STRATEGICCOMMUNICATIONSPLAN 2018

ROCHESTER CITY SCHOOL DISTRICT

EVERY STUDENT BY FACE AND NAMEThe Rochester City School District is committed to every student by face and name, every classroom, every school, to and through graduation.

Values

Organization Description

The Rochester City School District (RCSD) is one of the “Big Five” districts in New York State, serving nearly 30,000 students. Roughly 90 percent of students come from minority backgrounds, and an overwhelming majority of students are economically disadvantaged.

Mission Statement

The mission of RCSD is to provide a quality education that ensures our students graduate with the skills to be successful in a democratic society and the global economy.

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ROCHESTER CITY SCHOOL DISTRICT

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EQUITY We are devoted to eliminating the opportunity and education achievement gaps for urban youth so that all students can reach their potential. RELATIONAL CAPACITY By building shared goals, shared knowledge, and mutual respect, we will improve learn-ing. Recognizing every person’s experience as unique, we can connect to each other through a deep understanding and acknowledgement of race, ethnicity, and culture. INNOVATION We need to consider fresh ideas, and help our schools, leaders, teachers, and students customize solutions for their unique needs. COHERENCE Fragmentation gets in the way of serving our children, parents, teachers, schools, and community. The “system” needs to be coherent and user-friendly. ACCOUNTABILITYWe must hold ourselves accountable for action and work with a strong sense of urgency.

Provide ongoing training and support for administrators in effective commu-nication with staff and the public

Share information on Districtwide issues

Create a system to encourage flow of information between parents/commu-nity and the District

Engage civic, community, and religious groups

Be visible in the community

Promote the success of RCSD staff and students

Communications Objectives

Communications Plan Goal

Establish a framework for the RCSD Communications department in which staff can effectively engage audiences within the school community to help drive the RCSD mission.

COMMUNICATIONS GOALS AND OBJECTIVES

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Provide ongoing training and support for administrators in effective communica-tion with staff and the public

y Clarify District flow of information and estab-lish schools’ role in conveying information.

y Provide continuing training sessions as part of principals’ meetings on how to train teach-ers and staff to communicate their school’s message.

y Supply administrators with public relations fact sheets and other easy-to-use communications tools as needed when issues arise.

y Create communications training sessions for site-level staff.

Share information on Districtwide issues

y Establish a “State of the Schools” report delivered by the Superintendent to be aired on public access channels once a year.

y Drive consistent internal communications to update staff on relevant information.

y Develop collateral pieces.

y Create District/school informational bro-chures.

y Email newsletters via the Parent list in Con-stant Contact.

y Distribute press releases as needed.

y Push videos through social media channels.

y Post information on District website and social media channels.

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COMMUNICATIONS OBJECTIVES

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Create a system to encourage flow of information between parents/commu-nity and the District

y Encourage parents and community members to sign up for district-wide and school-wide email list supported by Constant Contact.

y Conduct electronic surveys (email) at District and site levels to provide feedback on flow of information.

y Maintain “At Your Service” to learn about issues concerning parents.

Engage civic, community, and religious groups

y Develop partnerships with groups.

y Include groups in mailings and provide opportunities for them to sign up for our community e-newsletters.

y Develop program for touring District that includes bus tours of schools and facilities. Participants could include senior citizen groups, community members, civic leaders, etc. Tours will be narrated by appropriate staff members, and will vary depending on needs.

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COMMUNICATIONS OBJECTIVES

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Be visible in the community

y Attend community organization meetings.

y Encourage participation in local service clubs.

y Encourage school staff to talk positively about RCSD schools to friends, neighbors, and community acquaintances.

y Seek business partnerships through contacts in local groups.

Promote the success of RCSD staff and students

y Continue and promote RTA videos.

y Highlight staff with articles in District com-munications pieces, outside media, and through recognition at events.

y Create editorial calendar to proactively pitch good news stories throughout the year to traditional media and community partners.

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COMMUNICATIONS OBJECTIVES

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Students

Parents

Teachers

Other Staff

Administration

Unions

Board Members

Community Partners

AUDIENCES

Community Groups

Churches

Business Leaders

Mayor’s Office

Sponsors/Donors

Media

INTERNAL EXTERNAL

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Media Advisories/News ReleasesInternal Audience: CabinetExternal Audience: Local MediaFrequency: As neededChannel: EmailOwner: CommunicationsNotes: Content provided by schools, CO staff, etc.

