Thomas A. Rakes is professor and director of research and development, College of Education, Memphis, Tenn.; and Glenda C. Cox is senior instructional design specialist, Federal Express Corporation, Memphis, Tenn.Principals' use of appropriate persuat sive strategies can enhance faculty j and staff satisfaction, which leads to t productivity and school success. he need for communication effectiveness continues to be a neglected priority for many school administrators. Principals must recognize the existence of power, must understand how administrative power functions and how it affects subordinates.Administrative success is equal to the ratio between attempts to change behavior and success in changing behavior (Roach, 1991). Persuasion addresses the classic issue of management : How to accomplish tasks efficiently through an orderly method that can gain the desired results using available resources
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