Comprehensive Communications Plan Rockwood Communications 1955-A Shepard Road Wildwood, Missouri

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1 Comprehensive Communications Plan Rockwood Communications 1955-A Shepard Road Wildwood, Missouri

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3 Communications Staff Chief Communications Officer Kim Cranston, APR Coordinators Cathy Orta, APR, Communications Karl Weinrich, Web Services Media / Marketing / Web Amber Branson,Web Content Management Specialist Curtis Brennecke, Broadcast Video Specialist David Miller, Webmaster Vicky Schiber, Sr. Internal Communications Specialist Jay Scherder, Marketing/Media Specialist Print / Publications Brandy Heine, Print Facilitator (Indox) Communications Support Sue Alt, Finance and Special Projects Secretary Susan Witkowski, Communications Assistant

4 Table of Contents 1 Introduction 2 Rockwood Strategic Goals 3 Communication Goals and Strategies 10 Rockwood Communication Resources 11 Communication Worksheet: 10-Step Process 13 Audiences and Outcomes 14 Channels: Electronic, Media, Interpersonal and Print 15 Identification of Key Messages 16 Alignment with Department Project Plans Overview 18 Code of Ethics

5 Introduction Executive Summary The Rockwood School District is committed to open, honest and ongoing communication with our school community. We understand that maintaining a two-way conversation with parents and community members is essential for building relationships. These relationships are the foundation for a strong school system. This communications plan was designed to establish a comprehensive and integrated communications process for effective communication. It aligns with the district s goals and is incorporated in the Comprehensive School Improvement Plan (CSIP). Annual objectives are tied directly to the objectives set by the district for achieving its goals. The plan is a working document that is reviewed on an annual basis by the Communications Department and the district s Communications Committee. It is used as a basis for the district s accountability, as well as for providing a framework for future resources and budgetary consideration. The Comprehensive Communications Plan is intended to do the following: 1. Implement a communications program that directly helps achieve our strategic goals. 2. Foster strong relationships with district stakeholders. 3. Provide focus and direction for messages/methods in support of the district s goals. 4. Enable the district to present itself accurately to audiences. 1

6 Rockwood School District STRATEGIC PLAN GOAL 1: Student Learning All students will demonstrate academic growth and be wellprepared for their future. GOAL 2: Highly Effective Staff Recruit, attract, develop and retain highly effective staff to carry out the Rockwood School District s mission, goals and objectives. GOAL 3: District Finance Ensure efficient operations and accountability for responsible use of district resources. GOAL 4: School Climate Create a safe and caring learning environment that includes a positive school culture and positive collaboration and communication throughout the school and community. GOAL 5: Governance Govern the Rockwood School District in an efficient and effective manner, providing leadership and representation to benefit the students, staff and patrons of the district. Mission We do whatever it takes to ensure all students realize their potential. Vision By continuously improving in every aspect of our performance, the Rockwood School District empowers students to command their future. Core Values Promote and model ethical values and good character as the foundation of performance. Build a safe and caring school community. Provide a meaningful and challenging academic program that connects all students to learning and honors their differences. Engage all stakeholders in shared responsibility for learning, character and climate. COMPREHENSIVE SCHOOL IMPROVEMENT PLAN 2

7 Communication Goals The Department of Communications provides leadership, counsel and training in order to accomplish the following communication goals. Goals are listed in no particular order of priority and should be recognized as integrated activities for achieving long-term success. 1. Develop and maintain positive, collaborative relationships with all school community members to strengthen support for the Rockwood School District. 2. Use a variety of media to maximize awareness and support of the district s goals, objectives and programs. 3. Establish an effective employee communication plan to improve internal communication and employee engagement. 4. Establish strong, positive connections between individual schools and their communities. 5. Achieve coordinated communications, both internally and externally, using Web systems to improve efficiencies and promote effective channels. 6. Create key messages and talking points about RSD to establish one clear voice throughout all communication channels. 7. Establish a clear brand identity for the district and build on that image and reputation. 8. Maintain a proactive media relations program to enhance the district s image on local, state and national levels. 9. Use effective operational practices to provide good customer service, increased efficiency and quality printed materials. The following resources will be used to evaluate and measure the effectiveness of this communications plan: Staff survey Community survey Website hits and traffic reports Focus groups Media coverage (monitoring services) Community feedback School and department surveys/polls 3

