they will be exposed to the various challenges that happen within a school regarding communication, technology, and all the stakeholders involved. Messaging Matters is a great read that gives great insight into how communication works in education and how to communicate in ways that are impactful to parents, teachers, and students. This book is an easy read that allows for the reader to become engrossed in the presented information as well as embolden to take the necessary action steps to become better communicators with all stakeholders. This book is highly impactful for all educational leaders to read. Ensuring that communication is at the forefront of building the climate and culture of the school organization.

Messaging Matters can serve as a positive tool in which to garner ideas for reaching school communities through positive messaging. However, most veteran principals would not find the inspiring ideas that the introduction aims to offer. The idea of the book is to showcase the school leader’s role as a narrator of the school’s story. A veteran principal would probably seek a book that attempts to problem-solve some of the barriers that they are facing; however, Parker’s book does not fully cover the negative sides to the messaging process and how to overcome the many issues that poor communication or miscommunication can cause. While Parker keeps the book message framed in a positive, light manner, the author does seek to provide better insight into how school leaders can connect the school’s stakeholders through positive, shared messaging experiences.

For this reason, this book might be an excellent first read for new principals in providing them with an introduction into inspirational messaging for the betterment of the school and community. It is especially helpful for principals who are interested in facilitating an environment of warmth and connection. Messaging Matters is an excellent read for all instructional leaders who need a guide to help better their communication skills and communicative technology with the organization’s teachers, students, and parents to better the culture and climate based on the foundation of communication.

[Samantha Koury · Rating 4 out of 5]

Messaging begins with the decisions school leaders make on a daily basis.

When it comes to communication, perception is reality. Therefore, it is no surprise that messages can be easily misinterpreted based on how they are communicated. In his book Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities, William D. Parker shares critical information and strategies for how to effectively message to students, the workforce and families to enhance relationship building and engagement. The book frames the importance of positive messaging in school settings and discusses how school leaders need to fulfill their role as chief communicators with their students, staff and the larger community as a whole. Establishing effective communication practices assists school leaders in achieving their goals while developing more substantial relationships with their most important stakeholders. Solid and purposeful decisions need to be the foundation of messages coming from school leaders.

After the introductory chapter, the book is clearly divided into three main sections of two chapters each focused on strategies to engage the audience of the reader’s choice: 1) teachers, 2) students and 3) parents and the community. The chapters provide general considerations, reflective questions and concrete strategies and activities that leaders can engage in the very next day. By focusing on what Parker describes as the three Cs of positive messaging with each group of stakeholders—cooperative culture, collaboration and communication—school leaders can be more intentional about what they say, when they say it and how they disseminate the message. This clear, purposeful and empowerment-focused communication allows for the development of a positive school image and culture.

The reader can quickly tell that Messaging Matters is a book written by an educator and school administrator for other educators and school administrators. Parker’s advice, tips and scenarios are not only descriptive and detailed, but also very relatable as a school administrator. He helps guide leaders in their thinking and practice. The book is a quick read, easy to digest, and Parker also does a nice job of funneling from general considerations to actionable, practical messaging strategies to create a culture of celebration and acknowledgement in any school. One of the most useful aspects of the book are the regular reflection questions at the end of each chapter indicated by the phrase “now it’s your turn.” These invite the reader to take pause and reflect on how they already or could be more intentional at implementing the ideas and tips discussed.

Messaging Matters serves as a solid, foundational guide on messaging and communication for new leaders beginning their journey. For more experienced leaders, it can be a refreshing reminder of important considerations and strategies, as well as provide validation that their current engagement of students, teachers and families is in line with best practices for creating a positive culture. If experienced leaders are specifically looking for new and innovative engagement strategies, though, this book likely will not satisfy their inquiries. Additionally, with both advances in technology since the book was published and the impact of the COVID-19 pandemic on education’s use of technology, the book is also arguably outdated—particularly when discussing technology and social media as tools for messaging. Overall, Messaging Matters provides a variety of ideas for improving positive messaging and culture that will benefit any school leader to begin or be even just a little more intentional about implementing.

[Jenn · Rating 3 out of 5]

Great Read for the Novice Leader

Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities by William D. Parker is a quick read that offers some strategies leaders can use to tell the story of their school. Some of these strategies can be easily implemented to support a positive school culture, but most of the book is quickly becoming outdated, especially with which social media platforms are recommended. The book begins with a generalized explanation as to why messaging matters. This gives a broad overview of the impact messaging can have on a community, though the author focuses on positive outcomes and glosses over negative outcomes.

The book is broken up into seven chapters and an epilogue that offers messaging tips for the leader to use as a summative guide. The structure of the book flows and is easily read and understood because of smooth transitions from paragraph to paragraph and section to section. Additionally, this book transitions from generalized examples to more specific ideas of how a school leader can use messaging to create a positive school climate. It concludes with specific technological applications and opportunities for messaging. The sequence of topics is in logical order. He is engaging and shows a strong personal voice. The reader feels a part of the process the author went through in order to create effective messaging in their school.

This book is best geared toward leaders just beginning their journey and can be viewed as a how-to guide for connecting and communicating with all constituents in the school community. It is not a must read leadership book, but it can be a useful guide to those who may not know how to start the messaging process with their constituents or to leaders who are just beginning to understand their role as the chief storyteller or communicator for their school.

Some of the key concepts and messaging strategies shared in the book include:

1. Leaders must understand the school culture and effectively communicate the values of the school with all constituents.
2. Leaders serve as the school’s primary communicator and storyteller. By emphasizing the positive things happening at their school and celebrating student successes and experiences, they make sure that teachers, students, and parents have a meaningful connected experience.
3. Effective messaging requires leaders to understand the perspectives of their stakeholders.
4. Effective leaders use technology to communicate their messages to stakeholders.

[MU Group · Rating 3 out of 5]

Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities, by William D. Parker, is a how-to guide designed to help school administrators realize and utilize the power of messaging. It offers practical tools and strategies to build a strong school culture by promoting positive school-wide communication. In the introduction, the reader is presented with an understanding of messaging and an explanation of his three-part focus - teachers, students, and parents and the world. This is a quick and easy read, chock full of opportunities for reflection on one’s own practice.

This book is divided into seven chapters highlighting how best school leaders can serve as chief communicators facilitating relationships with school stakeholders, including teachers, students, parents, and the community. The seven chapters address the tools, technology and strategies school leaders can adopt to promote positive messaging that engage the targeted audience and result in great learning, engagement, and a well-informed community. In multiple chapters, the author emphasizes the importance of technology and provides technology-based solutions school leaders can adopt to engage the school community with positive messaging that is authentic, accessible and impactful. Throughout the book, the author shares strategies based on his experience and encourages school leaders and educators to stay committed and consistent for communication success. This book concludes with an epilogue that provides practical tips to help School Leaders improve their communication plans. The book’s central themes include the importance of effective, positive, transparent and authentic messaging, the importance of technology in communication and the benefits of engaged school communities.

This book can be used as a handbook for present-day school communication. As a practitioner from a different decade, one could only think about the inconsistent use of technology as it relates to communicating with school stakeholders. The chapters are organized effectively and easy to understand. Experienced administrators would find familiarity in much of the content. This is a book that should primarily be utilized for new educators. Chapters two through five are particularly informative in that they deal with creating an environment of positive messaging with students. Chapter four addresses cultivating a positive message for students. This includes preparing for the opening of a new school year - introducing students to teachers, using signage to help students navigate the building and teachers and administrators treating students as individuals. In chapter five the author focuses on using technology to message with students. This has a heavy emphasis on the intentional and planned use of social media to celebrate student success and to let students know what is happening within the school community. Chapters six and seven are dedicated to communication for parents and the community. These chapters are redundant and very similar to chapter five. Seasoned administrators would benefit from skimming through these chapters. New administrators can benefit from the earlier chapters dedicated to discussing the need for positive and consistent communication.

