Effective Communications It Takes A Plan

EFFECTIVE COMMUNICATIONS:It Takes A Plan!

Brad DomitrovichPR Zealot, Speaker, Educator

Texas School Public Relations Association

If you would like to download a copy of today’s presentation:

www.SlideShare.net/BradDomitrovich

the importance of communicationremains the same!

It doesn’t matter what size districtyou come from …

Every district needs to communicate about:

•Tax Rates•Bond Elections•Crisis Situations•Everyday good news•and more …

Is it easy to communicate?• It is if … you develop a goal for your

district’s communications.• It is if … you develop objectives

each year that measure your success or failure.• It is if … you say everything multiple

times and in multiple ways.

It all starts with:Developinga goal for

your district’scommunications.

What is the goal of yourdistrict’s communications?

Sample 1:To develop and produce print and electronic communications which best reflect the district’s marketing initiatives to demonstrate student and staff success.

Sample 2:To aggressively promote the accomplishments, achievements, programs, and people of the school district and support the initiatives of the district.

IMPORTANT!The goals of communications

must supportthose of the district as a whole.

SCHOOL DISTRICT GOALS

COMMUNICATION GOALS

Define Your ObjectivesCoordinate:Communication efforts with district and campus administration, teachers, volunteers, and other staff members to ensure accurate and effective media coverage of events.

Maintain:A positive relationship with all local and regional media outlets.

Prepare:News releases and arrange appropriate media coverage.

Develop and Produce:Print and electronic materials that reflect the professionalism and success of students, staff, alumni, and volunteers in the district.

Manage and Maintain:The content of the district web site including new electronic forms of communication.

and more …Coordinate:The recognition of students, staff, and volunteers, at Board of Trustee meetings and other special events.

Develop and Deliver:Informational presentations upon request.

For each objective develop:•The list of target audiences•Strategies•Tactics•Activities•Evaluation•Materials•Budget Items•Timetable and task list

You!

Students (Future Taxpayers)

Staff (Taxpayers)

Businesses & Community(Taxpayers)

Parents(Taxpayers)

Administration(Taxpayers)

Board Members(Taxpayers)

Know your audience and the filters between you and them

How will you get your message across?What is your purpose?

•Inform•Instruct•Inspire•Encourage•Influence

Methods of communication:•Individual conversations•Personalized notes and letters•Community/Parent forums•Staff meetings•Print Newsletters•Newspapers•Broadcast Radio/Television•Cable Television

Methods of communication:•E-mail•Electronic Newsletters•Website•Podcasts/Videocasts•Social Media•Telephone Callout Systems

7Rule of Thumb:If you want to

truly communicatea message,

say it at leastseven times

in seven ways!

Possible Filters:•Language•Age•Culture•Socioeconomics•Listener vs. Reader (Visual vs. Verbal)

•Education•Computer Literacy•Media

Listen!Listening is the key to great communication!

Many times we aren’t answering questions that are there.

How will you measureyour effectiveness?

• Surveys• Conversations• Bond and tax rate elections• Focus groups• Number of participants• It depends on what you are

measuring!

Rules to Remember:• Never forget who your public is.• You can try to communicate with

everyone – but not everyone will hear your message.

• Be prepared to change your strategies when something isn’t working.

• Never lie to the media.

Rules to Remember:• Remember – all feedback is

positive.• Put yourself in the other person’s

shoes.• The best communication is built

on relationships.• Remember the power of influence.• One message does not fit all.

REMEMBER!Make sure the communication

goals support the district goals.

SCHOOL DISTRICT GOALS

COMMUNICATION GOALS

REMEMBER!Don’t try to do everything at one time

– sometimes you have to choose.

SCHOOL DISTRICT GOALS

COMMUNICATION GOALS

REMEMBER!Delegate responsibility and authority.

SCHOOL DISTRICT GOALS

COMMUNICATION GOALS

REMEMBER!Understand your target audience.

SCHOOL DISTRICT GOALS

COMMUNICATION GOALS

Questions?

brad@domitrovich.com

CEC #:

5581

EFFECTIVE COMMUNICATIONS:It Takes A Plan!

Brad DomitrovichPR Zealot, Speaker, Educator

Texas School Public Relations Association