8 Communications Goal: Develop and maintain positive, collaborative relationships with all school community members to strengthen support for the Rockwood School District. Strategy 1A: Use the key communicator network model to involve parents and community members in schools and education. Facilitate connections among community groups and district administrators: religious leaders, business groups, private/parochial schools and area legislators. Proceed with community forums and engagement through Town Hall meetings. Expand on external key communication initiatives and share information to promote education with the Rockwood residents who may not have children in our schools. Facilitate PTO Presidents Forum meetings and dialogue sessions. Strategy 1B: Continue with electronic communication tools to provide information for all members of the Rockwood school community. Analyze the Rockwood Connect usage reports and recommend best practices for principals to use the system effectively. Work with Rockwood Technology to increase parent usage of Infinite Campus and the online teacher grade book. Maintain active lists of key communicator groups. Promote Board of Education meetings through BoardDocs, Board Focus and meeting audio files. Implement and maintain social media tools (Facebook, YouTube and Twitter). Implement new mobile app that is integrated with school communication. Research online streaming options of Board of Education meetings. Strategy 1C: Build and maintain partnerships with business and community leaders. Provide district representation for community-led meetings: Chambers of Commerce, business partnerships and senior citizen groups. Work with Partners in Education to expand the impact of business partnerships with students and schools. Hold realtors workshop to communicate how Rockwood impacts home values. Maintain and investigate options to improve messaging on the Community Resource Center. 4

9 Communications Goal: Use a variety of media to maximize awareness and support of the district s goals, objectives and programs. Strategy 2A: Use electronic, print and mass media tools to promote awareness and interest in the district. Web Maintain district committee websites on the Rockwood website and on the Insider. Manage one centralized public district calendar on the external site. Train key personnel for effective use of the Insider for increased collaboration. Produce Annual Report online and coordinate electronic, video and print channels. Develop a process to collect/communicate the results of survey data. Train key personnel for effective use of district website using content management strategies. Assist with presentation of District Vision Scorecard. Refresh district and school home pages with branding and organization. Video Broadcast video/media through social networking on Facebook, Twitter and YouTube. Create individual YouTube accounts for Rockwood schools and provide training to support implementation. Produce video/media of Rockwood special events to support internal communications. Create video/media (informational and educational in format) for release on website and Rockwood enews for the upcoming school year. Use instructional video/media to build awareness at the school and district levels. Use Beyond the Headlines series to share information and provide key messaging. Manage profile videos for each school. Update communication videos for each school. Print Publish Access Rockwood to increase parent knowledge of involvement opportunities. Assist schools with the publication and distribution channels of the school volunteer handbooks by providing templates on the Insider. Promote City Connection to reach parents of voluntary transfer students with a consistent newsletter based on school feeder patterns. Publish Rockwood News to reach patrons with messages targeting key goals and district finances. Social Media Building connections through Facebook. Create new direction from Twitter. Implement mobile app communication plan. Media Conduct media training with new building principals. Maintain online press room on the Rockwood website to continuously update the media about district initiatives and programs. Distribute fact sheets of district goals and objectives to media and update the scorecard report during the school year. 5

