What’s going on at Sounding Board?

March 23, 2022 by Leave a Comment

Someone recently asked me, “So, what projects are you working on for your clients?” I wanted to respond, “What am I not working on for my clients?”  It’s been a busy season, for sure!

I am incredibly grateful that my school district clients are in a position where they can plan ahead and grow their programs–having been in the COVID-19 journey alongside them, two years ago, we were sending out messages about schools being shut down, and then the quick transition into remote learning.  One year ago, we were finalizing school reopening plans (remember those?!) and sending out messages to transition students back into in-person learning. School and programmatic marketing campaigns were essentially on hold for two years….and now, like a machine kicking into gear, we’re ramping up enrollment campaigns for schools, universal TK, and more. And other districts are recommencing processes they put on hold in March 2020.  Here’s a snapshot of what I’ve been working on over the past couple of months:

Marketing and Promotional Campaigns

I feel kind of like Oprah…YOU get a marketing campaign…and YOU get a marketing campaign..and YOU get a marketing campaign…because every client is involved in at least one marketing campaign, and some have multiple campaigns happening:

  • Dual Language Immersion Program marketing campaign: This campaign involves a combination of digital (email, web, social media, and video), print (rack card and flyer) and outreach (parent information meetings) to promote the district’s Dual Language Immersion Program.  The video (produced by an in-house videographer) is currently being finalized, and click on the links to see the other marketing components.
  • Preschool marketing campaign: This campaign also involves a combination of digital (email, web, social media, and video), print (rack card and flyer) and outreach to promote the district’s state preschool program.  The campaign will also include a video (produced by an in-house videographer) and short video testimonials that can be shared on social media.
  • Districtwide marketing campaign: This campaign involves bringing the district to the community, as a way to re-introduce the district to the community after two years of COVID-19 restrictions. This campaign involves a combination of digital (email, web, social media), print (school rack cards), lawn signs for every family in the district, outreach events, and sharing student and staff recognition with the community. This is key because many of the staff members live in the community and highlighting students and staff is a great way to show off the district’s best assets–its people–to the community.
  • COVID-19 Vaccination Clinics: One of my clients was selected by the California Department of Public Health to host vaccination clinics at each of its schools, from December 2021-April 2022.  This vaccination clinic campaign involves a combination of digital (email, web, and social media), print (flyers) and outreach (parent meetings) to promote the clinics and educate families about the safety of the vaccine.  At the December clinic, I took pictures and collected testimonials from parents who had their children vaccinated, and then used these throughout the course of the social media campaign (see picture on the right).
  • Continuation high school marketing:  We worked with a videographer to complete a short-term marketing video (students were still wearing masks, so we used a combination of photography and video student testimonials), and I’m currently finalizing a promotional rack card that they can distribute to prospective students and in the community.
  • Districtwide school digital downloads: I’ve written and designed 21 digital downloads that describe key pieces of information about each elementary, middle and high school in my client’s school district.  The downloads describe each school, highlight what each school is known for, parent engagement opportunities, CTE programs and electives, and school activities.  These are intended for new and prospective families (this client is near a military base, so transition is common in this district), as well as realtors.

Issues Management and Community Engagement

I know it seems like we’ve been dealing with issues management for the past two years, but there are some issues that my clients put on hold that they are now revisiting:

  • School consolidation: With the state of California experiencing declines in student enrollment, there are some areas of the state–where costs for housing and the overall cost of living are higher– that are experiencing these declines more steeply, both before the pandemic, and even more increasingly since, due to the increase in companies allowing employees to work remotely.

    Prior to the pandemic, I worked with one client on the school consolidation issues management, communication strategy and community engagement, and now I am working with the same client on this process again.  This is a challenging situation, pre-pandemic, and after families have dealt with shifting to remote learning then returning to in- person learning, emotions are higher when facing another situation where children and families need to encounter yet another transition. As a result a parent protest occurred, and media relations went into full gear.Keeping clear and transparent communication, compassion and empathy at the forefront is critical.

  • Improving equity and diversity in a gifted and talented school: I am working with another client on facilitating the community engagement process around improving the equity and diversity of an existing gifted and talented education school.  This is a hot-button issue in areas like New York City and Oakland, where processes did not incorporate a solid community engagement approach.  There are a number of underlying considerations with schools that are meeting the needs of accelerated and gifted learners, and approaches to problem-solving cannot be done with blinders on.

Social Media Management

Social media management, when done consistently, is an excellent way to showcase what’s happening in a district.  With so many media stories and dialogues about controversial issues (whether real or imagined) in public education, a district’s social media posts can show their audiences what’s really happening in public education each day.

I’m currently managing two clients’ social media accounts on Facebook and Twitter.  For each client, I create consistently branded visuals, a voice that is unique to their district, and utilize a strategy that incorporated at least daily posts, and, on average, three posts per day.  One thing I keep finding is that when you highlight a district’s best assets–its people and students–its social media audience responds with support, encouragement and enthusiasm.  Building that positive affinity helps when less-than-positive matters (trustee by district, anything COVID-restriction related) need to be posted, as well.

 

So, what are your priorities, and what are you working on? Drop us a note in the comments below, or contact us if you need any assistance!

