Engage Your Education Community by Owning Your Communication Strategy Tom DeLappPresident, Communication Resources for Schools

Leadership Communication

District

Opportunities

District

Challenge

• Improve parent and community involvement

• Manage the media, overcome negativity

• Ensure district safety and security

• Relationship Building with Staff

• Make data-driven decisions

• Controlling your message• Communicating directly to key stakeholders• Voice of Reason• Consistent communication utilizing multiple

channels

Every day, district leaders face situations which test

their leadership skills and abilities. A key element of effective

leadership is the ability to communicate clearly, consistently,

and effectively.

Adoption

Outcomes

• Open lines of communication amongst with parents, students and teachers and administrators

• Address student learning needs

• Deliver real-time performance assessment

• Streamline communications to reduce costs

• Overcome language barriers by communicating in native languages

• Increase parent participation in academic activities

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How Can You Effectively Respond to Today’s District Challenges?

COMMUNITY

We provide the software and services that K-12, Higher-Ed and other education institutions use to build a better

education experience for their students and teachers.

We provide the software and services that K-12, Higher-Ed and other education institutions use to build a better

education experience for their students and teachers.

Our Business

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Our Community

BLACKBOARD SERVES MORE THAN 8,700 EDUCATIONAL INSTITUTIONS FROM

AROUND THE GLOBE INCLUDING:

• 4,800 K-12 SCHOOL DISTRICTS• 2,700 COLLEGES & UNIVERSITIES • 1,200 CORPORATE / GOVERNMENT

Web Based Teaching &

Learning

Campus Commerce &

Security

Multi-Modal Alerts &

Notifications

Mobile Access &

Connectivity

Synchronous Classrooms & Collaboration

Education Analytics & Reporting

Strategic Consulting Student Services & Support Hosting

Our Platforms

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Integrated Solutions

Blackboard Mobile Learn

Multi-Modal Messaging

Blackboard Learn +Collaborate

Blackboard Mobile District

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Blackboard Connect

• Fully-hosted notification and alert solution for reaching millions in minutes through Voice, Email, SMS, Text, TTY, Wireless, and PDA capabilities

• 2,600 clients in K-12, Higher Education, and Government

• 800 million messages delivered in 2010. 99.99% uptime, serving:Multi-Modal Alerts &

Notifications

Owning Your Owning Your Communication Communication

StrategyStrategyHow to make stakeholders How to make stakeholders

“investors” in your communication “investors” in your communication plans, systems and practicesplans, systems and practices

A Sense of OwnershipA Sense of Ownership

Your goal is not just to inform, but to also engageYour goal is not just to inform, but to also engage

Communication Networking Communication Networking (like a woven fabric)(like a woven fabric) Comprehensive information matrix/blanketComprehensive information matrix/blanket Accessible, decipherable, understandableAccessible, decipherable, understandable Recipient-focused Recipient-focused (WIIFM)(WIIFM) Timely and relevant to diverse audiencesTimely and relevant to diverse audiences Integrating dialogues, advisory systems and Integrating dialogues, advisory systems and

strategic listening for feedbackstrategic listening for feedback Message reinforcingMessage reinforcing

Building Public TrustBuilding Public Trust

PR =PR =

PERFORMANCEPERFORMANCE(Doing a good job)(Doing a good job)

++

RECOGNITIONRECOGNITION(Getting credit for it)(Getting credit for it)

A well integrated communication system is your accountability A well integrated communication system is your accountability system; it gets you credit and support for what you’re doingsystem; it gets you credit and support for what you’re doing

Competing Time DemandsCompeting Time Demands Systemic CommunicationSystemic Communication

• Communication infrastructureCommunication infrastructure

• Informational tools & mechanismsInformational tools & mechanisms

• The “message” highwayThe “message” highway

Situational CommunicationSituational Communication• ““Crisis du jour” approachCrisis du jour” approach

• Interruptions and shifting prioritiesInterruptions and shifting priorities

• What happens to “walk in the door”What happens to “walk in the door”

• Cleaning up other people’s messesCleaning up other people’s messes

Strategic CommunicationStrategic Communication• Issue-driven initiativesIssue-driven initiatives

• Awareness campaignsAwareness campaigns

• Positioning & Reputation ManagementPositioning & Reputation Management

Your Communication PlanYour Communication PlanReputation ManagementReputation Management

Strategic Strategic CommunicationCommunication

Community Community EngagementEngagement

Integrity of Integrity of Decision-MakingDecision-Making

Two-Way Two-Way CommunicationCommunication

Your plan relies on three strategic elements supported by genuine Your plan relies on three strategic elements supported by genuine responsive decision-making and open, honest communicationresponsive decision-making and open, honest communication

Perception is everythingPerception is everything

What part do you see first?What part do you see first?

