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

exception of sports. The Harford Schools newspaper has served as a counterpoint to The
Aegis, and has provided a venue for the district to share positive news about the schools.
Technology has dramatically changed how people access news and information. A
distinct advantage this offers school districts is the ability to “push” information directly
to stakeholders, without having to rely on the news media or the U.S. Mail.
Misinformation and inaccurate facts can be immediately corrected with web site postings
and e-mail alerts.
An effective communication program counteracts media “gatekeepers” by developing
and maintaining a transparent two-way communications program designed to reach
stakeholders directly in a myriad of ways. By building strong relationships with key
stakeholders, HCPS will be more successful in delivering its message and communicating
in “one clear voice.”
Recommendation 4: Identify and frame issues to ensure clear,
consistent messaging.
A key trait of school systems with strong communication programs is a consistency of
message that is evident throughout all levels of operation and in all employee groups.
Maintaining a high level of awareness and information-sharing becomes more challenging as a
community evolves and issues become more complex. A commitment to and expectation of
ongoing, transparent communication with stakeholders must be expressed from top leadership on
down.
While core mission and vision statements provide a foundation for communicating
clearly and consistently, managing the content and delivery of messages around key issues
should be viewed as the framework for the communication plan. Proactive communication
involves identifying key issues facing the district; determining what stakeholders need and want
to know about issues and education, as well as the best vehicles for delivering information;
framing choices and options in language the public can understand; and engaging stakeholders in
helping to realize positive outcomes.
Focus group participants across the groups expressed a desire to be kept informed of all
the news about HCPS – good and bad. While they appreciate the district’s efforts to disseminate
positive stories, they also want to know about the issues, challenges and incidents that impact the
schools, particularly when it comes to student safety.
They were also highly interested in the rationale and process used by the Board and
administration to make important decisions and would like to be kept informed of progress from
the start until the final outcome. It is important to foster open communication so that HCPS is
perceived as a district that is transparent in sharing successes and challenges. Some strategies to
assist in creating an open process include:
NSPRA Communication Audit 20 Harford County Public Schools