ROCKWOOD COMMUNICATION

COMPREHENSIVE COMMUNICATION PLAN: 2020-2021

ROCKWOOD SCHOOL DISTRICT 500 NORTH CENTRAL IN EUREKA, MISSOURI 63025 WWW.RSDMO.ORG

Communications Staff

Mary LaPakExecutive Director Communications (636) 733-1144 lapakmary@rsdmo.org

Curtis Brennecke Digital Communications Specialist(636) 733-1148brenneckecurtis@rsdmo.org

David Morrison Coordinator Communications(636) 733-1151 morrisondavid@rsdmo.org

Andrew ShinInternal Communications Specialist(636) 733-1149shinandrew@rsdmo.org

Karl WeinrichCoordinator Web Services(636) 733-1150weinrichkarl@rsdmo.org

Terra MillerSenior Webmaster(636) 733-1147millerterra@rsdmo.org

Brandy HeinePrint Department(636) 733-1145heinebrandy@rsdmo.org

Regena BuehlerCommunications Secretary(636) 733-1143buehlerregena@rsdmo.org

Jackie DellingSchool and Community Relations Specialist(636) 733-1146dellingjackie@rsdmo.org

1 Introduction 2 Rockwood Strategic Goals 4 Communication Goals and Strategies 14 Rockwood Communication Resources 15 Communication Worksheet: 10-Step Process 17 Audiences and Outcomes 18 Channels: Electronic, Media, Interpersonal and Print 19 IdentificationofKeyMessages 20 Alignment with Department Project Plans 21 Code of Ethics

Table of Contents

The Rockwood School District is committed to open, honest and ongoing communication with our schoolcommunity.Weunderstandthatmaintainingatwo-wayconversationwithparentsandcommunitymembersisessentialforbuildingrelationships.Theserelationshipsarethefoundationforastrongschoolsystem.

The award-winning Rockwood Communications team is responsible for telling the district’s stories, whilealsoprovidingclear,currentandeffectivecommunicationwithallRockwoodemployees,parents,studentsandmembersofthecommunity. Wetellthestoryofourdistrictandour21,000pre-K-12studentsand3,400employeesthroughavarietyofpublications,electroniccommunications,broadcastsandevents.WealsoworkwithnewsmediatodelivertimelyandaccurateinformationaboutourRockwoodschoolcommunity.

ThiscomprenhensiveplanisaworkingdocumentthatisreviewedannuallybytheCommunicationsDepartment.Itisusedasabasisforthedistrict’saccountability,aswellasforprovidingaframeworkforfutureresourcesandbudgetaryconsideration.

TheComprehensiveCommunicationsPlanisintendedtodothefollowing: 1.Implementacommunicationsprogramthatdirectlyhelpsachieveourgoals. 2.Fosterstrongrelationshipswithcommunitymembers. 3.Providefocusanddirectionformessages/methodstosupportthedistrict. 4.Enablethedistricttopresentitselfaccuratelytoaudiences.

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Introduction

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Thinks creatively and critically• Innovates for an ever-changing world

• Problem solves for real-world situations

• Masters and applies academics for college and career success

Engages thoughtfully and respectfully• Builds positive and productive relationships

• Communicates skillfully and with confidence

• Demonstrates civility and empathy

Develops strong character• Maintains wellness and mindfulness in life

• Accepts responsibility for personal actions

• Embraces challenges with motivation and grit

Collaborates with others• Contributes to the community

• Enriches the learning of self and others

• Interacts with a team and values individual contributions

Explores our world• Exhibits limitless curiosity

• Employs responsible use of digital media and technology

• Advocates for self, others and the global community

ROCKWOOD MISSION: WE DO WHATEVER IT TAKES TO ENSURE ALL STUDENTS REALIZE THEIR POTENTIAL.

As a school community, this profile of a Rockwood learner

reflects the hopes, dreams and aspirations we hold for every

child. Our vision is that every child loves life and finds success.

Access, Opportunity, Equity

Teachers and Leaders

Efficiency and Effectiveness

forward.rsdmo.org

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ROCKWOOD MISSION: WE DO WHATEVER IT TAKES TO ENSURE ALL STUDENTS REALIZE THEIR POTENTIAL.