RCSD HeadlinesInternal Audience: DistrictwideExternal Audience: CommunityFrequency: As neededChannel: WebsiteOwner: CommunicationsNotes: Short news items posted on website promoting significant District happenings

Staff AnnouncementsInternal Audience: DistrictwideExternal Audience: NAFrequency: As neededChannel: EmailOwner: CommunicationsNotes: Cabinet-level and Principal announcements

Facebook/TwitterInternal Audience: DistrictwideExternal Audience: CommunityFrequency: 2 tweets/dayChannel: Facebook/TwitterOwner: Brendan O’Riordan/Mer-cedes UlaszewskiNotes: Communications regularly posts to Facebook/Twitter; staff also tweets and some schools and/or departments have own Facebook pages/Twitter accounts

District WebsiteInternal Audience: DistrictwideExternal Audience: CommunityFrequency: New content daily to weeklyChannel: WebOwners: Tom Moughan/Mercedes Ulaszewski/Mahima TuladharNotes: General maintenance with updates to Superintendent’s page (departments and schools manage their specific pages)

Crisis GoInternal Audience: Executive CabinetExternal Audience: NAFrequency: Emergency basisChannel: AppOwner: School ChiefsNotes: Crisis communication alert system

Instructional HighlightsInternal Audience: Teachers/ASAR-certified PrincipalsExternal Audience: NAFrequency: WeeklyChannel: EmailOwner: Teaching and Learning

Leadership LinkInternal Audience: ASARExternal Audience: NAFrequency: Weekly (Friday)Channel: EmailOwner: Laurie BuckleyNotes: Weekly newsletter to all school administrators and ASAR civil service staff

Good News DigestInternal Audience: DistrictwideExternal Audience: NAFrequency: Weekly (Friday)Channel: EmailOwner: Laurie BuckleyNotes: Compilation of positive media stories and happenings in the District

Bulletin BoardInternal Audience: DistrictwideExternal Audience: NAFrequency: Weekly (Friday)Channel: EmailOwner: Annie ScottNotes: General information about District/school/community events

Superintendent Board PresentationsInternal Audience: DistrictwideExternal Audience: CommunityFrequency: Monthly (3rd or 4th Thursday)Channel: Posted on Board DocsOwner: Carlos GarciaNotes: Superintendent’s monthly report to the Board

Superintendent RecognitionsInternal Audience: Select groups be-ing recognizedExternal Audience: CommunityFrequency: As neededChannel: Email and Social MediaOwner: Mercedes UlaszewskiNotes: Superintendent recognizes specific District staff groups with thank you certificate

COMMUNICATIONS VEHICLES

To be assessed annually for the purpose of aligning with District priorities.

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Superintendent State of Our Schools PresentationInternal Audience: DistrictwideExternal Audience: CommunityFrequency: YearlyChannel: Public EventOwner: Carlos Garcia/Brendan O’Riordan

Superintendent Budget PresentationInternal Audience: DistrictwideExternal Audience: CommunityFrequency: Yearly (March)Channel: Posted on websiteOwner: Carlos Garcia/Brendan O’RiordanNotes: Superintendent’s annual bud-get presentation at special Board meeting

District BriefsInternal Audience: DistrictwideExternal Audience: Community partnersFrequency: As neededChannel: EmailOwner: Carlos GarciaNotes: Updates on issues within Central Office as they arise

Budget BrochureInternal Audience: DistrictwideExternal Audience: CommunityFrequency: YearlyChannel: Printed brochureOwner: CommunicationsNotes: To be hand delivered by Superintendent to key stakeholders

Blackboard Connect MessagesInternal Audience: DistrictwideExternal Audience: District familiesFrequency: As neededChannel: Robocalls and emailOwner: CommunicationsNotes: Emergency notifications due to severe weather, etc., and routine reminders, such as early dismissal days

Superintendent Opening Day PresentationInternal Audience: DistrictwideExternal Audience: CommunityFrequency: Yearly (September)Channel: Live BroadcastOwner: Carlos GarciaNotes: Welcome back presentation for all staff

District CalendarInternal Audience: DistrictwideExternal Audience: CommunityFrequency: Yearly (August)Channel: MailingOwner: CommunicationsNotes: Hard copy calendar for all staff; mailed to every District family