 

 

Communicate, You Will

March 15, 2022 by Leave a Comment

Picture of Yoda with Communicate You WillI was paid one of the highest compliments at last week’s California School Public Relations Association (CalSPRA) conference: “You’re like the Yoda of school PR.”

Wow. As a Star Wars fan, I felt like I’ve reached a career pinnacle when hearing that.

But, like Yoda, I really needed to go within to process this. Because, what does being a Yoda of school PR mean? Here are some of Yoda’s greatest qualities: intelligence, wisdom, and skills. He also has the ability to absorb and deflect Force lightning, devoted to the light side of the force.

I realized that I was surrounded by about 300 Yodas of school PR at this conference. Working with a school PR pro means that you’re working with someone who has the intelligence, wisdom and skills directly related to school PR. Need someone to communicate the LCAP in understandable ways to your community? A school PR pro can do that. Need someone who understands the intricate and delicate relationships between labor and admin, and how to communicate without stepping on a landmine? A school PR pro can do that. Need someone who can write a statement or press release in less than 10 minutes, ID people to interview, and navigate relationships with the media? A PR pro can do that (and even deliver a whole story package to the media).

From bringing order to chaos, to calmly communicating about just about any topic, school PR pros have the intelligence, wisdom and skills to ensure that schools, school districts and county offices of education keep the relationships with their publics at the forefront of everything they do. And let’s just say that the past two years have been a constant state of absorbing and deflecting lightning and being a force of good. School PR pros aren’t just great story tellers–they identify which story to tell, how to tell it, who needs to hear or see it, and when.

There are approximately 600 Yodas of school PR who are members of CalSPRA–and many others across the country. And if your district or COE hasn’t already hired one–either as an employee or a contractor, your communications isn’t operating as well as it should (and you probably already know that). We can help you use the force of communication for good.

2022 California School Public Relations Association Conference-Connect. Elevate.Inspire.

March 15, 2022 by Leave a Comment
Picture collage from the California School Public Relations Association 2022 ConferenceWhat a wonderful two days to connect with our hard-working and dedicated group of school PR professionals at last week’s CalSPRA’s Annual Seminar.  I definitely feel like I connected, elevated my PR skills and experiences, and felt incredibly inspired by the over 200 professions who attended.
When I first moved into self employment as a consultant, I always felt this weird push and pull as a former district PIO turned businessperson at this conference.
But it’s never been about business for me—it’s about serving through sharing best practices, experiences and mentoring. I greatly enjoyed the opportunity to give advice to new professionals, share issues management and social media strategies and just listen, learn, and discuss ideas with other pros. I had the pleasure of presenting with Monica Gutierrez of Murrieta Valley Unified School District on the delicate topic of strategically communicating with care and protecting employees who are transitioning their gender; I accepted two awards for the strategic and creative social media work that I’ve done with the Oroville Union High School District, which has increased their engagement and following; I had to the opportunity to connect with friends and colleagues that I haven’t seen in person for two years.
Experiencing the growth of CalSPRA’s membership over the past 16 years, and the incredible changes to come, made me realize a few things that have never changed about this group: its mutual support, abundant helpfulness, and incredible friendships.
Thank you to incoming President Jessica Hull, Executive Director Trinette Marquis, MA, APR, the board and interns for their wonderful work on this conference!
Want to learn more about CalSPRA and how to join this amazing group of people?  Visit www.calspra.org!

Pictures:
Top left: With Matthew Jennings, President of the California School Public Relations Association.  I am holding two Awards of Excellence for my client, Oroville Union High School District.
Top right: With Monica Gutierrez, Director of Communications for the Murrieta Valley Unified School District. We co-presented on how to strategically communicate with care and compassion when an employee is transitioning their gender.
Bottom left: With Rebecca Leroux of B43Productions.
I partner with Rebecca on quite a few client video projects, and she is simply the best videographer for school districts, schools and COEs.
Bottom right: With Marci McFadden, Chief of Staff / Chief of Communications and Community Engagement, Monterey Peninsula Unified School District.  I absolutely love connecting with Marci at these conferences and in life.  She is a thoughtful, kind and strategic communicator.

Celebrating 11 Years, With Gratitude

November 19, 2021 by Leave a Comment
Today is Women Entrepreneurship Day, and it was 11 years ago that–with a prayer and my fingers crossed–I launched Sounding Board Marketing & Communications. I wanted to join my love for education public relations and communications with filling the need for proactive communications in our schools and school districts. I had a vision for where I wanted my business to go, and I can honestly say I’m fulfilling that vision, and more, everyday. As we head into the Thanksgiving season, I would like to share why I’m grateful to be a woman entrepreneur in the education PR and communication space for the past 11 years:
 
  • I’m grateful for my amazing clients–each one of them feels like family, and I am honored to be brought into the fold of their celebrations and challenges.
  • I’m grateful for what my business has taught me–probably the most important thing has been authenticity: authenticity to myself, my clients and my work.
  • I’m grateful to learn that my greatest challenges as a business owner and mother of three are also my greatest assets.
  • I am grateful that I can advance my clients’ goals through communication, marketing, and public relations: whether it’s advancing equity in education, supporting a non-discriminatory environment, cultivating safer and healthier schools for students and staff, facilitating issues and crisis management, improving community engagement, promoting community and business partnerships, and beyond, I will continue to advance what is right, true and just in public education for my clients.
  • I’m also grateful for my role as a cheerleader for the often-lonely-feeling role of our district administrators, especially, superintendents. Lifting up and coaching leaders is core to my work.
 
