ADVISORY COMMITTEE ON PUBLIC COMMUNICATIONS AND COMMUNITY ENGAGEMENT NOVEMBER 2015 Final...
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Transcript of ADVISORY COMMITTEE ON PUBLIC COMMUNICATIONS AND COMMUNITY ENGAGEMENT NOVEMBER 2015 Final...
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.)