Communications and Advocacy Effective Strategies for School District - PDF document

11/10/15 ¡ Communications and Advocacy Effective Strategies for School District Leaders Chris Horan MASC/MASS Joint Conference Hyannis, MA | November 7, 2015 Tweet about this session: #MASCconf2015 @chrishorancomm 1 ¡

11/10/15 ¡ Two essential components to effective advocacy: Ongoing, long-term positioning Issue-specific, short-term “campaigns” The key to long-term positioning: Create your own NEWSROOM. 2 ¡

11/10/15 ¡ Issue advocacy: Operate like a POLITICAL CAMPAIGN. 3 ¡

11/10/15 ¡ m essages m essengers m ¡ ethods ¡ m essages m m ¡ 4 ¡

11/10/15 ¡ Messaging steps 1. Compile the facts and figures , including achievement data. 2. Craft a CONCISE set of core messages . • Define the problem and the scope of its impact. • Acknowledge the context (e.g., fiscal constraints). • Propose solutions. 3. Tailor the message to various audiences. Avoid jargon, especially among non-educators. 4. Anticipate and counter the opposition message . 5. Develop a message toolkit : Talking points, fact sheets, FAQ, point/counterpoint, etc. The focus of ALL messaging: 5 ¡

11/10/15 ¡ “If you would persuade, you must appeal to interest rather than intellect.” - Benjamin Franklin 6 ¡

11/10/15 ¡ Recommended reading about messaging… Featuring “The Ten Rules of Effective Language” m m essengers m ¡ 7 ¡

11/10/15 ¡ Demonstrate widespread community support. United School Committee and Superintendent Parents Students Teachers and Principals Union Leaders Clergy Business Community Elected Officials Higher Education Non-Profit Leaders C OMMUNICATE WITH THESE STAKEHOLDERS REGULARLY , AND ENCOURAGE THEM TO ENGAGE THEIR CONSTITUENCIES . “Okay, you’ve convinced me. Now go out there and bring pressure on me.” - President Franklin D. Roosevelt 8 ¡

11/10/15 ¡ m m m ¡ ethods ¡ Advocacy methods Testimony/ Grass Roots Public Speaking Tactics E-News Media Literature/ Social Publications Media Meetings/ Informal Briefings Interactions School Committee Website Meetings 9 ¡

11/10/15 ¡ Media Strategy • Press briefings • Event coverage (esp. for TV) • Editorial Board meetings • Letters to the editor • Guest op-eds • Bloggers 10 ¡

11/10/15 ¡ School Communication and Advocacy Resources National School Boards Association www.nsba.org National School Public Relations Association www.nspra.org 11 ¡

11/10/15 ¡ Questions and Discussion Chris Horan 617-852-1340 chris@horancommunications.com Horan Communications Follow me on Twitter @chrishorancomm Property of Horan Communications This material is not to be reprinted, reused, or distributed in any way without written permission. 12 ¡