Comprehensive Communications Plan 2010-2011 Rockwood Communications 1955-A Shepard Road Wildwood, Missouri 63038 www.rockwood.k12.mo.us
Communications Staff Chief Communications Officer Kim Cranston, APR Communications Coordinator Cathy Orta, APR Media / Marketing / Web Curtis Brennecke, Broadcast Video Specialist David Downs, Sr. Internal Communications Specialist Jenna Engstrom, Web Content Management Specialist Gina Tarte, Marketing/Media Specialist Karl Weinrich, Sr. Webmaster Print / Publications Brandy Heine, Print Facilitator (Indox) Communications Support Sue Alt, Finance and Special Projects Secretary Nancee Schumacher, Communications Assistant
Table of Contents 1 Introduction 2 Audiences and Outcomes 3 Communication Goals 4 Communication Channels 5 District/Communication Goals 12 Appendix 13 Communication Planning 17 2009-2014 Rockwood School District Goals 18 Identification of Key Messages 20 Audit Overview 22 RACE Model 23 Code of Ethics
Introduction Executive Summary The Rockwood School District is committed to open, honest and ongoing communication with our stakeholders. We understand that maintaining a two-way conversation with stakeholders 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 with all stakeholders. 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 resource and budgetary consideration. In order to further understand our audiences and their needs, in the fall of 2006, the district commissioned an audit of communication efforts by the National School Public Relations Association (NSPRA). Recommendations from the audit report have been incorporated into this plan. The Comprehensive Communications Plan is intended to do the following: 1. Implement a communications program that directly helps the district achieve its 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
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 Neighborhood Groups School Community Councils 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 the implementation of this plan, 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. 2
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 stakeholders to strengthen support for the Rockwood School District. 2. Utilize 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, regarding safety issues and crisis management. 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. Utilize 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 Web site hits and traffic reports Focus groups Media coverage (monitoring services) Community feedback School and department surveys/polls 3
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 utilizes: Communication Vehicles: Electronic District Web page Rockwood E-News School Web pages School E-Newsletters Legislator Network Community Connection Rockwood Insider PR for Principals Targeted E-mail lists AlertNow system Infinite Campus Video media Social Media: Facebook & Twitter Communication Vehicles: Print Rockwood News Suburban Journal ads West Newsmagazine ads Brochures Targeted mailing lists Communication Vehicles: Media Print newspapers Broadcast stations St. Louis magazines Communication Vehicles: Interpersonal Key Communicator Network Town Hall meetings PTO Presidents Forum Key Opinion Leader luncheons Administrative Council meetings Principal meetings Rockwood Schools Foundation Superintendent s Council meetings 4
District Goal: Promote, facilitate and enhance parent, student and community involvement in Rockwood School District education programs. Communications Goal: Develop and maintain positive, collaborative relationships with all stakeholders to strengthen support for the Rockwood School District. Strategy 1A: Utilize the key communicator network model to involve parents and community members in schools and education. Facilitate connections among community stakeholder 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 empty-nester group. Facilitate PTO Presidents Forum meetings and dialogue sessions. Work with Parent and Family Involvement Committee to increase parents and patrons awareness of volunteer opportunities in schools and departments through a recruitment campaign. Expand the Community Leaders program to identify community organizations that partner with Rockwood to support student achievement and health. Strategy 1B: Continue with electronic communication tools to provide information for all stakeholders. Increase impact of Legislative Network through updates to the Web page and distribution of subscribers. Provide senior citizen and empty-nester group with electronic updates of district financial information, along with volunteer and engagement opportunities through an expanded format of Community Connection. Analyze the AlertNow 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 gradebook. Maintain active e-mail lists of key communicator groups. Promote Board of Education meetings through BoardDocs. Implement and maintain social media tools (Facebook, School Tube and Twitter). 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. Provide strategic marketing counsel to the Rockwood Schools Foundation to promote growth in the organization and in fundraising efforts. Work with Partners in Education to expand the impact of business partnerships with students and schools. Promote Rockwood Speakers Bureau to local business community groups. 5
Strategy 1D: Develop a Rockwood Alumni Association. Work with the Rockwood Schools Foundation to develop a communications plan to create a Web presence for the association. Develop a database of Rockwood alumni in an effort to connect with graduates. Strategy 1E: Develop a process for tracking, monitoring and responding to compliants. Research and define a process to effectively manage complaints from stakeholders. District Goal: Promote, facilitate and enhance parent, student and community involvement in Rockwood School District education programs. Communications Goal: Utilize 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. Implement and maintain social media tools (Facebook, School Tube and Twitter). Manage one centralized public district calendar on the external site. Train key personnel for effective use of the Insider for increased collaboration. Produce District Report Card 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. Video Broadcast video/media through social networking on Facebook, Twitter and School Tube. 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 E-news for the 2010-2011 school year. Utilize instructional video/media to build awareness at the school and district levels. Print Publish Access Rockwood to increase parent knowledge of involvement opportunities within the Rockwood School District. Assist schools with the publication and distribution channels of the school volunteer handbooks by providing templates on the Insider. Promote the Rockwood 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. 6
