Optics Matter

As July transitions into August, a new cohort of school heads (and other administrators new to their roles) prepares for the first faculty meeting of the year and for welcoming students and their parents on the first day of school. This advice from David D. Perlmutter, dean of the College of Media and Communication at Texas Tech University, seems especially apt for new leaders in any institution--and a good reminder for veterans as well. Appearances and optics matter; whether we think they should or not is beside the point. Be thoughtful and intentional about the messages you transmit in actions as well as words.