Thank you to each of you who have either brought me into the fold of your district’s or COE’s family, have referred me to others, or who I’ve partnered with on projects. May each of you have a wonderful Thanksgiving with your friends and family.
 

5 Steps to Making Engaging Infographics

May 10, 2021 by Leave a Comment

Person sketching out graphs for an infographicPresent Complex Information in a Snapshot Format

As your district or COE plans for the 2021-22 school year, it’s highly likely that you’re elbows-deep into complex planning processes.  But, your internal and external audiences want–and need–to know this critical information. 

Here are tips for creating infographics to share important information about your plans. Whether you need to share LCAP survey results, budget information, in-person learning plans, or more, infographics are a great and modern way to share complicated or detailed information in a way that is scannable, organized, in an all-in-one visual overview.

Here are 5 Steps to Creating Engaging Infographics:

  • Don’t overwhelm the reader: It is important to remember that less is more. Start with a simple layout of information that needs to be included. Figure out different categories of data and information. Consider what needs the most spaces and how much. Determine if the information is better organized in halves, thirds, or fourths. It is important to not overwhelm the reader. The best way to help avoid this is with an intentionally clean layout.
  • Tell a story (but it does not have to include every detail): Consider the overarching story the infographic needs to tell.
    The nature of the infographic allows for important information to be shared without every single detail being shared. Consider the layout of your infographic like a story:

    • What is the journey you want the viewer to take?
    • What will they see first, what are they prompted to do next?
    • When thinking of the layout of the infographic, consider the flow of the graphic as well as the reader’s experience as part of the storytelling process.
  • Use layers/play with fonts to have top-level information and smaller fonts to include details: A unique feature of infographics is the ability to share details. However, it is important to not overwhelm the viewer. How can a lot of information be shared in a small space?
    • Implement layers so that top-level information is in large fonts and graphics. This is the most important surface-level information the viewer needs to immediately get an understanding of what the graphic is about at just a glance.
    • Next, implement more layers of detail using colors, images, and smaller fonts that may not be seen at first glance but become noticeable as the reader looks longer at the infographic.
  • Color: Color is a central part of an information graphic where it is to grab attention, organize information, or help with brand and logo association.
    • Organization: First, consider how color can be used to organize the information in your infographic. Perhaps there are three main categories in your infographic you want to include. Choose a specific color to be associated with that category. This will help the reader to quickly identify the different sections of the infographic at a glance. If they are looking for specific information they can quickly identify the color of the topic they need and search the graphic for that color.
    • Emotion: Colors have meaning and are able to communicate different emotions. Consider not only what colors are eye-catching and appealing but use them to help communicate the feeling you want to be communicated with the information being shared. For example, blue is associated with trust. Orange can be associated with energy and yellow with happiness as just a few examples.
      The shades of color used can also help express emotion. To learn more about the best colors to use in your infographic you can explore 99 Designs blog post about Color Meanings and the Art of Using Color symbolism
    • Brand: Lastly when implementing color, the most simple but effective is to implement your district’s brand colors. This helps to quickly associate the information with the school district. You can implement different shades of your brand’s colors to bring in variety while still staying true to your district’s existing brand.
  • Use Consistent Terms: Lastly, providing clarity to the reader is the goal of the infographic.
    It is important to use consistent terms and clear organization to help the reader follow the infographic. When necessary define terms and use them throughout the infographic. This will help build understanding and increase the potential for connection.

Free–And Time-Saving–Resources

Infographics are a great way to summarize and combine complex and detailed information into a format that is easily understood and shared. To get started on implementing infographics into your district’s communications you do not need to be a graphic designer. There are a variety of Free Resources to get you started on beginning the design for your infographic:

Canva

Beautiful Ai

Google charts

Google slides

Powerpoint

 

Need more help?

If you are looking to improve your district’s communications moving forward, Sounding Board can help you reach your goals. If you are wanting to revamp your communications goals for the upcoming school year, Sounding Board offers strategic planning services to meet the needs of your district. Get started on planning for the next school year today by sharing information that matters in an easy-to-understand format for each of your audiences.

 

3 Ways to Improve Your District’s Homepage

May 3, 2021 by Leave a Comment

Looking to revamp your district’s website for the upcoming school year?

As the school year comes to a close is your district looking to refresh your website for the next school year? Your website homepage is the most essential part of not only your website but your district’s online presence. The website homepage functions as a home base for not only your website and social media, but also for search engines. It is the 

Picture of a person sitting with a laptop computer

place where individuals come for resources and make judgments about the district as a whole.    

It is important to have a clear and navigatable homepage. It is the place viewers go for information, the ho

me base to understand the values of the district, and the launching point to finding information and resources that they need. Are you looking to revamp your district’s website for the upcoming school year? Here are 3 ways to improve your district’s homepage.

1. Design that Aligns with the User Experience (known as UX)

Picture of website framingPutting the user at the center helps to guide homepage design. Putting the user and their navigation experience at the center of design decisions will help in determining the best layout and design practices. Overall user experience is taking the hand of the user walking them through the website making it clear where they need to go to fulfill their need or their goal.