[Kelly · Rating 4 out of 5]

With the changes we are making at my school, we need to communicate often with all stakeholders. This book provides clear methods for this messaging, focusing on audience and purpose.

Like the book I read before this one (From Leading to Succeeding by Reeves), the author of this book maintains we must understand our passion and mission because that will drive our messaging.

I like that each chapter is devoted to a specific audience: teachers, students, and parents/community members. Yes, there are similarities, but each group sometimes has different needs, and our messaging should reflect this.

Like Reeves' book, this one also provides (briefly) strategies to facilitate change and ways to offer meaningful feedback.

The book offers so many suggestions (and social media has ramped up the opportunities for messaging) that I wonder if a school leader would have time to do anything else but message! Ah, but clear communication can make other parts of the job easier and more efficient perhaps. Maybe a PR person for an entire district is an outdated concept, and perhaps each school needs its own messaging team?

[Cherone Cabezudo · Rating 5 out of 5]

Group 1 Book Club Review

William D. Parker offers a perceptive examination of the vital function that communication plays in educational leadership in his book Messaging Matters. The genre of educational leadership and administration includes this work. Experienced school administrator Parker offers his insights on how powerful messages can connect communities, inspire teachers, and change schools. Anyone working in education has to read this gripping story. We would give this book a strong 4.5 out of 5, mostly because of its useful tactics and Parker's captivating writing style, even though it might benefit from more varied case studies.

Parker explores how communication shapes educational leadership. The book argues that clear, consistent, and positive messaging builds strong school cultures. Parker introduces fresh ideas, such as using personal stories and genuine communication to connect with teachers, students, and parents. The book offers practical tips for school leaders to boost their communication skills. Parker shows how effective communication builds trust in schools, blending personal anecdotes with useful advice. He suggests that strategic messaging can significantly improve school environments, though he leaves readers to discover the specific methods as they delve into the book. Messaging Matters challenges traditional leadership models, advocating for more personal and compassionate communication. Parker believes that mastering communication can help school leaders enhance their schools and positively impact their communities. While rich in insights, the book encourages readers to adapt these concepts to their unique school settings.

It is amazing how each chapter in this book is connected to what each person may be experiencing in their professional work life. Each chapter not only speaks to professional experiences, but gives great ways in which to look at, process, and solve each issue that may arise. Chapter one is about building a positive culture within your organization. A positive, growth mindset is the foundation on which an organization should be created. For example, the high school where I currently work, demonstrates a very positive culture for staff and students. As a Biology teacher, I expand on this in my classroom by creating a safe environment for my students to feel comfortable and safe in expressing themselves. Creating a positive environment for staff, students or coworkers if you are in an office setting, is paramount in helping people to focus on and ultimately achieve their personal and professional goals, as well as helping everyone focus on the outcome as well. A quote from the first chapter that really stuck with me was when Parker stated “most effective leaders are plow horses, not show horses” (2017). A collaborative leader should be about really putting in the time and work and not just looking the part. There is something to be said for doing hard work. Along with building a positive culture, it is important to have thoughts that are meaningful and that drive the actions of the goal you are trying to reach. Our book points out that the message matters. Messages should be meaningful, purposeful and intentional. When messages are meaningful, purposeful, and intentional, collaborative leaders as well as their followers, know that who they are is more important than what they do. “Managing people is about people, not just outcomes” (Parker, 2017). Being a collaborative leader is so much more than just getting a group of people to work together. There are many facets that go into creating a collaborative leader and team. Through this book, you learn lots of ways that you can be a collaborative leader in the classroom or the boardroom.

As I continued to read through, Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities, I was struck by how many things I thought I knew, but only know a little bit about. For example, in Chapter 4 the author, William Parker, talks about the importance of treating students with dignity and respect. I am big on this because it often is the case that students think adults don’t treat them kindly especially in a school setting as a teacher. Because I naturally try to do this, I didn’t give any in depth thought to how this might affect the student teacher relationship. “It is worth remembering that all students respond more positively when they feel that they are valued and significant” (Parker, 2017). I was being nice and kind to my students, because it’s nice to be nice. This quote will definitely stick with me as I begin next year and I remember that being nice isn’t just about being nice, but it’s also about making my students feel valued and significant.

The organization of Messaging Matters indicates that this text aims to be more than just a scholarly read, instead acting in the additional capacity of a reliable guide through which leadership communication in the various contexts present in an educational setting can undergo continual consequential change. The first chapter details the underpinnings of delivering forward-moving communication, providing the reader with a solid foundation on which they can begin building. Each subsequent section details dealing with a different group of necessary communication partners, to include staff, students, and guardians. Pivotal information is followed by discussion prompts and case study-like scenarios, which allow readers to put gained knowledge into practice. Often, inclusions of this type set a text apart from others in their genre, particularly if the embedded extension adds relevance and depth to the topic, as these do. Parker’s voice rings strong throughout the text, which one would expect from an educator with his professional experience. The number of examples he offers the reader demonstrates the true wealth of his knowledge on the topic of positive messaging as well as the importance he ascribes to its role in the educational equation. Additionally, throughout the text, Parker maintains a tone that's collegial in nature, akin to a mentor doling out indispensable advice in a professional environment. His purpose isn't to deliver lofty assertions meant solely for academic circles but, rather, to act as an effective leadership force even in this medium, sharing his expertise with others in order to address current realities.

For a book on the topic of communication and messaging, the writing style and approach is another vehicle by which Parker effectively communicates the underlying theme of Messaging Matters. The tone of the book is conversational and practical making the book accessible to readers. In addition to traditional narrative prose, Parker also incorporates bulleted lists, pull-out quotes and text boxes to highlight important ideas and examples. At the end of each section, there is a helpful tool entitled, “ Now It’s Your Turn.” In this text-box, the author provides bulleted questions for self-reflection or discussion in a small group to foster the assimilation and application of the principles and approaches detailed in the prior section. The end result is that the book could be considered a collection of best practices and suggestions for educators, particularly educational leaders on how to be intentional and effective communicators.

Messaging Matters is a valuable resource for educators, leaders, and professionals who want to improve their communication skills and organization’s culture. Parker provides practical advice and tools for leaders to create meaningful messages, which can help in communicating ideas effectively to their professional communities of: educators, students, colleagues, and stakeholders. The text is especially useful for those in leadership roles who need to clearly communicate their vision and goals. However, if readers are looking for instruction on technical or scientific writing methods, this book might not be the best resource. The text focuses more on general communication principles rather than specialized writing techniques. Consequently, all readers, regardless of their reason for choosing this text, can benefit tremendously from the sheer art of perfecting their communication style with those in their professional and personal lives. By implementing the techniques Parker outlined in Messaging Matters, individuals can improve their ability to connect with others, convey ideas clearly, and achieve their communication goals.

[Ramona L · Rating 5 out of 5]

Book Review: Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities, Authored By William D. Parker

Reference
Parker, W.D. (2023). Messaging matters: How school leaders can inspire teachers, motivate students, and reach communities. Solution Tree Press.

Introduction

In Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities, William D. Parker provides school leaders with a roadmap for strengthening communication across classrooms, campuses, and entire school communities. Blending educational leadership, communication strategy, and real-world storytelling, this book is professional development-ready and guidance for leaders. Parker challenges the audience through his compelling illustrations and background as a principal and educational consultant.

Imagine this is the first day of school. Students are walking through the doors, some excited, others nervous. The tone of their experience is set not by the textbooks waiting on desks, but by the messages they receive, spoken and unspoken, from the people around them. Are they greeted warmly? Do they feel seen? Is the environment organized and welcoming?

This is where Parker’s Messaging Matters shines. It reminds us that every interaction, every email, every announcement is a thread in the fabric of school culture. And when those threads are woven intentionally, they create a strong, positive tapestry that supports learning and growth.

