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DEVELOPING A STRATEGIC
COMMUNICATIONS PLAN
Nadine DrewLynn GoldmanMerrie Meyers
Charles Webster
PURPOSE OF THE PLAN Create an overarching framework for
communicating with stakeholders. Establish coordination among all facets
of the organization. Employ consistent standards for
process, transparency, timeliness and accuracy.
Build responsibility for effective communication into the culture of the school system.
THE ROLE OF THE COMMITTEE Lead a work group that can identify
issues of interest and concern. Identify new communication strategies
and tactics. Design and provide training of staff
when needed. Monitor program effectiveness.
HISTORY OF THE COMMITTEE Board members requested a fresh look
at communication. A team of four content specialists was
created to oversee the process. Additional staff was been added to
represent key internal areas. A Draft of the Strategic Communications
Plan was written.
ACCOMPLISHMENTS TO DATE Collected available research data. Identified outstanding communication
issues from research data. Identified “must do” tasks and initiated
planning group (web subcommittee, etc.) Creating a work team of ELT reps and key
content staff. Conducted parent focus group. Conducted an email survey of key
community leaders. Created a web site to house committee
work.
ALIGNMENT WITH THE STRATEGIC PLAN, AUDIENCES AND OUTCOMES The Communication Plan supports the
District’s Strategic Plan. It is designed to help fulfill the mission
of the plan by communicating accomplishments.
It also includes strategies and tactics that specifically support Goal 5, Employee Recognition/Retention and Goal 6, Community Involvement.
ALIGNMENT WITH THE STRATEGIC PLAN, AUDIENCES AND OUTCOMES The Plan was designed to measure awareness and
engagement among key audiences. Plan effectiveness will be measured by the metrics
outlined in the District Strategic Plan goals Five and Six, and feedback via School Board comments, District Customer Satisfaction Surveys, Parent Focus Groups, and Business Leader Surveys and media coverage of district events and activities.
Engagement will be measured by levels of business and community partners, parent participation, volunteerism.
In addition, every component of the plan carries with it a metric to determine whether each strategy and tactic has been addressed.
RESEARCH: BACKGROUND INFORMATION Relying on media coverage about the
District is not adequate to get the message out.
Newspaper readership is declining, and use of new technology is increasing.
Communication within the District is fragmented.
Staff does not consistently follow communications process and procedures.
A new strategy is needed to effectively promote the District and address emerging concerns.
RESEARCH: PRIMARY DATA Community and Board Focus Groups- Dr.
Bill Mathis. Parent Focus Group. Business Leader Survey. Customer Satisfaction Surveys. Public Engagement in Schools. Parent Involvement. Partnership Surveys. Community Involvement Surveys. Content Analysis of Print Media .
RESEARCH: PRIMARY DATA
RESEARCH: PRIMARY DATA
RESEARCH: SECONDARY DATA Phi Delta Kappa and the Gallup
Organization. Other school districts. Other community groups.
GOALS Plan Mission: Improve communication
effectiveness and change/improve perception of BCPS internally and externally.
Goals: Increase awareness and perception.Ensure accuracy and timeliness.Develop a branding initiative.Using available resources to report and
support. student achievement.Provide effective methods for feedback.
GOAL 1INCREASE AWARENESS AND PERCEPTION
Increase awareness among ELT members and Principals.
Initiate training for Department Heads and Principals.
Provide information to Key Stakeholders.
GOAL 2ENSURE ACCURACY AND TIMELINESS
Example: Back to School Day Event.Provide media with verified, real time data.
Ongoing Communication Process.Update or develop processes for compiling
and distributing information that includes checks and balances.
Crisis Communication Plans.Provide training to site based
administrators, enabling them to respond to a crisis from a knowledgeable position.
GOAL 3DEVELOPING A BRANDING INITIATIVE
Identify a branding theme and strengthen the branding process through graphic and language standards.
Some of the messaging might include: The Sixth largest School District in America,A Fully Accredited School District, An “A” District, etc.
GOAL 4USE AVAILABLE RESOURCES TO SUPPORT AND REPORT STUDENT ACHIEVEMENT
Employ an Integrated Model of Communication, using a variety of communication tools.
Identify and engage stakeholders to a greater extent.
GOAL 5DEVELOPING AN EFFECTIVE FEEDBACK MECHANISM
Reconvene the committee. Assess achievement of Goals and
Objectives based on metrics outlined in the plan.
Update Policy 1164 as needed. Update the Plan as needed. Provide information to stakeholders.
NEXT STEPS Board Workshop Presentation. Revise Plan based on Board and ELT
Feedback. Broaden Committee for work on
revisions. Develop a Final Plan for Board approval. Work with Committee to implement and
monitor the plan. Make Policy changes as needed. Monitor Plan effectiveness, and modify
as needed.
PLAN ROLL-OUT (screen shot of web site coming from
Sally)