South Kingstown School Department Comprehensive Communications Plan Approved May 14, 2013 SOUTH KINGSTOWN SCHOOL COMMITTEE South Kingstown Schools Administration Building 307 Curtis Corner Road Wakefield, RI 02879 Phone: 401-360-1300 Fax: 401-360-1330 kstringfellow@skschools.net Follow us on Twitter at SouthKingSuper Add us on Facebook at Kristen Stringfellow 1
SOUTH KINGSTOWN SCHOOL COMMITTEE Maureen Cotter, Chair Raissa Mosher, Vice Chair Michelle Brousseau Jonathan Daly-LaBelle Kevin Jackson Liz Morris Scott Mueller School Committee Members: Communications Sub-Committee Liz Morris, Communications Sub-Committee Chair Raissa Mosher, Communications Sub-Committee Vice Chair Maureen Cotter Community Members: Lynne Harper Keith Vorhaben Staff: Kristen Stringfellow, Superintendent of Schools Pauline Lisi, Assistant Superintendent John Ritchotte, Chief Financial Officer Mary Ellen Murano, Executive Administrative Assistant 2
Introduction The South Kingstown School Department is committed to open, honest and ongoing communication with our educational community. We understand that maintaining a two-way conversation with stakeholders is essential for building relationships. Those relationships are the foundation for a strong educational system. This communication plan was designed to establish a comprehensive and integrated communications process for effective communication with all educational stakeholders. It aligns with the districts strategic plan. Annual objectives are tied directly to the objectives set by the district to achieve its goals. The plan is a working document that is reviewed on an annual basis by the Accountability Sub-committee of the South Kingstown School Committee. It is used as a basis for the district s accountability, as well as for providing a framework for future resource ad budgetary consideration. In order to further understand our audiences and their needs, the Accountability Sub-Committee will administer an annual survey. 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 3
Audiences and Outcomes Internal Audiences: Students Parents Parent-Teacher Organizations Certified Staff Support Staff Administrators School Committee External Audiences: Taxpayers of the District Senior Citizens Business Leaders Media Civic and Community Leaders Legislators Town Council New Residents of the District Neighboring School Districts Residents without children in District Schools Prospective residents of the District Desired Behaviors and Attitudes Through the implementation of this plan, the following desired behaviors and attitudes are the focus: 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 Feel involved and engaged in their public schools Exhibit community pride and trust in the schools and the district Support the South Kingstown School Department Focus the efforts of the School Committee and Staff on highlighting the positive aspects of the district Focus the community on meeting the goals of the strategic plan together in full cooperation and collaboration led by the school committee and district staff. 4
Formal Stakeholder Inquiries: Families Staff Greater Community Communication Goals General: Develop and maintain positive, collaborative relationships with all educational stakeholders to strengthen support for the South Kingstown School District Utilize a variety of media and social media to maximize awareness and support of the district s goals, objectives and programs Improve internal communication and employee and parent engagement Establish strong, positive connections between individual schools and the community Achieve coordinated communications, both internally and externally, regarding safety issues and crisis management. Create key messages and talking points about SKSD to establish one clear voice throughout all communication channels. Establish a clear brand identity for the district and build on that positive image and reputation Maintain a proactive media relations program to enhance the district s image on local, state and national levels. 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 Media coverage (monitoring trend plan) Community feedback Formal stakeholder inquiries a. Community surveys b. Staff surveys c. Chamber of commerce surveys to business owners 5
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 South Kingstown utilizes: Communication Vehicles: Electronic District Web page School Web pages School Newsletters Legislator Network Community Connection School List Serve District List Serve School Committee List Serve AlertNow system Parent Connect Social Media: Facebook & Twitter Communication Vehicles: Print & Media Providence Journal South County Independent Narragansett Times South Kingstown Patch Communication Vehicles: Interpersonal School Committee Meetings School Committee Work Sessions Town Council meetings Community Conversation Meetings Administrative Leadership meetings PTO and PTG Meetings Faculty Meetings SKEF Meetings and events SK CARES Meetings and events School and District Events School Committee Retreats School Committee Budget Hearings Town Council/School Committee Budget Meetings and Hearings Administrative Retreats Sub-Committee Meetings 6
