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Illinois School Board Journal
May/June 2004
Common sense PR simplifies finance
by Barbara Banker
Barbara Banker is director of community services for Woodstock CUSD 200. She is a board member and past president of the Illinois Chapter of the National School Public Relations Association (INSPRA). She has earned four national and state awards for finance publications she produced for District 200.
Finance complexities confuse even educators and board members, not to mention the general public. A lack of understanding and misinformation about school finance can create mistrust, sabotage referendums, and damage district and board reputations.
As more and more Illinois districts face budget deficits and taxpayers unwilling to raise taxes to solve the problem, school districts must find new and better ways to communicate about school finance. Here are some strategies for improving communication with your staff and communities:
Help the media tell your story accurately and thoroughly.
Newspapers, and in some areas the broadcast media, are among the most frequently used sources of information about school district finances. This means that journalists must have a sound understanding of the budget process and school funding in order to effectively report your news.
Informal meetings between media representatives and the superintendent and/or business manager, written summaries and fact sheets, and briefings before or after major budget presentations provide opportunities to clarify information and respond to questions before a story goes to print.
New reporters will usually require more attention than those who have been covering your district for a while. Always return reporters' phone calls promptly. This lessens that chance of incorrect information appearing in their stories.
Feature finance news in district publications.
Community, staff and parent newsletters all represent excellent opportunities to educate and inform people about your school district's financial accomplishments and challenges. Even more effective are special publications, like annual reports or brochures that are devoted specifically to the budget or district finances.
Post your budget on your district Web site, but don't make people who want quick, simple answers wade through a 100-plus-page document. Also offer a brief fact sheet that provides essential information such as your annual budget, cost per pupil, tax rate, etc.
Educate school board members.
Unlike school administrators, most board members have not had any formal training in school finance. Yet they are frequently the people the public turns to with questions about spending and the budget.
In District 200, we offer a briefing session for all school board candidates so they will have accurate information to use during their campaigns. Newly elected board members receive a more in-depth orientation to district finances. Quarterly updates at board meetings, an annual budget workshop and in-services on special topics related to school finance keep board members updated.
A user-friendly budget document modeled after standards set by the Association of School Business Officials (ASBO) International facilitate understanding, not just among board members but also with reporters, employees and interested citizens.
Communicate regularly with district employees.
Surveys have shown that the public views school employees as highly credible sources of information about their district. If we expect employees to provide correct responses to budget and finance questions, they must be kept informed.
Staff meetings provide an opportunity for face-to-face communication and can enhance information they receive in print publications. To prepare for budget reductions in District 200, our business manager conducted a detailed review for our central office administrative team.
Key district administrators also meet regularly with the leaders of our four unions so that they will have accurate information to share with their members during negotiations.
Form a citizens advisory committee.
Enlisting members of your community to learn about district finances and assist in communicating financial information to the public can add third-party credibility to your message. Membership should be broad-based, with clearly defined goals. District 200's Citizens Finance Information Committee was selected through an application process, appointed by the board of education and charged with:
Keep key communicators in the loop.
As the opinion leaders in your community, key communicators are looked to for advice and information. In addition, key communicators can provide valuable feedback on what your community is thinking. Be sure to update your network of key communicators regularly on budget developments and other financial issues affecting your school district.
If you don't already have a key communicator program, start one soon. This is a very powerful way to improve overall communication in your school district.
Involve the public in budget and finance decisions.
More and more school districts are using a process called "public engagement" to get input from residents on funding priorities, future referendum requests and a variety of other finance-related issues. While the formats vary, these group discussions usually begin with an overview of the budget, sources of revenue, types of spending and the specific challenges facing the school district. Every participant in a public engagement process becomes more informed about school finance and another "voice" in the community for your school district.
Always use plain language when communicating about finance and numbers.
Whatever method of communication you use, be sure to use words and examples that the average citizen can understand. Avoid confusing jargon and acronyms, and use images and examples that relate to everyday experiences such as cost per student or checkbooks to illustrate the separate funds.