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

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web sites. In addition, “Pride Points” and other promotional materials, such as Pride PSAs or videos, could be shared with targeted groups during school tours or in other settings. For more information and examples of the MSDE Pride program, see http://www.marylandpublicschools.org/MSDE/aboutmsde/pride. Considerations for Staffing and Implementing Recommendations We have covered a broad spectrum of communication and marketing needs with the recommendations in this Communication Audit Report and it would be unrealistic to expect the Public Information Office to undertake all of them immediately. This report contains recommendations that cover what we consider to be a strategic communication program and certainly more than can be accomplished in a single year. It is important to keep this in perspective so that the work outlined does not seem overwhelming at the start. We suggest that Public Information Office staff focus on the first eight recommendations as a starting point. HCPS is fortunate to have a veteran director of Public Information who is highly thought of and respected by the local community, as well as a dedicated communications team that does an excellent job managing a broad scope of programs. However, it is also important that consideration be given to the budgetary and personnel resources that will be needed to support their efforts to successfully implement a strategic communication plan that supports student achievement and the district’s goals. The recommendations provided in this report are extensive and comprehensive and district leaders must prioritize by need and importance how communication resources will be expended. A number of the recommendations in this report involve communication activities that can be managed at the school level by principals and assistant principals. Each school can also create a communication team of staff and parents to assist with newsletters, web sites, surveys, staff celebration and recognition activities, and other events. In any successful communication program, it is important that all employees recognize and understand their roles as communicators and ambassadors for the schools. As presented in Recommendation 2, if HCPS is truly committed to taking communication to the next level, it is time to refocus the Public Information Office on strategic, proactive communications designed to actively engage stakeholders in making student achievement the top priority in Harford County. Today’s successful school systems recognize that communication is most effective when it is a management function that is planned, continually updated and revised, and evaluated. Recognizing that budget limitations are a concern, we have tried to provide recommendations that can be implemented at minimal expense or by reallocating existing funds. However, it is also important that staffing and budget allocations for communications be reviewed annually to determine needs and ensure continued effectiveness. NSPRA Communication Audit 53 Harford County Public Schools
Conclusion HCPS is a quality school system with the same communication challenges all school districts face in today’s complex education environment. The first step toward solving these challenges lies in recognizing them, and HCPS leaders understand that good communication is key to helping district move forward and maximize its potential as a leading school system in the state. Making the commitment to improve communication is critical to creating a successful two-way communication process that builds support for education and understanding of the important role public schools play in our democracy. We believe HCPS has all the components necessary to create a model communication program – visionary leadership, talented staff, strong community support, a solid reputation as an educational leader, existing technology resources, and a commitment to planned, strategic communications. NSPRA Communication Audit 54 Harford County Public Schools
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NSPRA’s Communication Audit Repor
Page 3 and 4: NSPRA Communication Audit 2 Harford
Page 5 and 6: is to determine whether it is helpi
Page 7 and 8: Educational public relations progra
Page 9 and 10: the communication loop, citing a br
Page 11 and 12: Recommendation 1: Develop a strateg
Page 13 and 14: However, with changing community ne
Page 15 and 16: streamline the efficiency of the of
Page 17 and 18: schools or departments where commun
Page 19 and 20: current technology has made it easy
Page 21 and 22: exception of sports. The Harford Sc
Page 23 and 24: greater community, such as BRAC and
Page 25 and 26: Recommendation 5: Improve communica
Page 27 and 28: distributed as well), so that every
Page 29 and 30: epresentatives (as end users) in de
Page 31 and 32: Stakeholders could sign-up on the d
Page 33 and 34: communicator network and to conside
Page 35 and 36: As HCPS’ flagship publication, th
Page 37 and 38: school motto and mascot, etc.). At
Page 39 and 40: “experienced” parents can serve
Page 41 and 42: • Encourage district leaders to b
Page 43 and 44: HCPS to have a clearly delineated p
Page 45 and 46: • Mandatory media training - We r
Page 47 and 48: The current HCPS public web site is
Page 49 and 50: • Provide additional support to s
Page 51 and 52: • Develop guidelines for marketin
Page 53: enhance the web site with streaming
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 and 108:
NSPRA Communication Audit 106 Harfo
Page 109 and 110:
NSPRA Communication Audit 108 Harfo
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