Student Academic Learning Develop meaningful student learning experiences that encompass higher-level thinking, creativity and content mastery.

Universal Equity, Opportunity, Access Provide all students access to a broad range of high-quality educational opportunities from early childhood to graduation.

Character and Well-Being Establish a multi-tiered system of support that provides for the emotional, social, behavioral and physical needs of each student.

Community Networks Build community, business and university partnerships to expand innovative, experiential and real-world learning and mobilize community resources.

Efficiency and Effectiveness Cultivate an environment of efficient and effective business operations, school facilities management, programming and fiscal responsibility.

Staff, Teachers and Learners Recruit, attract, develop and retain outstanding staff to provide the best instruction and educational opportunities for all students.

Strong Leadership Advance the mission, vision, core values and goals that define, connect and guide the Rockwood School District.

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Goal Areas

TheDepartmentofCommunicationsprovidesleadership,counselandtraininginordertoaccomplishthefollowingcommunicationgoals.Goalsarelistedinnoparticularorderofpriorityandshouldberecognizedasintegratedactivitiesforachievinglong-termsuccess.

• Definegoalsandexecuteplansthatresultsinanintegratedcommunicationsplan alignedtoRockwood’sComprehensiveSchoolImprovementPlan.• Coordinatestrategiesthatdeliverclear,timelyandaccurateinformationsoourcommunities understand and support Rockwood public education.• Improvetwo-waycommunicationandemployeeengagement.• ProduceprofessionalqualityvideosthattellRockwood’sstory.• Ensureourschoolshavethesupporttocommunicateeffectivelywiththeircommunity.• Developandmaintainanonlinepresencethatconnectsmanypartsofthe Rockwoodcommunity.• Administerallweb-basedservicesforRockwoodCommunications.• Manage print production schedules and ensure a high satisfaction rate of district printservices.

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Goals

RockwoodCommunicationsisresponsibleforplanningandexecutingthedistrict’scommunicationandpublicrelationsefforts.WeworkcloselywiththeBoardofEducation,SuperintendentandallRSDdepartmentsandschoolstosupportthedistrict’smission,visionandgoalsthrougheffectivecommunication strategies.

Goal:DefinegoalsandexecuteplansthatresultinanintegratedcommunicationsplanalignedtoRockwood’sComprehensiveSchoolImprovementPlan.

Strategy: Createanenvironmentthatpromotesmeaningfulcommunicationandinnovationofmessagingandresourcesthroughthesefivesteps.

1)Research:Providedatathatwillleadtoinsights,aswellasunderstandingofopportunities and challenges. 2)Analysis:Translateresearch(quantitativeandqualitative)intocreativecontentwhile guiding real-time, tactical shifts in each channel.3)Measurement:Identifybenchmarks,return-on-investmentresultsandpotentialfor opportunities.4)Teamwork:EmpowerthetalentsandskillsofRSDcommunicationprofessionalstomeetthe needsofourstudents,staff,parentsandcommunity–accordingtotheirareaofexpertise.5)Efficiency:Ensuretheefficientuseofdepartmentresourcesandbudgettomeetthe communicationneedsoftheRockwoodschoolcommunity.

Strategy: Achieveintegratedcommunicationsforemergencyandcrisismanagement. • Maintainsafetycommunicationresources(printandonline)tobeupdatedwithkey messaging and crisis management information. • HostcrisisworkshopwithemergencyofficialsintheSTLarea. • Developstrategyplansandmessagingmapsforpotentialcrisismanagementandconsistencyinemergencycommunication. • Ensuretheautomaticnotificationsystemhasupdatedgroupsandmessagingisprepared forkeysituations. • Work with department leaders to coordinate the sharing of information about crisis and healthissueswiththecommunity.

