Practical PR: Embracing New Beginnings on the Leadership Team
By Karen Warner
A new academic year is underway, schedules and bus routes have been learned, routines are set. Teachers and students are hitting their stride. In many school districts, the new year marks the arrival of new leadership and early fall is when these new leaders begin to see what the year and their new district holds. For districts with new leadership teams with experienced communications leaders in place, you have a key partner to help guide and support you, fostering a smooth transition and setting the stage for success. Lean on your communications leader to help you:
Build a Strong Foundation: The initial days and weeks of a new team set the tone. With the start of the year in the rearview mirror, you can really dig into the details. Help your communications leader help you by welcoming open and honest dialogue. When you stepped into your role, you should have heard insights about the district’s culture, key communities, and pressing issues. Now is the perfect time to revisit how things are going. This foundational knowledge will provide you with the context needed to make informed decisions and build credibility.
Engage with Communities: Effective engagement is a cornerstone of a successful leadership team’s role. Communications leaders can facilitate introductions and meetings with key community groups, including parents, teachers, local businesses, and civic leaders. These interactions provide invaluable opportunities to listen, learn, and build relationships, helping you to build trust and rapport.
Craft a Clear Vision and Message: Be it board members or superintendents, new additions to the leadership team bring fresh perspectives and ideas. As you engage with the community to listen and learn, the communications team should work closely with you to help you transform what you have learned and those ideas to articulate a clear vision and set of goals for the district. This vision should resonate with the community, reflect the needs of students and staff, and be communicated consistently across all platforms. Crafting compelling messages that highlight the themes of renewal, growth, and change can inspire confidence and excitement among stakeholders.
Leverage Technology and Communications Tools: According to data released by Pew Research Center, more than 8 in 10 Americans get their news from digital devices, with social media playing a crucial role in news consumption. Your communications team will help you engage your community where they are while also navigating the challenges that social media can pose. Advances in technology have also helped make content more accessible to those who prefer a language other than English or those with a disability who may use assistive or adaptive technology. Remember too that in many communities, the majority of taxpayers do not have children in school. As a result, they may not be well connected or informed about local schools. Print mailers may be the only way to reach those stakeholders.
Prepare for Challenges: No school year is without its challenges. Your communications team will help you prepare by guiding you through a thorough assessment of opportunities and risks to strategically position the district for success. By conducting “what-if” scenarios and media training, the communications team will help the leadership team think through ideas and strategize to help everyone maintain calm professionalism when the inevitable high-pressure situations arise.
Celebrate Milestones and Achievements: Recognizing and celebrating milestones is an important aspect of building morale and demonstrating progress. The communications team can amplify achievements and successes. Celebrating these moments reinforces the themes of growth and change, creating a positive narrative that can galvanize the community.
Create Continuous Feedback Loops and Adapt: Every role is a journey of continuous learning and adaptation. Create mechanisms for regular feedback to reflect on what is working well, to identify areas for improvement, and to adjust strategies as needed. A culture of ongoing feedback and collaboration fosters alignment with the district’s goals and helps you remain responsive to the community’s needs.
As the new school year unfolds, the partnership between the superintendent and board of education and their communications team is more important than ever. Together, we can turn the promise of new beginnings into a reality of sustained growth and positive change across the district.