Ranking

5/5 for its transparency, relevance, and immediate application to the real world.

Catchphrase

“Communication isn’t just a skill, it’s the heartbeat of school culture.”

Summary

Parker’s messaging centers on shaping school culture. Parker explores themes such as transparent communication, trust, and storytelling to unify a school community. In addition, he examines the transformative impact of positivity, the strategic use of technology, and the importance of intentional leadership. Positivity, as explored in Chapter 4, shapes school culture through welcoming environments, celebrations, and student engagement. Technology, highlighted in Chapter 7, becomes a bridge for connection with blogs, podcasts, and social media, serving as tools for transparency and trust.

The chapters provide leaders with tools to effectively communicate, such as weekly communication through newsletters, positive phone calls, and consistently communicating with staff. Parker expresses that leaders must state compelling and affirming messages for teachers, acknowledge students, and build relationships with everyone.

Critique

Parker’s ideas flow and are easy to follow. He explains the “how” and “why” of his message. His arguments are based on lived experiences. Parker doesn’t just preach about communication; he gives you a roadmap. From practical tips to reflection questions, this book is packed with strategies that school leaders can implement immediately. One of the most powerful quotes sets the tone: “In a world of constant change, the fundamentals are more important than ever.” No matter how fast technology evolves, focusing on the basics, clarity, consistency, and positivity remains the foundation of effective leadership.

Although some strategies may feel redundant to seasoned leaders, Parker includes new perspectives for consideration to combat this. Similarly, the technology section could benefit from updated examples and a deeper exploration of challenges facing schools when adopting these tools. Overall, the context of the book is authentic, realistic, and applicable to the daily situations leaders endure.

Organization and Voice

The book is organized into practical, theme-based chapters, with each section flowing into the next. Each chapter tackles a different aspect of school communication. Early chapters focus on foundational mindsets and commitments, while later sections explore strategies such as cultivating positivity with students and leveraging technology to engage parents and the community. Each chapter is structured in a way to captivate the readers’ attention and is written in a manner that makes it easy to make connections. His writing style is inspiring and compassionate, qualities a leader should promote. The chapters conclude with reflection questions and next steps, making it easy for readers to apply the concepts in real-world settings.

Mechanics and Language

Parker’s prose is vibrant, supportive, and intentional. His sentences are concise yet dynamic, blending engaging stories with practical advice. The vocabulary is robust without becoming too formal, ensuring accessibility for educators in various positions. Throughout, his tone remains uplifting, reinforcing the powerful impact that thoughtful communication can have.

Effectiveness

Messaging Matters is a dynamic resource for principals, assistant principals, instructional coaches, and district administrators looking to enhance their school environment through effective communication. Readers are immersed in strategies and reminded about the importance of consistent, relationship messaging.

Recommendation

Messaging Matters is more than a communication manual; it’s a blueprint for building trust and enthusiasm in your school community. Parker provides you with practical tips, real-world examples, and encouragement that reminds you: You are capable of winning in the classroom! This book is highly recommended for educational leaders committed to building trust, fostering transparency, and uplifting voices within their schools. Anyone who values the role of communication in transformative leadership will discover that Parker’s wisdom is meaningful.

[Barbara Simmons · Rating 5 out of 5]

A good resource for mindful communication!

Sometimes it is not what you say, but how you say it! In Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities by William Parker (2017) ideas are presented about the importance of communication and the power of the messages that administrators send to stakeholders. School leaders are tasked with opening lines of communication between teachers, students, parents, and the community. Parker presents strategies that are geared toward novice leaders about the importance of leaders exerting the right amount of influence over their followers while being encouraging and not overbearing.
The book is divided into 3 sections chapters alternating between explaining how to communicate effectively with a stakeholder and a correlative chapter explaining what technology could be utilized as a means of communication. The first two sections explain ways how to communicate effectively with parents and students. Parents need to be well informed to avoid miscommunication that will eventually fester into anger and distrust. Being proactive is another key repetitive theme that is presented throughout the first two sections of the text.
The final section on Using Technology to Message with Parents, the Community, and Beyond presents ways parents can communicate with parents and share information about the school day, academic progress, and other important information. This section stands out from the others because school leaders and teachers are tasked with preparing students for living in a technologically advanced world, and therefore it is important for teachers and leaders to implement the use of appropriate technology. Parker emphasizes that teachers should communicate with honor and always send a positive message to make initial contact with parents to help set the tone for teachers and parents as partners in education. For the younger grades, apps such as Class Dojo can help teachers maintain contact with parents and share pictures of classroom activities. Schools can also share schoolwide and classroom activities on social media which helps connect parents and schools. Sharing accomplishments and sending a positive message about student learning helps to create a positive school climate. Parker (2017), also emphasizes infusing technology into your style of leadership and how this in turn builds culture within the school community.
The author does a great job of putting the importance of messaging in your face in a very poignant and intentional manner. He terms messaging as a “crisis” giving a serious connotation that message cannot happen haphazardly from school leadership. The ways in which messaging occurs have taken on new life in the many platforms from social media sites, school web-based platforms, various applications, and email. The challenge to communicate in more than one way and in a positive manner to each stakeholder is emphasized throughout, using real-time strategies that can be easily adapted.
Conversely, the book could be viewed as providing some outdated information about the technology mentioned because technology is ever-changing. However, this will not detract from the premise of the importance of properly utilizing technology and keeping parents informed. While reading the section on technology it is important to keep in mind that the particular software applications may be different and supplement the ideas with the current technology used in the classroom or school.
Parker(2017) offers various strategies to satiate the most curious teacher or future administrator. Making a positive connection early in the school year is one of the most important pieces of advice to take away from the reading. Communication is essential for success and is the foundation for building strong relationships with parents, students, and other teachers or administrators. Cultivating a positive school climate through communication is crucial to the
Collaboration in the workplace.
This book is a valuable tool for administrators and other school leaders who may need a refresher in communication strategies or for a novice educational leader as a guide to build a toolkit of strategies. In addition, Parker (2017) provides information that can help to enhance and further leadership skills for building collaborative relationships and working environments using a new approach to leadership with a collaborative leadership model.

[Robin Dansky · Rating 5 out of 5]

Tone Matters

When it comes to clear communication, perception is everything. Control of the power of messaging can create a positive school culture and increase school effectiveness. In his book Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities, William D Parker discusses essential information and strategies for authentically communicating with students, faculty families, and the community. The book was written for school leaders and divided into three parts. Each part helps readers to realize their role as leaders in communications with different students, teachers, parents, and the school community.

After the introductory chapter, the book is divided into three main sections of, each examining various methodologies to engage the audience of the reader’s choice: teachers, students, parents, and the school community. The chapters give valuable thoughts on how leaders communicate through various strategies and activities—questioning and planning. By focusing on what Parker describes as the three Cs of positive messaging with each group of stakeholders—school culture, collaborative environment, and communication—school leaders can be more realistic about what they say when they say it and how they direct the message. This clear, purposeful, and empowerment-focused communication allows for the developing of a positive school image and culture.
Messaging Matters is a book written by an educator and school administrator for other educators and school administrators. Parker’s pedagogy includes ideas and examples that are descriptive, detailed, and relatable to educators. He helps guide leaders in their thinking and practice. Parker guides us through general considerations to actionable, practical messaging to create a culture of celebration and collaboration in any school. The end of each chapter, indicated by the phrase “now it’s your turn,” is the perfect opportunity for leaders to reflect on self-assessment and practice.


Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities by William Parker (2017) contains different ideas and implementation. This example of combining the lived experiences of leaders with new approaches to messaging gives us a comprehensive look at messaging in the school.
The final section on Using Technology to Message with Parents, the Community, and Beyond addresses ways parents can communicate with parents and share information about the school day, academic progress, and other important information. Parker (2027) addresses this when he says, “May educators have discovered the convenience of reminding parents of upcoming events with text-based application subscription tools such as Remind.com (p.85). Teachers and leaders need to implement technology to reach families promptly. Parker emphasizes that teachers should communicate with honor and always send a positive message to make initial contact with parents to help set the tone for teachers and parents as partners in education. Schools can convey schoolwide and classroom activities on social media, which helps connect parents and schools. Sharing accomplishments and positive messages about student learning helps create a positive school climate.

The author does a great job of putting the importance of messaging in your face. He terms messaging as a “crisis,” giving a profound connotation that cannot happen haphazardly from school leadership. How messaging occurs has taken on new life in many platforms, from social media sites to school web-based platforms and email. The challenge to communicate in more than one way and a positive manner to each stakeholder is emphasized.
Parker(2017) offers various strategies to satiate the most curious teacher or future administrator. Making a positive connection early in the school year is one of the most essential pieces of advice to take away from the reading. “Chief communicators in schools must always strive to grow and learn, adding more ideas to their toolkits for improving school messages with teachers and staff” (p.41). Communication is essential for success and is the foundation for building solid relationships with parents, students, and other teachers or administrators. Cultivating a positive school climate through communication is to the sustaining of an effective school community..
This book is a valuable tool for administrators and other school leaders who may need a refresher in communication strategies or for a novice educational leader as a guide to build a toolkit of techniques. In addition, Parker (2017) provides information that can help to enhance and further leadership skills for building collaborative relationships and working environments using a new approach to leadership.

The message in the book is to embrace social media and technology; that is the way of the future . There are many new platforms to make communication inviting, engaging, and timely. School administrators are encouraged to use social media and other means of planning and organizing communication. Using social media can assist with sharing promotions, making announcements, posting movies, and sharing school newsletters. School administrators are also encouraged to utilize other technology platforms to share reminders and distribute newsletters that can be used to feature student achievements and school successes and keep students, families, and the community connected regularly.

“What tone do you appreciate and relate to when others communicate with you? Most of us appreciate when we are treated with dignity and respect. Leaders must consider their words, tone, and attitude influencing their message. For instance, during a school crisis or emergency, every staff must know their role and what steps to take next” (p.95).
The relevance of making your message matter is more immediate today than ever. Student teachers and families must be confident in the role of their school if there is an emergency.

[Stefanie Langton · Rating 5 out of 5]

Fantastic and engaging read for school leaders who want to create and maintain a positive school culture and increase school and community collaboration!

Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities by William D. Parker is an excellent book for school leaders to learn the power of messaging. The book focuses on positive ways school leaders can connect with moments happening in their schools, communicating effectively, and building collaborative relationships with staff, students, parents, and the school community. Each chapter contains information, strategies, tools, and technologies through descriptive stories from Parker’s own experience. The suggestions and tools shared are easy to understand and implement. Each chapter also contains questions to get your mind thinking and reflecting on your own leadership skills and how you can take action as a school leader. Parker wrote this book with the school principal in mind as he was previously a school principal. However, this book can be utilized in many different roles within the education setting as well as in organizations outside of the school environment (some adjustments would be needed). This book was a quick read, engaging, and flowed well from topic to topic.

The book is organized into three parts: messaging with teachers, with students, and with parents and the school community. The chapters have focused on creating first impressions, expanding stakeholders, and creating a positive school culture through timely and strategic messaging. School culture is about instruction, feedback, and celebrations. Messaging matters in all of these areas. Parker reminds us to strategize how to pre-emptively offer support and anticipate the future, so the community receives messages from school leaders as timely as possible or even before from other sources. As a school administrator, Parker emphasizes the importance of controlling the message. School leaders are in public relations mode continuously and it is important to have the right tone and approach when communicating with staff, students, parents, and the community.

The message in the book is to embrace social media and technology; that is the way ahead. There are many new platforms to make communication inviting, engaging, and timely. School administrators are encouraged to take advantage of social media and other means of planning and organizing communication. Using social media can assist with sharing promotions, making announcements, posting movies, and sharing school newsletters. School administrators are also encouraged to utilize other technology platforms to share reminders and distribute newsletters that can be used to feature student achievements and school successes and keeping students, families, and the community connected on a regular basis.

The ideas in the book are not new but presented in an organized way from the perspective of a school leader. It is an engaging read, and for new school leaders, it focuses on the important aspects and levels of communication. This book was found to be practical and meaningful. Parker offers suggestions that are simple and yet powerful ways to build relationships with stakeholders. This book reiterated the importance of establishing individual relationships and valuing the importance of all stakeholders in the role they play in the daily functioning of a school. This book helped me embrace various technology platforms that can be utilized to enhance community engagement.

Messaging Matters is a professional book that will be kept in my “leadership toolkit” and referred to frequently during leadership practice. This book is highly recommended for all potential and current school leaders who are seeking to improve, build, or sustain a positive and collaborative school culture!

[Teddy O'Rourke · Rating 3 out of 5]

In a society driven by communication, the key to success as a school leader lies within this guide to mastering the art of professional communication. If you’re looking for something written for school leaders just starting their careers, Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities by William D. Parker may be what you're looking for. Published by Solution Tree Press in 2018, Messaging Matters asks you to imagine that your words hold the power to shape careers, bridge divides, and unlock opportunities. The work is organized into three main sections, communicating with students, teachers and the larger community, which helps readers to maximize their role as chief communicators with a variety of stakeholders.

In his book, Parker discusses the premise that school leaders can use effective messaging to connect with both the school and greater community. After laying the groundwork for the power of positive messaging, Parker proceeds to present the rationale behind cultivating positive messages with students, teachers, parents, and the community, offering specific strategies that can be used to do so. Some of the strategies presented are techno-centered while others focus on modeling desirable behaviors, creating a welcome and inclusive environment, prioritization, giving feedback, and celebrating successes.

Parker’s structure is clear throughout the text, and he provides a nice balance of personal and professional anecdotes, research, and narrative prose. He clearly has had a great deal of experience throughout his career in education utilizing positive messaging with teachers, students, parents and the larger community, and he is able to draw from these experiences to craft his advice for educational leaders. Additionally, Parker provides opportunities within each chapter for readers to connect his suggestions to their own work in question boxes titled “Now It’s Your Turn.” While his advice is not exactly groundbreaking, it is clear, concise and relevant, for the most part, and would be useful for school leaders in the role of assistant principal, principal or any administrator at the school level.

While Parker establishes a strong conceptual foundation highlighting the critical role of effective communication in schools, his approach appears specifically tailored to empower novice leaders. The book merely skims the surface of communication, lacking depth and substance that leaves the experienced leader yearning for more information and utility. The one exception to this would be the senior leader who lacks a fundamental understanding of information technology. The author, like many of the most senior executive leaders in school systems around the country, came to prominence during a transformative period when technology evolved from an optional innovation to an essential educational tool. The book is a product of this lived experience. Speaking about social media platforms and tools within Google’s suite of applications as if they were some novel trend that everyone has to try only showcased Parker’s unfamiliarity with technology.

While the book, especially the first few chapters, offers some useful bits of information that underscore the importance of accurate, timely, and routine communication, there remains little value in reading beyond chapter two. The author’s problem lies not in the concepts but in the manner in which these strategies are applied. If you know how to save to PDF, you’re already leagues ahead of the technological strategies offered within this book. Overall, we’ve rated Messaging Matters a three out of five stars for its readability, conceptual strategies, and inclusion of technology, but felt it lacked depth for leaders with more experience looking to take their current communication skills to the next level.

[Meagan · Rating 5 out of 5]

Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities by William D. Parker (2017) explores the methods, tools, and benefits of effective communication strategies that school leaders can use to approach, engage, and inform multiple stakeholder groups. Each chapter focuses on how to relay key messages to different stakeholder groups, including teachers, students, parents, and the community, by building a foundation for intentional communication using both traditional and digital tools to share these messages.