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ExecutiveDirectorCommunications

Strategy:Involveparentsandcommunitymembersinschoolsandeducation. • Facilitateconnectionsamongcommunitygroupsanddistrictadministrators:religious leaders,businessgroups,private/parochialschoolsandarealegislators. • EngagethecommunitywithSuperintendentTownHallmeetings. • Expandonexternalkeycommunicationinitiativesandshareinformationtopromote educationwiththeRockwoodresidentswhomaynothavechildreninourschools. • Facilitate PTO Presidents’ Forum leadership and dialogue sessions.

Strategy:ProvidestrongcommunicationchannelsforallmembersoftheRockwoodschoolcommunity. • Analyzetheusagereportsandmeasurementstorecommendbestpracticesforprincipals tousesystemsandchannelseffectively. • Maintainactiveemaillistsofkeycommunicatorgroupsforanexternalreach. • PromoteBoardofEducationmeetingsthroughBoardDocs,BoardFocusandYouTube.

Strategy:EnsureconsistencyinRSDbrandandidentitybyprovidingongoingprofessionaldevelopmentforRockwoodleadership. • Consultwithdistrictleaderstoprovidebestpracticesincommunicationplanning- committees,culture,initatives,andprograms. • ProvidecommunicationtrainingforRockwoodadministration. • Prepare talking points and other communication materials for staff members and BoardofEducation. • Approvecommunicationfordistrict-widedissemination. • Serveonthefollowingcommittees:COPE,StrategicPlanningprocessandimplementation.

Measurement: Developcommunicationplansthatdefinetheapproachthedistrictwillusetocommunicatewithcommunities.TheExecutiveDirectorwillensuresystematicinformationsharingandtwo-waycommunicationbaseduponresearchtoaddresskeyaspects: 1.Identifythedistrictobjectives. 2. Choose our target audiences. 3.Designkeymessages. 4.Selectyourcommunicationmethods. 5.Planfortwo-waycommunication. 6.Establishyourtimeframe. 7. Draft a budget. 8. Implement the plan. 9.Monitortheresultsandlookforwaystoimprove. Eachcommunicationplanwillincludeanevaluationmethodtodeterminesuccessandnextstepstomeettheneedsofourcommunity.

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Communications Coordinator works to build trust and support between our school district and thepublicweservethroughaqualitycommunicationprogram.TheCoordinatorwilldevelop andimplementasystematicefforttocommunicatewiththepublicthroughstrongcontentandeffectivemediums.

Goal: Coordinatestrategiesthatdeliverclear,timelyandaccurateinformationsoourpublicsunderstandandsupport Rockwood public education.

Strategies:• Research,analyze,orchestrateandevaluatecommunicationtoalignwiththestrategic plan of the Rockwood School District.• Reviewanddetermineneeds,definegoals,andrecommendplansneededtocarryouta coordinated communications program consisting of print, broadcast and electronic communications.• Generate,edit,publishandsharedailycontentthatbuildsmeaningfulconnectionswithRockwood audiences through web content, enewsletters and print newsletters.• Developadepartmentaleditorialcalendarintegratingcontentfromcommunicationteam members, school news and district information.• Maintainapositivemediarelationsprogramtoenhancethedistrict’sreputationonlocal, stateandnationallevels.• Buildandimplementasocialmediastrategybaseduponcompetitiveresearch,messaging andaudienceidentification.• Prepare and disseminate materials and coordinate interaction with members of the news media, department, school district staff and general public in presenting information.• Demonstratecontinuousefforttoimproveoperations,acceleratenewsreleaseturnaround times,streamlineprocessesandworkcooperativelyandjointlytoprovidequality,seamless customerservice.

Measurements: Quarterlyreviewsocialmediaanalytics,websitepageviewsanduniquevisitorsandmediaplacements.

Communications Coordinator

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WebServicesmaintainsthesecurityandintegrityofwebsitesande-systemsutilizedbytheschooldistrict,schoolsanddepartments.TheWebServicesCoordinatorprovidessupervisionandleadershipintheplanning,developmentandoperationofRockwood’scommunicationchannels.