SOUTH KINGSTOWN DISTRICT STRATEGIC PLAN GOAL: Accelerate all Schools Toward Greatness Ensure Accelerated Student Achievement and Close Equity Gaps Ensure accelerated student achievement Improve early learning Close equity gaps Improve alternative HS options Ensure Access to Rigorous Curriculum Align curriculum to Common Core Monitor rigorous curriculum Success for students needing extra support Implement New State Assessment NECAP to PARCC transition Nat l and International benchmarks Local Assessments PK-12 local assessments Graduation by portfolio GOAL: Ensure Educator Excellence Ensure Educator Excellence EE (Educator Excellence) Human Resource Systems RI Educator Evaluation Basic Education Plan GOAL: Family and Community Engagement Engage Families and Community/Foster Safe and Supportive Environments FC (Family & Community) Access data on performance User friendly data systems Engage the public in data Use data to inform decisions Data to increase instruction Support educators in using data Foster safe and supportive environments Schools Safety Full implementation of PBIS GOAL: Invest our Resources Wisely Adequate funding for college and career readiness goal Resources invested to increase student achievement Ensure budgets maximize student achievement Fund Instructional Priorities and long term planning Identify and fund effective best practice 7
COMMUNICATIONS GOALS AND STRATEGIES Communications Goal: Develop and maintain positive. Collaborative relationships with all stakeholders to strengthen support for the South Kingstown School District Strategy 1: Utilize the key communicator network model (see appendix): To involve parents and community members in schools and education with current and accurate information. Facilitate connections among parent and community stakeholder groups and district administrators. Expand on external key communication initiatives and share information to promote education with community members without daily interaction with the schools. Inform PTO Presidents so that they can extend the message to all parents. Increase awareness of volunteer and mentoring opportunities in the schools. Involve community organizations that partner with our district to support student achievement and healthy choices. Increase awareness of funding resources available to the schools. Strategy 2: Continue with electronic communication tools to provide information for all stakeholders: Increase impact of Legislative School Committee representatives through monthly updates to the Web page and school committee list serve. Provide senior citizen and empty-nester group with electronic updates of district financial information, along with volunteer and engagement opportunities. Continue with the Alert Now messaging program for emergencies. Continue with the Parent Connect Program. Maintain active e-mail lists of key communicator groups through School Committee and School list serves. Promote School Committee Meetings through eboard Solutions. Maintain and expand social media tools (Facebook and Twitter). Expand the user friendly nature of the district web page. Maintain the Accountability and Professional Development Sub-Committee web page. Expand the personal components of the district and school web pages by adding photos of school committee members all district staff and a message from all administrators. Strategy 3: Use electronic, print and mass media tools to promote awareness and interest in the school district: Enhance and expand the district Web page. Maintain district committee websites on the South Kingstown website and on the Insider. Implement and maintain social media tools (Facebook, School Tube and Twitter). Explore the concept of one centralized public district calendar on the external site. Produce District Report Card online and coordinate electronic, video and print channels. Collect/communicate the results of survey data. Train key personnel in communications. Explore Video messaging as an informational tool for parents new to the community or exploring other school choices (advertisement of the good news in SK schools). Broadcast school committee business meeting. Promote special events in schools. Provide press releases to local media on key events. Use social media to promote participation in SKEF and CARES efforts. Develop a database of SK alumni in an effort to connect with all graduates. Communicating with this graduate database. 8
Strategy 4: Increase opportunities for recognition of members of the educational community: Students and staff work have each and every day and deserve positive recognition for their efforts. Recognize student achievement at school committee meetings in delegation. Recognize staff achievement at school committee meetings in delegation. Continue the SK Teacher of the Year program (a part of the RI and national program). Explore the idea of a support staff of the year program. Encourage the media to focus on student and staff achievements. Enhance the Teacher of the Year program to better recognize our outstanding educators. o Key is Me monthly recognition (press release and automatic entrance to TOTY pool) Strategy 5: Continue to seek community input and feedback: Continue the communications survey with educational stakeholders. Continue to survey families, staff and community members on key initiates. Continue to offer Community Conversation opportunities on key initiatives such as BYOD and RAC. Continue