The Slice or The Slice or the Circle?the Circle?

Parents, reporters, critics, advocates, citizen journalists Parents, reporters, critics, advocates, citizen journalists and bloggers only see a slice. Misperceptions can imbed and bloggers only see a slice. Misperceptions can imbed quickly and they’re hard to undo. It’s up to us to get them quickly and they’re hard to undo. It’s up to us to get them to see the bigger picture. Give them the context not just to see the bigger picture. Give them the context not just the facts. This is a “teachable moment”!the facts. This is a “teachable moment”!

The Communication FogThe Communication Fog

Can they see you clearly?Can they see you clearly?

• Increased competition to attract Increased competition to attract and hold people’s attentionand hold people’s attention

• Information flow is explosive and Information flow is explosive and often inaccurate or biasedoften inaccurate or biased

• Shift from a one-to-many to Shift from a one-to-many to many-to-many delivery systemmany-to-many delivery system

• On high profile issues affecting On high profile issues affecting your schools new media create your schools new media create a Communication Foga Communication Fog

Conflicting & competing Conflicting & competing information creates information creates

Internet ClutterInternet Clutter

It’s A Mixed Media World!It’s A Mixed Media World!

We don’t communicate to a place or set We don’t communicate to a place or set time anymore; we communicate wherever time anymore; we communicate wherever people are and we must fit their schedulepeople are and we must fit their schedule

People define how they want to receive People define how they want to receive information through filters they chooseinformation through filters they choose

People can get on-demand or intrusive People can get on-demand or intrusive updates on issues, products, programs updates on issues, products, programs and interestsand interests

People are not just information recipients People are not just information recipients anymore; most can and do create contentanymore; most can and do create content

Mass Mass Personalized Personalized InformationInformation

Information Age ChallengesInformation Age Challenges

Shrinking DistancesShrinking Distances• Your story or message goes global within minutesYour story or message goes global within minutes

Increasing VolumeIncreasing Volume• Harder to wade through the clutter for credible infoHarder to wade through the clutter for credible info

Compressing TimeCompressing Time• Instantaneous reaction and expectationsInstantaneous reaction and expectations

Multiple MessagesMultiple Messages• Others overlap, amplify, extend and critiqueOthers overlap, amplify, extend and critique

Compounding contactsCompounding contacts• Multiplying effect, wiki-newsMultiplying effect, wiki-news

What’s that mean for schools?What’s that mean for schools?

Harder to control your messageHarder to control your message Difficult to identify how opinions are shapedDifficult to identify how opinions are shaped Tougher to beat back rumorsTougher to beat back rumors News breaks faster and spreads fartherNews breaks faster and spreads farther Broader news reach (going global)Broader news reach (going global) A story’s “shelf life” is longerA story’s “shelf life” is longer Temptation to let loud voices rule the dayTemptation to let loud voices rule the day More chances for inaccuracy to be repeatedMore chances for inaccuracy to be repeated

Diverse Generational StakeholdersDiverse Generational Stakeholders Senior Citizens Senior Citizens (over 60 yrs)(over 60 yrs)

• High proclivity votersHigh proclivity voters• Traditional newsiesTraditional newsies

Baby Boomers Baby Boomers (40-60 yrs)(40-60 yrs)

• Emerging grandparentsEmerging grandparents• Anxious pre-retireesAnxious pre-retirees

Generation X Generation X (30-40 yrs)(30-40 yrs)

• Secondary school parentsSecondary school parents• Hitting career strideHitting career stride

Generation Y Generation Y (20-30 yrs)(20-30 yrs)

