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Reading Writing and … Community Relations. Presented by:. Lightning Round. Situation. Expanded role of schools in society Increasing government scrutiny/regulation Elitist, for the rich Shift in media focus – conflict/negativity. Trust. Children are cherished

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  1. Reading Writing and … Community Relations Presented by:

  2. Lightning Round

  3. Situation • Expanded role of schools in society • Increasing government scrutiny/regulation • Elitist, for the rich • Shift in media focus – conflict/negativity

  4. Trust • Children are cherished • Schools entrusted with their education… and care • Extreme level of accountability

  5. Complexity • Broad array of stakeholders • Navigate a complicated web of issues • All while providing high-quality education

  6. Political ClimateActually promotes intervention in school issues • Mandated state testing • Sales tax exemption for non-profits • Zoning and land use issues

  7. Being Prepared • Know your institution – critical assessment • Know your stakeholders/community • Know who to communicate with and how • Play it straight • Find the common interest • Begin now

  8. Getting Involved • Administrators, board, teachers, parents, students, alumni, donors • Community organizations/projects/causes • Elected officials/government agencies • Media

  9. Issues Management • Management “on purpose” vs. “by accident” • Constant assessment • Early identification • Structure and relationships in place

  10. IM Elements • Identify/analyze issue and potential risk • Establish management goals • Develop action plan • Implement plan

  11. IM Plan • Internal stakeholder relations • External community relations • Government/regulatory affairs • Public/media relations

  12. Crisis Communications • Issues management can’t prevent all crises • Quick action required • Crisis communications is addressing/“managing” stakeholder outrage • Uses tools/relationships developed in CR/IM • Have a plan/test it

  13. Principal Outrage Strategies • Stake out the middle • Acknowledge prior problems • Transparency re: current problems - apologize • Be humble re: achievements – share credit • Share control – regulators, neighbors, activists • Pay attention to unvoiced concerns, other motives

  14. Other Motives, Concerns • Diagnose unvoiced concerns, unstated motives • Ideology – acknowledge, but hard to change • Revenge – want to punish • Self-esteem – vindication, support, reassurance • Self-interest – minimize others/deal with greed

  15. Crisis Planning • Identify a crisis communication/management team • Identify issues/events that might constitute a crisis • Identify actions needed to decrease impact/likelihood of occurrence • Identify spokesperson(s)/train if needed • Identify key stakeholders to communicate with • Identify communications tools • Identify those responsible for communicating and with whom • Develop crisis communication plan based on actions above • Test the plan - adjust

  16. Wrap-up • Under a microscope with very high expectations • Part of a complex community • Constantly facing complicated issues • Communicating every day • Community relations deserves daily attention • Strategy and planning are key • Recommend establish, review, update best practices

  17. Resources • PNAIS • NAIS • Public Affairs Council • Peter Sandman, www.psandman.com

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