to seek out feedback from the community members on topics for community conversations and surveys. Continue to encourage community member participation on school committee sub-committees. Continue to encourage community sub-committee participation at school committee planning retreats. Re-establish school committee work sessions in the schools. Explore the feasibility of hosting school committee coffee hours prior to the school tour and work session so that members of the community will have an opportunity to informally interact with school committee members (bearing in mind the quorum restrictions for School Committees). Press release on important changes in education (ex: NECAP, perhaps you have heard about a state level change this is our plan for the students who received 1 s) so that parents are made aware, know there is a plan and can speak specifically to their concerns. Strategy 6: School Committee Communications: School Committee members should be actively involved in promoting the positive messaging of schools and full implementation of the district strategic plan. New School Committee members should participate in School Committee orientation (all orientation materials shall be loaded on the district web page and shall be updated as needed). School Committee members should participate in on-going professional development from RIASC, NSBA, Bryant University, Roger Williams University and other school committee support resources to gain a greater understanding of their role as school committee members. In order to promote an excellent educational system, all communication efforts should be accurate, clear, coordinated and consistent and in the best interest of our students. The goal is to establish one, clear voice throughout all communication channels. The school committee chair shall serve as primary communicator to all stakeholders and the media on behalf of the committee. School committee members understand that they are school committee members at all times. They don t relinquish their role as an elected official to simply act as only a parent or only a citizen. They should at all times display behavior that is respectful and professional and which contributes positively to the educational mission of the school district. Adhere to the Code of Ethics of Communication of the National School Public Relations Model which is seen as the hallmark of professional school communications nationally. Adhere to the highest standards of accuracy and truth, avoiding extravagant claims or unfair comparisons. Refrain from disseminating false or misleading information and shall act promptly to correct erroneous communications. 9
Refrain from engaging in any practice which has the purpose of corrupting the integrity of channels of communication or the processes of government. Not intentionally damage the professional reputation or practice of another member of the educational community (school committee or educational professional). School committee member communication to each other is guided by RI Open Meeting Laws. Adherence to the School Committee established policies (Ex: student achievement policy which identifies the key components of SC work (adding culture/arts/dramatics/sports) for a well-rounded K-12 experience). Strategy 7: Coordinated clear, consistent messages to staff members: The teacher mentor program will provide a new teacher orientation. New principals shall be provided a principal mentor. Continue to utilize alert emails to notify staff of all pertinent information. Continue to use Alert Now for emergency information. Continue to use First Class to communicate curriculum, educator evaluation, personnel assignment and school and committee agendas, minutes and resources. Strategy 8: Recruit, attract, develop and retain highly qualified staff to carry out the districts educational programs: Keep district data and report card information up to date. Provide accurate job descriptions to interested applicants. Keep district strategic plan pamphlets up to date. Load all professional job opportunities on School Spring. Continue training staff on web site management, social media, School Spring and other recruitment efforts. Continue to increase efforts for teacher and principal share (live binders, Show Me, etc.). Share expectations that all administrators participate in and lead at least one district committee. Strategy 9: Use research from the National School Public Relations Association Communications to continue to improve district communication efforts: Always help parents to help their children. The School Committee shall join the National School Public Relations Association. Consider an audit of district communications efforts. Establish a clear brand identity for the District and build on that positive image and reputation. Discourage disruptive communication efforts as they will take time and effort away from the district mission and vision and ultimately student achievement. Promote a positive district image. If you do not highlight the positive aspects of the district who will? Encourage press and media highlights of the excellent work of students and teachers. Acknowledge that casting a negative district image will likely lower student enrollment as parents will be more likely to enroll their children in charter and private