  • Consider the user’s journey: The home page helps the user navigate to their next step. Are they trying to get a specific question answered? Can they use the homepage to navigate to the answer? Are they visiting the page for the first time and want to know more about the district? What overall impression does the homepage leave them with? Ensure that headers and topics are clear so that users can find what they are looking for. Ensure that–through content, media, and overall branding–a clear message and purpose are quickly conveyed so that someone new visiting your website knows exactly what your organization is about in the first second of entering.
  • Navigation bar: The navigation bar helps maintain a clear and navigable hierarchy to your website. In seeking to not overwhelm the user, ensure that the navigation bar provides access to top-level subpages (this is “website speak” for the pages that you want them to click on) that can help give further direction and guidance.
  • Uniform Colors: Use uniform colors to organize information and make the site understandable at a glance. Colors can help to organize different sections of a page and help to make sections of your homepage understandable and identifiable at a glance.  

For more information and resources on website UX design, you can visit UX Studio Team’s blog website.

2. ADA Compliant Websites

In addition to creating a homepage that puts the user’s journey at the center of the design. It is essential to implement effective ADA-compliant standards to ensure that the design of the website and the homepage is accessible. Below are important design considerations to implement in your homepage for more comprehensive ADA guidelines you can use their toolkit and checklist for more details.

  • Media Descriptions and Support:  Include accompanying image alt tag descriptions and video transcripts. This allows media to be accessible to a broad audience.  Providing image and media descriptions along with video transcripts allows for individuals to access and gain an understanding of a website when they use tools such as text to speech or text to braille.
  • Consider Color Implementation: Avoid colors and texts that are dominating and compliant for color-sensitive users. Having defined fonts, and colors allow for users that have color or light sensitivity to adjust to reading and accessing information on the homepage.

3. Website Content Development

From media to copywriting, homepage content is what makes the user stay or leave in a matter of seconds. While information may be important to a district it may not be the content that should be on a homepage. The homepage serves a very specific purpose to be the door and the guide for the user to find the information that they need. It is the portal to enter rooms specific to their needs. 

  • Hot button topics: While it is important to address current issues and relevant information, its place often is not on the home page. It is important to not overwhelm the user with information on your home page and expect the user to know where to find that information. It is more important to guide users to get to the information they need. Consider using links or previews of headlines to help guide users to the hot button topics they want to learn more about.
  • Using links to other web pages: Links are a powerful way on a website to help guide users without overwhelming information. Links and headers can be used to direct users to subpages on your district’s website in addition to useful outside sources as well. Links can be used to create connections with social media, maps, and other content-rich resources.

The homepage is central to your district’s website and is the key resource that guides and prompts the users towards the information that they need. A homepage that is navigatable and can be understood in the first few seconds of opening the page allows for first-time users to quickly understand your district, your brand, and an understanding of your culture. It can help to showcase up-to-date and timely designs that establish the relationship and trust with the user. Considering the design, experiences, and accessibility of your homepage is essential in creating a central and key resource.

If you are looking to reimagine your district’s website–from design (we have some great vendor partners), copywriting, or content–Sounding Board can help. Sounding Board offers resources that fit your district’s needs. You can discover services to help school districts navigate communicating strategically. To learn more about communication services that best fit the needs of your district you can explore Sounding Board Marketing & Communications Strategic Services. Schedule a 30-min consultation today and discover proactive communication to help fuel a positive and impactful transition to in-person learning.

 

How to Share the Good in the Midst of the Storm 

April 26, 2021 by Leave a Comment

Keeping the focus on the human side of your organization

This past school year has meant many challenges and changes. Knowing what communication is appropriate to share with your district during times of struggle or hardship can be a challenge to navigate. What messages are appropriate and timely? What are the best platforms and methods to share them? However, having the right message at the right time can make an enormous impact in the lives of individuals. How can your district work to share the good in the midst of the storm? 

There are specific kinds of content that can be a focus to create positive messages. Ultimately it is essential to keep a focus on the human side of your organization. What are the stories and individuals that make up your district? These stories are worth telling as a source of encouragement and inspiration. When the focus is put on the human side of your district to balance out the news and information stories, connection can take place in a meaningful way. 

Here are 6 tips for sharing good in the midst of the storm:

  • Focus on empathy, not information. How can your stories highlight those who are showing and expressing their empathy for others? Look internally within your organization and externally in your district to discover the positives to showcase. Through using a lens of empathy, you can find stories that show how your people are helping others in their struggles. An excellent example of this is from one of our clients, the Evergreen School District. They have a custodian who missed seeing students on campus because of distance learning.  He created and painted wooden cut outs of students playing, and placed the cut outs around the campus. These brought him cheer, and the many people who would walk over to the campus each day.  We helped them share this story on their social media and their local media, and here’s one example of the coverage they received on their local television news station.   Find messages to share that go beyond factual information. Look for stories of individuals that can create connections.
  • Try to see the larger picture while addressing the concerns of the present. It is essential to not lose sight of today’s concerns. However, your content seeks to give a larger perspective outside of the present. Address the challenges of today but do not stay stuck there. Find ways to showcase the qualities and takeaways that will be here to stay. How have teachers, students, employees overcome this current situation? How will they apply those same skills moving forward?  An excellent example of this can be found with another one of our clients, the Oroville Union High School District.  Once a week, they showcase a staff member or teacher who is providing excellent services or instruction on their social media and website, and also include these stories in their bimonthly newsletter.  This allows your audience to see that despite the challenges of the present circumstances, the people in your organization are still striving to provide an excellent education and educational experience for your students.
  • Looking outward to find ways to serve rather than feeling stuck looking inward. Encourage safe, but impactful community service and support in your district as a way to help share helpful ideas and prompt positive actions. Are there safe community service opportunities students can participate in, or opportunities that they’re harnessing to serve the community? Consider fun challenges, activities, or virtual events that individuals in your district can try that will not only serve others around them but help to prompt positive and productive experience.
  • Celebrate the little things. Look for national days, fun events, and memorable traditions to showcase on your district’s social media. There are many holidays and events that can be found online that can help bring joy and prompt light-hearted reflections throughout the month. This is a great way to create content if you are feeling stuck on the best positive stories to showcase. Finding holidays that celebrate students, employees, athletes, and others can be a positive way to celebrate individuals in your district.
  • Find ways to showcase students and alumni. Find stories from both the past and present of cute, fun, or encouraging stories of your district’s alumni. Does your district have a Hall of Fame? Use this as a starting point to share the lives and stories of those individuals on social media. This can be a positive way to showcase your district’s history while encouraging individuals in your district.
  • Utilize multiple kinds of media. Video, pictures, gifs, are all different kinds of media. This is a good way to create engaging content in multiple ways. Choosing the format and method to share a message is so important in creating messages that provide connection. Do you have images of notable alumni put together a video slide show? Do you want to have pictures of current student-athletes? Find stickers or interesting graphics to make your posts interesting and eye-catching.

Creating ways to share fun but meaningful messages that leave a positive impact is one approach to share the good in the midst of a storm. Finding ways to engage, entertain, inform, and inspire your district during times of struggle makes a large impact in your district.

Do you want help in finding positive messages to share in the midst of the storm? A Sounding board can help! Discover content planning and social media promotions that fit your district’s needs through Sounding Board’s services.

How to Respond When Your School Board Members Act Like District Spokespeople

April 19, 2021 by Leave a Comment

Do your school board members keep grabbing the district's microphone? We have solutions for that.

Over the past year, there has been a need for quick and accurate information. In a season of uncertainty, many have turned to leaders such as school board members and other important figures in districts to get answers. However, how do you respond when your board members overstep their boundaries and break the unity of one clear voice. Have they posted on social media before the district has had the chance to communicate its message? Are board members answering questions in a way that does not reflect the views of the district? All of these situations can contribute to confusion and disunity in districts. However, these issues often do not arise without a cause. Pinpointing and issues and finding solutions are essential to moving forward.

Brown Act and Social Media

Effective January 1, 2021, in California, new changes were implemented to the Brown Act in regards to board members using and engaging on social media. The changes do authorize individual Board/Council Members to engage in conversations with the public on an “internet-based social media platform to answer questions, provide information to the public, or to solicit information from the public regarding a matter that is within the subject matter jurisdiction of the legislative body.”  Board/Council Members, however, are not authorized to use social media to discuss among themselves business within the subject matter jurisdiction of the legislative body.  Additionally, Board/Council Members are prohibited from responding directly to any post and/or comment that is made, posted, or shared by any other Board/Council Member of the same legislative body.” Additional legal information regarding these Brown Act changes are explained in this post by the legal firm Atkinson, Andelson, Loya, Ruud & Romo.

Between the changes to the Brown Act and the need for one voice among board members, uniform and intentional communication is essential. 

Governing Guidelines

Governing guidelines and policies help to define board member collaboration and communication. 

Ensure that your Board and Administrative policies on community relations are updated regularly–including reflecting the recent Brown Act changes regarding social media communications–and that your board members are familiar with board policies about community relations.  In most California school districts, this policy usually begins with a clear statement such as this one:

“The Governing Board recognizes the district’s responsibility to keep the public informed regarding the goals, programs, achievements, and needs of the schools and district and to be responsive to the concerns and interests of the community. The Superintendent or designee shall establish strategies for effective two-way communications between the district and the public and shall consult with the Board regarding the role of Board members as advocates for the district’s students, programs, and policies.”


The California School Boards Association provides policy services to member California school districts, including sample community relations policies.  Other state school board associations may also provide these types of policy services.  Sounding Board can also provide assistance in creating comprehensive community relations policies.

The California School Boards Association also summarizes the role of the school board is “…to ensure that school districts are responsive to the values, beliefs, and priorities of their communities.” Ultimately, to best serve the district, communication must be uniform. The CSBA Professional Governance Standards for School Boards states “To operate effectively, the board must have a unity of purpose…” 

These guidelines and policies help in clarifying the role and responsibility of school board members in community relations from a governing standpoint.  However, that isn’t always convincing to board members who want to use communication to show accountability to their supporters.

There are also practical ways to help support board members in fulfilling their duties and provide guidelines to ensure their voice does not overstep their position to help encourage one voice.

