441 Page Street - P.O. Box 427, Troy, NC (910)
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1 441 Page Street - P.O. Box 427, Troy, NC (910)
2 Montgomery County Schools Communications Plan What is a Communications Plan? A Communications Plan is a written document laying out the ways Montgomery County Schools will release information, publicize and promote the system, answer questions from all and foster trust and ownership in the district. Therefore, it is important to keep in mind that the ultimate goal of communications is to further the district s vision and mission. Our Vision: 21st Century learning and teaching for every student in a safe, nurturing environment. Our Mission: Montgomery County Schools will graduate globally competitive citizens by engaging in rigorous educational experiences and strong partnerships. Contents of the Document: The Communications Plan will answer the following questions: 1. Goals: What does the district want to accomplish through communications? 2. Focus Areas: What areas do we need to focus on to improve our communication channels? 3. Strategies: What strategies can be used to effectively disseminate information about MCS? 4. Montgomery County Schools News Network: How can we simplify the communication in our small, but busy school system and develop more news sources to inform the community about the good things that happen every day in our schools? 5. Products: What publications, electronic communications, handouts, meetings, telephone messages and media will be used to meet our goals and address our focus areas? 6. Audience: What groups will be addressed in the various communications? 7. Evaluation: How does the district intend to measure whether communications met the needs of the various audiences and whether they were understood and effective? Montgomery County Schools Communications Plan Page 1
3 Goals: Provide timely, clear information about district news, staff and student achievements, policies, school programs, finances, events and schedules, along with other information. Publicize successes of the system and enhance the overall reputation of the district and individual schools, through both traditional media (newspapers, radio, TV) and newer media (electronic/social media). Allow people to share in and understand decisions made by the district. An effective plan will increase community trust in how the district is managing the schools and the educational program. Increase parental and community involvement in schools, which will increase student achievement and pride for all students. Focus areas: Improving communication and building teamwork among employees. Strengthening parent participation as partners in the educational program. Recruiting "key communicators" to assist with the dissemination of district news. Using technology to enhance the speed and effectiveness of communications -- website, cable television, Q&A, Facebook, Twitter, etc. Fostering better working relationships with elected officials representing local, county, state and/or federal levels. Building better customer service and interactive communications. Improving and/or maintaining positive relationships with news media. Offering more opportunities for non-parents to be involved in schools. Using surveys and/or focus groups to assess attitudes on important topics. Tackling public "perception issues" with targeted community groups, such as realtors, "business roundtable," homeowners associations and activists. Making publications more professional in their writing and design. Creating ways to "show off" student achievement, such as academic competitions and exhibits in busy places such as malls, banks and libraries. Developing more productive relationships with businesses and industry, Chamber of Commerce and other potential partners. Increasing understanding among target audiences of critical issues affecting school or district: Academic Performance Index, new promotion and retention Montgomery County Schools Communications Plan Page 2
4 policies, safety and security, need for facilities bond or expenditure of bonds funds. Strategies: 1. Keep Communications Simple Use clear, concise and non-educational style for all general publications. Vary the types and level of communication to target diverse audiences. Translate communication pieces when appropriate for various language groups. 2. Create Information Sheets Create information sheets on four or five topics such as district and state budgets, school safety, accountability, etc.; update them bi-annually or as needed. Have sheets available on-line for quick reference. Use template for uniformity so that new topics can be addressed rapidly. 3. Communicate Early and Often Prepare information sheets when appropriate to send out to principals, office staff, and other staff as needed. Follow-up with memos or communications to all staff if necessary. Make telephone calls if in doubt. 4. Communicate Face-to-Face The more difficult the situation, the more important it is to communicate face-toface. Encourage staff to relay messages through personal interaction when appropriate. 5. Keep Communications Brief and to the Point In order to keep a person s attention, be brief and to the point. Use bullet points when appropriate. Highlight message in the title. Proofread all documents for errors. Montgomery County Schools Communications Plan Page 3
5 6. Emphasize Customer Service Customer must leave with an answer to their concern or question. Never be dismissive. Actively listen to understand the message beyond the words. 7. Train Staff Train staff to understand that what they say to friends, neighbors, and people in the community has an impact on how our schools are perceived. Engage frontline staff in the conversation, and make sure they have access to information immediately. They are the best link to the parents and community. 8. Develop Relationships with our Community Ask for input on areas of concern. Develop key communicators groups and deliver message to them as needed. Maintain a high level of visibility for the district through participation of key staff in various professional and community activities. 9. Study the Media Pay attention to the type of stories published become data driven, documenting every story. Note who is generally used as a source of information. Develop relationships with editors and education reporters. 10. Prepare our Messages Study issues facing education and be prepared to respond with information sheets. Develop responses that represent our school or district message. Avoid technical jargon by keeping it simple and using quotable sound bites, when appropriate. Prepare stories in formats that match those used by the local media. Don t use education lingo when preparing messages. Montgomery County Schools Communications Plan Page 4
