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Karen Geddeis is director of communications for Elmhurst School District 205 and serves as the board secretary/ treasurer for the Illinois chapter of the National School Public Relations Association. She recently became one of 5,000 worldwide accredited public relations (APR) professionals.
Districts make research-based decisions when it comes to curriculum, finances, staffing and technology. But when it comes to a district's communication plan, research is often left on the budget cutting-room floor.
Fiscally conscious boards are understandably hesitant to spend thousands of dollars on research. However, such research is necessary to craft a successful, strategic public relations plan. Without the support of research, positive outcomes are often just plain luck.
Effective public relations professionals approach each opportunity or challenge through a four-step process of research, planning, action and evaluation. Left in less capable hands, communication efforts too often begin with the action step. ("We need a newsletter!") Sometimes a newsletter is a valid solution, but enacting that step without research support can lead a district to communicate the wrong subject matter to the wrong audience, and in the wrong way.
Research can guide message development to help the district reach its desired objective. Think of a referendum: boards are charged with determining the dollar amount they will ask their community to support. A victory may ride on the difference between asking taxpayers for an increase of 23 cents or 55 cents. A well-crafted survey will forecast the answer.
The topic of research can be intimidating and overwhelming, but there are three easy options to consider when gathering valuable information: surveys, focus groups and audits.
Surveys
Surveys can be as complex as a scientifically designed telephone interview, where confident projections and assumptions can be drawn from the results. Or it can be as simple as a one-question Internet poll.
When conducting a formal, scientifically sound survey, the design and implementation is best left to professional research organizations. However, a staff-developed online survey can provide enough information to help district leaders make a decision when the topic is straightforward and non-controversial.
Focus groups
Focus groups are a rather simple concept: bring together similar constituents (parents, students, senior citizens) to discuss a slate of topics which may vary from a proposed referendum to a new district Web site.
Districts frequently hire an outside facilitator to conduct these meetings, because they are expert "people readers" who are able to elicit more detailed information. However, the results can still be valuable when led by a staff member.
Regardless, it is crucial for the district to outline topics or questions that they want addressed before the focus group meets.
Audits
Finally, a district can conduct a communications audit with the help of a consultant. (Their outsider perspective is an added bonus!) However, a skilled in-house professional can often obtain similar results.
A communications audit studies all of the district's means of communication, including publications, Web sites, meetings with stakeholders and other correspondence. It analyzes how effectively a district's current communications are with its various publics — parents, staff, students, community, alumni, etc.
Focus groups are sometimes incorporated into an audit, when a consultant wishes to gain a deeper understanding of the district's communications. When the audit is complete, a list of recommendations for improvement is presented to the school board and its administrative team for consideration.
Audits are a powerful way to identify areas of needed improvement and prove to be especially helpful when a major change occurs in the district (e.g., hiring a new superintendent or communications director). To find an audit consultant, contact IASB, any local public relations firm or the National School Public Relations Association, which has its own team of trained school communications auditors.
Whatever method your district chooses, research takes the guess work out of the equation and offers a map to communication success. It helps to create more efficient and effective communications, and often eliminates wasteful spending on programs that garner few results.
It might be a scary proposition for a board to find out what the community really thinks about its school district. But rest assured the fear of flying blind is far greater.