schools. Acknowledge that casting a negative district image will discourage highly effective teachers and administrators from applying and remaining in our district. Continue rumor control efforts by getting ahead of the message and present clear and accurate facts first. Continue using Key Messages to incorporate key issue content and management into your communication effort. Develop key messages and talking points about SKSD demographic information, budget information and information on key initiatives (which could include explanations of RI Department of Education initiatives). Expand communication with the non-parent public. Explore Creating Shadow Day program for key community leaders. Solve the communication inconsistency factor if one exists within the leadership of our educational community. 10
Strategy 10: Safety and Crisis Management Communication: Achieve coordinated communication, both internally and externally, regarding safety issues and crisis management. 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. 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 department to provide crisis information to all staff. Manage and update crisis information on the district website. Strategy 11: Build relationships with media through one-on-one story development: School Committee chair should 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. Track electronic and print media and note trends. Educate the school committee, staff and parents that destructive efforts that cast a negative image on the district will ultimately be destructive to our children and our district. Demonstrate positive, professional communications and efforts (in personal interaction, written comments and verbal statements). Maintain a positive media relations program to enhance the District s image on local, state and national levels. Utilize effective operational practices to provide good customer service and increased communication. The communication goal is to promote positive, newsworthy stories that focus on STUDENT achievement, we shall make a commitment to avoid media relationships that seek to promote destructive or distracting school related messages while always operating within the RI general laws with regard to providing public information when requested. 11
Appendix Communications Planning Worksheet On any key 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. etc. 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? 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 12
KEY COMMUNICATOR NETWORK MODEL What is the Key Communicator Network Model? The Key Communicator Network is a network of people representing all segments of the public. Through this network the district seeks to share accurate information, gain and collect feedback on program needs, and keep in touch with the concerns of the community. Key Communicators are chosen for their support and genuine interest in the school district. The district welcomes diverse opinions and viewpoints. By providing opportunities for open dialogue about various concerns, the district hopes to build strong relationships with all constituencies. The Key Communicator Network is a network of people representing all segments of the public. Through this network the district seeks to share accurate information, gain and collect feedback on program needs, and keep in touch with the concerns of the community. The district hopes to build strong relationships with all constituencies. Key Communicators are chosen for their support and genuine interest in the South Kingstown Community Schools. Who is a Key Communicator? A Key Communicator is someone who is involved in and has credibility within the community. A Key Communicator may be someone who is: highly visible respected A positive role model active in the community ethical knowledgeable a good communicator interested in promoting the positive and forward thinking messaging What is the Role of a Key Communicator? Key Communicators should: Inform their communities (neighborhoods, clubs, companies) of the accurate district information (which will be provided by the designated school committee member monthly in an email) Keep current with events in their communities and provide feedback to the district regarding community perceptions of the district. Share information presented in Key Communicator emails and meetings with their particular communities. Attend as many Key Communicator meetings as possible. Be available to provide input on issues of importance to the school district. Consider the role of Key Communicator as advisory in nature. Encourage the involvement of both parents and non-parents in the education process. Key Communicators will be nominated by the Communications Sub-Committee and will represent the following areas: PTO Presidents at each school Principals at each school NEASK, SKESP and Council 94 Presidents SKEF CARES SK Town Council 13
SK Chamber of Commerce SK Business Association(Downtown Merchants) Washington County Coalition of Kids SK Senior Center SK Partnership for Prevention SK Community Action Family/Community Engagement URI (specifically the Education Department) Student mentor program Community service learning programs College Crusade Talent Development (and any other group as added by the Accountability Sub Committee) 14