Presented February 12, 2010 at the TASB Winter Governance and Legal Seminar in Corpus Christi, Texas.

1. EFFECTIVE COMMUNICATIONS:
It Takes A Plan!
Brad Domitrovich
PR Zealot, Speaker, Educator
Texas School Public Relations Association

2. If you would like to download a
copy of today’s presentation:
www.SlideShare.net/BradDomitrovich

3. It doesn’t matter what size district
you come from …
the importance of communication
remains the same!

4. Every district needs to
communicate about:
•Tax Rates
•Bond Elections
•Crisis Situations
•Everyday good news
•and more …

5. Is it easy to communicate?
• 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.

6. It all starts with:
Developing
a goal for
your district’s
communications.

7. What is the goal of your
district’s communications?
Sample 1:
To develop and produce print and electronic
communications which best reflect the
district’s marketing initiatives to demonstrate
student and staff success.
Sample 2:
To aggressively promote the accomplishments,
achievements, programs, and people of the
school district and support the initiatives of the
district.

8. IMPORTANT!
The goals of communications
must support
those of the district as a whole.
SCHOOL DISTRICT GOALS
COMMUNICATION GOALS

9. Define Your Objectives
Coordinate:
Communication efforts with district and
campus administration, teachers,
volunteers, and other staff members to
ensure accurate and effective media
coverage of events.
Maintain:
A positive relationship with all local and
regional media outlets.

10. Prepare:
News releases and arrange appropriate
media coverage.
Develop and Produce:
Print and electronic materials that reflect the
professionalism and success of students,
staff, alumni, and volunteers in the district.
Manage and Maintain:
The content of the district web site including
new electronic forms of communication.

11. and more …
Coordinate:
The recognition of students, staff,
and volunteers, at Board of Trustee
meetings and other special events.
Develop and Deliver:
Informational presentations upon
request.

12. For each objective develop:
•The list of target audiences
•Strategies
•Tactics
•Activities
•Evaluation
•Materials
•Budget Items
•Timetable and task list

13. Know your audience and the filters
between you and them
Administration Businesses &
(Taxpayers) Community
(Taxpayers)
Board Members
(Taxpayers)
You! Parents
(Taxpayers)
Staff Students
(Taxpayers) (Future Taxpayers)

14. How will you get your message across?
What is your purpose?
•Inform
•Instruct
•Inspire
•Encourage
•Influence

15. Methods of communication:
•Individual conversations
•Personalized notes and letters
•Community/Parent forums
•Staff meetings
•Print Newsletters
•Newspapers
•Broadcast Radio/Television
•Cable Television

16. Methods of communication:
•E-mail
•Electronic Newsletters
•Website
•Podcasts/Videocasts
•Social Media
•Telephone Callout Systems

17. Rule of Thumb:
7
If you want to
truly communicate
a message,
say it at least
seven times
in seven ways!

18. Possible Filters:
•Language
•Age
•Culture
•Socioeconomics
•Listener vs. Reader (Visual vs. Verbal)
•Education
•Computer Literacy
•Media

19. Listen!
Listening is the key to
great communication!
Many times we aren’t
answering questions
that are there.

20. How will you measure
your effectiveness?
• Surveys
• Conversations
• Bond and tax rate elections
• Focus groups
• Number of participants
• It depends on what you are
measuring!

21. Rules to Remember:
• 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.

22. Rules to Remember:
• 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.

23. REMEMBER!
Make sure the communication
goals support the district goals.
SCHOOL DISTRICT GOALS
COMMUNICATION GOALS

24. REMEMBER!
Don’t try to do everything at one time
– sometimes you have to choose.
SCHOOL DISTRICT GOALS
COMMUNICATION GOALS

25. REMEMBER!
Delegate responsibility and authority.
SCHOOL DISTRICT GOALS
COMMUNICATION GOALS

26. REMEMBER!
Understand your target audience.
SCHOOL DISTRICT GOALS
COMMUNICATION GOALS

27. Questions?
brad@domitrovich.com

28. CEC #:
5581

29. EFFECTIVE COMMUNICATIONS:
It Takes A Plan!
Brad Domitrovich
PR Zealot, Speaker, Educator
Texas School Public Relations Association