Effective Communications It Takes A Plan
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EFFECTIVE COMMUNICATIONS: It Takes A Plan! Brad Domitrovich PR Zealot, Speaker, Educator Texas School Public Relations Association
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Presented February 12, 2010 at the TASB Winter Governance and Legal Seminar in Corpus Christi, Texas.
Transcript of Effective Communications It Takes A Plan
EFFECTIVE COMMUNICATIONS:It Takes A Plan!
Brad DomitrovichPR Zealot, Speaker, Educator
Texas School Public Relations Association
If you would like to download a copy of today’s presentation:
www.SlideShare.net/BradDomitrovich
the importance of communicationremains the same!
It doesn’t matter what size districtyou come from …
Every district needs to communicate about:
•Tax Rates•Bond Elections•Crisis Situations•Everyday good news•and more …
Is it easy to communicate?• It is if … you develop a goal for your
district’s communications.• It is if … you develop objectives
each year that measure your success or failure.• It is if … you say everything multiple
times and in multiple ways.
It all starts with:Developinga goal for
your district’scommunications.
What is the goal of yourdistrict’s communications?
Sample 1:To develop and produce print and electronic communications which best reflect the district’s marketing initiatives to demonstrate student and staff success.
Sample 2:To aggressively promote the accomplishments, achievements, programs, and people of the school district and support the initiatives of the district.
IMPORTANT!The goals of communications
must supportthose of the district as a whole.
SCHOOL DISTRICT GOALS
COMMUNICATION GOALS
Define Your ObjectivesCoordinate:Communication efforts with district and campus administration, teachers, volunteers, and other staff members to ensure accurate and effective media coverage of events.
Maintain:A positive relationship with all local and regional media outlets.
Prepare:News releases and arrange appropriate media coverage.
Develop and Produce:Print and electronic materials that reflect the professionalism and success of students, staff, alumni, and volunteers in the district.
Manage and Maintain:The content of the district web site including new electronic forms of communication.
and more …Coordinate:The recognition of students, staff, and volunteers, at Board of Trustee meetings and other special events.
Develop and Deliver:Informational presentations upon request.
For each objective develop:•The list of target audiences•Strategies•Tactics•Activities•Evaluation•Materials•Budget Items•Timetable and task list
You!
Students (Future Taxpayers)
Staff (Taxpayers)
Businesses & Community(Taxpayers)
Parents(Taxpayers)
Administration(Taxpayers)
Board Members(Taxpayers)
Know your audience and the filters between you and them
How will you get your message across?What is your purpose?
•Inform•Instruct•Inspire•Encourage•Influence
Methods of communication:•Individual conversations•Personalized notes and letters•Community/Parent forums•Staff meetings•Print Newsletters•Newspapers•Broadcast Radio/Television•Cable Television
Methods of communication:•E-mail•Electronic Newsletters•Website•Podcasts/Videocasts•Social Media•Telephone Callout Systems
7Rule of Thumb:If you want to
truly communicatea message,
say it at leastseven times
in seven ways!
Possible Filters:•Language•Age•Culture•Socioeconomics•Listener vs. Reader (Visual vs. Verbal)
•Education•Computer Literacy•Media
Listen!Listening is the key to great communication!
Many times we aren’t answering questions that are there.
How will you measureyour effectiveness?
• Surveys• Conversations• Bond and tax rate elections• Focus groups• Number of participants• It depends on what you are
measuring!
Rules to Remember:• Never forget who your public is.• You can try to communicate with
everyone – but not everyone will hear your message.
• Be prepared to change your strategies when something isn’t working.
• Never lie to the media.
Rules to Remember:• Remember – all feedback is
positive.• Put yourself in the other person’s
shoes.• The best communication is built
on relationships.• Remember the power of influence.• One message does not fit all.
REMEMBER!Make sure the communication
goals support the district goals.
SCHOOL DISTRICT GOALS
COMMUNICATION GOALS
REMEMBER!Don’t try to do everything at one time
– sometimes you have to choose.
SCHOOL DISTRICT GOALS
COMMUNICATION GOALS
REMEMBER!Delegate responsibility and authority.
SCHOOL DISTRICT GOALS
COMMUNICATION GOALS
REMEMBER!Understand your target audience.
SCHOOL DISTRICT GOALS
COMMUNICATION GOALS
CEC #:
5581
EFFECTIVE COMMUNICATIONS:It Takes A Plan!
Brad DomitrovichPR Zealot, Speaker, Educator
Texas School Public Relations Association