School Selection Books/ ApplicationsInternal Audience: NAExternal Audience: District familiesFrequency: Yearly (November)Channel: MailingOwner: CommunicationsNotes: Student Placement assists in gathering and disseminating school selection books for incoming K, 7th-grade, and 9th-grade students

COMMUNICATIONS VEHICLES

Miscellaneous CommunicationsInternal Audience: DistrictwideExternal Audience: CommunityFrequency: As neededChannel: Website postings, mailingsOwner: CommunicationsNotes: As needed communications, such as Water Testing postcard, Pro-tecting Transgender Students, 13 Reasons Why letter, etc.

Community E-NewsletterInternal Audience: NAExternal Audience: Community membersFrequency: MonthlyChannel: Email and websiteOwner: CommunicationsNotes: High-level issues to engage strategic community members

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EDITORIAL CALENDAR

JANUARYAttendance Blitz (Monthly)Winter GraduationRCSD School Expo

FEBRUARYWorld Hijab DayBlack History Month

MARCHWomen’s History MonthNational Nutrition MonthNational Music in our Schools Month3.14 “Pi” DayWorld Poetry Day

APRILAutism Awareness MonthArts Education Open HouseMathematics Awareness Month

MAYTransfer of Flags CeremonyMental Health Awareness Month

JUNEGraduation

JULYSummer Learning Programs

AUGUSTBack to schoolNational Immunization Awareness MonthAugust Graduation

SEPTEMBERFirst Day of SchoolSuperintendent’s “Opening Day” PresentationNational Literacy Month

OCTOBERHispanic Heritage MonthNational Bullying Prevention MonthHBCU College FairFAFSA Fest

NOVEMBER/DECEMBERSchool Recruitment Events

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The following is a suggested editorial calendar. The Communications team will formally build an editiorial calendar annually. This document will evolve year-to-year to reflect District priorities.

The Communications Department requires the following staffing structure, which will be reassessed annually to align with District priorities.

POSITION

Chief Communications Officer

Executive Assistant

Senior Communications Assistant (Internal)

Director of Information

Graphic Designer/ Social Media

Spanish Translator

Video/Web/Media Services

Call Center/ Administrative Support

STAFF MEMBERS

Carlos Garcia

Catherine Wilson

Laurie Buckley

Brendan O’Riordan

Mercedes Ulaszewski

Rafael Perez

Tom Moughan/Todd Hall/ Mahima Tuladhar

Annie Scott

• Sets and executes the overarching communications strategy for the District

• Provides strategic counsel as member of Executive Cabinet• Manages Communications Team• Respond to media inquiries and FOIL requests• Maintain and update editorial calendar• Pro-actively pitch stories to promote RCSD, teachers, and students

• Establish an internal communications strategy • Ensure organizational initiatives and projects are successfully com-

municated to employees and stakeholders• Plan, edit, and write content for a variety of internal communica-

tions mediums• Work with schools on robocalls/letters to families

• Write content for District publications • Help build and write content for Superintendent and Board pre-

sentations• Help build and write content for Community E-Newsletter• Develop and write talking points for Superintendent to use at vari-

ous events

• Develop graphics for District and school publications and communications

• Work with schools to help them create marketing and social media plans• Implement a content editorial calendar to manage content and plan

specific, timely marketing campaigns• Promote through social advertising

• Translate English to Spanish for District publications and communications

COMMUNICATIONS STAFF

• Design, build, and maintain school websites, the robocall system, RCSDlink mobile application and other communications vehicles

• Perform in-studio and on-site technical A/V production and support • Capture and edit video, audio, and photos to support District initiatives• Provide general support, troubleshooting, and technical guidance on video/

audio, photography, writing, and graphic design to District and schools

• Answer and address calls to RCSD switchboard• Manage weekly Bulletin Board e-newsletter

• Administrative Support• Budget• Manage contracts and ad buys for campaigns • General office duties

RESPONSIBILITIES

STRATEGICCOMMUNICATIONSPLAN 2018ROCHESTER CITY SCHOOL DISTRICT

Board of EducationVan Henri White, PresidentCynthia Elliott, Vice PresidentJudith DavisElizabeth HallmarkBeatriz LeBronWilla PowellNatalie Sheppard

Student RepresentativeMalik Jaff

Interim Superintendent of SchoolsDaniel G. Lowengard

A D D E N D U M

CRISIS COMMUNICATIONS PLAN

Objectives:

• Protect the safety and well-being of students, staff, and community members• Provide accurate information to all targeted internal and external audiences• Safeguard District facilities

Procedures:

• Assessment – Staff on site at incident quickly assesses what has happened and whether anyone is in immediate danger.

