Effective Communication It Takes A Plan

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Presented on October 2, 2009 at the TASA/TASB Convention in Houston with Candace Ahlfinger, APR.

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Effective Communication It Takes A Plan

  1. 1. • Tax Rates • Bond Elections • Crisis Situations • Everyday good news • and more …
  2. 2. • It is if … you develop a goal for your district’s communications. • It is if … you develop objectives each year that measure your success or failure. • It is if … you say everything multiple times and in multiple ways.
  3. 3. SCHOOL DISTRICT GOALS COMMUNICATION GOALS
  4. 4. •  The list of target audiences •  Strategies •  Tactics •  Activities •  Evaluation •  Materials •  Budget Items •  Timetable and task list
  5. 5. Students (Future Taxpayers) Staff (Taxpayers) Businesses & Community (Taxpayers) Parents (Taxpayers) Administration (Taxpayers) Board Members (Taxpayers) Know your audience and the filters between you and them
  6. 6. • Inform • Instruct • Inspire • Encourage • Influence
  7. 7. •  Individual conversations •  Personalized notes and letters •  Community/Parent forums •  Staff meetings •  Print Newsletters •  Newspapers •  Broadcast Radio/Television •  Cable Television
  8. 8. •  E-mail •  Electronic Newsletters •  Website •  Podcasts/Videocasts •  Social Media •  Telephone Callout Systems
  9. 9. •  Language •  Age •  Culture •  Socioeconomics •  Listener vs. Reader (Visual vs. Verbal) •  Education •  Computer Literacy •  Media
  10. 10. •  Surveys •  Conversations •  Bond and tax rate elections •  Focus groups •  Number of participants •  It depends on what you are measuring!
  11. 11. •  Never forget who your public is. •  You can try to communicate with everyone – but not everyone will hear your message. •  Be prepared to change your strategies when something isn’t working. •  Never lie to the media.
  12. 12. •  Remember – all feedback is positive. •  Put yourself in the other person’s shoes. •  The best communication is built on relationships. •  Remember the power of influence. •  One message does not fit all.
  13. 13. SCHOOL DISTRICT GOALS COMMUNICATION GOALS
  14. 14. SCHOOL DISTRICT GOALS COMMUNICATION GOALS
  15. 15. SCHOOL DISTRICT GOALS COMMUNICATION GOALS
  16. 16. SCHOOL DISTRICT GOALS COMMUNICATION GOALS

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