NSPRA's Communication Audit Report - Harford County Public ...

Recommendations
The challenges facing HCPS are those facing most progressive school systems across the
country today – handling the impact of tighter budgets on programs and facilities; finding and
keeping talented teachers, support staff, and administrators; sustaining high student achievement
levels and meeting the State of Maryland’s Bridge to Excellence mandates and the requirements
of the federal No Child Left Behind Act; anticipating and meeting the needs of an increasingly
diverse population; and reaching out to parents as well as “empty nesters” and other citizens who
are disconnected from the schools.
In response to the findings from the communication audit, this report contains
recommendations for enhancing and improving communication with HCPS’ internal and
external stakeholders. Many of the recommendations address ways to become more strategic
with the communications program in order to better support the district’s mission, vision and
goals.
HCPS is notable for its long-standing commitment to effective communication with
stakeholders. The district’s Public Information Office was established in 1957. District leaders,
past and present, are to be commended not only for being in the vanguard of districts that
recognized the importance of good communication, but for continuing to provide resources to
support the communication function. HCPS’ public information program has served the system
well during the past five decades. In today’s era of technology-driven communication, however,
HCPS must shift its focus from print-driven, one-way information formats to “real time” twoway
communication. The recommendations in this report are designed to improve and enhance
the existing program, maximize available resources, and take advantage of available technology.
Ultimately, successful school systems in today’s rapidly changing world use effective
communication as a foundation for achieving success for students. School districts seeking to
implement change find it occurs most quickly and efficiently when strategic, planned
communication is a key component of the change process. With effective communication, staff
members better understand their value to the district and community members understand how
they can support the educational program in ways that ensure success for all students.
The recommendations in this report are not intended to be prescriptive, but rather to serve
as a road map for improving communication and marketing strategies, developing a
comprehensive two-way communication program, and building staff and community support.
We have covered a broad spectrum of communication needs, and it would be unrealistic to
expect the Public Information Office staff and schools to take on all these recommendations this
year. We advise the Board and administration to carefully consider and prioritize which
recommendations can be implemented immediately given the staff and resources available and
which should be included in long-range plans.
NSPRA Communication Audit 9 Harford County Public Schools