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. District Goals: 1) Promote, facilitate and enhance parent, student and community involvement in Rockwood School District education programs. 2) Recruit, attract, develop and retain highly qualified staff to carry out the Rockwood School District s educational programs. 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. 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. Continue to promote the Insider to employees through newsletters, e-mails, pamphlets, and other marketing materials. Strategy 3D: Provide ongoing professional development and training for staff members. Offer communication training to Rockwood administration, including the ALD program and PR for Principals. Provide Web training for the Insider, district and teacher websites. Continue with AlertNow system upgrades and training for new system features. 7
District Goals: 1) Promote, facilitate and enhance parent, student and community involvement in Rockwood School District education programs. 2) Recruit, attract, develop and retain highly qualified staff to carry out the Rockwood School District s educational programs. 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 Rockwood Ambassadors to provide newsworthy information for media sources. Continue group and individual training for Parent School Communication Liaisons 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. Build and maintain the Web pages on the Rockwood Insider that will facilitate information and discussion forums among staff members. 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, Coordinated School Health Council, Parent and Community Involvement, Recognition and Awards Committee, as noted on page 15. 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 meetings. Provide opportunity for district involvement within the larger metropolitan area with the Rockwood Schools Foundation Family Night at Busch Stadium. Strategy 4D: Provide opportunities and resources to build connections among students and the district. Create a student advisory committee to have regular meetings with the superintendent. 8
District Goal: Promote, facilitate and enhance parent, student and community involvement in Rockwood School District education programs. Communications Goal: Create key messages and talking points about the Rockwood School District to establish one, clear voice throughout all communication channels. Strategy 5A: Utilize the District Communications Committee to review and offer feedback on communication planning projects conducted by Rockwood Communications. Develop and implement communication plans to meet defined objectives in the Rockwood Communications 2010-2011 Plans as outlined on page 16 of this document. Strategy 5B: Use research from the National School Public Relations Association Communications Audit to continue to incorporate key issue content and management into the communications efforts. Generate talking points that clarify what Rockwood stands for and the values that drive our staff toward the mission of quality education for all students. Develop a template for a powerpoint presentation and video to be distributed to members of the Rockwood Administrative Council to use for school/department meetings to ensure consistency of messaging. District Goal: Promote, facilitate and enhance parent, student and community involvement in Rockwood School District education programs. Communications Goal: Establish a clear brand identity for the District and build on that image and repution. Strategy 6A: 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. Develop a website template for surveys and other research conducted by the district. 9
District Goal: Promote, facilitate and enhance parent, student and community involvement in Rockwood School District education programs. Communications Goal: Maintain a postive media relations program to enhance the District s image on local, state and national levels. Strategy 7A: 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. District Goal: Promote, facilitate and enhance parent, student and community involvement in Rockwood School District education programs. Communications Goal: Achieve coordinated communication, both internally and externally, regarding safety issues and crisis management. Strategy 8A: Develop and sustain relationships with local emergency management officials. Develop an emergency content feature on the district home page that can be updated by key safety and crisis management personnel. Strategy 8B: 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 crisis information on the district website. 10
District Goals: 1) Promote, facilitate and enhance parent, student and community involvement in Rockwood School District education programs. 2) Provide and maintain appropriate instructional resources, support services and functional and safe facilities. Communications Goal: Utilize effective operational practices to provide good customer service, increased efficiency and quality print materials. Strategy 9A: 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. Develop the online capabilities of the print shop in order to continue to meet the needs of the district. Conduct an assessment of current print processes and provide recommendations for improvements. 11
12 Appendix
