ADVISORY COMMITTEE ON PUBLIC COMMUNICATIONS AND COMMUNITY

ENGAGEMENT

NOVEMBER 2015

Final Recommendations

Our implied covenant with the community

SC will seek to understand the community’s aspirations for the education of children in the district SC will use that information to advocate for district improvements

SC will keep the community well-informed about issues and progress within the district.

In return, we ask that the community Offer honest, direct information that will help the SC make

decisions Understand that the SC must make those decisions based on

what is best for the district as a whole, not just special interests Respect and support decisions made after the committee

weighs all the information gathered, Support the process by which those decisions are made

Who should be communicating what

The School Committee should focus communication and engagement issues on “owner” vs “customer” issues

“Customer” concerns are best addressed by professional educators Teachers, curriculum, day-to-day operations

SC is uniquely qualified to address “owner” concerns Long-term, big picture issues about values, beliefs, mission, vision, policy, goals As elected, volunteer citizens we can engage neighbors in important

conversations about: Community’s vision for its schools Resources community is willing to provide

Key owner concerns for 2015-16 Superintendent’s GD District Needs Assessment Community-centered Vision Development 2016-17 Budget Development Strategic Planning – including capital and technology plans

Effectively Addressing Owner Concerns

Define the narrative and lead the discussion Keeping the conversation in the hands of school committee is like keeping

the ball in the hands of the quarterback – it allows us to move things forward We don’t want to get stuck on “defense” - reacting to conversations that we neither

start nor contribute to in a meaningful way. Critical to make sure that narrative is simple, digestible, and memorable

Also to make sure is data-based, balanced, objective, and grounded in the community’s long-range vision for education in the District

Communicate regularly, purposefully, and in a timely manner Establish a communications calendar for key “known” events and important

time-periods/cycles during the year Goals and Strategies (Fall & Spring) Planning cycle/budget guidance (October/November) Budget development (December/January) Town meetings (Fall & Spring) Policy updates (Spring/Summer) Self assessment (Spring) Others as needed throughout the year

Engage with key municipal stakeholder bodies

Make a conscious effort to attend a manageable and reasonable number of municipal government, town leadership, and important committee meetings throughout the year During key budgetary periods Where schools are on the agenda or may be discussed Other meetings throughout the year where key town issues are being discussed

Goals of building relationships and trust, and staying informed.

Build and update a meeting calendar to ensure coverage and show up prepared.

Rotate attendance to ensure sustainability and guard against burnout

Be visible and accessible to the community

Establish an annual list of events with strong community turnout for the SC to attend. For example: Grotonfest Town Meetings Holidays (Memorial Day Parades, Veterans Day celebrations, 4th of

July) Graduation Homecoming Concerts/Plays

These represent great opportunities to listen to and connect with the community. SC presence signals commitment, interest, and investment in the

outcome Ensures exposure to broad diverse set of community members

Enhance and expand digital communications

Begin practice of regular “push” notification to the community for updates, summaries, and “happenings”

Begin SC blog for updates, summaries, and notices Hosted on GDRSD website with “subscription” option Summaries should be provided by the “Chair” as leader/spokesperson for the body Subcommittee summaries to be provided by subcommittee chairs

Amplify by leveraging existing channels where available Superintendent Blog Bloggers/Influencers (e.g. Marlena’s Minutes) Parent Groups (APEX, G-D Parent Connection on Facebook)

Use online bulletin boards and social media “smartly” Additional channel to repurpose key messages from other primary channels One-way communication only – not a forum to engage in discussion debate Leverage broad reach Great opportunity to “listen” to community sentiment/chatter

Enhance and expand digital communications

Establish a general “School Committee” email address for inbound feedback and questions Excellent listening tool Statement to the community that we value feedback Can discuss questions/feedback at SC meetings

Establish an “opt-in” communication email list Meeting agendas/packets Meeting notes/summaries Other important communication as needed

Enhance website communication Expand content to include news, updates, links to info/research, documents Add blog section Add subcommittee links with updates, calendars, Highlight individual SC members and their SC work

Supplement digital communications with “paper” or “offline” communications

Digital channels are highly effective at reaching certain audiences But much less effective for others

Leverage broad reach, cost-effective print vehicles to extend communications to audiences missed by digital channels Municipal communications - Groton Electric Bill, Dunstable/Groton

property tax assessment bills Newspaper Letters to Editors - Groton Herald, Neighbor to Neighbor

Explore Key Communicator Network Model

Key Communicator Network is a network of people representing all segments of the public

Through this network, SC would seek to: Share accurate information Gain and collect feedback on District needs Keep in touch with the concerns of the community

Members would be chosen for their support and genuine interest in the school district SC would welcome diverse opinions and viewpoints Opportunities for open dialog help build strong relationships with all stakeholder groups

Key Communicators would need to be: Highly visible Respected Active in the community Good communicators Interested in promoting the positive and forward thinking message

Explore Key Communicator Network Model

Key Communicators would: Inform their communities (neighborhoods, clubs, companies, etc.) of the accurate

district information Keep current with the 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.