• Preschool/elementary parentsPreschool/elementary parents• Very tech savvy/impatientVery tech savvy/impatient Your school employees can Your school employees can

span all three generationsspan all three generations

Mixed Media ConsumptionMixed Media Consumption

TraditionalsTraditionals 50+ year-olds still use 50+ year-olds still use

traditional mediatraditional media• Most are Set-TimersMost are Set-Timers• Read print newspapersRead print newspapers• Listen to talk radioListen to talk radio• Care about politicsCare about politics• Watch network & local Watch network & local

news programsnews programs

DigitalsDigitals TV Generations tend to TV Generations tend to

news surfnews surf• More are News GrazersMore are News Grazers• Use multiple news sourcesUse multiple news sources• Less trusting of sourcesLess trusting of sources• Short attention spansShort attention spans• Post their own content & Post their own content &

commentscomments

As communicators we have to reach all generationsAs communicators we have to reach all generations

Can’t just go digital because we lose voters and taxpayersCan’t just go digital because we lose voters and taxpayers

Types of Information ConsumersTypes of Information Consumers

The bull’s eye on this The bull’s eye on this target is getting smaller target is getting smaller every day . . .every day . . .

. . . while the other . . . while the other bands are getting biggerbands are getting bigger

The Modern Day Side ArmThe Modern Day Side Arm

Smart phones are the “weapon of Smart phones are the “weapon of choice” to contend with a hectic lifechoice” to contend with a hectic life

Seniors are the fastest growing users Seniors are the fastest growing users of cell phones because Boomers equip of cell phones because Boomers equip their parentstheir parents

The phone is the one common The phone is the one common denominator in a mixed media world to denominator in a mixed media world to reach all stakeholdersreach all stakeholders

Phones bridge the digital, generational Phones bridge the digital, generational and language dividesand language divides

The public is watching you!The public is watching you! Public meetings are much more public Public meetings are much more public

and you may not even be aware of it and you may not even be aware of it happening!happening!

Anyone with a cell phone is a potential Anyone with a cell phone is a potential “citizen journalist”“citizen journalist”

• Cameras, video clips and recordingsCameras, video clips and recordings

• Text messages and e-mails of what you’re Text messages and e-mails of what you’re saying in real timesaying in real time

• Blogging, My Space, You Tube, Face Book Blogging, My Space, You Tube, Face Book postings occur during the meetingpostings occur during the meeting

• Half the adults in America are on FacebookHalf the adults in America are on Facebook

Stage your Stage your meetings well!meetings well!

Tips on the new media usersTips on the new media users

Since these are early adopters they often are key Since these are early adopters they often are key communicators, opinion shapers and influentialcommunicators, opinion shapers and influential

• They can start and stop rumorsThey can start and stop rumors

• Validate your messageValidate your message

• Extend your reach to constituenciesExtend your reach to constituencies

• Mobilize services, resources and assistanceMobilize services, resources and assistance

• Be intelligence harvestersBe intelligence harvesters

• Can be seen as your invisible communication staffCan be seen as your invisible communication staff

Integrate All of Your EffortsIntegrate All of Your Efforts

Be the Best ResourceBe the Best Resource

Be an effective resource and the Be an effective resource and the official information clearinghouseofficial information clearinghouse

Audit your tools to see if they are Audit your tools to see if they are user friendly, current & message-user friendly, current & message-drivendriven

Structural web site mistakes:Structural web site mistakes:• Digital filing cabinetDigital filing cabinet• Table of OrganizationTable of Organization• Telephone directoryTelephone directory• Informational mazeInformational maze

People don’t People don’t care about your care about your

grass seed; grass seed; they care about they care about

their lawn!their lawn!