10 Communications Goal: Establish effective employee communication plans to improve internal communication and employee engagement. Strategy 3A: Use the key communicator model for the Internal Key Communicator Network. Work on collaboration with Human Resources and Finance Departments through quarterly meetings. Assist schools and departments with internal communication plans and actions. Maintain department Web pages on the Rockwood Insider in cooperation with coordinators and department supervisors. Facilitate Key Communicator Group to establish internal networks for communication; develop Internal Communications Plan. Strategy 3B: Work with the Human Resources Department to coordinate clear, consistent messages to staff members. Create and implement a new staff orientation communications plan. Develop a staff orientation video that welcomes new employees to Rockwood and includes key messages. Strategy 3C: Manage the district intranet site and promote it as the primary source of information for staff members. Offer one-on-one training sessions for employees who are responsible for making departmental updates to the Insider. Add content to department and special interest pages to increase usage of the site. Strategy 3D: Provide ongoing professional development and training for staff members. Offer communication training to Rockwood administration. Provide Web training for the Insider, district and teacher websites. Continue with Rockwood Connect system upgrades and training for new system features. Share school website statistics with school leaders and include opportunities for improvement. 6

11 Communications Goal: Establish strong, positive connections between individual schools and their communities. Strategy 4A: Provide training for school communication teams to facilitate communication among staff and community. Continue group and individual training for web content management with key personnel. Continue group and individual training for PTO Web Administrators to ensure PTO communication is accurate. Strategy 4B: Provide resources for staff members and parent leaders and encourage their use in order to build connections and partnerships in the community. Coordinate the online publication PR for Principals to provide best practices in communications and public relations for building administrators. Continue to develop and implement new features for teacher SharePoint websites. Facilitate communication via Infinite Campus on the school bulletin boards. Serve on district committees: School Calendar and Recognition and Awards Committee, as noted on page 16. Conduct teacher website audits to monitor site traffic and content. Strategy 4C: Increase opportunities for recognition among leaders in the Rockwood community. Recognize involvement through the ROSE (Rockwood Outstanding Service in Education) Awards program. Recognize student, staff and parent achievement during Board of Education award ceremonies. Encourage staff to apply for local, state and national awards and grants. Strategy 4D: Provide opportunities and resources to build connections among students and the district. Assist with the development of team sites and curriculum databases to share information with parents and staff. Create school communication videos to strengthen the connection between parents and schools. 7

12 Communications Goal: Establish a clear brand identity for the district and build on that image and reputation. Strategy 5A: Use the strategic planning outcome to recommend accountability and evaluation methods for school administrators in the production of communication materials. Provide consistency in the prologue of all Rockwood produced media/video. Adhere to standards of quality for content, design and management for all Web and print publications. Share branding guidelines with schools regarding logo requirements for marquees. Communications Goal: Maintain a positive media relations program to enhance the district s image on local, state and national levels. Strategy 6A: Build relationships with media through one-on-one story development. Work with broadcast producers and print editors to promote positive, newsworthy stories going on within the district. Share information through press releases, briefings and photo opportunities. Review the media guidelines and procedures for reporters. Track electronic and print media and note trends. 8

13 Communications Goal: Achieve coordinated communication, both internally and externally, regarding safety issues and crisis management. Strategy 7A: Develop and sustain relationships with local emergency management officials. Develop an emergency preparedness website on the district home page that can be updated with key messaging and crisis management information. Host bi-annual crisis workshop. Strategy 7B: Utilize a variety of communication tactics to share information with staff and parents about safety plans and crisis management. Work with district nursing staff to coordinate the sharing of information about health issues with parents. Work with the administrative services department to provide crisis information to all staff. Manage and update emergency preparedness information on the district website. Communications Goal: Utilize effective operational practices to provide good customer service, increased efficiency and quality print materials. Strategy 8A: Contract with an external vendor, Indox Services, to provide management of the district print shop. Communicate print procedures to district customers to ensure satisfaction. Continue to develop the usage of district standardized forms to decrease production costs. Assist customers in the design of documents and brochures to ensure that effective design is used in district publications. 9

14 Communication Planning Resources Public school districts exist with the trust and permission of the members of its school community. In Rockwood, every district initiative and project needs a communication plan in order to manage complex change and build awareness within our school community. Communication is a management function in any organization. Rockwood Communications works with departments and schools to ensure a systematic flow of communication using a 10-step method that guides careful planning and alignment with the district s strategic goals. 10

