Community Relations Leadership CBA 106. Jennifer Rogers Director of Communications & PR Michigan Association of School Boards. I. INTRODUCTION. Learning Objectives. Board’s leadership role in generating support for schools. Policy for effective, two-way communication with your community.
Director of Communications & PR
Michigan Association of School Boards
This class covers the basics of building strong
community support for your schools and your educational
programs. The focus is about:
This session works best as a participative workshop approach with both individual and group activities.
II. The Board’s Role in Activating Community Support
III. Board Policy for Community Relations
IV.Effective, Two-Way Communication Techniques
Schools must prepare for growth or shrinkage.
a. special education students
b. athletic participants
c. music participants
d. subsidized lunch
e. after school activities/transportation
d. cultural backgroundWho are your customers?Think in categories
a. number of parents in the home
b. number of siblings
c. number of students with their own children
d. after-school arrangements
e. number of parents working outside the home
Where do students live?
How are students distributed within the school system?
Schools and board members need to do their homework too. It is hard work and time consuming but the reward is excellent strategic planning. Guesswork is eliminated, speculations are replaced by facts and schools look smart in an era of the watchful eye.
What languages does the majority speak?
Suburban: residential community outside a city or town
Community relations leadership:The school board’s rolePublic relations have been defined as a two-way communication with a broad range of publics. Its goal is to influence attitudes in order to change behavior. How do we do this? How can we promote a positive image of public schools? What is the ultimate goal of school community relations?Who are we trying to influence with our community relations efforts? List 5 or 6 publics.What behaviors do we hope to change in our favor? Be specific.
beyond spectators at school events. 97
the school. 81
STRUCTURE – “The Steps”
Employing a Superintendent
Adopting a Mission and Goals
Developing and Approving Policies
Setting High Instructional Standards
Keeping the Public Informed
ACCOUNTABILITY – “The Results”
Monitoring Student Achievement
Placing Program Corrections into Effect
Keeping the Public Informed of Programs and Progress
ADVOCACY – “The Support”
Pursuing Established Goals
Energizing Systematic Change
Dealing With the Whole Child
Advocate for all Children
National School Boards Association“Philosophy of Local Board Responsibility”A four-fold thrust for leadership by local school boards will ensure excellence and equity in public schools. This thrust encompasses:
List below as many things as you can think of associated with a board’s responsibility to help generate understanding, enthusiasm and active support for education. Be proactive and think creatively.
Each table come up with five ideas.
Internal– the best PR plans target school employees first. The most well known school employees in your community usually are, in order:
School Board Members
Senior Citizens Business Leaders
Real Estate Industry
Faith – based groupsWho Supports Education?Your District’s KEY Publics
For giving information
Brochures and bulletins
For changing attitudes or motivating behaviors
Small group activities
Face to face
Listening & sharing
BUILD SUPPORT for PUBLIC SCHOOLSReach out to your community’s power brokers and opinion leaders. Who are they? List as many specific names for each of these groups. This will help you develop key communicators. Below are some audiences to identify as important stakeholders.
A process of strategic listening and involvement that informs, educates and motivates a community to play a meaningful role in deciding the future direction of their schools. For a school district, it’s a whole new way of dealing with its publics. It transforms both the schools and the community.