Board Report: Communications Planning

May 29, 2018

Board Goal: Expand communication and community 

connections through increased engagement.

Communications TEAMAreas of Responsibility

• Staff & School Community Relations **

• Media Relations *

• Public Information & Freedom of Information Officer *

• District Recognition Program **

• District Special Events **

• Liaison to KU Spencer Research Library *   

• Liaison to Douglas County Assoc. Retired School Personnel *

• District United Way Coordinator *

• ONE DREAM MLK Committee *

*Julie    **Julie & Rachel 

Communications TEAMAreas of Responsibility

Community, State, National Organizations

• Dg. Co. Public Information Officers *

• Junior Achievement **

• Friends of the Lied Board of Directors *

• Social Media Club of Lawrence +

• Kansas School Public Relations Assoc. **

• Kansas Assoc. of Public Information Officers *

• National School Public Relations Assoc. *

District *

• Executive Leadership Team

• District Management & Safety Team 

• Emergency Operations Team

• District Administration Team

• District Equity Leadership Team 

*Julie     +Rachel **Both 

2017‐18 “Editorial” Calendar HighlightsJune/July• Interim Superintendent Interviews/Selection• Back‐to‐School Newsletter

September• Foundation Community Education Breakfast• Horizon Awards• KESA/Board Goals Approval

July/August• Administrative Back‐to‐School PD• Back to School • Confabularryum• Staff Kickoff/District PD• Budget Approval• Eclipse (sort of)• Patron Insight Survey Development• All‐Staff Mixer• United Way Campaign

October‐November • Patron Insight Surveys• Friends of Education Reception• American Education Week All‐Staff Mixer• Quarterly Newsletter• Master Teacher Award

December • Superintendent Search – Survey, 

Meet‐and‐Greets• Board Public Forum• Screening & Interviews: Communications 

Specialist• Class Act Award

2017‐18 “Editorial” Calendar HighlightsJanuary• Superintendent Selection• ONE DREAM MLK Celebration• Legislative Priorities

April • Board Community Conversation• Kindergarten Registration• Dr. Lewis: Chamber Luncheon/School Tours • New Hires: Administrators• Foundation Follies

February• National Walkout• Quarterly Newsletter

May• Quarterly Newsletter• Spring All‐Staff Mixer• Dr. Lewis/School Tours• National Teacher Recognition Week• Kindergarten Orientation• Teamwork Award• Retirement Recognitions• Graduations

March• Dr. Lewis: Board of Realtors/Homebuilders 

Assoc.• National Walkout• EdTalks! Partnership with KU• Class Act Award

2017‐18 “Editorial” Calendar Highlights

Year‐round• School Safety• Student‐Centered Support System (Ci3T)• Personalized & Project‐Based Learning• Equity• Learning Forward, Future Ready • Bond Project Updates • Board Action• Student, Staff & School Celebrations

Board Community Conversations

Oct. Supt. Search SurveysDistrict Review – 441Supt. Qualities ‐ 656

Nov.‐Dec. Patron Insight Online Surveys:978 Parents571 Staff

Superintendent Search

2017‐18 Comm. Highlights

Rachel Asbury, Communications Specialist

Interim SuperintendentDistrict Kickoff

School Safety

Equity

Communications Planning ‐Who Needs to Know?

WWW . U S D 4 9 7 . O R G

How do we reach them?

Structures in Place for Face‐to‐Face Communication• Board meetings, study sessions, forums, school lunches, liaisons, advisory 

committees, focus groups, events…• Administration meetings, committees, liaisons, collaboration, professional 

development, events…• Staff meetings, collaboration time, professional development, conferences, 

events…• LEA meetings, negotiations, committees, building representatives…• School Site Councils, parents organizations, conferences, events, advisory 

committees…• Community partnerships…

WWW . U S D 4 9 7 . O R G

How do we reach them?Communication Tools• Electronic staff newsletter (Daily Post)• Phone/email• SchoolMessenger automated phone 

calls/email, including attendance, lunch account balances

• Skyward/PowerSchool• School newsletters• Teacher newsletters/parent letters• District quarterly newsletter partnership 

with Lawrence Journal‐World

• YouTube ‐ videos, livestreams, podcasts• District, school websites, Intranet• MidcoChannel 26• Social media• Written correspondence – student 

progress reports, letters, surveys…• Special targeted publications – mailings, 

brochures, flyers, FAQs, banners, etc.• School marquee signs• Media – including high school and KU 

journalists, local & regional media outlets

WWW . U S D 4 9 7 . O R G

Crisis Communication

Pre-crisis Immediately During Crisis After Crisis

Crisis Communication

Identify audiences

Develop messages and materials

Identify channels of communication

Build relationships with audiences, media

Attend trainings

Create & review plans

Acknowledge event with empathy

Explain, inform in simple terms

Establish credibility

Provide appropriate action steps (including where, how to get more information)

