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  • Pages 2-3 lists 8 characteristics of effective school boards Committing to a vision of high expectations for student achievement and quality instruction Strong shared beliefs and values (students to learn and system to teach) Accountable (more focus on polices to improve student achievement) Collaborative relationship with staff and community, strong communications structure to engage and inform public Data savvy – use to drive improvement Sustain resources (in a time of budget restraints maintain high standards/expectations) Lead as united team Team development Effective school boards make effective advocates. With the goal to reach or maintain these 8 characteristics your board will become a better and more positive advocate for public schools in your community
  • TN Constitution of 1796 - II.  Within three years after the first meeting of the general assembly, and within every subsequent term of seven years, an enumeration of the taxable inhabitants shall be made, in such manner as shall be directed by law; the number of representatives shall, at the several periods of making such enumeration, be fixed by the legislature, and apportioned among the several counties according to the number of taxable inhabitants in each; and shall never be less than twenty-two, nor greater than twenty-six, until the number of taxable inhabitants shall be forty thousand; and after that event, at such ratio that the whole number of representatives shall never exceed forty. III.  The number of senators shall, at the several periods of making the enumeration before mentioned, be fixed by the legislature, and apportioned among the districts, formed as herein after directed, according to the number of taxable inhabitants in each; and shall never be less than one third, nor more than one half of the number of representatives. Since 1966, 99 reps and no more than 1/3 of that Senators
  • These trainings….. Exchange emails or phone numbers with those you meet? Ever randomly contact another board’s members? Facebook friends? ETC?
  • ONLY EXCEPTION: Attorney-Client Privilege Smith County - atty-client privilege allows board to meet in exceutive session with atty to discuss pending litigation Warren Co and Claiborne Co ase (2000) - OK for board to meet with attory to discuss “pending controversy that is likely to result in litigation.” - OK to discuss disipline options - cannot deliberate. ASK YOUR ATTORNEY
  • WHAT IS A MEETING? “ 8-44-102© - “chance meeting of members is not a meeting, but cannot decide or deliberate public business “in circumvention of spirit of the law.
  • Adequate public notice Is determined on a case by case basis. The more important the subject, the better your notice must be. If issue is very important - need to tell people it will be on the agenda. Can’t just give notice once a year - 2nd Tuesday of the month. Must be more specific. OK to add items to agenda, but if you are going to discuss major issue, make sure it is on agenda before the day of the meeting Dismissal hearing v. Retreat to discuss clustering
  • Neighboring Boards – communication!! Interactions!! Conversations and vetting issues!!!
  • 12 school systems in this one Senatorial District – all 12 share a State Senator (Herron) – 91 elected local school board members! How compelling would it be if, on a particular issue, he heard from Lake County, Obion County, Union City, Weakley County, Henry County, Paris SSD, Stewart County, Benton County, Decatur County, Perry County, Henderson County, and Lexington City. Wow!
  • The best time to build relationships with the media is when their isn’t a major issue/controversy brewing… Don’t wait for bad news to build a relationship Media Reporters have a job and we all know bad news sells! If a negative story was released do you have a reaction plan in place? (Raise Hand for YES) Review article
  • What should you say? Who is your audience and what do they want to hear? Understanding what your audience wants to hear will help in the “what to say” Great interest in receiving information on school districts through new techonological sources – Americans surprisingly still rely on traditional media Crucial to improve ways in which schools communicate with parents, students and the community 1,211 adults over 18 (results)
  • Topics public is most interested in hearing about: %= People that said Yes to wanting more information in the media
  • Are you reaching your target audience in today’s new age of techonology Most common Media Sources aren’t involved in technology Are you surprised by this outcome? Do you think this is accurate with your system? How many of you reach out to newspapers 1 st for a media outlet to the public?? Additionally younger respondents more likely to have positive assessments of electronic outlets 35% 18-29 rated high on Internet sources compared to 9% of senior citizens
  • List of suggestions for improving education communication in the media (How schools should communicate more) Understanding your target audience and their choice of media outlet will help in the dispersal of message and generate public support