Key Communicators would represent the following areas: PTO officers at each school Principals at each school GDEF APEX Municipal officials Chambers of Commerce Senior Centers Media Other groups as added by SC

Celebrate Successes

Work with local media to promote district accomplishments -

Bring back alumni to speak about their successes and how GDRSD prepared them Town meetings Senior centers Chamber of Commerce Meetings

Discussion

Appendix

ADVISORY COMMITTEE ON PUBLIC COMMUNICATIONS AND COMMUNITY

ENGAGEMENT

SEPTEMBER 2015

Communication Assessment

Background

Communication is a significant opportunity for current GDRSD School Committee While public is allowed access to all deliberations of the SC, knowledge and

understanding of SC work is low Transparency from and trust in the SC have been identified as important

community wants/needs

Public Communications and Community Engagment (PCCE) Advisory Committee commissioned in August 2015, consisting of School Committee Members Community Members with backgrounds/experience in the field of

communications

Two key deliverables An assessment of current practices – this document A final set of recommendations – to be delivered to the SC in late October

2015

Key Findings

Communications has been an historical SC priority and continues to be so today. However several key factors are limiting SC communications despite its acknowledged importance Limited resources vs effort required for comprehensive communication Concern about possible Open Meeting Law violations

Current SC communication consists predominantly of mandated postings to comply with MA Open Meeting Laws Few additional organized or official communications efforts in place Concerns over potential Open Meeting Law violations is an important factor

that is limit SC communications efforts

Understanding key constituent groups, their top communications needs, and the most effective channels through which to reach them is essential for strategic communications planning. Top message priorities include: District performance/goals/strategy Finance and budget

OVERVIEW OF CURRENT AND RECENT EFFORTS

School Committee Communications

Recent History of SC Communications

Former SC Communications standing subcommittee Chaired by Jim Frey and run for ~4 years Ultimately decommissioned due to lack bandwidth (and qualifications) to

support Uneven adoption of communications technology across the community

limited effectiveness of digital channels But printed communications were expensive and time consuming to produce

Subcommittee work did have some solid impacts.  Several potential outlets were studied as a means to get information out

(including blogs, electronic newsletters, regular community forums, standing TV (Groton Channel)

Several of these were used in various ways occasionally Website was redesigned to facilitate communication The Barometer introduced to bring back print communication

While popular, it is no longer published due to declining ad revenues and concerns regarding timeliness of information

Current SC Communications

SC concerns regarding Open Meeting Law violations are limiting communication efforts Varying points of view Lack of alignment has resulted in inaction

SC communications mostly “passive” GDRSD website

Meeting agendas and minutes Full-length videos of SC meetings

Live local television broadcasts of SC meetings Occasional replies/comments to posts on community chat boards

Majority of District-related news/content communication comes from Superintendent Blog/email Formal meetings/presentations/conferences Social Media (Twitter, Facebook) Informal conversations

UNDERSTANDING THE COMMUNITY COMMUNICATIONS LANDSCAPE

Communications Opportunities

Messaging Themes

The advisory committee believes that Financial Information and “District Issues (needs, goals, plans, etc.) are the most urgent communication areas and represent the most significant opportunities for the SC

Usage of Communications Channels

Channel School Committee Superintendent/Admin

Print Media • None• Weekly press releases• Neighbor to Neighbor

(Dunstable)

Digital Channels

• Meeting agendas, minutes, videos on SC page on GDRSD website

• Superintendent’s Blog • Social (Twitter, Facebook)• GDRSD Website

Events/Meetings

• SC Meetings/Workshops – as required by law

• Recent efforts to meet with town officials/boards

• Principal coffees• Conferences/Open Houses• Presentations at Town Meetings• Meetings w/town officials,

boards

Mobile Communications

• None • School Messenger

Direct Communications

• SC liasons to school-related groups

• Parent Leadership Group meetings

Locations/Places

• None • Senior Center visits (quarterly)

Currently, the Superintendent is employing a broad mix of communication vehicles

Community Stakeholder Groups

Urgency/ Priority

School Orgs Parents Staff Media

New Residents Alumni

Town Off.

