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

greater community, such as BRAC and an increasingly diverse population. For example,
many focus group participants said that they moved to Harford County for the schools.
When planning future finance campaigns, one of the messages about HCPS should stress
the tradition of excellence and community support that makes Harford County a desirable
place to raise a family.
Issues teams or committees should be composed of parent and community members, as
well as staff. Educators often frame issues very differently from the public, and in order
to connect with stakeholders, the district needs to understand the public’s perspective and
messages must be presented in a way that is clearly defined and that resonates with target
audiences. We recommend, however, that the “wordsmithing” of messages be the
responsibility of the Public Information Office.
Currently, the HCPS Public Information Office is in the process of developing an internal
Professional Learning Community (PLC) to explore the area of communications and
public relations for the district. This type of group can assist with improving internal
communication and building understanding of the role that all employees have in helping
to improve two-way communication across HCPS.
Some school systems have also used these types of teams to monitor and report on the
progress of the strategic communication plan and to provide input on revising specific
goals and action steps to support the district’s strategic plan.
• Provide talking points and key message reference guides for district leaders and
staff. Board members and administrators should work with the superintendent and the
director of Public Information prior to making public statements to ensure the accurate
and consistent delivery of key messages. Whenever Board members or administrators are
asked to respond to the media or speak to community groups, they should have a list of
talking points related to their topic, or, if they are giving a general overview of the
district, a list of programs and initiatives that directly support the district’s mission and
goals as well as information on progress toward those goals. In whatever format the
information is provided, we have found that people appreciate having it in order to feel
confident that they are truly voicing the school district’s position and message.
In addition, whenever HCPS needs to communicate specific information (i.e., special
initiatives, crisis responses, program and policy changes), key messages should be
developed to share with all staff and key communicators in the community. By being
proactive and getting complete and accurate information into the hands of those who are
on the front lines of communication, the district can ensure clarity and consistency in its
messages. It is important to remember that in the absence of solid, timely information,
others will seek to fill the gap, thus co-opting the district’s ability to manage its message
and communicate effectively.
• Develop fact sheets on framed issues. The HCPS web site has a “Hot Topics” button
that contains information about current issues under consideration and an option for
stakeholders to offer input and comments. This is excellent feature and we suggest
NSPRA Communication Audit 22 Harford County Public Schools