Communications Planning 2010-2011 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. GOALS: (Broad statement of purpose must be tied to district goal areas) 1. Student Performance 2. Global Awareness 3. Highly Qualified Staff 4. Stakeholder Involvement 5. Facilities, Support and Instructional Resources 6. Governance OBJECTIVES: (Specific, Audience, Outcome, Measurement/Attainment Level (%) and Time Frame) STRATEGY: (Approach to achieving the objectives) AUDIENCES: Who needs to know? 1. Internal 2. External 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? 13
Messages to be communicated to (audience) 1. 2. 3. Messages to be communicated to (audience) 1. 2. 3. TIME LINE: When do they need to know? TACTICS/ACTIVITIES: How will messages be communicated? Internal External COMMUNICATION CHANNELS (See District page) EVALUATION: How will we know the message has been received? R - Research A - Analyze C - Communicate E - Evaluate Communication Plan Goal: Objective: Strategy: Tactic Person Due Date Budget Notes Responsible 14
Create individual communication plans for implementing any major initiative or changes in system practices and programs. Communication Projects: Superintendent Blog - Kim Board of Education Awards - Gina Web content management - Paul CSIP on the Web - Karl HR Quarterly meetings - David New Employee Orientation - David External Groups/Meetings: Presidents Forum meetings and Annual lunches/dinners - Cathy Meet the Supt Forums - Cathy Rockwood Schools Foundation Exec. Committee - Kim and Gina Religious Leaders meetings - Kim and Sue Chambers of Commerce Eureka, Fenton, Chesterfield and West County Board of Education Publications: Rockwood News - Cathy Rockwood Enews - Cathy Legislative Network - Gina Community Connections - Cathy PR for Principals (online) - David Committees: Board Governance Community Relations Recognitions and Awards - Gina Communications Kim and Cathy Parent and Family Involvement - Cathy Recycling Committee - David Coordinated Heath David School Safety - David Calendar Committee - David Standards Based Grading and Reporting (SBGR) Core Team - David Staff Key Communicators - David Transportation - Cathy Groups: Ambassadors - Gina Newsletter/Announcement - Cathy PR Liaisons - Cathy District Planning Sessions: New Administrators Conference - Kim Administrators Conference - Kim Events: Board of Education Awards - Gina Family Night at Busch Stadium - David ROSE Awards - David Eureka Days parade - Gina Ballwin Days parade - Gina 15
Rockwood Communications 2010-2011 Plans New Plans Time Line Point Person Completion 2011 Budget/Finances April Cranston ACT for Juniors April Orta Alumni Association May Tarte Bond Issue Progress 2010 May Orta - Tarte New Orientation Program May Downs Online District Report Card January Weinrich Parent/School Communication May Suess Superintendent Transition May Cranston Teacher Negotiations May Cranston Transportation/Bus Routing May Orta Tutor Connection September Orta Ongoing Plans Complaints, Student Engagement Index, FERPA, Parent/Community Trust Index, Program Eval AdvancED, AlertNow text, Enews review, EED, Building Usage, VoIP transitions Copyright, Media Network Business Plus, Insider Site Review, District Forms Style Guide, Sites: Curriculum, Athletic/Activities, Analytics Cranston Orta Brennecke Downs Tarte Weinrich 16
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Key Messages Strategic Communications Planning Identification of Key Messages for 2010-2011 1) New Superintendent Transition/Entry Plan RSD s new superintendent, Dr. Bruce Borchers, has developed an entry plan with the purpose of clearly articulating his goals as superintendent. Dr. Borchers will be conducting a learning and listening tour during his first nine months to solicit input and feedback from Rockwood stakeholders. The entry plan will be posted on the RSD website on a Superintendent page to share key messages with the community. **Challenges The change process is always difficult. 2) Budget/District Finances Rockwood is conservative in the financial management of district resources. Rockwood trimmed $6.8 million from the 2010-2011 operating budget as a result of reductions in revenue. Decreases in the state funding formula, state sales tax and local property taxes make the development of next year s budget difficult, given the unpredictability of revenue sources. Rockwood needs to consider ways to increase revenue. **Challenges The current economic conditions are difficult for many patrons in the community and this may limit taxpayer support for potential tax increase. 3) Transportation Rockwood is committed to providing safe and efficient bus transportation for students. Rockwood has made reductions in the transportation budget as a result of reductions in state funding. Last year, RSD commissioned a study of current bus routing efficiency by TransPar. The study indicated the best opportunity for improving bus efficiency is to reduce the number of buses by changing the current tier-system. The district will be collecting input from parents and staff regarding the implications of this change. ** Challenges The Impact of changes on school start/stop times could be a disruption for families and schools. 18
4) Facility Usage Regulation 1420 Community Use of School Facilities governs the process in which non-district administered groups can utilize school/district facilities for an activity. As a result of a review of this regulation, a series of revisions to the regulation were approved by the Board in October 2009 to ensure fair and consistent management of facility usage for the 220+ non-district administered groups that utilize Rockwood schools and fields for approximately 10,000 activities each year. District legal counsel is very clear in their recommendation that the district should be fair and consistent in assessing facility usage for all non-district administered groups. Beginning with the 2011-2012 school year, scouting organizations will be assessed a facility usage fee, just as all other non-district administered groups. **Challenges Scouts have traditionally been treated differently from other groups and do not believe they should be charged to use RSD facilities. 5) Bond Issue (2010) Progress Progress continues on the school improvement and technology projects provided by Prop 5. The work on these projects takes about 24 months to complete. A list of projects and their status is posted on the district website. The use of bond issue money to fund these important projects relieves our operating budget, the majority of which goes to salaries and benefits. We have a bond issue every two years to provide funding for:ongoing maintenance of our buildings and grounds technology needed to implement district curriculum. 19