15 Communications Planning Department of Communications Communications Planning Worksheet Strategic communications planning is essential for any initiative. This worksheet is used to ensure the various planning components are addressed. 1) GOALS: (Broad statement of purpose must be tied to district goal areas) 1. Student Learning 2. Highly Effective Staff 3. District Finance 4. School Climate 5. Governance 2) OBJECTIVES: (Specific, Audience, Outcome, Measurement/Attainment Level (%) and Time Frame) 3) STRATEGY: (Approach to achieving the objectives) 4) AUDIENCES: Who needs to know? 1. Internal 2. External 5) MESSAGES: What do they need to know? Why? 1. Why is this change/action/event taking place? 2. What does this mean for me? What is the impact to me? 3. What do I need to do? Is there an action required of me? 11

16 Messages to be communicated to (audience) Messages to be communicated to (audience) ) TIME LINE: When do they need to know? 7) TACTICS/ACTIVITIES: How will messages be communicated? Internal External 8) COMMUNICATION CHANNELS (See District page) 9) BUDGET CONSIDERATIONS 10) EVALUATION: How will we know the message has been received? R - Research A - Analyze C - Communicate E - Evaluate Tactic Person Due Date Budget Notes 12

17 Audiences and Outcomes Internal Audiences Certificated Staff Principals Support Staff Employees Administrators Board of Education Professional Support Staff External Audiences Students Parents Taxpayers of the district Senior citizens Business leaders Media Parent-teacher organizations Civic leaders Legislators Religious leaders Private and parochial schools in area Neighborhood groups New residents of the district Neighboring school districts Residents without children in district schools Metropolitan St. Louis area Prospective residents of the district Desired Behaviors and Attitudes Through plan implementation, the following desired behaviors and attitudes are the focus: Internal Audiences Take pride and ownership in the district. Keep informed of key issues. Work as a high-performing organization whose employees respect and value customer feedback. Exhibit district values of caring, integrity and collaboration. External Audiences Feel involved and engaged in their public schools. Exhibit community pride and trust in schools and the district. Support the Rockwood School District. 13

18 Communication Channels The district can more effectively provide consistent and unified messages by identifying and managing all communication avenues. A multifaceted approach to overall communications helps ensure greater impact of messages. The following list details the internal and external communication channels Rockwood uses: Communication Vehicles: Electronic Rockwood Insider Insider News Insider Board Update PR for Principals District website School websites Rockwood enews Board Focus Facebook Twitter YouTube Mobile App Rockwood Connect: automatic notification system Infinite Campus: bulletin boards Blogs: principals and leaders Community Resource Center Key External Groups: Religious Leaders, Private and Parochial Principals, Municipal Officials, Legislators, Emergency Management Officials Communication Vehicles: Media Print newspapers: Post-Dispatch, WestNewsmagazine, Current Broadcast stations St. Louis magazines Radio stations Communication Vehicles: Interpersonal Key Communicator Network PTO Presidents Forum Administrative Council meetings Principal meetings District committees Board Community Conversations Board Listening Times Town Hall: Engagement Chamber of Commerce events Communication Vehicles: Print Rockwood News Annual Report to the Community Advertising: WestNews Parent Resource Center materials Targeted mailing lists: City Connection 14

19 Key Messages Key messages are the master narrative and essence of what Rockwood needs to communicate. It s the bite-size summations that articulate: what we do, what we stand for and what value we bring to the Rockwood school community. Communication cannot always be controlled; key messages can. Messaging helps a school district do the following: Prioritize and crystallize information. Ensure consistency, continuity and accuracy. Measure and track success. Stay focused when speaking with media or our school community. Careful attention needs to be paid to key messaging. Concise: Optimally three key messages on one page; each statement only one to three sentences in length or under 30 seconds when spoken. Strategic: Define, differentiate and address benefits/value proposition. Relevant: Balance what needs to be communicated with what the audience needs to know. Compelling: Meaningful information designed to stimulate action. Simple: Easy-to-understand language; avoid jargon and acronyms. Memorable: Easy to recall and repeat; avoid run-on sentences. Tailored: Effectively communicates with different target audiences, adapting language and depth of information. 15