Goal: Administerallweb-basedservicesforRockwoodCommunications

Strategies:• ManageRockwoodservers:SharePointandSQLserverupdates,DataWisesiteandserver backup,TechnologyDepartmentliaison.• Safeguardanddevelopinternalandpublicwebsites,including:OneRockwood,external websites,staffdirectory,webcontentarchive,websiteaccessibility, curriculum website, strategic planning website, et. al.• Providetechnicalsolutionstofacilitatecommunication,includingsurveymanagement, social media channels and broadcast monitoring.• Implementandmanagethird-partycommunicationapplications:BlackBoardMobileApp, SchoolMessenger Classroom Messaging, Peachjar, Meltwater, et. al.• Providetechnicalsolutionstoexpeditedatacollectionandfacilitatedistributionofdatato meet student, school and departmental goals: Guardian student sign-in, curriculum website, electronicforms,schoolvisitorlogs,technologyrequestsandprocessworkflows.• Interactandcollaboratewithadministratorstofacilitateformmanagementandworkflow, including:travelrequests,WhoToCallForWhat-external. Measurements:EachWebServicesplanwillhaveobjectivesthatcanbemeasuredandevaluated.Inaddition,quarterlyreportswillbeprovidedonWebServiceschannels:BlackboardandSchoolMessenger,as well as microsites.

WebServicesCoordinator

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InternalCommunicationprovidesclear,conciseandconsistentmessagesforRockwoodemployeesthroughavarietyofstaffchannels.TheInternalCommunicationsSpecialistfocusesoncreatingopportunities for staff engagement through electronic, print and personal communication.

Goal:Improvetwo-waycommunicationandemployeeengagementintheRockwood School District.

Strategies:• DeveloptheweeklyeditorialcalendarandpreparecontentforOneRockwood.• Research,writeandeditnewsworthyarticlesfortheweeklystaffeNewsletter: 5ThingsYouNeedToKnow.• Maintain and update web content on One Rockwood in cooperation with department content managers. • Manage the One Rockwood Twitter account.• Manage the ROSE and Cornerstone Awards programs to increase recognition in our schoolcommunity.• CollaboratewithRockwooddepartmentleaderstoensureconsistencyandclear communicationatalllevels.• Schedule opportunities for staff engagement with district leadership.• ServeontheCalendarCommitteeanddevelopcommunicationplanningforcommitteenews and information.

Measurements:Providequarterlyreportsonusage:OneRockwood,5ThingsYouNeedto Know,aswellassurveys-bothstaffandevaluationsofrecognitionevents/programs.

Internal Communications Specialist

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TheDigitalCommunicationsSpecialistbuildsthedistrict’sreputationthroughanintegratedvideo/socialmediaprogramthathighlightsstudentlearning,schoolclimate,effectiveteachers,fiscalresponsibilityandstrong leadership. The Specialist uses artistic and journalistic skills in broadcast production and social mediacontentinvolvingtheinputandcombinedresourcesofstudentsandstaff.

Goal:ProduceprofessionalqualityvideosandsocialmediacontentthattellsRockwood’sstory.

Strategies:• Produce,recordandeditvideoprojectstobefeaturedonRockwooddigitalchannelsand websites.• DevelopsocialmediacontentforFacebook,Twitter,LinkedIn,YouTube,Instagramandemerging platforms.• Createandupdatetheeditorialcalendarforsocialmediatosupportkeymessages. • Strategicallyevaluateneedforemergingdigitalcommunicationschannelsandmakeongoing recommendationsforimprovement. • Create,implementandevaluatesocialmediaguidelinesandprovidetraining/supportto schools and district departments.• Provideconsultation,adviceandtrainingonlatestdigitalmediatrendsandbestpractices for administrators, teachers and staff. • Createresourcesforemployeesandstudents,includingtutorialsonvideoproduction.• Actsasthedistrict’scopyrightadvisorforschoolsanddepartments.

Measurements:ProvidequarterlyreportsonusageforRockwood’ssocialmediachannels.

Digital Communications Specialist

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SchoolandCommunityRelationsworkscollaborativelywithstaffandparentstoimprove school-to-home and home-to-school communication. The focus is to support schools in developingnewsandinformationthatbuildsrelationshipsanddevelopspartnershipswithin theRockwoodcommunity.