Cyber ConnectionsCyber Connections Be your own answering serviceBe your own answering service

• Make it a one-stop information Make it a one-stop information shopping mall for your school district shopping mall for your school district both for current news and factsboth for current news and facts

Be your own wire serviceBe your own wire service

• ““If I can’t get facts from you, I’ll go If I can’t get facts from you, I’ll go somewhere else fast!” Be clear on somewhere else fast!” Be clear on where “latest” stuff is. Break your own where “latest” stuff is. Break your own bad news. Have a “Media Watch” bad news. Have a “Media Watch” pagepage

Cyber ConnectionsCyber Connections

When I access your portals/sites I When I access your portals/sites I should be able to instantly see what should be able to instantly see what you stand for, who you stand up for, you stand for, who you stand up for, and what you believeand what you believe

Help me decide whether I should Help me decide whether I should want to enroll my kids in your schoolswant to enroll my kids in your schools

Don’t make me do “homework” by Don’t make me do “homework” by reading through a lot of stuff to know reading through a lot of stuff to know your key messagesyour key messages

Manage and Map Your MessagesManage and Map Your Messages

A Transparent OrganizationA Transparent Organization Have communication tools and methods Have communication tools and methods

in place so people can easily tell what in place so people can easily tell what you believe and what you hope to you believe and what you hope to achieve. Give them multiple entry points.achieve. Give them multiple entry points.

Use diverse communication tools such as Use diverse communication tools such as web sites, translations, e-mails, bulletin web sites, translations, e-mails, bulletin boards, postcards, webcasts, blogs, boards, postcards, webcasts, blogs, newsletters, media relations, phones, etc.newsletters, media relations, phones, etc.

Integrate your work; do it once and then Integrate your work; do it once and then step on it to get maximum exposurestep on it to get maximum exposure

Follow a vision and have it cascade down Follow a vision and have it cascade down and percolate up through your programand percolate up through your program

Anticipate what Anticipate what you would want you would want

to know as a to know as a parentparent

Grow Your GrassrootsGrow Your Grassroots

People don’t care about People don’t care about your grass seed; they your grass seed; they care about their lawn!care about their lawn!

Drip irrigation works Drip irrigation works better than a floodbetter than a flood

A healthy lawn beats A healthy lawn beats back the “weeds”back the “weeds”

TUPELO PUBLIC SCHOOL DISTRICTAlertNow, a service of Blackboard Connect Spotlight

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Expect Excellence Every Day

Mission The Tupelo Public School District serves the community by engaging each student in an excellent education that develops skills and citizenship needed for success in a global society.

TPSD Demographics

• 7,800 students, 1,100 faculty and staff, and 17 facilities

• 54% free and reduced lunch• 2nd largest high school in the state• 19 different home languages• Elvis Presley, the King of Rock and Roll, was

born in Tupelo and sang on the stage at the high school

AlertNow in TPSD

• Brought AlertNow to TPSD in 2010 replacing the existing notification system

• Need for a user friendly interface, data automation and positive previous experiences drove the decision

• A key in the district’s communication and community outreach efforts

“iCreate the Future” InitiativeProviding the tools necessary to engage in a 21st century educational program that ensures a rigorous and relevant learning environment.

•Phase one, all teachers and administrators in the district and all seniors at Tupelo High School received laptops

•The district is currently in phase two of the initiative: all 6-12th-grade students have received a laptop.

•Future phase three will include purchasing computer carts with laptops for use in kindergarten to fifth-grade classrooms and buying other technology that allow for student interaction in classrooms.

The overreaching goal for the "iCreate the Future" initiative is for every student to become an independent lifelong learner.

Communication

• Automated attendance messaging• Parental involvement notifications• Social media (Facebook and Twitter)• “Ask Dr. Shaver” video Q&A• Proactive outreach

– Pushing 2 positive messages per day/3 times a week

• Future? Mobile devicesDr. Randy Shaver, SuperintendentKay Bishop, Com2munications Director

AlertNow Feedback

• Parents supportive of district communication• 2 complaints total

– “Not using the system enough!”

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Q&A

• Open lines of communication amongst with parents, students and teachers and administrators

• Address student learning needs

• Deliver real-time performance assessment

• Streamline communications to reduce costs

• Overcome language barriers by communicating in native languages

• Increase parent participation in academic activities

39

How Can You Effectively Respond to Today’s District Challenges?

COMMUNITY

40

Thank You for Your Participation!

Tom DeLappwww.tomdelapp.com

Tupelo Public School Districthttp://www.tupeloschools.com/cps/rde

Blackboard Connectwww.blackboard.com/connect

800-213-7168