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Setting Communication Priorities

Setting Communication Priorities. A working session with the Cambrian School District Leadership Team June 28, 2012. Setting the Context. Not everything worth doing is worth doing today Time is an essential factor in planning

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Setting Communication Priorities

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  1. Setting Communication Priorities A working session with the Cambrian School District Leadership Team June 28, 2012

  2. Setting the Context • Not everything worth doing is worth doing today • Time is an essential factor in planning • Undertake basic tasks that are one-time start-ups or create vehicles to do others tasks

  3. Our Planning Steps • Step #1: Communication Plan as presented gives options and desirables • Step #2: Have School Board identify elements that are highest priorities • Step #3: Let management come back with timelines and work plans

  4. Planned Communication Key Messages & Vision Outcomes Communication Delivery System Methods, Tools, Programs, Projects, Capacity Building Campaigns, Services Relationships Networking Marketing & Awareness Support

  5. Diverse Communication Vehicles • Do it once, then step on it to get maximum exposure • Web sites, media relations, language translations, e-mail newsletters, information centers/posters, postcards, columns in site newsletters, annual reports, auto-dialing phone systems, community banners, Speakers Bureaus, etc. • Follow an awareness calendar and a communication plan so information layers out to stakeholders • Tap into social networking • Twitter, Facebook, You Tube, blogs, etc. • Drive people back to your web site

  6. Integrate All Your Tools

  7. Strategy #1Electronic & Internet Communication • Action Step #1: Modify the District Web Page • Action Step #2: “Setting the Record Straight” • Sub-page dealing with misinformation, rumors, etc. • Electronic form for stakeholders to post questions • FAQ with answers to frequently asked questions. • Action Step #3: Telephone/Text/Email Messaging • Monthly recorded phone, text and email messages • Action Step #4: Presence on Facebook and Twitter • “The Cambrian Connection” • Action Step #5: Awareness Campaign Blog • Achieving 21st Century Excellence monthly blog

  8. Strategy #2School Site & Staff Communication • Action Step #1: Parent Information Centers • Action Step #2: School Site Newsletter Articles • Superintendent column Exploring Infinite Possibilities disseminated in school site bulletins • Action Step #3: Communication Capacity Building & Staff Development • Administrators training workshops in effective communication, stakeholder engagement, and customer relations techniques and practices. • Action Step #3: Semi-annual Staff and HSC Briefings

  9. Strategy #3Community Outreach • Action Step #1: Community Newsletter • Two four-page newsletters in print and electronic formats titled “Partners in Progress” mailed to every household in the district • Action Step #2: A Community Conversation on Learning • Beginning in Spring 2013, the district will host two public community gatherings on Saturdays for parents and interested citizens to review and discuss academic achievement and implementation of the Strategic Plan. • One will be held prior to the week of Open House in April 2013 and the other prior to the week of Back to School nights in September 2013.

  10. Strategy #4Media Relations & Public Engagement • Action Step #1: Media Relations Campaign • Roll out Achieving 21st Century Excellence information campaign with a media kit, news releases and editorial board meeting. Periodic news releases, News Tips to pitch story ideas, Op-Eds • Action Step #2: Key Communicator Network • Key community leaders database to send The Leadership Link. • A sponsored “State of the District” breakfast twice a year (May and September) • Action Step #54: Annual Report “Focus on Our Future” • Release in January a 4-page annual report using donations to mail it to each household in the community. This will serve as a special edition of the Partners in Progress bulletin.

  11. Strategy #5Monitoring, Support & Evaluation • Action Step #1: Communication Advisory Council • 20 people meet twice a year to provide input and feedback. • Action Step #2: Contract Communication Services • Allocate $10,000 to $25,000 over two fiscal years for contract help on deliverables • Action Step #3: Satisfaction Surveys • Fall 2012, conduct a simple satisfaction poll using both online and paper formats (at Back to School Nights). • Action Step #5: Continuous Improvement • Complete most tasks by June 30, 2013. Using the Spring 2013 survey and input from the Communication Advisory Council reassess communication practices and make any adjustments

  12. For further information Tom DeLapp, President Communication Resources for Schools 2351 Sunset Blvd, Suite 170, #504 Rocklin, California 95765 (916) 315-1409 Cell & Text: (916) 765-1759 Email: tomdelapp@aol.com Web Site: www.tomdelapp.com Blog: www.tomdelapp.blogspot.com Follow me on Facebook, Linked In and Twitter at tomdelapp

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