  • List one idea for using the media as a tool to publicize positive information about your schools to the public. (Large concept- plan of action) Give each table a different media outlet Newspapers TV Facebook Twitter District Website Blog School Publications
  • Center on Families, Communities, Schools and Children’s Learning
  • Right now what would your community say about your school board? Think to yourself …how to improve on the negative responses you just thought of. Hopefully this section give you a few tools or suggestions for generating positive public support
  • The open windows may lead to negative viewpoint and a diminished public support… Boston public schools clip: Superintendent took a tour through the schools and openly discussed negative reactions at a public board meeting …with quite the large crowd What are a few ways the superintendent/board could have diminished the chance for a public outburst which lessoned the public’s support?? What would you do? What would you do to rebuild public support if this situation erupted at one of your board meetings? PAGE 63-64 TO DO’s to Promote Your School Image
  • Page 63-64: 25 To DO’s These relate to the video situation
  • Page 62 Limited space for educational news … 5 messages that will convey what you want your community to think about your school system
  • List below at least one idea for building public support for local schools

Transcript

  • 1. ADVOCACY
    • The Art of Community Leadership
    Presented by: Randall Bennett, Lee Harrell and Lindsay Campbell School Board Academy Presented by:
  • 2. Announcements
    • Please turn off cell phone ringers
    • Please offer suggestions on evaluations
    • Please don’t talk when someone has the floor
    • Stop discussions when time is called
    • Board members are required to complete a full day
    • Complete a per diem form before leaving
  • 3. What is Advocacy The Art of Community Leadership Building Public Support for Public Schools
  • 4. Board’s Role in Advocacy
    • Must advocate for the entire community - not just their district
    • Advocacy should be a board goal with appropriate policies for board actions
    • Board members must capitalize on their potential influence as public officials
    Give Your Board an Advocacy Grade
  • 5. School Board Effectiveness School boards “are unique because education is not just a line item in the budget. It is the only item. We are unique in that we are single-minded and single-focused…we are the voice of public education.” Pgs. 2-3
  • 6. The Board’s Community Leadership Role
    • Influencing State and Federal Legislatures
    • Developing Commission/City Council Support
    • Developing Relationships with Other Boards
    • Working with the Media to Build Support
    • Generating Parental and Public Support
    • Turning Employees into Advocates
  • 7. The Core of Advocacy
    • Define student achievement - involve community
    • Insist that your schools do whatever they do well
    • Plan/work toward success for each student
    • Remind/recognize student success
    • Focus board discussion on student success
    • Celebrate success
    • Strive for continuous improvement
    Do Your Job Well
  • 8. Influencing the State Legislature and Congress
  • 9. The Legislative Process
    • House of Representatives
    • - 99 Members
    • 64 Republicans
    • 34 Democrats
    • - 1 Independent (CCR)
  • 10. The Legislative Process
    • Senate
    • - 33 Members
    • 20 Republicans
    • 13 Democrats
  • 11. The Legislative Process
    • House Committees
    • - Agriculture
    • - Calendar and Rules
    • - Children & Family Affairs
    • - Commerce
    • - Conservation & Environment
    • - Consumer & Employee Affairs
    • Education
    • Finance, Ways & Means
    • - Government Operations
    • - Health & Human Resources
    • - Judiciary
    • - State & Local Government
    • - Transportation
    • Senate Committees
    • Commerce, Labor & Agriculture
    • Education
    • Environment, Conservation & Tourism
    • Finance, Ways and Means
    • General Welfare, Health & Human
    • Resources
    • Government Operations
    • Judiciary
    • State & Local Government
    • Transportation
  • 12. The Legislative Process
    • Legislators are contacted regarding an issue.
    • Identical bills must be filed in both the House and Senate.
    • The bill will be referred to the appropriate committee (at the
    • direction of the respective Speaker and Chief Clerk).
    • 4. The bill will be scheduled for discussion on a calendar of
    • the committee or subcommittee.
    • The bill passes or fails by a vote of the committee or
    • subcommittee.
    • Following this vote and depending where it is in the
    • process, it is referred to another committee or it is referred to the full House or Senate Floor.
  • 13. The Legislative Process
    • 7. It is placed on a full House or Senate Floor Calendar.
    • It must pass by a “Constitutional Majority” in order to past
    • these bodies. - i.e. 50 of 99 and 17 of 33.
    • 9. If a bill passes the Senate first, it will be referred to the House. The House will “Substitute” the Senate Bill for the House Bill and “Conform” to its language.
