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WSPRA Communications Audit

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An overview about why and how to conduct a communications audit with examples how an audit helped a school district with change.

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WSPRA Communications Audit

  1. 1. Communications Audit: Why, How and You David Beil Central Kitsap School District DavidB@ckschools.org 360-662-1622 Tom Eiland CFM Strategic Communications tome@cfmpdx.com 503-803-8507
  2. 2. Communications Audit: WSPRA Conference April 2016 It is all about change Parents and students Communication tools School administration 2
  3. 3. Communications Audit: WSPRA Conference April 2016 3
  4. 4. Communications Audit: WSPRA Conference April 2016 4
  5. 5. Communications Audit: WSPRA Conference April 2016 Change is real 1996 Today School district newsletter 14% 26% Students 6% 21% School employees 18% 17% Internet/website -- 12% Local newspaper 34% 12% Neighbors/other citizens 7% 5% Local school newsletter 4% 5% The PTO 5% 1% Television -- <1% People are now less likely to get information about schools from newspapers. Districts need to identify other ways to inform and educate the community. Two bad things happen if school districts don’t communicate effectively: • Nobody knows what you are doing • Someone else is speaking for you 5
  6. 6. Communications Audit: WSPRA Conference April 2016 You work in a unique community 6 CK Connects is a key information source for those 55 and over (41%). Residents (59%) recall receiving this publication. Parents (50%) and non- parents (33%) read the publication thoroughly. Quarterly printed mailer to the community 36,000 mailed Cost: $40,000/year
  7. 7. Communications Audit: WSPRA Conference April 2016 What to change, how to change 7 “When you come to the fork in the road, take it.” --Yogi Berra
  8. 8. Communications Audit: WSPRA Conference April 2016 Be disciplined, be smart Identify: • How people communicate and where they get information. • What information people want and need. • What communication tools work now and what other tools will facilitate change. • What are the missed opportunities. • Ways to measure results. 8
  9. 9. Communications Audit: WSPRA Conference April 2016 The process 1. Inventory communications efforts • Communications plans • Print, digital media 2. Conduct research • Interview stakeholder • Survey target audiences • Analytics for digital communication 3. Analyze communications • Email management, design and content • Press releases, media kits • Social media • Media relations • Content evaluation 9
  10. 10. Communications Audit: WSPRA Conference April 2016 Who conducts the audit Use a trusted third party • Insights • Critical analysis • Best practices • Candor • Administrators will listen 10
  11. 11. Communications Audit: WSPRA Conference April 2016 11 • Importance of communications plan • Determine who manages communications • Prioritize target audiences • Organize communications tools • Use the right media • Refresh or reboot websites and intranet • Create and trust the data • Get the resources for success
  12. 12. Communications Audit: WSPRA Conference April 2016 12 How did Central Kitsap School District use the communications audit?
  13. 13. Communications Audit: WSPRA Conference April 2016 CK Results Thoughtful pause • How to use the information • Prioritize target audiences • Determine what works and what does not What is the commitment • Staffing • Resources and budget • Timeline 13
  14. 14. Communications Audit: WSPRA Conference April 2016 District newsletter 14
  15. 15. Communications Audit: WSPRA Conference April 2016 e-News 15 Pre-audit • Text heavy • No analytics • Created by IT
  16. 16. Communications Audit: WSPRA Conference April 2016 e-News 16 Post-audit • More images • Quick read with links • Analytics • Coordinated campaigns • Fewer duplicate emails
  17. 17. Communications Audit: WSPRA Conference April 2016 Social 17 Pre-audit • No presence • Administrative concerns
  18. 18. Communications Audit: WSPRA Conference April 2016 Social 18 Post-audit • Need plan • Engage parents and the community • So far, great feedback!
  19. 19. Communications Audit: WSPRA Conference April 2016 Website 19 Pre-audit • Staff focused • Poor navigation • Few images • Content heavy
  20. 20. Communications Audit: WSPRA Conference April 2016 Website 20 Post-audit • Parent focused • More images and videos • Rely on analytics • Common navigation all sites
  21. 21. Communications Audit: WSPRA Conference April 2016 21 • Take risks • Use best practices • Be results oriented
  22. 22. Communications Audit: WSPRA Conference April 2016 Questions? 22 David Beil Central Kitsap School District DavidB@ckschools.org 360-662-1622 Tom Eiland CFM Strategic Communications tome@cfmpdx.com 503-803-8507

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