Town Dept Heads

Business Leaders Seniors HH No Kids

Financial Information Highest High High High High High Low High High/Med Medium High High District Issues (Big Picture) High High High High High/Med Medium Med/Low High/Med Med/Low Medium Medium Med/LowSchedule/Calendar Moderate High High Medium Medium Medium Low Medium Med/Low Low Low LowPerformance Data Moderate High High High High/Med High/Med Medium Medium Low Med/Low Medium MediumTopical/Trending Low High High High Medium Medium Medium Low Low Low Low LowCurriculum News Low High High High Medium Medium Med/Low Low Low Low Low LowDistrict News Low High High High High/Med Medium Medium Medium Med/Low Low Med/Low Med/Low

Constituent Groups

And while there are some commonalities, their communication needs generally vary

Effectively Reaching Stakeholder Groups

School Orgs Parents Staff Media

New Residents Alumni

Town Off.

Town Dept Heads

Business Leaders Seniors HH No Kids

Digital Very Very Very Somewhat Somewhat Effective Not Effective Somewhat Somewhat NotPeople Very Effective Somewhat Somewhat Effective Not Effective Somewhat Somewhat Somewhat Somewhat

Live Effective Not Somewhat Effective Not Not Not Effective Somewhat Effective NotMobile Effective Effective Effective Effective Not Not Not Not Not Not

Print Effective Effective Somewhat Somewhat Somewhat Somewhat Effective Effective Effective Very SomewhatPlaces Not Not Not Not Not Not Somewhat Somewhat Not Effective Somewhat

Channel effectiveness in reaching audiences

As does the effectiveness of available media channels to reach these groups

Many current communications vehicles (e.g. Digital) are highly effective in reaching certain audiences, but less effective for others

Summary and Conclusions

Current communications practices meet minimum legal requirements, but are insufficient to effectively inform the public on District “health,” direction, and needs of the District

Key issues identified that have impacted past and current efforts1. Lack of mutual understanding around what defines “allowable” communication under

the MA Open Meeting Law has resulted in NO communication as consensus cannot be achieved

2. Lack of clarity around the role of the Superintendent vs the SC in public communications regarding the District Does the SC need its own voice? If so, on what issues?

3. Resources required to run the integrated messaging campaign required to reach the broader community (beyond parents/staff/town) have proven prohibitive historically

A strategic mix of communications channels will likely be required to communicate key messages to key constituent groups Current practices by the Superintendent can be used as a model and/or foundation Online and offline channels are both important

Next Steps

Develop set of recommendations and present to the School Committee by the end of Oct 2015 Consult with available resources and make an informed

recommendation on allowable communications – with guidelines

Determine appropriate role for SC (vs. Administration) in District-level communications Timing, message, constituent groups Where are they aligned and reinforcing? Where should SC have its own voice

Identify channels and vehicles with maximum reach and impact given their resource requirements

Information Types

District has the opportunity to communicate a variety of different types of information to the community District News – (updates, changes and recent/current/upcoming stuff.  May also

include policy updates, decisions and actions, meeting reports, etc.) Performance data/assessment – (the state of the district, and how our

approach/ investments are playing out.  May include test scores, ratings, rankings, achievements, comparisons, trends, etc.)

Trending info/things in the news that the communities may want to know more about (standardized tests like PARCC or MCAS, recent or pending legislation, health/safety topics, etc.)

District Issues – (bigger picture and longer range stuff such as needs, mandates, goals, objectives, plans, achievements, etc.)

Financial Issues (things related to funding, like the budget, expenses, spending, planning, foundation budget, mandated costs, regional implications, etc.)

Schedule-related topics (monthly, quarterly and annual looks at important/upcoming dates, meetings, the annual planning/budgeting cycle

Curriculum Information (what we offer, and how it fits in to our broader vision for the District.  Things like courses, programs, educational services, changes/updates/additions, etc.)

Channels of Communication

There are many channels available to the SC for communication to the community

Print Media – Newspapers, direct mail, newsletters, flyers, etc. Digital Communications – including email, website, social media,

blogs, online bulletin/chat boards Events/Meetings – including SC meetings, workshops, municipal

meetings, informal gatherings, local events, etc. Mobile communications – text, smartphone app, RSS feed, streaming,

etc. Direct communication – influencers/word of mouth, direct to civic,

community, and/or sports groups Locations/Places – including the library, town hall, senior center,

transfer station, schools

Community Stakeholder Groups

There are also many potential constituent groups with which to communicate Parents Staff Town Leaders/Officials Seniors Business Leaders Media Households with no kids in schools Alumni Community Groups (church, civic, activity, etc.) New Residents School Organizations (PTA, APEX, GDEF, etc.) Town Department Heads (Fire, Police, etc.)