Communications and Advocacy Effective Strategies for School District - - PDF document

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Communications and Advocacy

Effective Strategies for School District Leaders

Chris Horan

MASC/MASS Joint Conference Hyannis, MA | November 7, 2015

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#MASCconf2015 @chrishorancomm

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Two essential components to effective advocacy:

Issue-specific, short-term “campaigns” Ongoing, long-term positioning

Create your own NEWSROOM.

The key to long-term positioning:

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Operate like a POLITICAL CAMPAIGN. Issue advocacy:

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m m m ¡

essages essengers ethods ¡

m m m ¡

essages

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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:

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“If you would persuade, you must appeal to interest rather than intellect.”

• Benjamin Franklin

11/10/15 ¡ 7 ¡ Recommended reading about messaging…

Featuring “The Ten Rules of Effective Language”

m m m ¡

essengers

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Parents Business Community Higher Education Clergy Elected Officials Non-Profit Leaders

Demonstrate widespread community support.

Union Leaders

COMMUNICATE WITH THESE STAKEHOLDERS REGULARLY, AND

ENCOURAGE THEM TO ENGAGE THEIR CONSTITUENCIES.

United School Committee and Superintendent Students Teachers and Principals

“Okay, you’ve convinced

• me. Now go out there and

bring pressure on me.”

• President Franklin D. Roosevelt

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m m m ¡ ethods ¡

Advocacy methods

Testimony/ Public Speaking Informal Interactions Media Grass Roots Tactics E-News Social Media Meetings/ Briefings Literature/ Publications School Committee Meetings Website

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Media Strategy

• Editorial Board meetings
• Event coverage (esp. for TV)
• Bloggers
• Guest op-eds
• Letters to the editor
• Press briefings

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School Communication and Advocacy Resources

National School Boards Association www.nsba.org National School Public Relations Association www.nspra.org

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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.