• Initial Notification – Following protocol, staff on site notifies a school principal who then alerts our Director of Safety and Security or another member of the Executive Cabinet team. The EC member then uses the CrisisGo alert system to notify the Chief of Staff and entire Executive Cabinet. The Chief of Staff then initiates crisis communications protocols to notify the Superintendent and the Board of Education.

• Fact-finding – The Executive Cabinet member overseeing the issue in question gathers facts about the specific incident (who, what, when, where, why, and how), and starts to compile information about any District policies and procedures related to the incident.

• Identify Audiences and Messaging – The Chief of Communications determines what internal and external audiences we need to communicate with and provides general guidance on our communi-cations tools and resources.

• Secondary Notification – The Chief of Staff determines what high-level District, Board, City, or Community members need to be notified. This notification should include an overview of what has occurred, and a brief rundown of our response plan of action (i.e. who we are communicating to and how).

• Develop Strategies and Messages – The Communications Team determines the appropriate strate-gies and messages for response. For example, the team identifies spokesperson, develops the me-dia statement, press release, FAQ, emails, and/or any other communications tools required. Chief of Communications works with Chief of Staff and Superintendent for appropriate approvals.

• Implement – The Communications Team implements the response strategy.

• Document and Monitor – Executive Cabinet member who “owns” the issue continues to monitor the situation and gather facts. He/she shares with Executive Cabinet as appropriate. Chief of Com-munications continues to monitor media coverage and amend response strategy as appropriate.

Audiences: As noted under procedures, the Communications Team must work quickly to identify the appropriate audiences that need timely information during a crisis. The list below provides a framework of audi-ences to consider:

INTERNAL AUDIENCES EXTERNAL AUDIENCESBoard Members MediaStudents Community GroupsParents Business LeadersTeachers Mayor’s OfficeOther Staff Churches/Religious GroupsAdministration State Education DepartmentUnions Police/Emergency Service Agencies

Communications Channels:The Communications Team should consider the following list to distribute information to key audiences during crises:

• Phone calls• Media statement• Media availability• Social media messaging• Editorial Board visit• “Town Hall” forum

• Emails• Press release• Website banner• Letter-to-the-editor• Letter to parents• Video

• In-person visit• Press conference• Website story• Op-ed essay• Robocall• Staff meetings

Communications Command Centers:Establish a Crisis Command Center for internal updates as aligned with the CrisisGo communications protocol. For example, the Executive Team may convene in the Superintendent’s Conference Room three times a day to provide updates until the situation is resolved. The team will also need to de-termine whether the magnitude of the crisis merits establishing an external Crisis Command Center (for police and District officials) and/or a Media Briefing Center (for larger gatherings of the media for briefings or press conferences). Logistically, emergency crews and media will want to be nearest to the location of the crisis. If/when staging at the crisis is not possible, we can establish a staging area at the District Central Office.

Crisis Aftermath:Following any crisis, appropriate action must take place to ensure that members of the District commu-nity, and others as necessary, receive needed information and assistance to bring closure to the crisis as well as relief from the effects of the event. Attention should be placed on identifying and implement-ing measures to improve the action plan used during the crisis.

In the event of a major crisis, a meeting should be scheduled and coordinated by the Office of Com-munications to communicate details of the incident and events to all interested members of the Dis-trict. The timeliness of this meeting is critical and every effort should be made to see that it occurs within three working days from the close of the crisis. Representatives from the District Administration and the affected school or department should attend and be prepared to answer questions and share pertinent information. Depending on the situation, the meeting may also include representatives from Student Services, Human Resources, the Employee Assistance Program, Student Intervention Services, Curriculum, Information Systems, or Transportation. Specific departments and/or individuals also may be requested to attend and participate depending on the nature of the crisis. The purpose of this meet-ing is to assess the District’s communications response and determine how it may be improved.