It’s always a good idea for administrators to familiarize themselves with their school board’s communications and public relations protocols. Consider the following when developing a school-based communication plan:
- Check your board’s policies and procedures regarding public relations and communications.
- In some cases, it may be better for the school board Communications department to implement the plan. You’ll want to review this with your superintendent or a member of the Communications team before you get too far along in the communication planning process.
- Connect with your board’s Communications department to seek input on your plan before you implement it. The Communications professional should be able to offer advice on key messaging, media relations, distribution strategies and timing of implementation. They may also be able to connect you with board-wide tools to help you share your message more broadly.
- Work with the Communications department to determine if your announcement, initiative, etc. is newsworthy, i.e. would media outlets be interested in writing/running a story?
- Before you contact the media, find out who the board spokesperson is. Often, the Communications department can help you identify this.
- Determine the approval process. Who needs to see the materials you develop before they are sent?
Not every school board will have an individual or team in a communications or public relations role. If yours does, be sure to introduce yourself to them and to ask for their guidance. It’s what they are there to provide. Like you, they are responsible for protecting the board and schools’ reputations and for sharing all of the amazing things that are happening in schools in their districts. If your board does not have that type of support, the OPC’s Communications Consultant and staff are able to provide guidance and advice.