Pr

1. Through the Looking Glass
A District Approach to Transparency and Communication
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2. B RAD ICH
MIT ROV
D O
Schoo Dir
l and C ector of
ommu
nity R
ela tions
-2009
esid en t 2008
Past Pr
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3. COMMUNICATION
is a two way process
TRANSPARENCY
is not
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4. COMMUNICATION listens
TRANSPARENCY does not
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5. COMMUNICATION requires
• a sender
• a message
• an intended
recipient
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6. and so does TRANSPARENCY
• a sender
• a message
• an intended
recipient
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7. TRANSPARENCY builds trust.
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8. When is the COMMUNICATION
process complete?
When the receiver has understood
the message of the sender.
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9. When is the TRANSPARENCY
process complete?
NEVER!
NEVER!
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10. Why is TRUST so important?
What do you think school districts sell?
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11. School districts sell TRUST.
• safe environments
• high expectations
• equal opportunities
• fiscal responsibilities
• prepared graduates
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12. If you’re not TRANSPARENT
and you don’t COMMUNICATE ...
You can’t build TRUST!
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13. There are lots of excuses
for not communicating.
But there is no excuse
for not communicating.
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14. Excuse #1 for not communicating
Dysfunctional Organization.
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15. Excuse #2 for not communicating
No Time.
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16. Excuse #3 for not communicating
Shouldn’t they already know that?
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17. Excuse #4 for not communicating
My lawyer has advised me ...
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18. Excuse #5 for not communicating
But the media hates us!
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19. Does the media ever get it wrong?
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20. 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
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21. Whataya do if the media gets it wrong?
•Respond with
statements only
•Cut off access
ONLY AS A LAST RESORT !
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22. Can you avoid being mis-quoted?
• No
• Give “the facts”
• Repeat “the facts”
• Ask for a read-back
of “the facts”
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23. Some tips to improve
COMMUNICATION.
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24. Do some silent listening
•Slow down
•Become free of
distractions
•Listen to your
customers
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25. “I” and “we” are OK
• I am responsible.
• We made a mistake.
• I know there is some
confusion.
• We have taken
appropriate action.
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26. Convey your thoughts with clarity
•Avoid jargon
•Get to the point
•Tell the point
•Repeat the point
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27. Influence others
•Words wield power
•Choose your words
very carefully
•Blog, tweet, post,
webcast, handwrite
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28. Develop rapport
CONNECT ● ENGAGE ● BUILD CONSENSUS
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29. What have
you done
to improve
communication
and
transparency
in your district?
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30. TRANSPARENCY
does not mean
that you have to
expose everything!
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31. COMMUNICATION
does mean that you should try
to tell as much as you can!
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32. TRANSPARENCY builds trust.
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33. TRUST builds confidence.
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34. Contact me through
Georgetown ISD at
(512) 943-1890
View this
presentation at
Brad Domitrovich
SlideShare.net/BradDomitrovich (830) 688-9912
Brad@Domitrovich.com
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