Most schools don’t see line-ups, 20 people deep, outside their doors before they even open their doors. In some cases, schools struggle to attract and retain students because they are battling misinformation that is being shared in the community.
We’ve all heard these conversations – sometimes the rumours can be discouraging and demoralizing to school staff. But a defeatist attitude won’t right the ship. We need to dismiss the rumours, open up the doors to our schools, invite the community in, and share all of the amazing things that happen in our schools each day…in ways that are compelling. It is not enough to share our stories. We must tell stories that captivate hearts, that inspire.
Develop a communications plan
Involve members of the school community – staff and parents, as required – as you develop a communications plan. It should include what information you want to communicate, why you want to communicate it, who needs to receive the information, how it should be communicated and when.
Your plan should also include answers to the following questions:
- Who is my audience? Parents, students, community members, etc.?
- What are some strategic considerations that may impact the plans success?
- What is the goal of the plan?
- What are my key messages? (see the Be compelling section of this chapter for help with key message development)
- What communications vehicles/tools will I use to share the messages?
- Who is responsible for what?
- What are the timelines?
- How will I measure the plan’s success?
Your communication plan might follow a format similar to this one:
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Audience
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Key Messages (see Be compelling section of this chapter)
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Strategies
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Person/Team Responsible
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Timeline
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Indicator of Success
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Parents
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We hope you will support our new makerspace area, a place where curiosity will be sparked through hands-on science and technology-related activities.
Our makerspace area will be equipped with XXX.
Your financial support will ensure all students have access to this 21st century learning space.
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Principal’s speech at Winter Concert
Flyer
Website post
Blog with student testimonials
Recorded voice calls
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Fundraising Committee
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[Timeline for each activity]
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Funds raised
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Be compelling
Each interaction we have with students, colleagues and members of the public can be either magic or tragic. Through regular, positive interactions, we inspire public confidence in our schools and staff. So how do we share the awesome? How do we make school stories compelling?
In order for our messages to resonate, they must always answer, “How does this affect me, my classroom, my family, our community, etc.?” Effective key messages:
- provide the necessary information – who, what, where, when, why and how
- include powerful stories
- leave a “heartprint” – make an emotional connection
- genuine and feel that way
- brief and jargon-free – drop or explain the “educationese” and use simple language
- influence opinion and
- inspire action, hopefully positive action.
Once you’ve drafted and received input on your key messages, think about the many ways you can share the information. (See the Share proudly section of this chapter on how to share the awesome with your school community).
Share your awesome
Parents want to know that they are sending their children to schools that are safe, welcoming and focused on high student achievement. They don’t create that belief just from reading road signs or ads in the newspaper. So, it’s up to us – those on the “inside” – to share our students’ and staff success stories with the world through social media, at community playgrounds, waiting in line to pay for groceries, everywhere.
Our strongest ambassadors are the ones who willingly and openly share their positive lived experiences. There is no room for the subtle brag in public education. So, encourage teachers, office teams, custodians, lunchroom supervisors, crossing guards, everyone in a school community to share proudly and purposefully about how schools inspire children to hope, learn and succeed. And ensure that familial consent has been provided before you share student names and images.
When you’re developing your communications plan, keep in mind that such plans:
- require a community focus
- should be low-cost and practical
- require parents to play a role in relationships with the school
- recognize staff communication as the starting point
- should boost the school’s reputation
- require that administrators work effectively with the news media and
- use social media to improve the plan’s effectiveness.
(Source: Principals for Our Changing Schools, Knowledge and Skill Base (1993). S. Thompson, p. 21-25)
Effective campaigns always begin with effective internal communication. Always share news and seek input from staff first before communicating externally. With this in mind, here are some ways school leaders can share proudly:
- staff meetings, memos, emails, internal chatroom
- School Council meetings
- Newsletters – paper or electronic (e.g. smore.com)
- posters, flyers, one-pagers, letters – try to avoid brochures as they look dated – consider creating these online with templates available through websites like canva.com
- school assemblies
- school announcements
- school signage – interior and exterior (school sign/mobile signs)
- staff room and hallway bulletin boards
- video – access board media specialist(s) or look in-house and ask students to create videos
- social media – Twitter, Instagram, Facebook, blogs – staff must adhere to the school board’s social media guidelines/policies, as applicable (sample guidelines are available on the Peel District School Board website at www.peelschools.org/staff)
- school/school board websites and board intranet, if applicable
- recorded voice calls
- passing conversations in the hall, schoolyard, parking lot and
- news media – (see Media Relations chapter)
Consider having a trusted colleague review your message before you communicate publicly. Having an extra pair of eyes is helpful in identifying typos and tone. Don’t miss this step unless you don’t have the time.