    • 10. The House will then vote on the measure. If it passes in the
    • same form as the Senate passed it, the bill will go to the
    • Governor for approval. If different, the two chambers must
    • come to an agreement on the differences.
  • 14. The Legislative Process
    • Bill Goes to the Governor
    • 3 Options:
    • Sign it – law becomes effective according to the language
    • Let it sit on the desk for 10 days – becomes effective without his/her signature
    • Veto it – in Tennessee, simple majority of each house overrides veto
  • 15. Influencing the State Legislatures and Congress How Does Your Board Rate? Pg. 16
  • 16. Influencing the State Legislators
    • What I Do
    • Review Committee Calendars
    • Schedule Meetings w/ Committee Members
    • Count Votes
    • Contact Board Members
    • Testify in Committee
  • 17. Influencing the State Legislators
    • Why I Need You
    • 18 Members on House Education
    • 9 Members on Senate Education
    • Multiple bills in multiple committees
    • Legislators want specific info regarding their local boards
    • Other groups, e.g. TCCA & TEA, are extremely vocal and active
  • 18. Influencing the State Legislators
    • How to Get Involved
    • Individually, in addition to your full board, reach out to your legislators and build those relationships.
    • Advocacy is a year-round job, not merely every now and then. Continue dialogue regularly.
    • Schedule an annual meeting to simply discuss legislation and legislative priorities.
    • Day on the Hill
  • 19. Influencing the State Legislators
    • Calls to Action
    • TLN Notes
    • Regional/Districts
    • Direct Emails/Phone Calls
    • Twitter
  • 20. Influencing the State Legislators
    • Make sure that you let me know if you
    • contact a legislator.
    • If you email him/her, please “cc” me.
    • Paper trail is always helpful for everyone.
  • 21. Federal Relations Network How does it work?
  • 22. Strategies - Making Congress Aware of Local School Needs Does Your Board Interact or Meet w/ Federal Legislators?
  • 23. Influencing the Federal Legislators
    • How to Get Involved
    • Individually, in addition to your full board, reach out to your legislators and build those relationships.
    • Advocacy is a year-round job, not merely every now and then. Continue dialogue regularly.
    • Schedule an annual meeting to simply discuss legislation and legislative priorities.
  • 24. Influencing the State Legislature and Congress Capitol Watch at: TSBA.net Instant Legislative Updates @ TSBA On The Hill Twitter Account
  • 25. Influencing the State Legislature and Congress Questions?
  • 26. Break
  • 27. Developing Commission/ City County Support Case Studies pgs. 28 & 29
  • 28.  
  • 29.  
  • 30. Ways to Develop Commission/City Council Support
    • Develop a plan to work with the Commissioner/City Council
    • Have attorneys discuss legal responsibilities in joint meeting
    • Involve Commissioner/City Council in developing strategic plan
    • Use money according to budget
    • Assign board member to each Commissioner
    • E-mail Commissioner/City Council after each meeting
    • All board attend budget presentation
  • 31. Building Commission Support Pgs. XX List 5 Best Ideas for Working with the Commission/City Council
  • 32. Challenge... Building Commission/City Council Support List Suggestions for Working Effectively with the Commission Pg.31
  • 33. Developing Relationships with Other School Boards
  • 34. Current Practices???
    • What are you currently doing?
    • How are you currently communicating with surrounding school boards?
    • How often do you reach out to surrounding boards?
    • Why do you reach out?
  • 35. Why Reach Out to Other Boards and Board Members?
    • 1.) No sunshine law violations for discussing
    • relevant issues/concerns.
    • 2.) Insight into Common Practices/Experiences
    • 3.) Legislative Advocacy
  • 36. Open Meetings Laws
      • TCA § 8-44-101(a)
      • “ The General Assembly hereby declares it to be the policy of this state that the formation of public policy and decisions is public business and shall not be conducted in secret.”
  • 37. Open Meetings Laws
      • TCA § 8-44-102(a)
      • “ All meetings of any governing body are declared to be public meetings open to the public at all times, except as provided by the Constitution of Tennessee.”
  • 38.
    • The convening of a governing
    • body in order to make a
    • decision or to deliberate toward
    • a decision on any matter.
    What is a Meeting?
  • 39.
    • “ To examine and consult in
    • order to form an opinion …
    • to weigh arguments for
    • and against a proposed
    • course of action.”
    Deliberation
  • 40.
