Communicating Principals:

Ten Steps to Improve School Site Communications

Workshop Description:

Most parents shape their strongest opinions about public education by what they see and read at their neighborhood school. In this workshop, attendees will examine how the school site team can create a culture of communication that accurately and effectively delivers your key messages to parents and the public. Ten steps are covered including:

  • Creating a school site communication plan
  • Branding your school by creating an identity and reputation
  • Identifying key stakeholders and creating a Key Communicator marketing database
  • Community outreach and developing an Ambassador Program
  • Practicing rumor control
  • Taking a “Communications Walk” through your school to assess communication and customer service effectiveness
  • Producing high-impact school publications, web pages and communication vehicles
  • Maximizing meetings with parents and staff
  • Avoiding front office follies by delivering five-star customer service
  • Managing media relationships

This session is aimed at site administrators and forms the curriculum we use when delivering training at the Principals Academies conducted by the Association of California School Administrators. It has also been presented to individual school site teams where they work collaboratively to create their own school site communications plan.