Summary
Intentionally or not, school leaders play a pivotal role in shaping the perceptions of the schools they lead and work in. This influence extends to how parents and the community view their schools. For example, when a parent commends a teacher's dedication, it sends a powerful message of the positive impact being made. Conversely, when a community member criticizes the school's discipline policy, it underscores a negative aspect. These examples reinforce the fact that, despite schools doing meaningful work, their message often fails to reach beyond the building or the local community (Parker, 2017). The examples provided of how leaders can foster positive organizational engagement were enlightening and empowering.

While some ideas were not entirely new, they were intentionally aligned to unify staff around a shared mission and vision, and to work to understand others through empathy. A key takeaway related to collaborative leadership includes the message that communication is a leader's most powerful tool, as it influences perception, culture, and morale. Parker (2017) emphasizes that leaders are tasked with creating systems that allow for reflection, open dialogue, and modeling behaviors that reinforce a positive school culture. As he writes, "[w]hen we paddle together, when we form a cooperative culture, collaborate, and communicate effectively, we achieve more than we could alone" (p. 34).

Critique and Recommendations
The incorporation of reflection questions at the end of each chapter provided an opportunity for valuable reflection. These prompts encourage school leaders to think critically about their messaging while providing a reminder to remain grounded in why they lead: serving students. While Parker’s suggested tools are thorough and detailed, some feel outdated in 2025. Due to technology’s rapid evolution since 2017, a focus on sharing digital content through blogging websites and Facebook may not resonate with current school leaders, who may primarily use Instagram and X (formerly Twitter).

Furthermore, this book primarily focuses on the roles of administrators and teachers as school leaders. It does not cover all roles in education–for example, Educational Assistants (EAs), librarians, and school counselors. Still, educators of all roles and levels will find the themes in this book to be highly relevant. This book also acknowledges students as primary stakeholders, emphasizing that they, too, benefit from positive, collaborative messaging.

Conclusion
Messaging Matters is more than just a leadership book; it is a reflective, practical guide for school leaders of all roles and levels navigating communication challenges. Parker’s message is clear: how we communicate shapes culture, builds trust, and determines leadership impact. Through personal stories, actionable strategies, and reflection questions, Parker challenges leaders to rethink their approach to messaging. The lessons in this book are empowering and support leaders committed to leading with clarity, purpose, and heart.

[Lisa Virzera]

Review of Messaging Matters by William D. Parker
By: Lisa V, Rechelle K, and Chinwe M
This book offers a clearer and positive understanding for communication as a school building leader. While reading the book there are key topics that stood out for a school building leader. The below topics were discussed and holds the foundation for the book.

Importance of consistency
It is explained that consistent messaging helps to make sure families and staff receive the same message. Even as a school building leader if you have to repeat the same message in different ways, it helps people to feel confident and know what to expect.
Parker notes that effective leaders use messaging proactively rather than reactively. When leaders anticipate misunderstandings, emotional responses, or behavioral challenges, they can address concerns before misinformation spreads. Proactive communication strengthens school culture by minimizing confusion and reducing unnecessary conflict.

Being Personal
Working as a school building leader you need to understand that communication needs to come across supportive and responsive. Making sure the tone is right and keeping the families and staff updated helps keep trust and security.
Parker also stresses that meaningful communication must be personal, relational, and human-centered. In school environments where work is built on connection with families, students, staff, and community members leaders must intentionally cultivate relationships through authentic, clear, and caring communication. Parker argues that when leaders take time to truly know the people they serve, trust increases, communication improves, and difficult moments become easier to navigate because relationships function as the foundation of support.

Keeping a clear message
By making sure the message is clear helps to make sure there is less confusion. This can be important when discussing policy and procedures with family members and new staff. In Messaging Matters, Parker makes note that there can be confusion when there is no clarity. Clear messaging has reduced misunderstandings and strengthened trust in leadership intentions.

Be proactive
By staying on top of information, and updating the staff and families, helps to build trust and keeps the school building strong. By being proactive it helps school building leaders address concerns and questions before it is heard by someone else.
Parker notes that effective leaders use messaging proactively rather than reactively. When leaders anticipate misunderstandings, emotional responses, or behavioral challenges, they can address concerns before misinformation spreads. Proactive communication strengthens school culture by minimizing confusion and reducing unnecessary conflict.

Support staff with strong communication
By having strong communication helps keep a positive work environment, keeps strong collaboration, and high morale.
According to Parker, communication should also be supportive, especially during challenging moments. Schools are complex human environments, and people bring emotions, personal struggles, and diverse needs. Parker reminds leaders that how they respond to challenges shapes the culture of the organization. Supportive messaging fosters psychological safety and encourages individuals to stay engaged even when difficulties arise.

In the end, this book has a clear message for school building leaders and explains the important of strong communication for a school. This book is something all leaders should read to help guide them through their role.

[Molly · Rating 4 out of 5]

William D. Parker’s (2018) Messaging Matters: How School Leaders can Inspire Teachers, Motivate Students, and Reach Communities is a practical guide in educational leadership, earning a strong recommendation for its clear, applicable strategies for school leaders seeking to shape positive communication. If you are ready to build positive and persuasive messages in your leadership, continue reading to find out why your messaging matters.

Parker uniquely emphasizes consistent, emotionally intelligent messaging as fundamental to creating collaborative and supportive school cultures. This text outlines ways in which leaders can effectively build positive school environments by communicating with students, teachers, and community members, including caregivers. Each of these three categories are organized into their own section, allowing school leaders reading the book to strategize effectively. Emulating positivity and emotional intelligence toward each category of audience is a pervasive theme, as is technology integration, which spans three of the seven chapters. A powerful section on leading teachers stresses the importance of cooperation, collaboration, and communication. Leaders should be present, responsive, and reassuring to those they lead. They should promote conversation and engagement around professional development and incorporation of required material like state standards. At the heart of leadership practice in schools is developing the strengths of those served, be they students, educators, or community stakeholders. Parker (2018) states, “strong leaders understand their purpose, do the hard work, lead selflessly, and build momentum through consistency” (p. 22).

New school leaders particularly will benefit from the clear frameworks and practical examples provided, while self-focused leaders who shy away from transparency will find limited relevance in Parker’s message-centric approach. While many points were well made, schools may not have available resources to implement the strategies Parker details in this book. While Parker includes actionable solutions based on real scenarios that educational leaders are likely to encounter, there are limits to the content’s applicability. For instance, chapter 5 focuses on technology tools as means of communication with students, which is only applicable for students old enough for that to be developmentally appropriate. Chapter 7 also focuses on using technology to message families and communities, however, some communities may be limited with access to technology. The content on how to reach communities is focused on how to deliver the school leader’s message, based mostly on logistics, and does not address how to incorporate the identities, strengths, and values of the community itself. In this way, the book presents a largely unidirectional approach to communication. One is left wondering how to encourage community members to be a greater presence within the school community, especially without the use of technology. Overall, the book is a practical but not universal guide that can aid school leaders in improving their school’s culture, collaboration, and communication.

Recommendations:
Who will benefit: New school leaders, veteran school leaders, during PD week at the beginning of the school year, school committee members
Who will not benefit: Anyone self-seeking, self-promoting leader who does not want to clearly communicate or promote positivity; School leaders in a community with a lack of access to technology

[Jennifer Goen · Rating 4 out of 5]

Messaging Matters by William Parker is a compelling guide for educational leaders, reminding us that what we say, and how we say it, defines our leadership legacy.

From the start, Parker reframes communication as more than logistics. He makes the case that school leaders are always communicating through words, tone, actions, presence, and even silence. His catchphrase, “Your message is your mission,” captures the heart of the book: messaging is not just about sending information, but about shaping culture, inspiring trust, and aligning a community around shared values.

