Unmistakably, whether positive or negative, postsecondary leaders affect the institutions they lead. Their influence and visibility extend past the doors of their institution because postsecondary institutions have high visibility in the community, as well as at the state and federal level. Postsecondary leaders must be able to manage their internal and external influences and communicate to their various constituencies. One opportunity a CEO has to influence all of these groups at one time is through convocation. Convocation, at many institutions, is the occasion designed to launch the new academic year. Identified as a rhetorical enactment of leadership, convocation can be a powerful moment to define and frame critical issues for postsecondary institutions. However, leaders need to consider the context and the purpose of convocation and decide if it is simply a celebration or if the leader wants to move the faculty towards obtaining specific goals. Leaders need to consider how to construct messages that meet the needs of the audience and the goals of the institution.
