Transparency vs. Communication

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Presented at TASA/TASB Annual Convention in Austin, Texas October 2011.

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Transparency vs. Communication

  1. 1. TRANSPARENCY VS. COMMUNICATION Opening Doors to Open Conversations
  2. 2. BR AD OV ICH OM ITRD Schoo Direc l and C tor of ommu nity R ela tions t 200 8-2009 Past P residen
  3. 3. Where is Georgetown? YOU ARE HERE GEORGETOWN IS THERE
  4. 4. Williamson County population 422,679City of Georgetown population 47,400
  5. 5. Georgetown ISD Information Economically 10,400+ 45.82% Disadvantaged TOTAL STUDENTS: Limited English 11.67% Proficiency (LEP) Average Years 12.6Experience of TeachersAverage Annual Salary $48,246 of Teachers
  6. 6. Georgetown ISD Enrollment Projections 2010 10,388 2011 10,401 2012 10,449 2013 + 524 10,564 2014 10,708 2015 10,925
  7. 7. Georgetown ISD Finance Facts• 2011-2012 ✓ $80,020,468 Adopted Budget ✓ Reduced by $6.1M ✓ $4.8M less revenue from State ✓ $2.5 loss due to lack of anticipated growth• 2012-2013 ✓ Because of compressed target rate our State revenue will be reduced by $2.4M ✓ We will lose $1.6M in EduJobs funds
  8. 8. Georgetown ISD Job Reductions Category Positions ReductionCentral Administration 5 $448,000Campus Administration 6 $390,000 Teachers 61 $3,038,730 Support Staff 20 $926,500 Paraprofessional 33 $605,000 Clerical 17 $425,000 Non-Payroll $738,760 TOTAL 142 $6,571,990
  9. 9. Georgetown ISD Bond 2010 - $137 M East View High School
  10. 10. Georgetown ISD Bond 2010 - $137 M Georgetown High School
  11. 11. Georgetown ISD Bond 2010 - $137 M McCoy Elementary School
  12. 12. GISD School and Community Relations Office ... • Media • Community • Parents • Employees • Businesses • etc.
  13. 13. Our pondering of deep thoughts will include ...
  14. 14. An exploration of techniquesthat take transparency to the next level.
  15. 15. Motivation to go back to our districtsencouraged to listen, answer, show, and tell.
  16. 16. Only one request for today! Feel free to shout out, ask questions, interrupt, and get involved!
  17. 17. COMMUNICATIONis a two way process TRANSPARENCY is not
  18. 18. COMMUNICATION listensTRANSPARENCY does not
  19. 19. COMMUNICATION requires• a sender• a message• an intended recipient
  20. 20. and so does TRANSPARENCY• a sender• a message• an intended recipient
  21. 21. TRANSPARENCY builds trust.
  22. 22. When is the COMMUNICATION process complete?When the receiver has understoodthe message of the sender.
  23. 23. When is the TRANSPARENCYprocess complete? NEVER! NEVER!
  24. 24. Why is TRUST so important?What do you think school districts sell?
  25. 25. School districts sell TRUST. • safe environments • high expectations • equal opportunities • fiscal responsibilities • prepared graduates
  26. 26. If you’re not TRANSPARENTand you don’t COMMUNICATE ... You can’t build TRUST!
  27. 27. There are lots of excuses for not communicating. But there is no excusefor not communicating.
  28. 28. Excuse #1 for not communicatingDysfunctional Organization.
  29. 29. Excuse #2 for not communicatingNo Time.
  30. 30. Excuse #3 for not communicatingShouldn’t they already know that?
  31. 31. Excuse #4 for not communicatingMy lawyer has advised me ...
  32. 32. Excuse #5 for not communicatingBut the media hates us!
  33. 33. Does the media ever get it wrong?
  34. 34. 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
  35. 35. Whataya do if the media gets it wrong?•Respond with statements only•Cut off accessONLY AS A LAST RESORT !
  36. 36. Can you avoid being mis-quoted? • No • Give “the facts” • Repeat “the facts” • Ask for a read-back of “the facts”
  37. 37. Some tips to improveCOMMUNICATION.
  38. 38. Do some silent listening •Slow down •Become free of distractions •Listen to your customers
  39. 39. “I” and “we” are OK • I am responsible. • We made a mistake. • I know there is some confusion. • We have taken appropriate action.
  40. 40. Convey your thoughts with clarity •Avoid jargon •Get to the point •Tell the point •Repeat the point
  41. 41. Influence others •Words wield power •Choose your words very carefully •Blog, tweet, post, webcast, handwrite
  42. 42. Develop rapportCONNECT ● ENGAGE ● BUILD CONSENSUS
  43. 43. What have you done to improvecommunication and transparencyin your district?
  44. 44. TRANSPARENCY does not mean that you have toexpose everything!
  45. 45. COMMUNICATIONdoes mean that you should try to tell as much as you can!
  46. 46. TRANSPARENCY builds trust.
  47. 47. TRUST builds confidence.
  48. 48. Questions? Comments?
  49. 49. Contact me through Georgetown ISD at (512) 943-1890 View this presentation at Brad DomitrovichSlideShare.net/BradDomitrovich (830) 688-9912 Brad@Domitrovich.com
  50. 50. TRANSPARENCY VS. COMMUNICATION Opening Doors to Open Conversations

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