The book blends memoir-style storytelling with practical strategies, making it both readable and useful. Parker’s conversational yet professional tone feels like talking with a mentor who knows the challenges of leadership. Each chapter is short, accessible, and punctuated with real-life examples and reflection prompts. For instance, Parker describes two very different first-day student experiences: Jenny, who feels lost and unsupported, and Billy, who is welcomed by name and prepared for success. The contrast illustrates how even the smallest details of school messaging can make or break a student’s sense of belonging.

Another memorable moment comes from a kayaking trip Parker took with his superintendent. At first, they paddled in opposite directions and got nowhere. Only when they synchronized did they make progress. That simple metaphor speaks volumes: when leaders and their teams don’t share the same message or move in the same direction, it’s nearly impossible to move forward. Similarly, Parker shares stories of teachers who simply needed to be heard, reinforcing that communication isn’t just about giving information, it’s about building relationships and trust.

Thematically, Parker organizes his ideas around four major pillars: (1) The Power of Positive Messaging, (2) Building Relationships Through Communication, (3) Leadership as Public Narrative, and (4) Using Technology for Connection. He emphasizes that emails, announcements, social media posts, staff meetings, and even hallway conversations are all leadership opportunities. Rather than pushing charisma or optics, he argues for authenticity, consistency, and empathy.

The book’s strength lies in its accessibility and inspiration. You can pick it up on a Friday afternoon, read a chapter, and walk away with something to apply the following week. That said, readers looking for deep dives into policy, equity, or systemic reform may find the book less comprehensive. And classroom teachers focused on instructional strategies may find fewer takeaways than principals or superintendents.

Still, Parker’s focus on the human side of leadership makes Messaging Matters a valuable resource. It reminds school leaders that their influence is felt not only in the big decisions, but in the everyday moments that quietly shape culture. Whether through a morning announcement, a newsletter, or a simple conversation in the hallway, every message carries weight.

Messaging Matters is an encouraging, practical, and memorable read for educational leaders seeking to inspire, motivate, and unify their communities through intentional communication. We'd recommend it especially to principals, superintendents, and aspiring administrators who want to refocus on the heart of leadership.

[Jonathan Swann]

In the educational leadership book, Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities by William D. Parker, we are reminded that messaging is synonymous with building a brand. In this case, your brand is your image, connected with your school image.

In this high content, fast read, the author wastes no time in providing effective tools and strategies to engage with students, staff, and families. He introduces the reader to the importance of messaging and how leaders have to substantially improve and grow their communication strategies because of the impact of technology and various communication mediums. Parker stresses the importance of positive engagement as a means of impacting students, staff, and community. His constant themes of empowerment, trust through transparency, shared vision, open dialogue and feedback provide the reader various lenses of analysis as they begin reading the text.

Each chapter builds upon itself as he first reminds us to build a culture that is a positive environment for messaging. His words of encouragement and his recommendations provide the backdrop to engagement with your teachers. His continued stressing of open communication leads you through various opportunities to use his advice and apply his thinking to your school and communities. Understanding how technology plays a major role in communication, he provides many high tech and low tech solutions to implement.

As he closes his book, he continues to provide strategies in keeping yourself focused and on messaging as he provides strategies to engage the community and gives you your last peptalk in his epilogue, before you feel the pat on your shoulder to go out and begin the work that he has set you up for.

In analyzing the author’s purpose for writing this book, he presents many valid arguments that allow you to understand his train of thought and begin to grow your own professional communication actionable plan. He shares that it is our responsibility, as the leader, to create that positive culture of communication, and to watch out for the pitfalls that messaging can bring. Personally, I would like to see a follow up conversation about experiences that he has had in which communication did not go the way as expected. Other ideas for his continued works include communication during crises as schools increasingly experience crises that require immediate attention, rapid response, and attention to detail.

Overall, the book is well written and easy to follow. This style of writing will provide the reader many opportunities to think about what the author is telling them and applying these strategies into their own practices. Despite this book being marketed for a school-based leader, any leader looking to improve their communication skills can pick this book up and get something out of it.

[Lexi Burton]

I originally started to read this book as part of a book club. Upon reading, we found that the book Messaging Matters, was an extremely practical and genuinely inspiring guide for school leaders who are looking to strengthen communication and collaboration practices across their entire school community. William Parker states throughout that effective leadership is not just about what we say - but how we frame our messages and the resulting emotional impact that our communication can have on teachers, students, and even parents. As people who are studying educational leadership specifically (we read this book as part of a book club within our program), we all found this book to be incredibly timely, relevant, and a necessary read on our journey of becoming true, effective, and transformative leaders.

Parker organizes the book around three audiences that leaders must communicate with in the most intentional way: teachers, students, and the surrounding community. Each chapter does a good job at blending real stories, insightful leadership tips, and questions for reflection that all work to push the reader to really think about the culture that they create with their own words. One of the biggest takeaways that we had as a group was that leaders must become professional or “chief communicators”, because communication directly shapes and impacts the trust, morale, and entire school culture for everyone within.

What we appreciated most in this book was the combination of practical, necessary tools with big-picture leadership ideas. It directly connects to the ideology surrounding a transformational leader, the steps necessary to build culture within an organization, and stakeholder buy-in and engagement. The reminder to “keep messaging short and sweet” is something that I know that I will definitely carry into my own leadership practices and overall definition of what it means to be an effective leader. The emphasis on storytelling throughout the book was also extremely effective. A big lesson that we took away from the reading was that storytelling as a leadership strategy can work to humanize any leader and build emotional connections that are both simple and powerful.

Overall, Messaging Matters is an extremely valuable read for any current and/or aspiring school leaders - or honestly any leader in general. It offers actionable strategies, reflective prompts, and a clear argument for why communication is absolutely necessary in order for true, effective leadership to occur. This book has drastically changed how we all collectively think about staff communication, parent outreach, and the creation of a positive school climate - this book alone has made us excited to apply the suggested ideas into our own lives and work as school leaders. We highly recommend it!!! 10/10

[Sukanya Goswami · Rating 5 out of 5]

If you want a healthy and positive school culture, this book is for you!

Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities by William D. Parker is an excellent book for school leaders to learn the power of messaging. The book focuses on positive ways school leaders can connect with moments happening in their schools, communicating effectively, and building collaborative relationships with staff, students, parents, and the school community. Each chapter contains information, strategies, tools, and technologies through descriptive stories from Parker’s own experience. The suggestions and tools shared are easy to understand and implement. Each chapter also contains questions to get your mind thinking and reflecting on your own leadership skills and how you can take action as a school leader. Parker wrote this book with the school principal in mind as he was previously a school principal. However, this book can be utilized in many different roles within the education setting as well as in organizations outside of the school environment (some adjustments would be needed). This book was a quick read, engaging, and flowed well from topic to topic.

The book is organized into three parts: messaging with teachers, with students, and with parents and the school community. The chapters have focused on creating first impressions, expanding stakeholders, and creating a positive school culture through timely and strategic messaging. School culture is about instruction, feedback, and celebrations. Messaging matters in all of these areas. Parker reminds us to strategize how to pre-emptively offer support and anticipate the future, so that the community receives messages from us as much timely as possible or even before from other sources. As a site administrator, he emphasizes the importance of controlling the message. School leaders are in public relations mode continuously and it is for us to have the right tone and approach when we communicate with our staff, students, and parents. The message in the book is to embrace social media and technology; that is the way ahead. If we are messaging with students, the most effective way is to use technology. There are many new platforms to make communication inviting, engaging, and timely. Site administrators are encouraged to take advantage of social media and other means of planning and organizing communication.

The ideas in the book are not new but presented in an organized way from the perspective of a site leader. It is an engaging read, and for new site leaders, it focuses on the important aspects and levels of communication.

