A New Education Service Center Resource
for Superintendents: Rationale
School districts have public relations whether they want it or not. So the real challenge is managing PR for positive results. At Region 10 we don’t see public relations as spin doctoring or image building. We believe it’s the strategic use of communications to help achieve district goals.
Indeed, good communication is a key element in the success of any enterprise. Organizations establish levels of stakeholder satisfaction and trust through both direct and indirect communications. For public schools--entrusted with the community’s tax dollars and the welfare and education of its children—an effective and well planned communication program is essential.
But developing and maintaining an effective communication effort isn’t easy for any school system. The challenges vary from community to community, as well as the commitment and the resources available to deal with them.
Districts that are successful first determine the interests and perceptions of their publics. Then they develop strategies to engage stakeholders in reaching system goals. And their leaders know that formulating long range plans and related target messages is not a one shot deal. It’s an ongoing process that requires continuous monitoring and adjustments in plans and communications activities.
Superintendents who have PR staff can assign many of these duties to trained professionals. But most superintendents don’t have that luxury, even though they have the same PR challenges...not to mention a need to develop communications strategies that help their districts achieve long range goals.
In light of the growing challenges faced by schools in our area, Region 10 has initiated a specialized service for superintendents without full-time PR staff. We believe that through improved strategic communications planning and preparation, superintendents can run more effective and efficient organizations resulting in high performing educational programs.
The major objective of this special Region 10 service is to assist superintendents in achieving their district’s mission through the strategic use of responsible communications.
We believe the key to an effective and efficient school district is strategic communications management. The reality is that few systems have the time, expertise or resources to waste on communication that isn’t focused on things that make a difference.