Audit Overview The National School Public Relations Association s Communications Audit Report is divided into three main sections: Key Findings and Professional Observations Recommendations Perceptions of the Focus Groups Below is a summary of the observations and recommendations. Key Findings and Professional Observations: The auditors made twelve of these. In the introduction, they note, The observations and recommendations included in this report should be reviewed carefully. Whether they pertain to the work of the district s communications office or any other department or school, they are intended to improve communication in a school system that is committed to continuous improvement, maintaining quality and excellence, and serving the needs of all its students and constituents to the best of its ability. The Rockwood School District maintains a long-held reputation for excellence and innovation. The drive to be the first and best is evident internally and externally. The main communication concern among the focus groups involved the content of your district s communication. For the most part, participants in the internal and external focus groups believe they receive the information they need and that they have opportunities for two-way communication. Some distrust exists between internal groups in the Rockwood School District. 20
Technology has provided the Rockwood School District with several outstanding mechanisms for improving communication with parents, students, and employees. The communication office plan fits well with the district s strategic plan. Many participants in the focus groups felt that generating publicity is the major role of communication in the system. External groups did not seem concerned or interested in the everyday work of the school board or central office. Some participants noted that the Fenton area needs to be seen as an equal player when it comes to school district programs and plans. One perception gap that needs to be woven into messages and other content areas is that a majority of focus group participants mentioned growth as a key future challenge for your system. Recommendations: In response to the key findings, the report contains sixteen recommendations for improving communication with RSD s internal and external stakeholders and specific comments and three recommendations for the communications office. The recommendations are based on proven strategies used in successful communication programs by similar school systems around the country. 1. Incorporate key issue content and management into your communication effort. 2. Develop key messages and talking points about RSD. 3. Improve communication with employees. 4. Improve communication with support staff. 5. Conduct additional communications training for staff. 6. Consider revising your media relations efforts. 7. Continue rumor control efforts. 8. Expand communication with the non-parent public. 9. Create Shadow Day program for key community leaders. 10. Create your own No City Left Behind program. 11. Create individual communications plans for implementing any major initiatives or changes in system practices and programs. 12. Solve the inconsistency factor. 13. Review communication vehicles. 14. Help parents help their kids. 15. Implement a Be There campaign. 16. Continue your engagement efforts. Observations and Recommendations Related to the Communications Office: Observation: Turnover is a problem that reduces productivity of the office. Recommendations: 1. Review and possibly revise some of the job functions within the communications office. 2. Reorganize the office so that someone other than the director has the responsibility for internal communication. 3. Smooth some bumps in the communication road. 21
RACE Flow Chart RESEARCH: Goal setting is based on research and direct involvement with stakeholders to determine the key message. ANALYZE: Communication efforts are planned on a systematic basis to support the achievement of the organization's goals and objectives. COMMUNICATE: The appropriate channel to reach the determined audience is employed. EVALUATE: Determine that the communication practices were successful and the audience has a high level of satisfaction with the results. RESEARCH ANALYZE COMMUNICATE EVALUATE Develop key message. Determine who needs to know. Find the best channel for the audience. Rate the effectiveness. Direct involvement with stakeholder to determine needs for information and knowledge. Research audience perceptions, desires, interests and opinions. Use qualitative and quantitative means of research to establish information needs. Key message formed with useful and usable information. Students Parents Teachers Principals Support Staff Employees Administrators Board of Education Taxpayers Senior Citizens Business Leaders Media PTO Organizations Civic Leaders Legislators Religious Leaders Neighborhood Groups School Community Councils New Residents of the District Neighboring School Districts Prospective Residents Metro St. Louis Print Rockwood News School Newsletters District News Page Direct Mail Brochure/Pamphlet Press Release Electronic District Website School Website Insider Rockwood Enews Outlook Key E-mail Lists Video/Media Social Media Broadcast Radio Advertising AlertNow Personal Small group Large group Town Hall Voice message Billboard message Engage in both formal and informal evaluations of practices. Determine the audience level of satisfaction with practice. Upon evaluation, create, modify or discontinue practice or project. 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 1981. 23
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.