Goal: Coordinatestrategiesthatdeliverclear,timelyandaccurateinformationsoourpublicsunderstandand support Rockwood public education.

Strategies:• Manageandimplementeventplanningfordistrictevents:BoardofEducationAwards Ceremonies,Presidents’ForumLeadershipConference,Rockwood’sentrytotheEureka DaysParade,andspecialevents.• ManagethePeachjareFlyerprogram,includingcontent,approvalsandtraining.• Work with PTOs and Presidents’ Forum to assit with parent communication.• Researchandwriteaccurate,timelyandinterestingcontentforschoolanddistrictwebsites and communication channels.• Collaborate with schoolstodevelopcontentandmaintainpagesonschoolwebsites.•AssistwithwebsitedevelopmenttrainingforRockwoodemployees.• Collaboratewithlocalmunicipalitiestoenhancethedistrict’spartnershipatevents,suchas businessexposandparades.• Assist with content for Rockwood’s social media channels.• ManagetheCommunityCountscampaign.

Measurements:Providequarterlyreportsonanalyticsfromschoolwebsites,school’sautomaticnotificationsystemandtheschool’smobileapp.

SchoolandCommunityRelationsSpecialist

WebCommunicationscreatesandmaintainsfivedistinctwebsitesthatserveashubsforinformationabout thedistrict,itsschools,studentsandstaff.Eachisarepositoryofknowledgeandnarrativeswithauniqueaudience and focus. The Webmaster focuses on creating tools that allow others to communicate and supportstheireffectiveuse.

Goal:Developandmaintainanonlinepresencethatconnectsthemanypartsofthe Rockwoodcommunity.

Strategies:• Developasuiteofwebsitesusedtocommunicatetostaff,students,parentsandthecommunity.• Supportthegrowinguseofsmartphonesandtabletsthroughmobile-friendlydesignsanda Rockwood-branded mobile app.• Collect and share website statistics with school and department leaders to guide opportunitiesforimprovement.• Providetrainingandinstructionforstafftoeffectivelyuseonlinetoolstocommunicate.• Improvewebcommunicationbystayingcurrentontrends,applyingcreativesolutions,and implementingenhancementstoimprovethedistrict’selectroniccommunication.

Measurements: ProvidequarterlyreportsusingGoogleanalyticsforwebsites.

Senior Webmaster

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PrintCommunicationensuresthatRockwoodhashigh-qualityprintedmaterialswithafocusonservicingtheneedsofourcustomers.ThePrintDepartmentManagerutilizesefficientandeffectiveoperationsthatincludes all Rockwood schools, departments and parent support groups.

Goal: Manage print production schedules and ensure a high satisfaction rate of district printservices.

Strategies:• ContractwithexternalvendortoprovidemanagementoftheRockwoodPrintDepartment.• CommunicateprintprocedurestoRockwoodcustomerstoensuretheyareawareof processes, practices and procedures. • Assist customers in the design of documents and brochures to align with Rockwood branding guidelines.• Providefordistrictoutsourcingofbusinesscardsandmaterialsuponrequest.• Overseerequestsforbids,customerquotations,andpurchaseordersforvendors• Usesystemtotrackprintrequestsandmonitorresources.

Measurements:Providequarterlytrackingstatementsfordistrict/school/departmentusage,aswellasclickratesoncopiersandananalysisofthepapersupplybudget.

Print Department Manager

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Publicschooldistrictsexistwiththetrustandpermissionoftheschoolcommunity.InRockwood,everydistrictinitiativeandprojectneedsacommunicationplaninordertomanagecomplexchangeandbuildawarenesswithinourschoolcommunity.

Communicationisamanagementfunctioninanyorganization.RockwoodCommunicationsworkswithdepartmentsandschoolstoensureasystematicflowofcommunicationusinga10-stepmethodthatguides careful planning and alignment with the district’s strategic goals.

