Perception management: An evaluation from the perspective of school administrators

The aim of this research is to examine the opinions of school principals regarding their own perception management practices. The research was conducted using phenomenology, a type of qualitative research design. The research was conducted with 17 school principals who were selected using the maximum variation and criterion sampling method and working in different types of schools in Aydın province in the 2023/2024 academic year. The data were collected through a semi-structured interview form and analyzed through content analysis. "MAXQDA 2024" qualitative data analysis software program was used for the analysis. According to the research findings, it was seen that school principals defined perception management as real and virtual elements, scientific approach and achieving the goal, changing thoughts and persuasion process; they tried to influence the perceptions of teachers about school-community relations, teacher development, student development, perception of management and school culture, and the perceptions of senior administrators about wrong decisions, image creation, social and academic development. The perception management methods aimed at teachers were determined as using position power, using expert power, using the sense of unity, using communication and persuasion strategies, appreciating and rewarding, and building trust; It has been observed that perception management methods for top managers are using communication and persuasion strategies, showing sense of duty, demonstrating institutional success and using power. The research results show that perception management has an important place in the relations with the school's components and in educational management. Recommendations have been developed for practitioners and researchers to support the professional development of school managers regarding perception management practices.