Presented on October 2, 2009 at the TASA/TASB Convention in Houston with Candace Ahlfinger, APR.

3. • Tax Rates
• Bond Elections
• Crisis Situations
• Everyday good news
• and more …

4. • 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.

7. SCHOOL DISTRICT GOALS
COMMUNICATION GOALS

11. • The list of target audiences
• Strategies
• Tactics
• Activities
• Evaluation
• Materials
• Budget Items
• Timetable and task list

12. 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

13. • Inform
• Instruct
• Inspire
• Encourage
• Influence

14. • Individual conversations
• Personalized notes and letters
• Community/Parent forums
• Staff meetings
• Print Newsletters
• Newspapers
• Broadcast Radio/Television
• Cable Television

15. • E-mail
• Electronic Newsletters
• Website
• Podcasts/Videocasts
• Social Media
• Telephone Callout Systems

17. • Language
• Age
• Culture
• Socioeconomics
• Listener vs. Reader (Visual vs. Verbal)
• Education
• Computer Literacy
• Media

19. • Surveys
• Conversations
• Bond and tax rate elections
• Focus groups
• Number of participants
• It depends on what you are
measuring!

20. • 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.

21. • 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.

22. SCHOOL DISTRICT GOALS
COMMUNICATION GOALS

23. SCHOOL DISTRICT GOALS
COMMUNICATION GOALS

24. SCHOOL DISTRICT GOALS
COMMUNICATION GOALS

25. SCHOOL DISTRICT GOALS
COMMUNICATION GOALS