    • Adequate Notice gives interested
    • citizens a reasonable opportunity
    • to become aware of the meeting
    • and exercise their right to be
    • present at the meeting.
    Notice
  • 41. Chance Meetings
    • “ Chance” Meetings - Nothing in this section shall be construed as to require a chance meeting of two (2) or more members of a public body to be considered a public meeting. No such chance meetings, informal assemblages, or electronic communication shall be used to decide or deliberate public business in circumvention of the spirit or requirements of this part.
  • 42. Applies Only to Your Local Board
    • You are free to speak to any other elected official, including other school board members.
    • While no two boards are alike, they face many of the same obstacles and consider many of the same policies.
  • 43. Example – New Board Policy
    • Public Chapter 1136 – 106 th General Assembly
    • Permissive legislation allowing boards to adopt policies to conduct random drug testing of students involved in voluntary, extracurricular activities .
    • Why is it needed? How helpful might it be? Positives and negatives with such a policy? How did teachers react? How did parents react?
  • 44. Other Boards’ Policies
    • Learn from the mistakes of other boards.
    • Anticipate backlash or consequences of implementing certain policies.
  • 45. Legislative Advocacy
    • Strength in numbers!!
    • Reach out to your legislators as a group
    • Multiple systems within the county – invite the legislator to tour multiple schools covering multiple districts
    • Have a joint meeting of regional school districts with the legislator to discuss education issues
  • 46.  
  • 47. Communication
    • Email distribution lists
    • Facebook, Twitter
    • Phone calls
    • Texting
    • TSBA
  • 48.
    • How do you think networking with members of surrounding school boards could help your advocacy efforts?
  • 49. Lunch
  • 50. Working with the Media to Build Public Support
  • 51. Working with the Media Have you had a bad media experience?
  • 52. Being Prepared For Anything... NewhartVideo
  • 53. Is the Media Interested?
  • 54. Three Questions
    • Should you talk to the media?
    • What is the media’s job?
    • What relationship do you want with the media?
  • 55. How Not To React To Media...
  • 56. Building a Relationship with the Media
  • 57. Nothing to See
  • 58. Managing the Media During a Crisis Karen Friedman is a former award winning television news reporter, speaker, faciliator and the author of Shut Up and Say Something: Business Communication Strategies to Overcome Challenges and Influence Listeners (Praeger, 2010). She is also the co-author of Speaking of Success: World Class Experts Share Their Secrets (Insight Publishing, 2007). Karen Friedman Enterprises, Inc
  • 59. If you won’t talk about your “bad news,” forget about getting people to pay attention to your “good news,”
  • 60. How Can the Board Create Good News?
    • News Releases
    • Letters to the Editor
    • Guest Editorials
    • Be available for talk shows, etc.
    • Create videos for public access
    • Create Public Service Announcements
  • 61. Building a Relationship…before it’s too late!
    • “ Investigation finds Elizabeth school board pressures workers to fill campaign coffers.”
    Pgs. 44-45
    • Discuss two ways your board should respond to ensure the school system maintains public support following a negative article.
  • 62. Understanding Your Audience Who is your audience and what do they want to hear? Bill and Melinda Gates; Wast, Whitehurst and Dionne, Jr.; March 2011
  • 63. “ Hot Topics”
    • 73% Teacher Performance
    • 71% Student Academics
    • 63% School Crime
    • 68% Curricula
    • 66% School Finances & Reform
    Bill and Melinda Gates; Wast, Whitehurst and Dionne, Jr.; March 2011
  • 64. Common Media Sources
    • 75% Family and Friends
    • 60% Newspapers
    • 56% School Publications
    • 37% Internet
    • 14% Facebook or Social Media
    Bill and Melinda Gates; Wast, Whitehurst and Dionne, Jr.; March 2011
  • 65. Improving Communication
    • 82% Printed Newsletters
    • 74% Internet
    • 71% E-mail Communications
    Bill and Melinda Gates; Wast, Whitehurst and Dionne, Jr.; March 2011
  • 66. Is the Media out to get you?
  • 67. Various Media Outlets Provide Input
  • 68. Using Media to Build Public Support Interview Tips
  • 69. Unprepared Interview...
  • 70. Interview Tips Anticipate the toughest questions you may face and prepare your answers
  • 71. Interview Tips Plan your message then deliver your planned message.
