Chapters 9 and 14: Developing Effective Communications and Community Relations

1. Chapters 9 and 14: Developing Effective Communications and Community Relations Dr. Rob Anderson Spring 2011

2. Agenda • Leadership Book Presentations • Finish Chapter 8: Principal as Decision Maker • Using school data to make decisions • Chapter 9 • Chapter 14

3. Case Study: Lake Nona HS Step One: Look at the data and analyze each area to determine next steps.

4. What are your options? • Data is on target. Strategy is working and personnel is performing • Data is not on target • Strategy is not working • Personnel is not performing

5. Case Study: Lake Nona HS Step Two: In areas where data is not on target, dig a little deeper within each area to develop a clearer picture a) Is there anything that could have skewed the data? b) Is the data you are investigating an anomaly? Consistent with prior years?

6. Digging Deeper • School to school comparison • Compare overall results with those of other schools within the district to understand how much above/below the mean each data point falls • Look at schools with similar demographics to compare apples to apples?

7. Developing a Strategy • Once you have identified which data point you are trying to move, you have to begin to implement a decision making strategy. Do you: • Make changes by yourself? • Enlist your leadership team to come up with ideas? • Develop a committee of teachers/professionals to weigh in? • Students, parents….?

8. Evaluating Personnel • How do you determine whether or not your issue is the strategy or the people implementing the strategy? • How do you ensure that your strategy has been implemented with fidelity? • Leading indicators vs. lagging indicators

9. Case Study: Lake Nona HS • In our case, after bringing together a team of administrators, we realized that it was both a strategy and personnel issue. • Our strategy did not provide enough support, so we developed additional interventions including • Pull out programs targeting our lowest students • Integrating complex text with reading strategies in Physical Science, Biology, Geography and World History

10. Case Study: Lake Nona HS • After compiling data from our reading program, we moved our lowest performing teacher into another subject and hired a high performing reading teacher. • This resulted in a Win-Win. The teacher (who was admittedly struggling, is much more successful.

11. Case Study: Lake Nona High School • Results • Use of leading indicators to measure progress real time

12. Keys to Success • Do not rely on lagging indicators. You need to have leading indicators that are directly tied to your strategy. • You need to check often and act swiftly if you have any hope of improving performance • Get as close to the issues as possible and try to anticipate struggles before they occur.

13. Analyzing Your Data • You should have • A copy of your school’s 2010-2011 FLDOE school data • A copy of your school’s School Improvement Plan

14. Questions to Answer • Are you familiar with the strategy outlined in the SIP? Why is this important? • Will success be determined throughout the year or through FCAT results? • Is there additional data that you could use that would serve as a leading indicator?

15. Analyzing Your Data • Identify one area (based on the data) that you feel like your school should have an intense focus this year. Typically this is an area that is not meeting expectations • Cross reference this data with the strategy that should be outline in the School Improvement Plan for your school

16. Major Themes: Chapter 9 • Planning a School-Wide Communications Plan • Organizational Communication • Communication Networks • Managing and Improving Communication

17. Florida Principal Leadership Standards • Standard 9: Communication.  Effective school leaders practice two-way communications and use appropriate oral, written, and electronic communication and collaboration skills to accomplish school and system goals by building and maintaining relationships with students, faculty, parents, and community.  The leader: • Actively listens to and learns from students, staff, parents, and community stakeholders; • Recognizes individuals for effective performance; • Communicates student expectations and performance information to students, parents, and community; • Maintains high visibility at school and in the community and regularly engages stakeholders in the work of the school; • Creates opportunities within the school to engage students, faculty, parents, and community stakeholders in constructive conversations about important school issues. • Utilizes appropriate technologies for communication and collaboration; and • Ensures faculty receives timely information about student learning requirements, academic standards, and all other local state and federal administrative requirements and decisions.

18. Types of Communication in Schools

19. Internal – Within the School • Communicating “What is going on” • Newsletter/Weekly Update • Listening and seeking feedback • Principal’s Roundtable • Opinion Surveys • Emergency Communication Plan • Weapon on Campus • Bomb Threat/Fire

20. Organizational – Within the District • Following district protocols • Parent/student issues • District Meetings • Communicating between schools • Personnel • School issues

21. School Community • Marquee • Newsletter • Automated Phone Messages • Website • Parent Meetings • PTSA • SAC

22. External • Media Relations • Damage Control • Managing the school’s reputation • Internet • “Publix” conversations

23. Communication and PR - Dealing with Tragedy • You never know…. • Have to be ready with a plan

24. Guest Speaker • Trevor Honohan • Principal at Audubon Park Elementary School

25. For Next Week • Lake Nona High School Visit • 12500 Narcoossee Rd. • Meet in front of the school – Administration building • Park in the front