Commit to frequent updates

Help people understand impact of the situation and risks

Give background and information to when needed

Gain understanding of and support for response

Monitor what’s being said, answer questions, correct misinformation

Explain emergency recommendations

Improve future response by educating about current response

Examine problems, missteps of conditions, crisis response

Reinforce what worked

Promote the activities, capabilities of organization

Debrief, evaluate how plan worked

Document response

Develop an improvement plan and address training needs

Revise the crisis communication plan to include changes based on lessons learned

WWW . U S D 4 9 7 . O R G

Crisis Support / Communication Path

Superintendent or designee, Board of Education, (and as appropriate)

Administrators, Staff, School Families, Media

(As needed)Crisis Support

Team Co-leader 1

Crisis Support Team

Co-leader 2

Student Services

Administrator, Mental Health

Facilitator

Crisis Support Team

Administrator-In-Charge Hotline

218-4970

(For Notifications/Communications

Support)Communications

Director

Principal or designee

9-1-1, School Resource Officers, or LPD non-emergency #

• A crisis can be anything that disrupts the learning environment

(backup)

(For Support)Admin. Liaison,

Director of School Support or appropriate

administrator

WWW . U S D 4 9 7 . O R G

Crisis Communication Message DevelopmentEmpathize – I understand your concern, confusion, anxiety… 

Clarify facts –The situation is evolving. I want to share as much information with you as possible. What I can confirm right now is…

What we don’t know – I don’t have that information yet. I will update you when I know more…

What are we doing –We have plans in place for emergencies like this…, We are working with first responders…

What’s next? –You may find updates at…when…

WWW . U S D 4 9 7 . O R G

2018‐19 DRAFT Communication GoalsThe Communications Team will work with Superintendent Anthony Lewis, the Executive Leadership Team, and District/Board Advisory Committees to develop a strategic communications plan for presentation to the Board in order to inform and engage our school community in board goals and district initiatives, including:

• Superintendent’s Entry Plan.

• Board’s strategic planning process.

• Transition to PowerSchool 

• KESA/Curriculum planning process

• Personalized, project‐based learning, technology integration, equity, student support (Ci3T).

• Bond progress.

• School safety training & security improvements.

WWW . U S D 4 9 7 . O R G

2018‐19 DRAFT Communication Goals• New Fundraising Policy.

• Discussion of HS Start Times Proposal.

• Board action, including budget decisions as a result of KS Supreme Court Gannon decision.

• Student, staff, and school celebrations.

• Rededication of Billy Mills Middle School.

• Launch of Instagram.

& More…

Research

Implementation/Communication

Planning/AnalysisEvaluation

Communications Planning Process

Key Research: Patron Insight Surveys2017: The four lowest marks ‐ “The district’s record on making and fulfilling promises,” “Efforts of the district to involve citizens in decision‐making,” “Class sizes, meaning the number of students in each classroom,” and “The balance of spending among academics, athletics and the arts.” 

The lowest score related to educational equity: “whether discipline is applied fairly” – 33% disagree/strongly disagree. 

2012 2016 2017

Communicating plans/progress 3.64 3.78

Fulfilling promises 3.67 3.71 3.60

Involving citizens in decisions 3.64 3.55 3.57

Class sizes 3.53 3.53

Balance of spending 3.58 3.40 3.41

Key Research: Patron Insight Surveys

Sources of school news (2012) 1. Friends/neighbors 86%2. LJW 69%3. Marquee signs 29%4. Newsletter 29%5. Website 27%6. Teachers/staff 25%7. School websites 23%8. Phone calls/emails 22%

Sources of school news (2016) 1. Friends/neighbors 73%2. LJW 54%3. Teachers/staff 39%4. District administration 38%5. Newsletter 34%6. School board 32%7. Phone calls/emails 31%8. Website 30% 

Questions?