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Through the Looking Glass
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Through the Looking Glass

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  • 1. Through the Looking GlassA District Approach to Transparency and Communication 1
  • 2. 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
  • 3. COMMUNICATIONis a two way process TRANSPARENCY is not 3
  • 4. COMMUNICATION listensTRANSPARENCY does not 4
  • 5. COMMUNICATION requires• a sender• a message• an intended recipient 5
  • 6. and so does TRANSPARENCY• a sender• a message• an intended recipient 6
  • 7. TRANSPARENCY builds trust. 7
  • 8. When is the COMMUNICATION process complete?When the receiver has understoodthe message of the sender. 8
  • 9. When is the TRANSPARENCYprocess complete? NEVER! NEVER! 9
  • 10. Why is TRUST so important?What do you think school districts sell? 10
  • 11. School districts sell TRUST. • safe environments • high expectations • equal opportunities • fiscal responsibilities • prepared graduates 11
  • 12. If you’re not TRANSPARENTand you don’t COMMUNICATE ... You can’t build TRUST! 12
  • 13. There are lots of excuses for not communicating. But there is no excusefor not communicating. 13
  • 14. Excuse #1 for not communicatingDysfunctional Organization. 14
  • 15. Excuse #2 for not communicatingNo Time. 15
  • 16. Excuse #3 for not communicatingShouldn’t they already know that? 16
  • 17. Excuse #4 for not communicatingMy lawyer has advised me ... 17
  • 18. Excuse #5 for not communicatingBut the media hates us! 18
  • 19. Does the media ever get it wrong? 19
  • 20. 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
  • 21. Whataya do if the media gets it wrong?•Respond with statements only•Cut off accessONLY AS A LAST RESORT ! 21
  • 22. Can you avoid being mis-quoted? • No • Give “the facts” • Repeat “the facts” • Ask for a read-back of “the facts” 22
  • 23. Some tips to improveCOMMUNICATION. 23
  • 24. Do some silent listening •Slow down •Become free of distractions •Listen to your customers 24
  • 25. “I” and “we” are OK • I am responsible. • We made a mistake. • I know there is some confusion. • We have taken appropriate action. 25
  • 26. Convey your thoughts with clarity •Avoid jargon •Get to the point •Tell the point •Repeat the point 26
  • 27. Influence others •Words wield power •Choose your words very carefully •Blog, tweet, post, webcast, handwrite 27
  • 28. Develop rapportCONNECT ● ENGAGE ● BUILD CONSENSUS 28
  • 29. What have you done to improvecommunication and transparencyin your district? 29
  • 30. TRANSPARENCY does not mean that you have toexpose everything! 30
  • 31. COMMUNICATIONdoes mean that you should try to tell as much as you can! 31
  • 32. TRANSPARENCY builds trust. 32
  • 33. TRUST builds confidence. 33
  • 34. Contact me through Georgetown ISD at (512) 943-1890 View this presentation at Brad DomitrovichSlideShare.net/BradDomitrovich (830) 688-9912 Brad@Domitrovich.com 34