[Judith Alava · Rating 3 out of 5]

“Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities” by William D. Parker is an overall useful tool for leaders written by an educator and leader. The book highlights the importance of leaders becoming effective messengers in communicating with teachers, students, and the school community. Educational leaders will discover and learn how to use practical and basic technologies to promote communication, improve their messaging, and foster a supportive school environment. As educational leaders, we acknowledge how education has drastically changed during and following the COVID-19 pandemic.
However, it's worth noting that some of the technological aspects of the book haven't aged well. While the foundational communication concepts remain solid, many of the specific digital tools, platforms, and strategies referenced feel outdated in today's rapidly evolving tech landscape. The advancement of technology and the need for a different standard of communication throughout educational leadership came during a time in the COVID-19 pandemic when communication was essential in ensuring the safety of the community. A lot of the expectations that were asked of educational leaders during that time are still expected today. It would be interesting to see how the trends have changed from when the book was published to today’s current climate in a second edition of Messaging Matters. Today’s school leaders will need to supplement these sections with current research on emerging communication technologies and platforms.
One of the greatest features of the book is the real-life scenarios Parker provides, allowing the reader to explore one’s communication style as a leader. Having the opportunity to learn first-hand accounts of various challenges and accomplishments Parker and his colleagues have accomplished provides readers the ability to relate to the accounts exemplifying leadership and successful communication strategies within the educational setting.

The core message from Parker in using clear, purposeful communication came across the text and remains a valuable asset for educational leaders. While some of the communication strategies may feel outdated in the post-pandemic, fast-paced digital age, several of the principles Parker outlines remain universally relevant and have the potential to be put into practice in today’s world. School leaders can find value in Parker’s insights while also recognizing the need to integrate current strategies to meet today’s evolving communication demands of our communities. Messaging Matters ultimately reminds us that being clear and intentional through communication is at the heart of successful leadership in education with all stakeholders.

[Tarah-Anne Rancy · Rating 5 out of 5]

Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities
Group Review Written by: Tarah-Anne Rancy / Dave Nandkumar / Lisa Harrison / Kimberly Skillen

Clear communication and transparency are acts of kindness that build strong, effective organizations. Messaging Matters by William D. Parker is a refreshing and practical guide that emphasizes the power of positive communication in shaping a school’s culture. Throughout the book, Parker seamlessly blends real-world examples, reflection prompts, and actionable tips to demonstrate how effective messaging can inspire teachers, motivate students, and foster trust with families and communities.

A standout theme throughout the book is the importance of clarity, consistency, and positivity in messaging. Parker warns that unclear communication can lead to misunderstandings and misconceptions, while intentional, positive communication can strengthen trust and relationships. He also highlights the impact of digital communication, noting that even simple, concise posts on platforms such as ClassDojo or Google Classroom can enhance home-school connections. Celebrating student achievements and providing consistent recognition fosters a sense of belonging and helps bridge the gap between school and community.

Our group found Messaging Matters to be a practical and encouraging resource for educators and school leaders. Parker’s writing is organized and easy to follow, making strategies accessible to both new and experienced leaders. His examples of positive messaging are highly applicable, and the reminders to focus on clear, kind communication feel timely and relevant. We appreciated Parker’s practical strategies, such as using weekly emails to celebrate successes, leveraging social media to highlight authentic moments, and modeling the positive culture leaders hope to see in their schools. His reflections on the power of recognition, storytelling, and consistent expectations reminded us that leaders shape culture not just by what they say, but by the systems and habits they create.

While a few sections felt repetitive, this repetition reinforces Parker’s central message: effective communication is simple, but it requires consistency and intentionality. Our group found the book to be a powerful reminder of the leader’s responsibility to connect, inspire, and clarify—especially in times of change or challenge. Messaging Matters is an easy read, but its ideas spark deep reflection and meaningful conversations. For any educator or leader seeking to strengthen their communication and culture, this book is a must-read.

[Abigail Morrah-James · Rating 5 out of 5]

Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities by William D. Parker is a practical guide for school leaders who seek to improve communication within the educational environment. The book emphasizes the importance of effective messaging in inspiring teachers, motivating students, and engaging with the wider community. The genre is Educational Leadership/Professional Development, which focuses on providing guidance, strategies, and insights for individuals in leadership roles within educational settings. It aims to enhance their professional skills and effectiveness in managing and inspiring their teams, students, and communities. The text is well-written and accessible, with practical advice that is easy to implement. Parker uses a conversational tone, making the book engaging and relatable. His use of real-life examples and case studies adds depth and credibility to his arguments.
Parker delves into the nuances of communication strategies that resonate with different stakeholders in a school environment. He underscores the necessity for clarity, consistency, and authenticity in messaging. The book explores how school leaders can use communication skills to inspire and support teachers. Leaders can help teachers feel valued and motivated by fostering a positive and collaborative atmosphere. By effectively communicating the school’s vision and successes, leaders can garner support and involvement from parents and community members.
Parker’s position is clear: communication is critical for school leaders. He introduces new ideas, such as the importance of personalized messaging and modern communication platforms to reach a broader audience. The book also emphasizes the power of storytelling in creating a compelling narrative for the school.
This book succeeds in providing school leaders with a clear and actionable guide to effective communication. The book’s strength lies in its practical approach and focus on the impact of communication on different aspects of school leadership. While the book does not delve deeply into theoretical frameworks, its pragmatic focus makes it a valuable resource for current and aspiring school leaders. This book is a successful and insightful guide that underscores the importance of communication in educational leadership. It offers valuable strategies for inspiring teachers, motivating students, and engaging with the community, making it a worthwhile read for anyone involved in school administration. Overall, we would rate this book 5 stars.

[Jennifer Malue · Rating 4 out of 5]

This book shares the importance of taking advantage of those small moments to build relationships when building a positive culture. Leaders effectuate change with consistent communication and a focus on clear expectations. Celebrating students, colleagues, and supervisors is essential when establishing a positive work climate. It provides many strategies that can be used by education professionals to provide positive messaging with teachers. These strategies can be compiled into a toolkit of resources to assist principals and school leaders in charge of building relationships with their teachers and staff. The book shares strategies to communicate positively within the classroom and community. Celebrating student successes while staying firm and fair allows students to feel comfortable being authentically themselves and feel valued. It highlights the importance of using technology to connect with students. Therefore, staff, faculty/teachers, and students must be comfortable using technology/web based applications and finding ways to incorporate technology in the classroom. After reading how one school uses at least 19 technology tools to send messages and or engage students in the classroom, we have decided to ask our students what technology tool (outside of Canvas) would they like me to use to send them messages: Text, Band App, etc. and agree to use it throughout the semester. Parental involvement is a critical component to building a school culture where all voices are heard and valued. This fosters community and collaboration.

We would definitely recommend this book for school administrators because of the helpful tips and resources that it provides to students, families and teachers. This book can overall benefit everyone! Your communication is your brand. That’s why messaging matters. It is easy to misjudge people by our first encounter with them. As teachers, we are molding young minds. Modeling effective communication with students and colleagues allows students to be authentically themselves. We need to offer others and ourselves grace, especially in our first encounters with our students and families.

[Reader · Rating 4 out of 5]

Messaging Matters: How School Leaders can Inspire Teachers, Motivate Students, and Reach Communities (William Parker) is a very fast paced read that provides insight into the various ways in which a leader can use good communication skills to lead their school communities. Parker, a formal principal, provides anecdotes for inspiring students, teachers, and school communities from the perspective of a principal.

The book begins with an overview of the reasons in which pertinent messages that we send to our schools matter, and the effects that our messaging style has on the stakeholders. Parker then relates this impact on the broader community. Each of the seven chapters provide an easy to read overview of each example and how to utilize each situation to make a positive effect on the school environment. After each section, Parker discusses how to use technology to effectively communicate with the stakeholders addressed in that section of the text.

