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A District Approach to Transparency and Communication
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A District Approach to Transparency and Communication

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Presented at the TASB Summer Leadership Institutes in San Antonio and Fort Worth.

Presented at the TASB Summer Leadership Institutes in San Antonio and Fort Worth.

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    A District Approach to Transparency and Communication A District Approach to Transparency and Communication Presentation Transcript

    • A District Approach toTransparency and Communication Brad Domitrovich • June 2012
    • A District Approach toTransparency and Communication TASB SLI - South June 14-16, 2012 San Antonio
    • Br ad Dom i t ro v ich
    • If you would like to view this presentation later ...www.SlideShare.net/BradDomitrovich
    • Communication and Transparency: Great partners for ALL school districts!
    • What do you thinkcommunication is?Q
    • COMMUNICATION (a simple definition)The successful conveying or sharingof ideas and feelings.
    • What do you think transparency is?Q
    • TRANSPARENCY (another simple definition)Easy to perceive or detect; open topublic scrutiny.
    • COMMUNICATIONis a two way process TRANSPARENCY is not
    • COMMUNICATION listens TRANSPARENCY does not
    • COMMUNICATION requires• a sender• a message• an intended recipient
    • and so does TRANSPARENCY• a sender• a message• an intended recipient
    • TRANSPARENCY builds trust.
    • So does COMMUNICATION.
    • When is the COMMUNICATIONprocess complete? When the receiver has understood the message of the sender.
    • When is the TRANSPARENCYprocess complete? NEVER! NEVER!
    • Why is TRUST so important?What do you think school districts sell?
    • School districts sell TRUST. • safe environments • high expectations • equal opportunities • fiscal responsibilities • prepared graduates
    • If you’re not TRANSPARENTand you don’t COMMUNICATE ... You can’t build TRUST!
    • There are lots of excuses for not communicating. But there is no excuse for not communicating.
    • Excuse #1 for not communicatingDYSFUNCTIONAL ORGANIZATION
    • Excuse #2 for not communicating NOT ENOUGH TIME
    • Excuse #3 for not communicatingDON’T THEY ALREADY KNOW THAT?
    • Excuse #4 for not communicatingNOBODY NEEDS TO KNOW THAT!
    • Excuse #5 for not communicating THE MEDIA HATES US!
    • Some tips to improveCOMMUNICATION
    • Do some silent listening •Slow down. •Become free of distractions. •Listen to all your customers.
    • “I” and “we” are OK • I am responsible. • We made a mistake. • I know there is some confusion. • We have taken appropriate action.
    • Convey your thoughts with clarity •Avoid jargon •Get to the point •Tell the point •Repeat the point
    • Influence others •Words wield power. •Choose your words very carefully. •Blog, tweet, post, webcast, handwrite.
    • Develop rapportCONNECT ● ENGAGE ● BUILD CONSENSUS
    • Does the media ever get it wrong?
    • What do you do ifthe media gets it wrong?Q
    • If the media gets it wrong •Talk to the reporter •Speak to the editor •Write a response •Use your web, etc. •Use social media
    • If the media gets it wrong•Respond with statements only•Cut off accessONLY AS A LAST RESORT !
    • Can you avoid being mis-quoted? • No • Give “the facts” • Repeat “the facts” • Ask for a read-back of “the facts”
    • What have you done to improvecommunication and transparency in your district? Q
    • TRANSPARENCY does not mean that you have toexpose everything!
    • COMMUNICATION does mean that you shouldshare as much as you are able.
    • TRANSPARENCY builds trust.
    • TRUST builds confidence.
    • Communication and Transparency: Great partners for ALL school districts!
    • A District Approach to Transparency and Communication If you would like to view this presentation later ...www.SlideShare.net/BradDomitrovich Brad Domitrovich (830) 688-9912 Brad@Domitrovich.com www.Domitrovich.com