Superintendents’ tenures in their districts have a profound effect on student achievement. A 2007 study by the American Association of School Administrators (AASA) as well as a 2006 study by Mid-Continent Research for Education Learning show a positive correlation between superintendent tenure and increased student achievement.

Those studies show that the future success of students may ride on the superintendent’s tenure. Other studies show a superintendent’s level of expertise in communication will probably determine the length of his or her stay.

A 2005 NSPRA survey of 31 superintendent search consultants, How Strong Communication Helps Superintendents Get and Keep Their Jobs, clearly identified lack of communication expertise as the main reason superintendents lose their jobs.

That study also found that the key skills school boards want in new superintendents are the ability to effectively communicate both vision and leadership and the ability to motivate others. Many of these search consultants, who collectively conducted more than 300 searches, recognized that a comprehensive communication program is essential to superintendents’ survival.

11 Tips for Savvy Superintendents: The Communication Factor in Superintendent Success is part of the 2008 AASA/NSPRA Back-to-School Toolkit for School Leaders. Members of the American Association of School Administrators and the National School Public Relations Association can access the Toolkit online.