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Illinois School Board Journal
July/August 2004

Solo tango preserves message amid tension

by Kristine Liptrot

Kristine Liptrot is school and community relations coordinator for Downers Grove GSD 58 and a member of the Illinois Chapter of the National School Public Relations Association.

I hate to disagree with my mother, but it doesn't always take "two to tango."

This past year has been especially challenging for Downers Grove Grade School District 58 in public relations. After an eight-year internal struggle, a court ordered a neighboring K-8, one-school district to annex into our district of 10 elementary schools and two middle schools.

What began as a petition drive for annexation to combat elevated property tax costs developed into a bitter internal feud, pitting neighbor against neighbor. The fight took the issue through legal battles at the local, state and national levels. A court decision ruled that the smaller district would be dissolved and annexed into the much larger elementary district.

Those eight years of heated debates and legal struggles harshly divided the smaller community and the passions on both sides refused to subside. Although District 58 remained neutral throughout the process - insisting that the legal system should determine the outcome - the arguing entity that fought the annexation often disparaged District 58 in an effort to benefit its cause. The small district viewed itself as David and regularly lashed out at Goliath, even though Goliath wasn't wielding a sword.

A wasp nest of emotions was dropped into the lap of District 58 that created a number of public relations challenges. To address those challenges, District 58 first had to identify the different public relations "audiences" and their perceptions.

The largest audience was the community-at-large, which was regularly informed of the overall issue through the media. Although the issue was paramount to the families of the school's 335 students, the remaining 50,000 community members didn't necessarily follow all the details. Community concerns seemed two-fold: when would this issue be concluded and what effect would it have on property taxes?

The second largest audience was internal: the 5,000 students and families of District 58. Once it was clear that the annexation would occur, the internal publics became concerned. Families wanted to know about school boundaries, teachers wanted to know if their jobs were in jeopardy and administrators wanted information from the new school to start working toward a smooth transition. There was also a concern that the negative attitudes of some of the parents of the annexing school would diminish the positive spirit in the current district.

The smallest audience, but most challenging, was the annexing district. Their harsh behavior seemed to stem from fear regarding the loss of control of both the district's fate and the future of their school. According to their school board, bigger was not always better. They felt attacking the qualities of District 58 would help prove that point and save their school.

The District 58 school board spent the majority of this year working to develop positive perceptions in these three publics. Support would depend on the leadership and openness of the board, which took these steps to promote positive perceptions leading to a smooth annexation:

* It's all about the kids. Legal battles, annexations and dissolutions are matters decided by adults, but they are also issues that directly affect kids. Promoting a positive attitude and excitement in your own district will funnel through the parents to the children helping to lead to a smooth transition. The main message: if dissolution did occur, we would welcome the students and parents with open arms.

* Remain neutral. Fortunately, District 58 is both academically and financially successful, so many of the rumors remained just rumors. Neutrality may be difficult, but it is best for the community. By not engaging in the conflict, the district takes the high road. The board's message: this was a battle that should be fought legally, within their district, not ours.

* Take charge. The board defined perceptions by communicating openly with the public from the beginning. The District 58 board adopted a resolution outlining the annexation in December 2003. The resolution was read to parents during the board meeting and at a press conference immediately following the meeting. The general public was notified through a letter to the community that appeared as a half-page advertisement in all local newspapers. The fact that the board had a plan in place eased tensions and helped to dispel rumors regarding the date of annexation, boundary changes and the fate of the school building and its students.

* Show leadership. The board resolution also outlined development of a transition committee, which consisted of parents, staff, administrators, and board and community members from both districts. The resolution was clear on how committee members would be chosen. The charge of the committee was to identify concerns and plan for a smooth transition. The message: the board has a plan that will chart a course for the future.

* Work together. The transition committee met three times to formulate plans for a smooth transition. Unfortunately, much of the meeting time was spent in counterproductive discussions comparing the two districts. It would have been more beneficial for both districts if the time was used to plan for the transfer of student records and budgetary information, organize a facility maintenance tour and schedule transition activities for students, parents and staff. Administration did address the issues raised by the transition committee in recommendations prepared and reviewed at a board meeting.

* Introduce yourself. It is important to put a face on your district by personally meeting with the groups who may not know you, but whose future is in your hands. Administration scheduled meetings with the annexing district's staff and parents to welcome them, explain changes and answer questions. The middle school principal visited sixth- and seventh-grade students from the annexing district. Those students were also invited to tour the middle school during the school day, led by a middle school student representative.

District 58 worked to unite both communities to do what is best for the children. The school board and administration continue to lead both districts through this awkward time by remaining professional - defending the qualities of District 58 while planning a cooperative and smooth transition for the neighboring students and their families.

Although a smooth transition is best when both districts work together, it can be successfully done alone. It can take only one side to fight, and it can take only one side to show that change can be good. In short, you can tango alone.