Effective Communications for School Leaders. Presented by: Anita Banach and John Helmholdt

Transcription

1 Effective Communications for School Leaders Presented by: Anita Banach and John Helmholdt

2 A little about us John Helmholdt, Executive Director of Communications & External Affairs Grand Rapids Public Schools Anita Banach, Director of Personnel Services Macomb Community College

3 Today s Session Put Communication on your Radar Importance of Knowing Your Audience How to Create a Great Communication Plan Controlling the Chaos Our Top Ten Tips Questions, Answers and Ideas

4 Why Market Your School? Public Confidence is Dwindling Political Environment Is Not Positive Demographic Changes to the Community Emergence of the Technology Wildcard Presence of School Choice FUNDING Pride and School Culture

5 Interesting Fact: For most parents a school is only as good as the teacher in front of their child. Even people without school age children typically rank good teachers as the single most important indicator of a good school.

6 A Communication Plan Will help you.. Accommodate the forces of change Create a responsive, future-focused organization Provide a framework through which you can coordinate other continuous improvement initiatives.

7 What is the plan? Analyze Strategize Write a plan Execute the plan Evaluate the Results

8 Examples Budget Communication Plan Analyze where are we today, what are the parameters, what is likely to impact the budget, what is unknown. Strategize what process will we use to make reductions, how will we communicate, how will we evaluate and prioritize reductions. Write the Plan who is responsible for what, what needs to be done when, who needs the information. Execute follow the plan and move forward. Evaluate Bring the group together to find out what worked and what needs to be changed in the future.

9 Involving People is Critical If you want commitment, you ll have to involve people. People need to be involved in decisions that affect their destiny. If you want people to be part of the plan, you have to make them part of the process.

10 Analyze: Feedback is important Provides a Snapshot in Time Demographics Strengths and Weaknesses Perception Identifies Trends and Hot-button Issues Let s You Know what s out there

11 Tools for Gathering Feedback Focus Groups Town Hall Meeting Task Force Surveys Dimensions of Greatness

12 Why Survey? Find out how well you are communicating Learn how people feel about specific programs Assess staff morale Find out what kids think is important Determine expectations Find out where you are with a curricular issue

13 Why Survey? It s easy You need the information Samples can give you a representative picture Non-parents have opinions too It is cost effective It is part of the plan

14 Survey Steps Decide what you want to learn Who do you need to hear from What is the best method Create the survey tool (what questions will you ask) Test the questions

15 Survey Steps Conduct the survey Tabulate the survey data Analyze the results REPORT THE RESULTS (internal and external) Use the results to plan and move forward

16 The Difference Communication can make Investment in Success Keep the Vision and Mission of your District at the Forefront Relationship Building/Management = TRUST Image and Reputation

17 Communication Plan Template Our job is to tell all of the stories (good and bad). With the correct tools, every member of your district can think (and work) like a member of your PR Team. The key is to create a common message and to have a consistent communication plan in place EVERY TIME.

18 Importance of Communication Creating Ambassadors Tell your story FIRST Listen, Listen, Listen

19 Important Tips Let s Share the Good News Reporting Progress Continually (nobody likes surprises!) Using Mediums that Work Always Explain the Why (Why there is testing, Why there is homework, Why a Field Trip is planned)

20 Creating a Plan Identify/Define the Project/Indicators Identify the Target Audience Identify the Communication Needs Identify the Information Sources Identify the most effective communication tools

21 CARE AND FEEDING OF THE MEDIA EFFECTIVELY USING MEDIA TO CONVEY YOUR MESSAGE

22 What is News? Celebrity Children/Animals/Living Systems Conflict/Controversy/Danger Money Events Government Human Interest Surveys/Report/Research Unusual / Bizarre

23 What Does Media Need? Time sensitive story ideas. Expert opinions Sources attached to facts Answers to who, what, why, when, where how? Informative he/she can t get anywhere else Sources that respect deadlines Solutions Strong, on-going relationship with you/your org

24 Media Differences Broadcast Media Sound bites Visual; cameras see everything Catches flaws, magnifies features, picks up subtle gestures AM/PM editorial meetings Print Media Don t like day old stories Key messages; elaboration Charts, graphs, pictures Can go back with more/revised

25 How to Handle the Media? Establish Board/District Media Relation Guidelines Establish Board/District Spokesperson(s) Be responsive; respect deadlines Establish key messages Update your media list Get to know the reporters; build relationships

26 When Media Calls Screen the caller What is the reporters name/organization? What is purpose of interview? How much do you know about the topic? How long will the interview be? Will it be live or recorded? Who are the other interviewees/contributors? What is the deadline? What is their contact info?