20 Alignment: Project Plans The Rockwood School District is committed to open, honest and ongoing communication with our school community. We understand maintaining a two-way conversation with students, parents, teachers, staff and community members is essential for building relationships. These relationships are the foundation for a strong school system. Research shows people support public schools that have an ongoing, everyday commitment to transparently and proactively communicating with their community about the important decisions in the district. Furthermore, increasing and improving communication between teachers and parents increases parent involvement and student achievement. Rockwood Communication develops communication plans that align and support Rockwood s Comprehensive School Improvement Plan (CSIP). Communication team members work with our school community to ensure that effective communication is a component of every district and school program and initiative. 16

21 Create individual communication plans for implementing any major initiative or changes in system practices and programs. Communication Plans and Projects: CSIP: Strategic Plan - Cathy Mobile App: Launch - Cathy Curriculum: Management Plan - Cathy Curriculum: Web Systems - Karl Safety/Crisis Planning: - Cathy, Vicky and Jay Early Childhood: - Cathy and Jay Social Media: Phase 4 - Cathy, Jay and Amber STEM Education: Jay and Vicky Communication Finance: Jay and Vicky ACT and Prep Plan: Jay ebackpack Transition Plan: Amber YouTube School Channels: - Curtis Human Resource Marketing: - Vicky Website: Organization: - David Insider: Navigation: - Vicky and David Web Analytics: David External Groups/Meetings: Presidents Forum meetings and annual lunches/dinners - Cathy Religious Leaders meetings - Kim and Sue Private and Parochial meetings - Kim and Sue Chambers of Commerce - Jay Board of Education - Kim Committees: Recognitions and Awards - Vicky School Safety - Jay Calendar Committee - Amber Staff Key Communicators - Vicky Groups: PTO Presidents Forum - Cathy Key Internal Communicators - Vicky Events: Board of Education Awards - Vicky ROSE Awards - Vicky Local Parades - Jay Systems: Rockwood Connect: Automatic Notification System - Cathy Rockwood website: David Rockwood Insider: David Publications: Rockwood News - Cathy Rockwood enews - Jay Insider Updates - Vicky PR for Principals (online) - Cathy Board Focus - Cathy and Vicky Annual Report to the Community - All 17

22 Code of Ethics Rockwood Communications is a member of the National School Public Relations Association and is guided by the hallmark of professionalism established by the organization s Code of Ethics: 1) Be guided by the pursuit of the public interest through truth, accuracy, good taste and fairness; follow good judgment in releasing information; not intentionally disseminate misinformation or confidential data; avoid actions that lessen personal, professional or organizational reputation. 2) Give primary loyalty to the employing organization, insisting on the right to give advisory counsel in accordance with sound public relations ideas and practices; cooperate with other groups while avoiding conflicts with primary responsibilities; object to untenable policies or activities. 3) Be aware of personal influence, avoiding promises or granting of unprofessional advantages to others; refrain from accepting special considerations for influences on organizational decisions; avoid unauthorized use of organizational facilities, resources or professional services for personal gain or for promotion of the candidacy of aspirants to elected offices; forego derogatory acts or utterances against other professionals. 4) Recognize that effectiveness is dependent upon integrity and regard for ideals of the profession; not misrepresenting professional qualifications; give credit for ideas and words borrowed from others; cooperate with professional colleagues to uphold and enforce this Code. Adopted July

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24 Mission We do whatever it takes to ensure all students realize their potential. Vision By continuously improving in every aspect of our performance, the Rockwood School District empowers students to command their future.

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