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

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Karen H. Kleinz, APR Karen H. Kleinz, APR, associate executive director of the National School Public Relations Association (NSPRA), has 27 years experience in public relations, working in the private sector as well as public education. She has won numerous state and national awards for her work. She is also accredited in public relations (APR). Since joining NSPRA in 1998, Karen has led the Association’s public engagement efforts and has represented NSPRA in collaborative partnerships with the Annenberg Institute for School Reform, the Study Circles Resource Center and the Kettering Foundation. Over the past two years she has directed NSPRA’s learning contract with the Kettering Foundation to develop a community audit process designed to help school systems and communities assess their ability to successfully engage each other in supporting student achievement and building public ownership of schools. She has also been very involved in the issue of school violence and in helping schools and educators communicate with their publics in a crisis situation, including providing on-site assistance to the Jefferson County (Colo.) Public Schools communication department in the aftermath of the Columbine High School tragedy. She served as editor and project coordinator in revising the second edition of NSPRA’s popular Complete Crisis Communication Management Manual. Karen has developed and managed school public relations programs for diverse school districts, from small, semi-rural districts with large non-English speaking minority populations to the largest elementary district in Arizona, serving suburban Phoenix. As director of district public relations she was responsible for internal and external communications, including serving as spokesperson in crisis situations. She also was responsible for media relations, overseeing district publications, training administrators and teachers in effective communications, promoting community involvement and volunteerism in the schools, coordinating bond election campaigns and engaging the public in deliberative discussions about education through study circles and community forums. Her district experience includes operating as a one-person office to supervising a communications staff that included a full service print shop. She has created award winning public relations offices in districts that had none, and expanded programs in districts with established departments. Kleinz also operated a public relations consulting business in Arizona specializing in school communications. As a consultant she assisted schools and districts in developing a positive image and work environment through improved communications. She is the co-author of NSPRA’s best selling Unlocking Sensational Service: Tools for tapping the people power in your schools CD. Before joining the NSPRA staff, Kleinz served on the NSPRA Executive Board as Vice President of the Southwest Region and twice served as President of the Arizona School Public Relations Association. She was also a member of the Teacher Venture Arizona executive board, a non-profit group of business and school leaders who distribute classroom mini-grants to teachers annually, and was a founding board member of the Yuma County (Arizona) Educational Foundation. NSPRA Communication Audit 107 Harford County Public Schools
NSPRA Communication Audit 108 Harford County Public Schools
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NSPRA’s Communication Audit Repor
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NSPRA Communication Audit 2 Harford
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is to determine whether it is helpi
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Educational public relations progra
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the communication loop, citing a br
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Recommendation 1: Develop a strateg
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However, with changing community ne
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streamline the efficiency of the of
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schools or departments where commun
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current technology has made it easy
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exception of sports. The Harford Sc
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greater community, such as BRAC and
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Recommendation 5: Improve communica
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distributed as well), so that every
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epresentatives (as end users) in de
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Stakeholders could sign-up on the d
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communicator network and to conside
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As HCPS’ flagship publication, th
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school motto and mascot, etc.). At
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“experienced” parents can serve
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• Encourage district leaders to b
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HCPS to have a clearly delineated p
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• Mandatory media training - We r
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The current HCPS public web site is
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• Provide additional support to s
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• Develop guidelines for marketin
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enhance the web site with streaming
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Conclusion HCPS is a quality school
Page 57 and 58: Logo ■ Needs updating. Best sourc
Page 59 and 60: Current image of the district ■ I
Page 61 and 62: • Curriculum evaluation committee
Page 63 and 64: • They want to help, yet run into
Page 65 and 66: • Have had three principals at th
Page 67 and 68: • “We need to bring our busines
Page 69 and 70: • Need to start over with high sc
Page 71 and 72: Greatest challenges facing the dist
Page 73 and 74: • The benefits sign-up process is
Page 75 and 76: Information timeliness ■ Good; ex
Page 77 and 78: Ways district communicates well ■
Page 79 and 80: Current image of the district ■ F
Page 81 and 82: GROUP: SECONDARY TEACHERS Strengths
Page 83 and 84: • To a large degree, district has
Page 85 and 86: • Principals keep getting more on
Page 87 and 88: Web site ■ In general, the web si
Page 89 and 90: Current image of the district ■ I
Page 91 and 92: ■ No “one clear voice” respon
Page 93 and 94: What people need to know ■ HCPS s
Page 95 and 96: • Construction should happen in t
Page 97 and 98: Greatest challenges facing the dist
Page 99 and 100: • Parents have their own interest
Page 101 and 102: NSPRA Communication Audit 100 Harfo
Page 103 and 104: 8. Do you feel the district does a
Page 105 and 106: Focus Group Questions for Student G
Page 107: NSPRA Communication Audit 106 Harfo
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