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Illinois School Board Journal
September/October 2003

Showcase your district with top-notch meetings

by Julie Armantrout

Julie Armantrout is director of community relations for Glenbard THSD 87, Glen Ellyn, and immediate past president of the Illinois chapter of the National School Public Relations Association (INSPRA).

The importance of the board meeting itself is often overlooked when school systems seek ways to improve their image and forge new and better parent and community relationships. However, the board meeting is often a district's top image-maker - good or bad.

The school board meeting is the district's showcase. It represents the public's image of the district, whether it's friendly, professional, organized, well managed and student-centered or aloof, poorly informed, unfocused, bickering and self-serving.

Maximizing the PR impact of the board meeting begins with the agenda. Every agenda should contain items that expose the public to what should be the district's top priorities - quality instruction and the success and well being of its students.

Unfortunately, these priorities often are not perceived by a public numbed by lengthy, but necessary, discussions of parking lot resurfacing, paper bids and the intricacies of No Child Left Behind, which virtually no one fully understands.

Tips for better board meetings

Set the stage - A school board can use structure and formality to indicate the importance and serious nature of its meetings. Tables should be skirted and placed in a location that provides maximum audience sightlines. Tabletop placards should be used to identify board members, the superintendent, board secretary and/or others seated at the board table. The use of table microphones will insure that visitors can hear without the irritation of straining or missing portions of the discussion.

Recognize achievement - Hold award/recognition ceremonies in conjunction with board meetings and devote a portion of every agenda to "good news." This expands public recognition of the district's accomplishments and garners public support.

Rotate meetings -If feasible, hold board meetings in various schools. This will broaden public exposure and demonstrate the scope and complexity of the board's duties.

Have a board meeting brochure -Confusion for any newcomers can be overcome with a simple brochure that welcomes visitors; contains board members' names, titles and terms; and provides information about the meeting's format, public participation guidelines, complaint procedures and topics legally permissible to be discussed in closed session (salaries, collective bargaining negotiations, land acquisition and sale, litigation, and confidential personnel and student matters).

Work with the press - Reporters have a hard job. Often, they have little or no understanding of the complex "business of schools." Nevertheless, they are assigned to cover a board meeting and file a story. This story generally concerns a specific agenda item, has a word limit and a deadline. In many cases, the story is phoned or e-mailed to an editor who decides the story's final length, emphasis and content. Many education stories deemed as "unfavorable" are the result of poor understanding or bad editing, not malice.

Be "press friendly" - Have a press table and a resource person available. Also provide background information and/or a news release that will provide facts, figures and context for the board's actions.

Immediately after the board meeting is adjourned, spend a few minutes answering press questions. This courtesy can pay big dividends! You have everything to gain by making certain that the reporter understands the situation.

Be smart about complex questions - Never "wing" answers - especially those related to money or policies. An unintentional wrong or incomplete answer will be used against you, especially in times of public controversy!

Have the questioner set up an appointment when they can receive appropriate attention, and correct and comprehensive information. (Tip: If the questioner is a malcontent, have an additional person at the briefing session who can verify what was discussed and what was presented.)

Don't equivocate - Be firm when a decision is made. However, offer to re-evaluate the issue at a subsequent meeting if circumstances change, or if further information becomes available.

Avoid trouble - View the district as an outsider. Assess emerging issues, socioeconomic changes and trends in public attitudes. Identify potential issues and have answers and policies in place before they are needed.

Respect the public - Treat every question, complaint and request with tact, courtesy and thoroughness.

Keep a perspective - The board is charged with the long-range welfare of the school system, its students and the community it serves. This obligation must not be compromised to placate a vocal minority. However, keep an open mind. Malcontents may perceive an existing or emerging issue that truly warrants board attention.

Remember your role - The board is a policy-making body. Respect the district's administrative structure for its professional expertise. In other words, let the staff do staff work.