Communicating Act 72 If You Opt In

Presented By:Leza Raffel

The Communication Solution Group, Inc.

www.comsolutions.com215-884-6499 or 717-545-7403

You Are Probably Thinking…

“The public doesn’t really understand Act 72 anyway. Why bother explaining our School Board’s position on it?”

The Downside of Delayed or Nonexistent

Communication Regarding Act 72

• Public is confused• Distrust of Administration and

School Board• Public assumes district doesn’t

“get it” either• Public latches onto information

from other school districts – to your detriment

• Rumors and inaccuracies abound

• Whichever option you choose is considered “a mistake”

The Benefits of Starting Your Act 72

Communication NOW (if not sooner!)

• The public is educated about the legislation

• The School Board’s decision- making is presented as an ongoing process

• Inaccurate perceptions are reduced• The public is more likely to support

you when informed

Why You Want Public Support

The public…

• Is vocal

• Picks up and shares key points

• Gets very emotional if programs, services, or people are cut

• Will be the first to complain about lack of information

Getting started –know your community

Understand the demographic makeup of your community

• Who lives in your community• What percent are parents• What percent are senior citizens• Socioeconomics• Education levels • Income• Voting history• Home values• What will taxpayers support –

some research may be needed

Get your data together

• Comparative figures from other districts

• Compile your media list• Acquire a residential mailing list• Pursue access to cable channel if

you don’t have one• Identify and prepare spokespeople

from diverse perspectives• Brief your webmaster• Set up e-mail update notification

Positioning Your School District: Who Are You?

How you portray your school district will serve as your rationale for opting in vs. opting out.

Fine-tune and Reinforce Your

Message

• Before opting in/out we are:– Doing our

homework– Evaluating the

needs of our district

– Considering our students and taxpayers

– Making the best long-term decision

• After opting in/out:– Reinforce

decision making process

– Cite comparable districts whose actions are consistent with yours

– Cite data to support decisions

– Explain what happens next

Vehicles of communication –

use them!

• Board meeting presentations• Press releases• Media interviews• Website and e-mail updates• Residential publications• Back pack flyers• Paid advertising• Cable programming

Vehicles of communication –

use them!

• Prepared statements• Letters to the editor• Information nights• Stickers on students• Signs on buildings• Announcements at plays and

athletic events• Speakers bureau creation

Communicating Strategies on The Road to Referendum

Identify pro-education grassroots groups

within your community• PTA leaders• Vocal parents with time to

mobilize• Senior citizens who support public

education• Your teacher’s union• Leaders in the real estate industry• Articulate students

These groups will be instrumental as you launch your

communication campaign for a very good reason…

School district’s cannot lobby for

votes, but grassroots groups can. What does this mean?

School districts…

CAN SAYBe sure tovote on the

budget

Your vote counts

CAN’T SAYBe sure to vote “Yes” on the

budget

Your “Yes” vote counts

Pro-education grassroots groups can lobby for “Yes” votes –

As long as they aren’t using district resources to do so.

Therefore, identifying these groups early is key to your success.

But…

Pro-education grassroots

groups can – • Canvass

• Print and distribute “Vote Yes” signs and buttons

• Buy ads telling the public to vote for budget

• Greet voters at the polls

• Drive voters to the polls

What can school districts do to gain

votes?

Create an educated public through a well-planned informational campaign

Implementing your plan

Develop a clear message• Focus on key needs and how

the budget will support them

• Point out what will be lost or jeopardized if budget isn’t passed

• Show how fiscally-responsible your district has been in developing its budget

Implementing your plan

• Use districts strengths or weaknesses to your advantage

• Reinforce the connection between good schools and high real estate values

• Emphasize the importance of casting an educated vote

Vehicles of communication –

use them!

• Board meeting presentations• Press releases• Media interviews• Website and e-mail updates• Residential publications• Back pack flyers• Paid advertising• Cable programming

Vehicles of communication –

use them!

• Prepared statements• Letters to the editor• Information nights• Stickers on students• Signs on buildings• Announcements at plays and

athletic events• Speakers bureau creation

Gaining voter support: A year-round process

• Positive P.R. about school district initiatives should be ongoing

• Promote activities/news to press – print, TV, and radio

• Distribute residential newsletters

• Create senior VIP programs

Gaining voter support: A year-round process

• Organize special events

• Use that cable channel strategically

• Speakers bureau should be ongoing

• Keep website current