District Communication Plan: Objectives and Policy

Jereamy Rose2012

Objectives Statement

• Our objective is to improve internal and external communication systems with the specific goal of creating open, two-way communication between the Board of Education, administration, staff, students, parents and Stakeholders. The district’s approach to this work will focus on three key strategies:

Objectives

• Improve delivery of news, vital information, and positive messages to families, staff and the community.

• Build capacity among school and central staff to improve communication.

• Measure and track public perception and satisfaction

Improve delivery of news and positive messages to families, staff and the

community.

• Counter misconceptions about schools and the district with timely, accurate information, personal testimonials and evidence.

• Improve media relations through cultivation of relationships with reporters and expansion to new outlets.

• Use technology to convey news and messages in innovative ways and to broader audiences.

Build capacity among school and central staff to improve communication.

• Develop district-wide communications policies and procedures, and compile them into a user-friendly resource guide for staff.

• Provide ongoing training

Measure and track public perception and satisfaction.

• Conduct qualitative and quantitative research among staff and various stakeholders through focus groups, surveys, etc.

• Report results regularly to the community, as well as to schools and district offices, to identify gaps and improve services to families.

Policy Statement

RASD is committed to the responsibility of accurately and effectively communicating with our customers and stakeholders. Communication and its effect on student achievement is what drives the policy.

Policy

• The community, families, and stakeholders have a right to know about all aspects their public school.

• All employees of the district have a duty to communication accurately and effectively.

• Positive and Negative Information will be shared.

• Communication will reflect the mission and vision of the school district.

Policy

• Communication will be ongoing and will include various avenues and mechanisms of the dissemination and exchange of information.

• When communicating externally, the language will use minimal educational jargon, no acronyms, and other terminology unfamiliar to non-educators.

• Communications will be free of cursing, sexual in nature, abusive, harassing, intimidating, bias, and discriminatory language.

Accountability

• The Building administrators and the superintendent will be responsible for holding all persons accountable to the above mentioned policy. Building administrators will develop procedures that support the implementation of the policy. Deviations from the policy will be addressed, documented, and acted upon. Continuing Non-compliance with the policy will result in disciplinary action based upon the policy set forth within the contract and BEO for district personal.

References

• Gunther, V. McGowan, J. , and Donegan, K.(2011). Strategic Communication for School Leaders: Cultivate Credibility. Maryland: Rowman and Littlefield.

• Gunther, V. McGowan, J. , and Donegan, K.(2011). Strategic Communication for School Leaders: Show Dont Tell. Maryland: Rowman and Littlefield.

• Orange Unified School District (2007). Communication Plan. Retrieved on October 15 from:http://www.orangeusd.k12.ca.us/downloads/OUSDCommPlanFinal.pdf

• Porterfield, K., & Carnes, M. (2008). Why school communication matters. Lanham, MD:  Rowman & Littlefield.