This book would find its best audience with beginning principals or other school leaders who are new to their role. This book can serve as a positive tool in which to garner ideas for reaching school communities through positive messaging. However, most veteran principals would not find the inspiring ideas that the introduction aims to offer. The idea of the book is to showcase the school leader’s role as a narrator of the school’s story. A veteran principal would probably seek a book that attempts to problem-solve some of the barriers that they are facing; however, Parker’s book does not fully cover the negative sides to the messaging process and how to overcome the many issues that poor communication or miscommunication can cause.

While Parker keeps the book message framed in a positive, light manner, the author does seek to provide better insight into how school leaders can connect the school’s stakeholders through positive, shared messaging experiences. For this reason, this book might be an excellent first read for new principals in providing them with an introduction into inspirational messaging for the betterment of the school and community.

[Cat · Rating 5 out of 5]

The book "Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities" by William Parker is a 5-start, must read for school-based leaders! This book provides valuable insights for school leaders in any educational setting. Parker wants his readers to become messengers who understand the communication continuum. This may sound complicated, but Parker writes in an easy to read, highly accessible style that keeps you interesting and intrigued. As a school principal, Parker discusses his experiences creating a strong culture prepared for positive messaging, before any words are sent out. The concepts of beginning with listening is a important reminder for all leaders to pause and listen for what is said, and what is “behind the story.” Once this foundation is prepared he offers comprehensive guidance on using podcasting, social media, newsletters, and publishing to build strong connections among students, families, and the school community. This helps to create an atmosphere of mutual respect, goal setting, and celebration.

This book is helpful for administrators at all levels of education, from elementary to higher education, who aim to establish an inclusive and collaborative educational environment. Parker provides opportunities for readers to enhance communication with teachers, students, parents, and the community, as well as reflection and action steps to aid in continuous leadership development. One of the best part about Parker’s ideas is that they can be immediately implemented into a leader’s personal practices with teachers, students and families/communities. Parker reminds us as leaders to celebrate often and loudly. His focus on positive messaging is a glass full mentality with plenty of lessons learned share with his readers. “Messaging Matters” is an easy read with a big impact. I had the privilege of reading this in a book club with like minded educational leaders and we all agree, anyone looking for practical, practicable strategies will find this book helpful and a keep within reach resource!

[Willie Jackson · Rating 5 out of 5]

In "Messaging Matters," William D. Parker offers a compelling guide for school leaders seeking to enhance their communication strategies and foster a positive school culture. Drawing from his experience in education, Parker emphasizes the critical role that effective messaging plays in inspiring educators, motivating students, and engaging communities.

One of the standout features of the book is Parker's clear articulation of the connection between messaging and school climate. He argues that the way leaders communicate their vision and values can significantly impact on the morale and motivation of both staff and students. Through practical examples and insightful anecdotes, Parker illustrates how thoughtful messaging can create a sense of belonging and purpose within the school community.

The book is well-structured, making it accessible for school leaders at all levels. Each chapter provides actionable strategies that leaders can implement immediately, such as developing a strong narrative, utilizing various communication platforms, and fostering open dialogue. Parker also addresses the importance of listening as a key component of effective messaging, which is often overlooked in leadership discussions.

Parker's emphasis on community engagement is particularly relevant in today’s educational landscape. He advocates for building strong partnerships with parents and community members, highlighting that inclusive messaging can bridge gaps and strengthen support for schools.

Overall, "Messaging Matters" is an invaluable resource for school leaders who aspire to create a thriving educational environment. Parker’s insights are both practical and inspiring, making this book a must-read for anyone committed to improving communication and fostering a collaborative school culture.

[Tiarra Thompson · Rating 4 out of 5]

Creating a positive school community that includes successful collaboration and communication is quite an undertaking. Using the book Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities by William D. Parker, you are able to read about and understand different ways of communicating and how to maximize your role as a communicator. The author will take you through different modes of communication with other educators, parents, students, and the community as a whole. The book flows easily, with each chapter focusing on how to communicate and use technology effectively with different populations of people and, furthermore, giving a plethora of suggestions you can use and reflective questions that can help you mold and enhance how you communicate with others.
As an educator and a leader, I found this book and the reflective questions throughout each chapter helpful in enhancing my skills and thinking surrounding how I communicate with my community and what I can do to further my communication with my community. In the book, Parker says, “You can’t assume that since you’ve communicated something one time that the recipient remembers the message.” Applying the practices outlined in each chapter of the book, you are given the opportunity to reflect on different approaches to communication, ideas on how to use different platforms to communicate, and reflective questions to see whether this communication is effective.
Overall, although some of the technology recommendations are outdated for our very technologically savvy world today, I would recommend this book as a guide to new emerging leaders about positive communication practices or as a refreshing reminder to leaders on how to continue to grow their positive messaging.

[Hector Zapata-David · Rating 5 out of 5]

Keep it positive! It’s not what you say, but how you say it! It is the message that matters! Messaging Matters: How School Leaders Can Inspire Teachers, Motivate Students, and Reach Communities, by William D. Parker, offers great advice for becoming a successful communicator. The author gives information with personal stories that helps drive points home. The author provides simple, yet powerful, suggestions for bridging communication gaps within the school community.

Each chapter is focused on a specific “positive message” which impacts teachers, students, families, or the community. Data is always used to justify the advice being suggested. For example, in chapter 7 the author presents statistics on how many parents use technology and social media for communication before going into a detailed explanation of why using technology to bridge communication gaps is essential. The most powerful paragraphs of his book are in the epilogue when the author discusses that the tactics needed to be a great communicator are similar to how a basketball player should function on the court. This analogy will resonate with readers and the message is succinct and simple.

Being open, talking to your teammates (co-workers), offering assistance, anticipating, identifying strengths and opportunities, and staying in control are all valid guiding principles that will help educators become successful communicators within their school community. This book is relevant, practical, and easy to implement. School leaders and classroom teachers will benefit from the tips within it.

[Carolyn · Rating 4 out of 5]

Ready to unmuddy your waters? Messaging Matters: How school leaders can inspire teachers, motivate students, and reach communities, by W.D. Parker. challenges the reader to consider what intended and inadvertent messages they may be sending and provides actionable suggestions on how educational leaders can convey clear and consistent messages. This book showcases the powerful changes that can happen when thought is put into all the messages that we send.

Positivity is the theme of this book. Everything starts with the idea that messaging should be positive. Parker breaks the book into 7 chapters, plus an introduction that focuses first on building a positive culture and then on creating positive messages and using technology to effectively communicate with teachers, students, and the community. Each chapter provides an overview of the important aspects and then, within the chapters, the readers are provided with a bulleted list of ideas that they can start trying immediately to provide positive and consistent messages.

The book reads like a conversation with Parker and is quick to get through. However, the fact that it is a quick read does not take away from the impact of the content. Sometimes the reader can feel that Parker is too idyllic, but he does acknowledge the pitfalls that an educational leader may encounter and provides ways in which to address these. The fact that the books provide actionable steps that can be started as soon as the next day, makes this book a definite must-read for all educational readers.

[Ashley Watts · Rating 5 out of 5]

This book can benefit everyone overall! Your communication is your brand. That’s why messaging matters. It is easy to misjudge people by our first encounter with them. As teachers, we are molding young minds. Modeling effective communication with students and colleagues allows students to be authentically themselves. We must offer others and ourselves grace, especially in our first encounters with our students and families. This book offers a strategic plan to include all stakeholders in the communication process and the importance of prioritizing positive experiences. Moreso, the author was thoughtful in delivering resources alongside solutions. It is an excellent read for all stakeholders, from the teacher strategizing their classroom newsletter and technology hour to the parents leading PTA. This book reminds all of us that the campus is a community.