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Communication Planning Resources

Department of CommunicationsCommunications Planning Worksheet

Strategiccommunicationsplanningisessentialforanyinitiative.Thisworksheetisusedtoensurethevariousplanningcomponentsareaddressed.OnlinecommunicationplansforallRockwoodschoolsareavailableontheOneRockwoodCommunications:Schoolssite.

1)GOALS:(Broadstatementofpurpose–mustbetiedtodistrictgoalareas) 1. Student Academic Learning 2. UniversalEquity,Opportunity,Access 3. CharacterandWell-Being 4. CommunityNetworks 5. EfficiencyandEffectiveness 6. Staff, Teachers and Learners 7. Strong Leadership

2)OBJECTIVES:(Specific,Audience,Outcome,Measurement/AttainmentLevel(%)andTimeFrame)

3)STRATEGY:(Approachtoachievingtheobjectives)

4)AUDIENCES:Whoneedstoknow? 1. Internal 2.External

5)MESSAGES:Whatdotheyneedtoknow?Why? 1.Whyisthischange/action/eventtakingplace? 2.Whatdoesthismeanforme?Whatistheimpacttome? 3.WhatdoIneedtodo?Isthereanactionrequiredofme?

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Communication Planning

Messagestobecommunicatedto_____________________(audience) 1. 2. 3.Messagestobecommunicatedto_____________________(audience) 1. 2. 3.

6)TIMELINE:Whendotheyneedtoknow?

7)TACTICS/ACTIVITIES:Howwillmessagesbecommunicated? Internal External

8)COMMUNICATIONCHANNELS(SeeDistrictpage)

9)BUDGETCONSIDERATIONS

10)EVALUATION:Howwillweknowthemessagehasbeenreceived?

R - Research A-Analyze C - Communicate E-Evaluate

Tactic

Person Due Date Budget Notes

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Desired Behaviors and Attitudes

Throughplanimplementation,thefollowingdesiredbehaviorsandattitudesarethefocus:

Internal Audiencesn Take pride and ownership in the district. n Keepinformedofkeyissues.n Workasahigh-performingorganizationwhoseemployeesrespectandvaluecustomerfeedback.n Exhibitdistrictvaluesofcaring,integrityandcollaboration.

External Audiencesn Feelinvolvedandengagedintheirpublicschools.n Exhibitcommunityprideandtrustinschoolsandthedistrict.n Support the Rockwood School District.

External Audiences

n Studentsn ParentsnTaxpayersofthedistrictn Senior citizensnBusinessleadersn Median Parent-teacher organizationsnCivicleadersn Legislators

n Religious leadersnPrivateandparochialschoolsinarean Neighborhood groupsn New residents of the districtn Neighboring school districtsn Residents without children in district schoolsn Metropolitan St. Louis areanProspectiveresidentsofthedistrict

Internal Audiences

nCertificatedStaffn PrincipalsnSupportStaffEmployees

n AdministratorsnBoardofEducationn Professional Support Staff

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Audiences and Outcomes

Thedistrictcanmoreeffectivelyprovideconsistentandunifiedmessagesbyidentifyingandmanagingallcommunicationavenues.Amultifacetedapproachtooverallcommunicationshelpsensuregreaterimpactofmessages.ThefollowinglistdetailstheinternalandexternalcommunicationchannelsRockwood uses:

Communication Vehicles: ElectronicOne Rockwood5ThingsYouNeedtoKnowDistrict websiteSchool websites Teacher websitesCurriculum websiteRockwood eNewsBoardFocus PeachjarFacebook Twitter InstagramYouTubeMobile AppRockwoodConnect:Phone,Text and Email messageInfiniteCampus:bulletinboards Blogs:principalsandleadersKeyExternalEmailGroups:ReligiousLeaders,Privateand Parochial Principals, Municipal Officials,Legislators,Emergency ManagementOfficials,OasisTutors,CommunityGoldCardMembers

Communication Vehicles: MediaPrint newspapers: Post-Dispatch, WestNewsmagazine, Current, The LeaderBroadcaststationsSt. Louis magazinesRadio stations

Communication Vehicles: InterpersonalPTO Presidents’ ForumAdministrativeCouncilmeetingsPrincipal meetingsDistrict committeesTown Hall: Engagement ChamberofCommerceevents

Communication Vehicles: PrintRockwood NewsAnnualReporttotheCommunityAdvertising:WestNewsChamber of Commerce Mailings

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Communication Channels

KeymessagesarethemasternarrativeandessenceofwhatRockwoodneedstocommunicate.It’sthe bite-sizesummationsthatarticulatewhatwedo,whatwestandforandwhatvaluewebringtotheRockwoodschoolcommunity.

