Through the Looking Glass

Through the Looking GlassA District Approach to Transparency and Communication 1

B RAD ICH MIT ROVD O Schoo Dir l and C ector of ommu nity R ela tions -2009 esid en t 2008 Past Pr 2

COMMUNICATIONis a two way process TRANSPARENCY is not 3

COMMUNICATION listensTRANSPARENCY does not 4

COMMUNICATION requires• a sender• a message• an intended recipient 5

and so does TRANSPARENCY• a sender• a message• an intended recipient 6

TRANSPARENCY builds trust. 7

When is the COMMUNICATION process complete?When the receiver has understoodthe message of the sender. 8

When is the TRANSPARENCYprocess complete? NEVER! NEVER! 9

Why is TRUST so important?What do you think school districts sell? 10

School districts sell TRUST. • safe environments • high expectations • equal opportunities • fiscal responsibilities • prepared graduates 11

If you’re not TRANSPARENTand you don’t COMMUNICATE ... You can’t build TRUST! 12

There are lots of excuses for not communicating. But there is no excusefor not communicating. 13

Excuse #1 for not communicatingDysfunctional Organization. 14

Excuse #2 for not communicatingNo Time. 15

Excuse #3 for not communicatingShouldn’t they already know that? 16

Excuse #4 for not communicatingMy lawyer has advised me ... 17

Excuse #5 for not communicatingBut the media hates us! 18

Does the media ever get it wrong? 19

Whataya do if the media gets it wrong? •Talk to the reporter •Speak to the editor •Write a response •Use your web, etc. •Use social media 20

Whataya do if the media gets it wrong?•Respond with statements only•Cut off accessONLY AS A LAST RESORT ! 21

Can you avoid being mis-quoted? • No • Give “the facts” • Repeat “the facts” • Ask for a read-back of “the facts” 22

Some tips to improveCOMMUNICATION. 23

Do some silent listening •Slow down •Become free of distractions •Listen to your customers 24

“I” and “we” are OK • I am responsible. • We made a mistake. • I know there is some confusion. • We have taken appropriate action. 25

Convey your thoughts with clarity •Avoid jargon •Get to the point •Tell the point •Repeat the point 26

Influence others •Words wield power •Choose your words very carefully •Blog, tweet, post, webcast, handwrite 27

Develop rapportCONNECT ● ENGAGE ● BUILD CONSENSUS 28

What have you done to improvecommunication and transparencyin your district? 29

TRANSPARENCY does not mean that you have toexpose everything! 30

COMMUNICATIONdoes mean that you should try to tell as much as you can! 31

TRANSPARENCY builds trust. 32

TRUST builds confidence. 33

Contact me through Georgetown ISD at (512) 943-1890 View this presentation at Brad DomitrovichSlideShare.net/BradDomitrovich (830) 688-9912 Brad@Domitrovich.com 34

Through the Looking Glass

by Brad Domitrovich

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Through the Looking Glass Presentation Transcript