  • 72. Interview Tips For every interview, choose 3 MAIN POINTS and write them down.
  • 73. Interview Tips Respond to the questions briefly, then “BRIDGE” your response to a related point that’s part or your main message.
  • 74. How To Ace Your Next Media Interview (Clip)
  • 75. Using Media to Build Public Support
    • Cultivate relationships with reporters, editors, and camera crews.
    • Make phone calls for special stories.
    • Report success stories via letters to the editor.
    • Thank a reporter or editor for fair treatment, even if the story delivers bad news.
    • If a story is incorrect, send a note to the reporter to set the record straight.
  • 76. Strategies List Strategies for Using Media to Build Public Support Pg. 47
  • 77. Break
  • 78. Generating Parental Support
  • 79. Parental Support What do you think of when you hear “ parental involvement?” What are some of the barriers to improving parental involvement?
  • 80. Parental Support Inside the classroom and inside the home. Do not have a “ one size fits all” mentality.
  • 81. The Blame Game Teachers: Parents don’t care Parents don’t hold their kids accountable Parents send their kids here unprepared Parents: Teachers don’t care They’ve got tenure and don’t have to try Teachers think they’re smarter than I am
  • 82. Disconnect Between Schools and Parents Center on Families, Communities, Schools and Children’s Learning 70% of parents said they have not been asked to volunteer 90% of teachers said parents should volunteer
  • 83. Building Parental Support Circle the numbers of strategies that you like Discuss strategies for building parental support Pg. 57
  • 84. Ways to Build Parental Support
    • Utilize a website for the school system.
    • Send an e-mail to parents after each board mtg.
    • Establish a parental Task Force on controversial issues.
    • Sponsor an awards program for academic, artistic and athletic achievements.
    • Speak at PTA and other parent meetings.
    • Sponsor parenting workshops
    • Hold the superintendent accountable to hire parent friendly principals who stress the importance of parental involvement to teachers and parents.
  • 85. Strategies - Generating Parental Support Don’t damage relationships. “ I’ll never shop here again!”
  • 86. Conclusion Comments? Questions?
  • 87. Generating Public Support
  • 88. What would the Community Say About Your School Board?
  • 89. Your board meetings are the community’s windows to the school system
  • 90. What Steps Would Your Board Do To Reinforce a Positive Image...?
  • 91. Your board members influence public support for your schools
  • 92. ‘ To Do’s’ to Promote School’s Image
    • Help the public understand your role as a board member.
    • Attend school events.
    • Send notes of appreciation to staff and community members.
    • Circulate among the audience before and after board meetings. Introduce yourself to those you don’t know.
    • Write thank-you letters/e-mails to community members who serve on board committees.
    • Report success stories via letters/e-mails to the editor.
  • 93. Pg. 62
  • 94. Video Clip: Ethics- Sour Grapes
  • 95. Public Support is Affected By: How you deal with complaints.
  • 96. Handling Complaints
    • Offer an apology if appropriate even if you didn’t cause the problem.
    • Have a friendly attitude.
    • Remember, no matter how trivial the problem seems to you, it’s a big deal to the complainant.
    • List carefully. Take notes.
    • Tell the person what he should do and what you will do if anything.
    Do you agree with these steps
  • 97. Strategies - Generating Public Support List ideas for building public support. Pg.70
  • 98. Turning Employees into Advocates
  • 99. Do You Believe?
    • An organization’s image is primarily determined by its employees.
    • What school employees say about the schools is believed by the public.
    • School Board action affects employee attitude and morale.
  • 100. Do individual board members affect employee morale?
  • 101. Video Clip: Ethics- Out of Bounds
  • 102. Can Bus Drivers Help?
  • 103.
    • How much do the staff in your school know about schools?
    • How good do they feel about themselves, their jobs and the school system?
    • What kind of image do they project?
    What Boards Can Do To Encourage Employee Advocacy?
  • 104. Class ified Employees Have Class See Page 74
  • 105. What Would the Community Say See Page 75 What Would Your Community Say About Your School Board?
  • 106. Strategies List 1 strategy for strengthening public support through EMPLOYEES See Page 76
  • 107. Please Fill Out Your Evaluation Form
  • 108. Wrap-Up
    • Remove your name tag from plastic holder
    • Thank you for what you do for children
    • Thank you for your participation
    • Evaluations/Per Diems