School Communication that Works

A Patron-focused Approach to Delivering Your Message

By (author) Kenneth S. DeSieghardt

Publication date:

19 September 2013

Length of book:

146 pages

Publisher

R&L Education

Dimensions:

236x156mm
6x9"

ISBN-13: 9781475805826

The foundation of successful school district/community relationships is communication that focuses on what most interests average residents – no matter what you, as a school district leader, believe they should be interested in. Communicate in their language, at their level of interest, and at their pace, and you and your patrons will soon be headed in the same direction more often than not.

Based on more than 20 years of research data, and filled with real-life examples and specific recommendations, School Communication that Works explains what your patrons really care about (and wish you’d talk more about), what they are only somewhat interested in, and what makes them tune you out.

Highlights of the book:

An easy-to-follow organizing principle (The Patron Information Pyramid™) that sorts school communication topics into three categories – Essential, Important, and As-Needed.
Case studies that show the findings in action, drawn from more than 20 years of research with school districts of all shapes, sizes and levels of wealth.
Information targeted to special communications situations, such as Hot Topics and Crisis Communications, all focused on how patrons would like their school districts to communicate
A summary of Key Points at the end of each chapter, providing an “at a glance” review of the information shared.

School Communication that Works
Table of Contents

Preface
Introduction
Chapter 1 – The 80/20 rule
Chapter 2 – Patron-speak versus district-speak: A primer
Chapter 3 – The Patron Information Pyramid
Chapter 4 – The Top Tier of the Pyramid: Essential Information
Chapter 5 – Essential Information: Value for the tax dollars spent
Chapter 6 – Essential Information: Quality of school facilities
Chapter 7 – Essential Information: Quality of teachers
Chapter 8 – Essential Information: Quality of education
Chapter 9 – Essential Information: Preparation of students for the future
Chapter 10 – Essential Information: Ongoing communication between the district and patrons
Chapter 11 – The Middle Tier of the Pyramid: Important Information
Chapter 12 – Important Information: Performance of principals
Chapter 13 – Important Information: Student safety
Chapter 14 – Important Information: Class sizes
Chapter 15 – Important Information: Technology available to students in the classroom
Chapter 16 – Important Information: District promises made and fulfilled
Chapter 17 – Important Information: Spending balance
Chapter 18 – The Bottom Tier of the Pyramid: As-Needed Information
Chapter 19 – As-Needed Information: Extracurricular activities
Chapter 20 – As-Needed Information: Courtesy and responsiveness of staff members (in schools or in the Central Office)
Chapter 21 – As-Needed Information: Performance of the Superintendent and the Board of Education
Chapter 22 – Special situations: Handling hot topics
Chapter 23 – Special situations: What patrons say they want and need in a crisis
Chapter 24 – Making your school communications program work
Chapter 25 – Some final thoughts

Ken DeSieghardt knows public relations and knows schools. This book contains great insight and practical advice on communicating effectively with school district patrons. It’s a must-read for anyone involved in strengthening school/community relations.