Transcript Orientation

Orientation
Chapter 4
Promotion
Lindsay Campbell,
TSBA Communications Specialist
Welcome &
Thank you!
“School boards are unique
because education is not just a
line item in the budget. It is the
only item. We are unique in that
we are single-minded and
single-focused…we are the
voice of public education.”
NSBA, National School Boards Association
Education Advocate
Public education will
become stronger as more
individuals actively promote
the issues and facts.
Board’s Community
Leadership Roles
O Influence State and Federal Legislatures
O Develop Commission/City Council Support
O Develop Relationships with Other Boards
O Work with the Media to Build Support
O Generate Parental and Public Support
O Turn Employees into Advocates
4-Step Promotion Process
O Research – Data gathering & listening
O Planning – Timelines & responsibilities
O Communicating – Action step
O Evaluating – Determining the success
4 Key Communication Factors
O Be accountable
O Dual role – represent schools and
community
O Insight and Influence on public
opinion
O Moral and legal obligation to
communication reasons for actions
Public Relations:
“ A planned and systematic, twoway process of communication
intended to encourage public
involvement [in schools and the
school district] and to earn public
understanding and support [for
them].”
The National School Public Relations Association
‘To Do’s’ to Promote
School’s Image
O
Help the public understand the role of school
board members/chairman
O
Attend school events
O
Appreciation efforts
O
Circulate among audience before and after
board meetings
O
Thank-you letters/emails to community
members who serve on board committees
Our Publics
Internal Publics
External Publics
O Students
O Parents
O Board members
O Businesses
O Administrators
O Civic Groups
O Principals
O Elected Officials
O Teachers
O Media
O Bus Drivers
O Seniors
Other Stakeholders –
Staff
O Recognize and use expertise of staff
O Advocacy starts in the school building
O Employee-first communication
O Empower, build confidence and build
as a team
Encourage
promotion
of staff by:
Other Stakeholders –
Staff
O
Implement staff appreciation days – send
emails, letters to outstanding staff
O
Encourage staff input on items before the
board
O
Send out reports after board meetings to
staff
O
Include wide range of staff in planning
process, budgets, policy and major
changes
Three Strategies to Effective
Employee Communication
1.
Engagement – surveys, focus groups,
shared planning
2. Transparency – discuss issues and share
information openly and honestly
3. Admit and own mistakes – defuse
criticism and critics
American School Board Journal , 2011
Generating Public Support
Build a positive image and generate support
by involving the public.
O Generate, expand and cherish relationships.
O Share education facts and issues.
O Feed them information.
O Gather input.
Strategies:
Using the Media to Build Public
Support
List one idea for using the below communication
outlets as a tool to publicize positive information…
• System website
• Facebook
• Twitter
• Newsletter
• Blog site
• Newspaper
Advocacy Action Plan
O Do research and contact members of
Congress (select most important
issues)
O Meet with your members of Congress
O Contact media to spread news when
meeting with members of Congress
O Arrange time for members of
Congress to visit schools
NSBA’s Advocacy Action Plan 2011
Other Stakeholders –
Parents & Family
Parent and
family support…
vital to the
success of a
school.
O Feel connected to
school
O Open door policy
O High expectations
Other Stakeholders –
Parents & Family
PTA National Standards
1. Welcome All Families in the School
2.
3.
4.
5.
6.
Community
Communicate Effectively
Support Student Success
Speaking Up for Every Child
Sharing Power
Collaborating with Community
Strategies:
Building Parental Support
Identify three things that your
board could do to generate
parental involvement.
Page 4.4 - 4.5
Media Relations
Responsibilities
“You are the
newsmaker, a
resource
person, a quote
person and –
too often – a
stranger.”
Your Rights
You have the right to…
1. ask a reporter what an interview is
2.
3.
4.
5.
6.
about
request a copy of the report/article
prior to being published
refuse request for information
tell your story
think about your answers
bring inaccuracies to reporter’s
attention
Media Relations
What is the media’s job?
Should you talk to the media?
What relationships do you want
with the media?
The Responsibilities
O Develop a plan of action
O Participate/lead media training
sessions
O Schedule success stories at board
meetings
O Meet regularly with local reporters
Get Organized
O Provide media with basic information
packet
O Establish a relationship with media
managers
O Establish story idea list
O Meet their deadlines
Responding to a Reporter
O Find out the
deadline and
details if
unavailable
O Jot down your
response
O Never say “no
comment”
O You are never
“off the record”
O Keep you
answers short and
to the point
O Never lie to a
reporter
A Reporter’s
Questions
How would you
respond?
O Student brings a gun to
school…
O Board adopts dress code…
Page 4.11 Quest. 1 & 2
Getting Good News Out
1. Use the telephone or email
2. Take advantage of board meetings
3. Look for alternative media outlets
4. Tip off reporters
5. Write a guest editorial
Other Stakeholders –
Students
1.
Recognize student achievement at board
meetings
2.
Form student councils at all grade levels –
consider adding student advisory member to
board
3.
Ensure extracurricular programs are available
for all students
4.
Talk with the students – have honest
conversations
Questions?
Thank you!