• Tax Rates • Bond Elections • Crisis Situations • Everyday good news • and more …

• It is if … you develop a goal for your district’s communications.

• It is if … you develop objectives each year that measure your success or failure.

• It is if … you say everything multiple times and in multiple ways.

SCHOOL DISTRICT GOALS

COMMUNICATION GOALS

•  The list of target audiences •  Strategies •  Tactics •  Activities •  Evaluation •  Materials •  Budget Items •  Timetable and task list

Students (Future Taxpayers)

Staff (Taxpayers)

Businesses & Community (Taxpayers)

Parents (Taxpayers)

Administration (Taxpayers)

Board Members (Taxpayers)

Know your audience and the filters between you and them

•  Inform •  Instruct •  Inspire • Encourage •  Influence

•  Individual conversations •  Personalized notes and letters •  Community/Parent forums •  Staff meetings •  Print Newsletters •  Newspapers •  Broadcast Radio/Television •  Cable Television

•  E-mail •  Electronic Newsletters •  Website •  Podcasts/Videocasts •  Social Media •  Telephone Callout Systems

•  Language •  Age •  Culture •  Socioeconomics •  Listener vs. Reader (Visual vs. Verbal) •  Education •  Computer Literacy •  Media

•  Surveys •  Conversations •  Bond and tax rate elections •  Focus groups •  Number of participants •  It depends on what you are

measuring!

•  Never forget who your public is. •  You can try to communicate with

everyone – but not everyone will hear your message.

•  Be prepared to change your strategies when something isn’t working.

•  Never lie to the media.

•  Remember – all feedback is positive.

•  Put yourself in the other person’s shoes.

•  The best communication is built on relationships.

•  Remember the power of influence. •  One message does not fit all.

SCHOOL DISTRICT GOALS

COMMUNICATION GOALS

SCHOOL DISTRICT GOALS

COMMUNICATION GOALS

SCHOOL DISTRICT GOALS

COMMUNICATION GOALS

SCHOOL DISTRICT GOALS

COMMUNICATION GOALS