Communicationcannotalwaysbecontrolled;keymessagescan.Messaginghelpsaschooldistrictdothefollowing:•Prioritizeandcrystallizeinformation.•Ensureconsistency,continuityandaccuracy.• Measure and track success.•Stayfocusedwhenspeakingwithmediaorourschoolcommunity.

Carefulattentionneedstobepaidtokeymessaging.

•Concise:Optimallythreekeymessagesononepage;eachstatementonlyonetothreesentences in length or under 30 seconds when spoken.•Strategic:Define,differentiateandaddressbenefits/valueproposition.•Relevant:Balancewhatneedstobecommunicatedwithwhattheaudienceneedstoknow.• Compelling: Meaningful information designed to stimulate action.•Simple:Easy-to-understandlanguage;avoidjargonandacronyms.•Memorable:Easytorecallandrepeat;avoidrun-onsentences.•Tailored:Effectivelycommunicateswithdifferenttargetaudiences,adaptinglanguageand depth of information.

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KeyMessages

The Rockwood School District is committed to open, honest and ongoing communication with our school community.Weunderstandmaintainingatwo-wayconversationwithstudents,parents,teachers,staffandcommunitymembersisessentialforbuildingrelationships.Theserelationshipsarethefoundationforastrongschoolsystem.

Researchshowspeoplesupportpublicschoolsthathaveanongoing,everydaycommitmenttotransparentlyandproactivelycommunicatingwiththeircommunityabouttheimportantdecisionsinthedistrict.Furthermore,increasingandimprovingcommunicationbetweenteachersandparentsincreasesparentinvolvementandstudentachievement.

RockwoodCommunicationdevelopscommunicationplansthatalignandsupportRockwood’sComprehensiveSchoolImprovementPlan(CSIP).Communicationteammembersworkwithourschoolcommunitytoensurethateffectivecommunicationisacomponentofeverydistrictandschoolprogramandinitiative.

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Alignment: Project Plans

Rockwood Communications is a member of the National School Public Relations Association and is guidedbythehallmarkofprofessionalismestablishedbytheorganization’sCodeofEthics:

1)Beguidedbythepursuitofthepublicinterestthroughtruth,accuracy,goodtasteandfairness; followgoodjudgmentinreleasinginformation;notintentionallydisseminatemisinformationorconfidentialdata;avoidactionsthatlessenpersonal,professionalororganizationalreputation.

2)Giveprimaryloyaltytotheemployingorganization,insistingontherighttogiveadvisorycounsel inaccordancewithsoundpublicrelationsideasandpractices;cooperatewithothergroupswhileavoidingconflictswithprimaryresponsibilities;objecttountenablepoliciesoractivities.

3)Beawareofpersonalinfluence,avoidingpromisesorgrantingofunprofessionaladvantagestoothers;refrainfromacceptingspecialconsiderationsforinfluencesonorganizationaldecisions;avoid unauthorizeduseoforganizationalfacilities,resourcesorprofessionalservicesforpersonalgainor forpromotionofthecandidacyofaspirantstoelectedoffices;foregoderogatoryactsorutterancesagainst other professionals.

4)Recognizethateffectivenessisdependentuponintegrityandregardforidealsoftheprofession;notmisrepresentingprofessionalqualifications;givecreditforideasandwordsborrowedfromothers;cooperate with professional colleagues to uphold and enforce this Code.

Adopted July 1981.

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Code of Ethics

Mission Wedowhateverittakestoensureallstudentsrealizetheirpotential.VisionBycontinuouslyimprovingineveryaspectofourperformance, the Rockwood School District empowers students to command their future. December 2020