Communicating Act 72 If You Opt In

1. Communicating Act 72 If You Opt In Presented By: Leza Raffel The Communication Solution Group, Inc. www.comsolutions.com 215-884-6499 or 717-545-7403

2. You Are Probably Thinking… “The public doesn’t really understand Act 72 anyway. Why bother explaining our School Board’s position on it?”

3. The Downside of Delayed or Nonexistent Communication Regarding Act 72 • Public is confused • Distrust of Administration and School Board • Public assumes district doesn’t “get it” either • Public latches onto information from other school districts – to your detriment • Rumors and inaccuracies abound • Whichever option you choose is considered “a mistake”

4. The Benefits of Starting Your Act 72 Communication NOW (if not sooner!) • The public is educated about the legislation • The School Board’s decision- making is presented as an ongoing process • Inaccurate perceptions are reduced • The public is more likely to support you when informed

5. Why You Want Public Support The public… • Is vocal • Picks up and shares key points • Gets very emotional if programs, services, or people are cut • Will be the first to complain about lack of information

6. Getting started –know your community Understand the demographic makeup of your community • Who lives in your community • What percent are parents • What percent are senior citizens • Socioeconomics • Education levels • Income • Voting history • Home values • What will taxpayers support – some research may be needed

7. Get your data together • Comparative figures from other districts • Compile your media list • Acquire a residential mailing list • Pursue access to cable channel if you don’t have one • Identify and prepare spokespeople from diverse perspectives • Brief your webmaster • Set up e-mail update notification

8. Positioning Your School District: Who Are You? How you portray your school district will serve as your rationale for opting in vs. opting out.

9. Before opting in/out we are: Doing our homework Evaluating the needs of our district Considering our students and taxpayers Making the best long-term decision After opting in/out: Reinforce decision making process Cite comparable districts whose actions are consistent with yours Cite data to support decisions Explain what happens next Fine-tune and Reinforce Your Message

10. Vehicles of communication – use them! • Board meeting presentations • Press releases • Media interviews • Website and e-mail updates • Residential publications • Back pack flyers • Paid advertising • Cable programming

11. Vehicles of communication – use them! • Prepared statements • Letters to the editor • Information nights • Stickers on students • Signs on buildings • Announcements at plays and athletic events • Speakers bureau creation

12. Communicating Strategies on The Road to Referendum

13. Identify pro-education grassroots groups within your community • PTA leaders • Vocal parents with time to mobilize • Senior citizens who support public education • Your teacher’s union • Leaders in the real estate industry • Articulate students These groups will be instrumental as you launch your communication campaign for a very good reason…

14. School district’s cannot lobby for votes, but grassroots groups can. What does this mean?

15. CAN SAY Be sure to vote on the budget Your vote counts CAN’T SAY Be sure to vote “Yes” on the budget Your “Yes” vote counts School districts…

16. But… Pro-education grassroots groups can lobby for “Yes” votes – As long as they aren’t using district resources to do so. Therefore, identifying these groups early is key to your success.

17. Pro-education grassroots groups can – • Canvass • Print and distribute “Vote Yes” signs and buttons • Buy ads telling the public to vote for budget • Greet voters at the polls • Drive voters to the polls

18. What can school districts do to gain votes? Create an educated public through a well-planned informational campaign

19. Implementing your plan Develop a clear message • Focus on key needs and how the budget will support them • Point out what will be lost or jeopardized if budget isn’t passed • Show how fiscally-responsible your district has been in developing its budget

20. Implementing your plan • Use districts strengths or weaknesses to your advantage • Reinforce the connection between good schools and high real estate values • Emphasize the importance of casting an educated vote

21. Vehicles of communication – use them! • Board meeting presentations • Press releases • Media interviews • Website and e-mail updates • Residential publications • Back pack flyers • Paid advertising • Cable programming

22. Vehicles of communication – use them! • Prepared statements • Letters to the editor • Information nights • Stickers on students • Signs on buildings • Announcements at plays and athletic events • Speakers bureau creation

23. Gaining voter support: A year-round process • Positive P.R. about school district initiatives should be ongoing • Promote activities/news to press – print, TV, and radio • Distribute residential newsletters • Create senior VIP programs

24. Gaining voter support: A year-round process • Organize special events • Use that cable channel strategically • Speakers bureau should be ongoing • Keep website current