Balancing Free Expression with Coordination

It is important to guide communications without restricting personal expression. Often if board members feel the need to share information or speak their mind, there is a motivating reason. Perhaps some changes need to happen within your district, or there are unaddressed issues below the surface. Either way pinpointing the source of the problem is crucial.

Let’s explore how to respond when your school board members act like district spokespeople:

  • Provide talking points: Encourage continuity and consistency through district communication and among board members. Talking points are a great tool. Having clear points will help to make the district’s position clear and help provide organization when board members share information and seek to answer questions. This also allows board members to express concern or offer changes to the notes before communication is shared. 
  • Reinforce the importance of one clear voice to avoid confusion: If there are challenges with Board Members overstepping their role and communicating their own perspective that is resulting in public confusion about the school district’s activities or decisions made, it is important to underscore the importance of speaking in one voice. If key figures share different and even conflicting information it can confuse parents, teachers, and give an image of the district that is disorganized. Facts need to be consistent even if peoples’ opinions on the decisions or outcomes differ.
  • Be transparent and listen: Often board members do not voice their own opinion or share information without motivation or a reason. Finding ways to be more open to board members can help get at the heart of the issue. There are multiple approaches to helping your district be more transparent and open to hearing different voices. Some simple approaches include:
    • A weekly communication to the board: Send the board a summary of district activities, issues being handled and any upcoming events that may interest the board.
    • Hold regular meetings with individual board members: Provide them a forum to raise their own questions, voice their concerns and receive information about matters that are of concern to them individually. 
    • Equip the board members with their own set of resources as a base to confirm the facts about matters that concern the board.
  • Separate personal opinion from official district positions, communications: If a board member feels the need to their express personal opinion, then they need to ensure there is a clear distinction between their own personal opinion and not the position of the board as a whole, or an official district position. If board members want to be transparent and show their opinion, it is important that this is made clear.  However, perhaps this is pointing to a larger issue that should be addressed. Does the school district need to respond more quickly, and be more transparent? Maybe the school board member is filling in the gaps that the district needs to fill. People normally have a reason for reaching and responding the way they do. 
  • Identify a solution: Lastly, once there are strategies to help improve communication, also look inward and evaluate your district communications performance. After connecting with board member, they may express concern or frustration over how your district has been providing information.
    • Does communication need to go out faster?
    • Does the district website and/or social media need to be updated more frequently?
    • Do parents feel there is not enough transparency or means to voice concerns and comments?

Through these conversations with your board members, seek out ways to not only improve board member communication, but also your district’s communication to help get at the heart of the problem. Identify the problem, work through the solution, and create more successful outcomes.

  • Engage Board members as communication ambassadors and partners: Through providing regular communication updates to the board–including an annual communication plan and evaluation of communication activities–the superintendent or communications department can ensure that the board is aware of the effectiveness of the district’s communication plan and strategies, and how the board can play a role in the success of the district’s communication.  Engaging the board members as strategic partners as communicators clearly defines their role versus leaving the board member confused about their role and taking matters into their own hands.

Consistency Matters

Uniform communication across your district can be a challenge but ultimately it helps distribute essential information, secure the trust of your district, and allows for open dialogue. If you want to improve your district’s communication strategies or are going through a season of disordered communication you do not have to figure it out on your own. Sounding Board offers services and resources to help you navigate your district’s communication. Sounding Board can help from launching a communication ambassador program to community engagement, and reputation management from the ground up. To learn more about services or a partnership program that best fits the needs of your district visit https://sounding-board.net/products today!

7 Step Evaluation of Why You Should Still Have a Social Media Presence

April 12, 2021 by Leave a Comment

How the Pandemic Has Changed Social Media


Picture of smartphone with social media appsSocial Media Engagement

During this past year have you seen a decline in social media engagement, and are you wondering if you should continue to keep your organization present on social media? 2020 was a season where regular communication and interactions were transformed. Are individuals still active on social media? Are other forms of communication more effective for your school district or county office of education? Or is social media still an essential resource for your organization?

Social Media in 2021

In general, people are still on social media; they are just not as engaged. It is likely that your social media content is perhaps being seen, but just not interacted with. This raises the question: why does your district or COE continue to use social media as part of its communications platforms? If you are not getting the engagement you want, are there better options? A key advantage of social media is creating value through connection. It is an affordable and accessible resource that allows for relationships and interactions to take place in a unique and timely way. However, has the pandemic changed this? Do social media strategies and current practices need to be adapted? Here are 7 steps to evaluating the effectiveness of social media in your district or COE.

Define the Problem

In developing a solution to a problem it is first essential to understand fully what the problem is  Here are some ways to help define the problem:

  • What specific struggles or needs are you experiencing with your organization’s social media?  
  • Does this problem create insurmountable or expensive solutions or have a negative impact on the organization as a whole? 
  • Do current solutions to its handling of negative social media comments create a legal or public relations problem? 
  • Are you not receiving engagement on your posts? 
  • Did you have specific goals for your social media that you are not able to reach?

Defining the problem and taking a step back from the details of the situation are important in evaluating and clearly defining the problem.

