Brad Domitrovich

Communications is a planned effort …

School communications is a planned effort. Every district has a story to tell and stakeholders in your community want to hear that story told. As school board member and administrators, what can you do to help your district share its stories of success with those who want to know? Here are five quick tips!

Know what it takes to communicate well. Not every school district has a communications department, but every school district should have a communications plan. How you communicate is equally as important as what you communicate. Effective communication goals should always reflect back to the yearly goals established for the Superintendent and the district. If change is a major part of the goal, make sure that change is communicated.

Listening is the key to great communication. As a PR person, I know how hard it is to open my ears and keep my mouth shut! Effective board members will know how to listen to administrators, teachers, and community members as they put together goals for the district. Listening also allows us the opportunity to be interconnected with the people we serve.

Never let the headlines influence your decisions. We all know how easy it is to get caught up in a whirlwind of rumors, speculations, and current events. If you subscribe to the philosophy “if It’s good for the kids, it’s probably good for the district” – don’t forget to communicate the good you are doing to make our leaders of tomorrow succeed.

It all comes down to trust. What is your district’s track record on trust? Does your community consider you trustworthy? If the answer is “no”, perhaps refining your communication goals is in order. Sometimes people mistrust what they don’t understand. Start a concerted effort to communicate more effectively so people begin to understand. Understanding leads to trust.

Enthusiasm is contagious! Negative emotions exert a more powerful effect in social situations than positive ones. Our brains are stimulating machines designed to detect and respond to a wide range of intentions on the part of other people. It is hard to stay positive at times but it is something that all of us need to do. If your positive enthusiasm about your district shows, you will be amazed at how that good feeling will spread.