6 Montgomery County Schools News Network *Beginning the School Year, MCS will implement the MCS News Network Who is the school news coordinator? A school news coordinator is 1-2 contact person(s) selected by each Montgomery County school principal to supplement the public information officer and media with newsworthy items about events occurring at his or her school, center, or office. This person is the point of contact for any news that will be disseminated from their school to the public. Newsworthy items may include: Innovative programs Human interest stories Personal accomplishments Special activities Awards What is the purpose of the school news coordinator program? To simplify the communication in our small, but busy school system. To develop more news sources to inform the community about the good things that happen every day in our schools. To increase public confidence in support of our school system. To boost the morale of students and staff. How can school news coordinators help publicize their news? Send news tips about activities and events at your school to the public information officer for inclusion in the monthly calendar, news releases, websites, as well as to publicize to media: include who, what, when, where, why, and how. You may use your MCS publicity form. Call the public information officer with detailed information regarding last-minute occurrences. How can the public information officer assist news coordinators? Include information in internal and external publications including newsletters, public website, and local newspapers. Notify the media directly. Prepare a news release for all media outlets about events of countywide interest or photograph the event and send photos with captions to local newspapers. Montgomery County Schools Communications Plan Page 5
7 Products/Events: In Touch with Montgomery County Schools (Newsletter): To be published twice a year. Only publication that goes to all Montgomery County Schools homes. To include financial information, school news, etc. Post online for staff; continue distributing 100 extra copies to schools for offices. Montgomery County Schools Website: Continue to update website with timely information for parents, community members, and staff. Include more fact sheets district updates, timely board and district news, student achievements, teacher and staff achievements. House virtual family empowerment center. Superintendent s Blog updated monthly. District department site updated consistently. Montgomery County Schools Intranet: To be expanded during school year. To include more information for staff. To include monthly staff updates coming from central office. Montgomery County Schools Board Notes/E-News: Except in emergency situations, to be sent on monthly basis, at minimum, timed to follow Board of Education meetings when preliminary minutes (Board Notes) are available (within 2-3 days). Include financial updates, staff news, parent updates, etc. as a part of the E-News . MCS Key Communicators: A listserv established to promote improved communications between the school district and stakeholders. Will equip community members, parents, and employees to respond to questions and comments, allowing them to be able to discuss our schools using accurate information. In turn, we will gain valuable feedback from stakeholders. Montgomery County Schools Communications Plan Page 6
8 Community Area Advisory Meetings: Minimum of two per year for public to hear from Superintendent, Board of Education members and officials on The State of the District. An opportunity for anyone to ask questions and further two-way communication. Telephone Alert System: Montgomery County Schools currently uses ``Alert Now, an automatic telephone system for emergencies. Encourage expanded usage (i.e. attendance calls, surveys, child nutrition balances, etc.). Code of Conduct: A publication prepared by the district annually which briefly explains policies, student requirements and a number of items. The handbook will be online and parents may receive a hard copy, if requested. This publication will be translated into Spanish. Friday Highlights for MCS Employees: An electronic newsletter to go out to all staff on a weekly basis that will include the E- News (board action and presentations, events, ALONG with news geared just for staff that could include human resources materials, etc.). District Calendars: Publish easily printable district calendar on website. Continue and expand use of district and individual calendars on website. Post calendars online before approval to obtain the feedback from community. Press Releases: Public Information Office to continue writing and editing news releases to publicize district changes and successes. Public Information Office to continue assisting and monitoring press releases from individual schools and cover events as time and schedule allows. Montgomery County Schools Communications Plan Page 7
9 Website News Stories: Continue and expand posting positive news articles on district and school programs and events, with photos whenever possible. Social Media Networks Facebook/Twitter Use social media networks to further communicate with parents, community members, and employees on their turf. Link stories, announcements, and upcoming events from social media sites to our website to always bring users to our primary web portal. Assessment and Accountability/Evaluation: Form Communications/Parent Committee to create plan which seeks input from various members of the community in creating plan and judging effectiveness of communications. Send survey to parents, staff, community members seeking input on what types of information needed and in what formats. Post draft of Communications Plan on website, seek feedback for two weeks The Communications Plan will be reviewed and updated once a year, or as deemed necessary by the Superintendent, Board of Education and/or Public Information Department. Montgomery County Schools Communications Plan Page 8
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