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A Strategic Communication Continuum

This model is based on five generic descriptions for the types of communication strategies employed
by school leaders, these are:

 Withhold and Control

 Identify and Clarify

 Select and Dissect

 Tell and Sell
 Spray and Pray

High

Select & Dissect

Effectiveness Identify & Clarify Tell & Sell

Withhold & Control Spray & Pray

Low Amount of information High
Adapted from Clampitt, DeKoch & Cashman, “A Strategy for
Communicating about Uncertainty”, Academy of Management
Executive, Winter 2000, 41‐57.

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