Research

What is doing well on your social media, and what is struggling? Once you’ve defined the problem, then take a look at other district’s, COE’s and governmental entities that have faced this.  See if there are ways to adapt. Delve into which posts are generating the most negative comments (and the context of those comments). Determine if those are situational, such as concerts and frustrations around COVID-19 or based on other factors. Collect rules of engagement and approaches to handling negative comments. Perhaps hiding comments instead of deleting them could be an option. Are there better ways to increase positive engagement? Would implementing surveys in your Instagram stories or providing prompts, and clear calls to action help to improve immediate but helpful engagement?

The other part of the research is going back to the reasons why your organization is using social media as part of its mix of communication platforms:

  • What are your goals and what role does social media play in that? 
  • How should a social media presence be established? 
  • What are the best ways to manage negative comments? 

While social media has changed dramatically over the past decade–in good and bad ways–there is an important note that is consistent: Brand visibility can be attained through using negative comments as a customer service opportunity.  Social media presents a two-way communication opportunity with your audiences in ways that other communication media do not.

Picture of a desk with an open laptop computerBrand Visibility

One benefit to social media is growing brand visibility. Are you working to clarify your brand, rebranding, or simply looking for consistency? You are investing time and resources into your brand and it is a valuable one. One way to grow this investment is to branch into other forms of digital communication such as video and your website, each of which is promoted through your social media accounts. Social media can be a way to drive traffic and engagement to central platforms. Expanding your audience and your reach are ways to improve brand visibility.

Data

 After you clearly define the “why’s” then you should collect the data to support that.  What are the results of your social media campaigns and posts?  How has that resulted in positive outcomes for SCOE and advanced its goals?  This is so incredibly important because the data can really paint a solid picture of the impact of social media presence and use. It is through data that an accurate and realistic measurement of your social media’s impact and reach can be seen through analytics.

Compare Alternatives

Additionally, you can consider alternatives to social media. Develop some ideas, and estimate costs around how you would substitute another approach to reach your audiences in the ways that social media is already doing this. Digital media is, by far, the least expensive form of advertising and communication. Maybe your research is showing that your district’s social media presence isn’t making much of a dent into anything, and your other communication approaches are doing just fine. Develop ideas around how you will further improve and leverage those approaches. Consider tangible methods to measure and track your outcomes.

Implementation

After you’ve collected all the research, develop your case and plan. It is important to have clear rules or guidance and engagement on your social media accounts. Are you experiencing negative comments? or simply feel that content is inconsistent? Consider legal counsel for your district to be able to provide some advising on what can and cannot be deleted. While you are forming this consider implementing some new approaches to evaluate the effectiveness of these tactics. Consider mapping out tangible goals for developing content and measuring interactions on social media.

Evaluation

Evaluate the effectiveness of new approaches to rules of engagement and handling negative posts. Determine how you will define success for this. Maybe success means a reduction in negative comments, increased resolution of problems, and improved engagement during a pandemic. Having realistic and tangible goals helps in clearly measuring and evaluating success. Choosing specific kinds of engagement from likes, comments, and tags as ways to measure interaction. During a season of COVID-19, working to promote and engage connection is essential. Social media provides a space for individuals to connect where otherwise there has been separation.

Why Social Media?

One of the main goals in using social media is to develop your district’s trust. Social media is relational communication and the best way to establish a connection is through a regular and engaging way. However, it is important to consider the platforms and kinds of social media that your district is implementing. If, after compiling this self-evaluation, trust is not maintained or grown through social media then it is time to rethink some different strategies. Ultimately social media is a powerful tool that has the ability to personally touch, inspire, and inform your followers. It is important to consider the best way to implement this powerful tool. 

You Do Not Have to Do it Alone

If you are feeling stuck on moving forward with your district’s social media content and presence, Sounding Board Marketing & Communications can help. To learn more about communication services that best fit the needs of your district you can explore Sounding Board Marketing & Communications’s Strategic Services. Following these steps to evaluate your social media are just one way to improve your district’s connection and visibility in a digital world impacted by the pandemic.

4 Steps for Battling Misinformation During a Pandemic

April 5, 2021 by Leave a Comment

Overcome the challenge of misinformation in your school district by applying these steps to your communication strategies.

 

Picture of laptop computerA Changing World

As the impact of COVID-19 continues to be a part of 2021 effective and clear communication is essential to sharing crucial information. Without a doubt, 2020 was full of fluctuating, and at many points, inconsistent communication. In a world of interconnected platforms, finding accurate and informative information can be a challenge. Adapting to the impacts of COVID-19 and the dynamic information that comes with these changes, require careful evaluation. Unfortunately, in a changing sea of information and shifting tides, it can be difficult for audiences to establish what information is true and who to trust.

 

As a result, this overload of sometimes conflicting information can lead to misinformation. As more students return to campus for in-person learning, now, more than ever, COVID-19 information and procedures continue to be essential for families, employees, and schools, underscoring the effectiveness and essential nature of communication strategies and stakeholder relationships.  Misinformation has been a part of navigating through this pandemic. But is this an inescapable challenge for school districts, or are there methods to combat the effects of miscommunication?

