EFFECTIVE COMMUNICATIONS:
   It Takes A Plan!


      Brad Domitrovich
        PR Zealot, Speaker, Educator
  Texas School...
If you would like to download a
 copy of today’s presentation:




www.SlideShare.net/BradDomitrovich
It doesn’t matter what size district
        you come from …




the importance of communication
       remains the same!
Every district needs to
 communicate about:

       •Tax Rates
       •Bond Elections
       •Crisis Situations
       •Ev...
Is it easy to communicate?
• It is if … you develop a goal for your
  district’s communications.
• It is if … you develop ...
It all starts with:
  Developing
   a goal for
 your district’s
communications.
What is the goal of your
      district’s communications?
Sample 1:
To develop and produce print and electronic
communicat...
IMPORTANT!
 The goals of communications
         must support
those of the district as a whole.

     SCHOOL DISTRICT GOAL...
Define Your Objectives
Coordinate:
Communication efforts with district and
campus administration, teachers,
volunteers, an...
Prepare:
News releases and arrange appropriate
media coverage.

Develop and Produce:
Print and electronic materials that r...
and more …
Coordinate:
The recognition of students, staff,
and volunteers, at Board of Trustee
meetings and other special ...
For each objective develop:
•The list of target audiences
•Strategies
•Tactics
•Activities
•Evaluation
•Materials
•Budget ...
Know your audience and the filters
     between you and them

Administration           Businesses &
 (Taxpayers)          ...
How will you get your message across?
       What is your purpose?

  •Inform
  •Instruct
  •Inspire
  •Encourage
  •Influ...
Methods of communication:
•Individual conversations
•Personalized notes and letters
•Community/Parent forums
•Staff meetin...
Methods of communication:
•E-mail
•Electronic Newsletters
•Website
•Podcasts/Videocasts
•Social Media
•Telephone Callout S...
Rule of Thumb:




     7
   If you want to
truly communicate
     a message,
   say it at least
    seven times
  in seve...
Possible Filters:
•Language
•Age
•Culture
•Socioeconomics
•Listener vs. Reader (Visual vs. Verbal)
•Education
•Computer Li...
Listen!
Listening is the key to
great communication!

Many times we aren’t
answering questions
that are there.
How will you measure
       your effectiveness?
•   Surveys
•   Conversations
•   Bond and tax rate elections
•   Focus gr...
Rules to Remember:
• Never forget who your public is.
• You can try to communicate with
  everyone – but not everyone will...
Rules to Remember:
• Remember – all feedback is
  positive.
• Put yourself in the other person’s
  shoes.
• The best commu...
REMEMBER!
 Make sure the communication
goals support the district goals.

     SCHOOL DISTRICT GOALS


      COMMUNICATION...
REMEMBER!
Don’t try to do everything at one time
 – sometimes you have to choose.

        SCHOOL DISTRICT GOALS


       ...
REMEMBER!
Delegate responsibility and authority.


        SCHOOL DISTRICT GOALS


         COMMUNICATION GOALS
REMEMBER!
Understand your target audience.


     SCHOOL DISTRICT GOALS


      COMMUNICATION GOALS
Questions?




brad@domitrovich.com
CEC #:

5581
EFFECTIVE COMMUNICATIONS:
   It Takes A Plan!


      Brad Domitrovich
        PR Zealot, Speaker, Educator
  Texas School...
Upcoming SlideShare
Loading in …5
×

Effective Communications It Takes A Plan

1,258 views

Published on

Presented February 12, 2010 at the TASB Winter Governance and Legal Seminar in Corpus Christi, Texas.

Published in: Education, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,258
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
40
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Effective Communications It Takes A Plan

  1. 1. EFFECTIVE COMMUNICATIONS: It Takes A Plan! Brad Domitrovich PR Zealot, Speaker, Educator Texas School Public Relations Association
  2. 2. If you would like to download a copy of today’s presentation: www.SlideShare.net/BradDomitrovich
  3. 3. It doesn’t matter what size district you come from … the importance of communication remains the same!
  4. 4. Every district needs to communicate about: •Tax Rates •Bond Elections •Crisis Situations •Everyday good news •and more …
  5. 5. Is it easy to communicate? • 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.
  6. 6. It all starts with: Developing a goal for your district’s communications.
  7. 7. What is the goal of your district’s communications? Sample 1: To develop and produce print and electronic communications which best reflect the district’s marketing initiatives to demonstrate student and staff success. Sample 2: To aggressively promote the accomplishments, achievements, programs, and people of the school district and support the initiatives of the district.
  8. 8. IMPORTANT! The goals of communications must support those of the district as a whole. SCHOOL DISTRICT GOALS COMMUNICATION GOALS
  9. 9. Define Your Objectives Coordinate: Communication efforts with district and campus administration, teachers, volunteers, and other staff members to ensure accurate and effective media coverage of events. Maintain: A positive relationship with all local and regional media outlets.
  10. 10. Prepare: News releases and arrange appropriate media coverage. Develop and Produce: Print and electronic materials that reflect the professionalism and success of students, staff, alumni, and volunteers in the district. Manage and Maintain: The content of the district web site including new electronic forms of communication.
  11. 11. and more … Coordinate: The recognition of students, staff, and volunteers, at Board of Trustee meetings and other special events. Develop and Deliver: Informational presentations upon request.
  12. 12. For each objective develop: •The list of target audiences •Strategies •Tactics •Activities •Evaluation •Materials •Budget Items •Timetable and task list
  13. 13. Know your audience and the filters between you and them Administration Businesses & (Taxpayers) Community (Taxpayers) Board Members (Taxpayers) You! Parents (Taxpayers) Staff Students (Taxpayers) (Future Taxpayers)
  14. 14. How will you get your message across? What is your purpose? •Inform •Instruct •Inspire •Encourage •Influence
  15. 15. Methods of communication: •Individual conversations •Personalized notes and letters •Community/Parent forums •Staff meetings •Print Newsletters •Newspapers •Broadcast Radio/Television •Cable Television
  16. 16. Methods of communication: •E-mail •Electronic Newsletters •Website •Podcasts/Videocasts •Social Media •Telephone Callout Systems
  17. 17. Rule of Thumb: 7 If you want to truly communicate a message, say it at least seven times in seven ways!
  18. 18. Possible Filters: •Language •Age •Culture •Socioeconomics •Listener vs. Reader (Visual vs. Verbal) •Education •Computer Literacy •Media
  19. 19. Listen! Listening is the key to great communication! Many times we aren’t answering questions that are there.
  20. 20. How will you measure your effectiveness? • Surveys • Conversations • Bond and tax rate elections • Focus groups • Number of participants • It depends on what you are measuring!
  21. 21. Rules to Remember: • 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.
  22. 22. Rules to Remember: • 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.
  23. 23. REMEMBER! Make sure the communication goals support the district goals. SCHOOL DISTRICT GOALS COMMUNICATION GOALS
  24. 24. REMEMBER! Don’t try to do everything at one time – sometimes you have to choose. SCHOOL DISTRICT GOALS COMMUNICATION GOALS
  25. 25. REMEMBER! Delegate responsibility and authority. SCHOOL DISTRICT GOALS COMMUNICATION GOALS
  26. 26. REMEMBER! Understand your target audience. SCHOOL DISTRICT GOALS COMMUNICATION GOALS
  27. 27. Questions? brad@domitrovich.com
  28. 28. CEC #: 5581
  29. 29. EFFECTIVE COMMUNICATIONS: It Takes A Plan! Brad Domitrovich PR Zealot, Speaker, Educator Texas School Public Relations Association

×