27 Interview Tips Spend 80% preparing for content, 20% rehearsing Don t feel pressured to answer the reporters questions on the spot; take time to prepare Know the main points you want to make Know about the audience you are speaking to Be credible, reliable source Rehearse potentially tough questions Check your appearance and posture Use gestures to emphasize point

28 SO MUCH TO DO.SO LITTLE TIME. HOW TO MANAGE THE CHAOS

29 Tips on Getting Started Learn to say NO Control interruptions Plan Delegate Use a to do list Ask for help Don t procrastinate Use effectively Keep the paper moving Outsource Be visible Use technology Hire the right staff

30 Setting Priorities Setting priorities is priority #1 Finding time for what is most important Setting priorities and calendar for day, week, month, and year Prioritizing calendar and tasks Prioritizing the who needs to know; who needs to report; who to get it done Avoiding interference; distractions

31 Visibility is Essential Don t get stuck in office Establishing visibility with team; school leaders Helps to know what s going on with day to day needs and challenges Satellite office Attending necessary and meaningful meetings and events Knowing you can t be everywhere and do everything

32 Learning to Delegate Establishing roles, responsibilities and clear expectations Know strengths and weaknesses of staff Rely on staff, follow through, accountability Establishing culture of respect, appreciation, rewards/recognition Empowerment and trust

33 Administrative Assistants Help and Support Strong, involved, trained, and empowered secretaries are key Respect and appreciate the cat herders, gatekeepers, frontliners Communicate and delegate; don t get caught in minutia Establish systems: calendar, , filing, calendar, etc. Ensure time and support for working with secretary

34 Training in Time Management Make professional development of time management a priority districtwide/department-wide Study and learn what are the best techniques, tools, technology, and supports Tricks of 3 Ds. Delegate. Dump it. Do it.

35 Making Closed Door Policy Work Establish time in closed door session for you and the work Control your calendar Designate time for , paperwork, phone response, meetings Clearly communicate closed door time to avoid interruptions

36 Work Smarter Work smarter, improve time utilization Concentrate on results; not on being busy The 80:20 rule 80% of unfocused work only produces 20% results Time management tools Make time for success

37 Managing Effectively Checking Checking regularly; prioritizing; avoiding distraction Check at set times When to check Reading The two minute rule Schedule time Organizing/filing Using rules Non-essential Good team habits Encourage team to send you less Establishing how you receive s; one to two paragraphs; highlighted action items

38 Top Ten Tips for Communicating

39 Tip #1 Stop and Think who needs to know this?

40 Tip #2 No matter where you are you are representing the District.

41 Tip #3 Admit you don t know everything (I won t tell your spouse.)

42 Tip #4 Realize there is a little truth to every rumor.

43 Tip #5 Always explain the WHY!

44 Tip #6 The most credible school sources are the custodians and the secretaries make sure they know the WHY.

45 Tip #7 Bring Negative People into the fold.

46 Tip #8 Walk the talk and follow the plan.

47 Tip #9 Let others shine!

48 Tip #10 LISTEN two ears and one mouth, use proportionately please.

49 Can you do it? Research and garner data Make Communications a priority Find someone on your staff who can do this work, and make it a major part of their job. Make it clear that everyone has a role in communications -- Ambassadors.

50 Inexpensive PR Ideas VIP Passes Senior Citizen Club Weekly Columns School Signs Award Applications Realtor Luncheon Internal Newsletter Phone tip Sheets Alumni Directory Vender Supported Opening Day Event Press Releases Volunteer legacy Awards Book Memorials

51 Resources Available ISD Consultants MSPRA and NSPRA ( and Experts on Call

52 Questions, Answers and Ideas

53 Common Questions Handling the Media Working with Board Members Positive Partnerships Redistricting and Enrollment Changes FOIA Communicating School Funding Obtaining a survey sample Communication during negotiations