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November 13, 2009

Plan to communicate year-round, using every available tool. This should include:
- Face-to-face meetings such as civic groups, faculty meetings, and open forums
- Publish a regular newsletter – make it available both in paper and on the district's Web site
- Work with the local media. Offer to provide op-ed pieces or write a regular column about education for the local paper. Hold regular weekly briefings with the newspaper, radio and TV reporters (if possible) to answer questions they may have about education concerns. Participate on radio talk shows if a local station offers them.
Include social media and Web-based communications such as email, voice mail, Web sites, and cable TV. Consider creating a blog to engage in interactive conversation with constituents about what is happening at the district and within the state.
Post a Frequently Asked Questions section to your Web site with questions you have received and answers you have carefully composed to respond to the questions. Post only clear, factual information. Avoid using emotional language when talking about finances.
Seek and respond to suggestions, questions and feedback from all stakeholders . A blog is an ideal place to invite such input. Google offers a free blog site at www.blogger.com. Once a blog is created, publicize the URL to the public and to staff via newsletters or emails.
Don’t wait for the Rotary Club to invite you to speak. Call and offer to present a budget update to the group’s members. Make sure with all presentations to allow time for questions and answers. Print up and hand out feedback cards with an invitation for patrons to contact the superintendent’s office via e-mail, phone number, blog or web site.
Large districts should consider creating a task force to spread out and communicate with various audiences. If your district is fortunate enough to have a communications person on staff, this individual can help build messages, create presentations and arrange for various speaking engagements.
Choose spokespersons carefully. They must be able to speak well, understand the financial picture well, and capable of speaking from the heart as well as from the head.
Correct misinformation as rapidly as possible. Correct any misinformation reported in the media before it is repeated in subsequent articles.
Create a key communicators task force – a group of citizens who are supportive of the district and its work and who tend to have a high profile in the community and/or who talk with a wide variety of the public. Barbers and beauticians can be excellent communicators due to their daily conversations and contact with a wide range of customers. Meet regularly with key communicators to update them on what is happening and how the district is responding to the budget crisis.
Explore local cable TV options. If your district is capable of producing good quality programs, consider a short series explaining the budget, the process and the benefits to students and the community. Make it engaging and brief. Some cable companies may be willing to provide access to a free community channel. They may also be willing to help with the videotaping of your presentation.
Be alert for rumors and Web-based comments about the district. Enlist the aid of staff, patrons or students who are tech savvy and who can monitor the Web for public comments being made about the district in Facebook, Twitter, blogs, media sites and other on-line conversation sites. Don’t hesitate to engage in the conversation to set the record straight.
When communicating on the Web, remember that your words may be played over and over again by others – sometimes not in the friendliest of ways. Always communicate on the Web using facts. Avoid using jargon and acronyms – those confuse many people. Also avoid using emotionally charged phrases or statements that can be misunderstood or used against you at a later time or place!

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