The document provides an overview of a presentation on advocacy and community leadership for school boards. It discusses the board's role in advocacy, strategies for influencing state and federal legislatures, developing relationships with other stakeholders, working with the media, and generating public and parental support. Specific tactics covered include scheduling meetings with legislators, testifying at committee hearings, cultivating media relationships, recognizing student and staff successes, and turning employees into advocates for the school system.

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

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

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