 

Taking a Closer Look at Misinformation

First, what is misinformation in terms of mass communication? On its face, yes, it is false and inaccurate information however it does not have to be intentionally malicious. Misinformation is sharing content regardless of fully knowing its accuracy or impact. Sadly, sometimes misinformation happens organically in trying to navigate sharing information during a pandemic. When individuals are desperate for details, information is often complicated, and the stakes are high. The purpose of sharing information is to keep individuals informed on what is true so they can be aware of changes and safety procedures that impact their lives. When there is a breakaway from the truth, this breaks down the relationship and trust school districts have worked so hard to develop. Confusing information, rumors, and even simply inconsistent terms causes breakdown of understanding between school districts and the individuals depending on them.

 

Taking a Step Back

It is clear that misinformation can have detrimental effects. While there will always be a risk that misinformation will occur, there are methods for both minimizing and combating its effect. Ultimately, it is not about battling misinformation head-on with opposing messaging, but looking at the bigger picture to evaluate the best way to respond and engage. Having steps and a process in place for misinformation strategies can help prompt a positive and clear relationship with your school district and your audience. With that being said, let’s explore four steps for battling misinformation during a pandemic.

1. Find Out Why

Identify the Issue

An essential first step in considering misinformation is determining why it occurred. In order to solve a problem, it is first necessary to know what the problem is. If misinformation has spread within a school district the first step to combat the issue is understanding the source and the cause. This will not only help in solving the immediate issue but can help prevent future similar problems. 

  • Was the information not clear?
  • Were individuals experiencing information overload?
  • Did people get trapped into group thinking without checking factual information?
  • Were stakeholders not involved in key phases of the process, such as providing input before major decisions?

 

Insightful Responses 

Now that the source is identified it is essential to understand why it occurred and why people believe it. Looking at messaging from the audience’s perspective works to create effective details that the audience wants to know in order to combat the problem. Knowing why individuals believe false information will help in creating messaging that most effectively addresses the confusion. 

  • Empathy is key in problem-solving. Evaluate the information from each stakeholder’s perspective: families, teachers, staff, administrators, students. 
  • What is the issue that faces them and what is the most essential truth they need to know in order to fix the issue? Instead of just sharing opposing information it is better to create messaging that meets and audience where they are at and guide them through the information that will help them get back to the truth.

2. This is Not a New Problem

After a year of being in the pandemic, there is a great need for accurate and truthful information to draw from. However, misinformation is not a new problem. The pandemic has brought to light the need for valuable and trustworthy sources of information. In a world of false information and fake news, consistency and accuracy are needed in developing audience trust. Techniques for dealing with misinformation can happen in a variety of settings. Even though misinformation is sometimes unforeseeable and thus unavoidable what are ways to proactively prepare for misinformation situations? 

  • Parents, teachers, and students look to your district as a reliable source of information. Providing reliable, trustworthy, consistent, and quality content is the way school districts can build the trust of their audiences. 
  • When families, staff, teachers, and students already have a sense of trust in your district, they will look to you as a source of reliable information in moments of confusion and uncertainty. Create and maintain relationships through clear communication. This is essential to plant an anchor in navigating situations and communications related to the pandemic. 

3. Establish a Compelling Narrative – Maintain Trust

Creating clear and consistent messaging is essential in repairing a breakdown in communication. Managing something as complicated as communication during a pandemic can be improved through developing key messages and a compelling narrative. An essential part of developing connection through messages is making sure there is a story. A key difference between information and a story is empathy. Consider your reader and the best way to walk them through the message you want to present to them. Trust is more than just sharing information; it is building relationships. Relationships are best built through stories and clear narratives. Make sure your district’s story works to give a clear message arc. Take the hand of the reader and walk them through where the information is now to where it should be. Creating compelling narratives is what heals the separation misinformation causes.

4. Bring Value Through Accountability

Ultimately, battling misinformation comes from clear consistent communication and puts audience connection at the center. 

  • Accountable communication driven by integrity demonstrates value. Using consistent terms to organize information brings clarity. 
  • When working to repair a break in communication from misinformation it is important information is presented in a way that not only is accurate. Defining terms and using them are constantly just one example. Addressing specific concerns and sharing clear information can help build trust again with families and students. 
  • Uniform visuals work to keep information accessible when there is conflicting information or confusion. Organizing visuals with consistent terminology and designs help demonstrate quality communication. 
  • Ensure your district and its schools are communicating in one clear voice: Provide talking points to your board members, administrators, principals, and other key communicators so that they can provide the same, consistent responses to questions from your stakeholders.  The more people receive those consistent messages from your key communicators, the most trust they have in your communications.

Credibility is built on consistency and accurate information. When integrity is at the center of communication, your audiences’ trust will follow. 

For more inspiration on battling misinformation during the pandemic, you can visit The Drum’s website and read “How do you solve problem misinformation during a pandemic”. Misinformation is a problem during not only the pandemic but in other situations. Knowing how to effectively, clearly, and thoughtfully combat false information is essential for not only sharing the truth but repairing and maintaining the relationships of the school district.

Need help battling misinformation?

If you feel like you are already overwhelmed with managing your school district Sounding Board Marketing and Communications can provide strategic services to assist in communication. For more information visit strategic services and sign up for a 30-minute evaluation. Misinformation has become a growing issue to overcome. Clear communication to establish trust is not only possible but attainable for school districts. Ultimately, clear and trustworthy communication works to battle misinformation during the pandemic and beyond.