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

Processes and Procedures
A communication audit conducted by the National School Public Relations Association
(NSPRA) enables a school district to view its communications from an “outside” perspective.
The consultants for this communication audit were Karen H. Kleinz, APR, NSPRA associate
director, and Carol Mowen, APR, NSPRA senior associate. Their vitae are included in the
Appendix of this report.
The first step in an NSPRA communication audit occurs when the Public Information
Office submits samples of materials used to communicate (i.e., newsletters, brochures, reports,
etc.) with various audiences. The auditors also review the district and school web sites. These
materials and web sites are all examined for effectiveness of message delivery, readability, visual
appeal and ease of use. In addition, the auditors review demographic data, strategic plans,
communication budget information, marketing materials, news clippings, etc.
The core of the audit is the on-site focus group component designed to listen to and
gather perceptions from the school district’s internal and external audiences. Each focus group
was guided through a similar set of discussion questions. This communication audit was
designed to:
• Assess the effectiveness of HCPS’ current communications programming.
• Solicit and evaluate key facts, opinions, concerns, and perceptions of focus group
participants representing various internal and external stakeholder groups important
to the success of district communications.
• Suggest strategies and tactics for enhancing communication with key audiences and
to improve the management of public relations, marketing, communications, and
public engagement activities for HCPS.
Following the review of materials and focus group perceptions, the auditors prepared the
recommendations presented in this report. The recommendations focus on strategies HCPS can
use to refocus its communication resources to deliver key messages and to improve its overall
communication practices. The final report was carefully reviewed by NSPRA Director Richard
D. Bagin, APR.
Guiding Definition
Since 1935, NSPRA has worked with school districts, state and national education
organizations and agencies to advance the cause of education through responsible public
relations, information and communication practices. In doing so, NSPRA uses the following
definition as a foundation for all educational public elations programs:
Educational public relations is a planned, systematic management function,
designed to help improve the programs and services of an educational
organization. It relies on a comprehensive, two-way communication process
involving both internal and external publics with the goal of stimulating better
understanding of the role, objectives, accomplishments and needs of the
organization.
NSPRA Communication Audit 5 Harford County Public Schools