Communication Strategies for School District Referenda

Communication Strategies for School District Referenda
Sept. 12, 2008 Telling Your Story Communication strategies to support local school district referenda Presenter: Susan Brott, APR Chief Marketing and Communications Officer West St. Paul-Mendota Heights-Eagan Area Schools presented by Susan Brott, APR

Challenges in Communicating Complex Issues
Communication Strategies for School District Referenda Sept. 12, 2008 Challenges in Communicating Complex Issues Definitions are needed to understand Context is broad Explaining “what’s in it for me” Delineating the differences in topics We often care more than our audiences “Off the radar screen” – audiences are disconnected presented by Susan Brott, APR

Hierarchy of Effective Communication
Communication Strategies for School District Referenda Sept. 12, 2008 Hierarchy of Effective Communication Face to Face contact Small group discussion or meeting Speaking before a large group Phone conversation Hand-written, personal note Typewritten, personal letter Personal “form letter” Mass produced, non-personal letter Brochure sent as a direct-mail piece Articles in a newsletter News carried in the press Advertising in media presented by Susan Brott, APR

Effective Communication
Communication Strategies for School District Referenda Sept. 12, 2008 Effective Communication Mass communication – used to inform Does not change attitudes or behaviors. Does reinforce attitudes and behaviors, create awareness by sharing information. Interpersonal communication – used to connect on a personal level More likely to lead to a change in a person’s attitudes or behaviors. presented by Susan Brott, APR

Three Key Parts of Communicating Complex Issues
Communication Strategies for School District Referenda Sept. 12, 2008 Three Key Parts of Communicating Complex Issues Messages – what are we communicating? Audiences – what groups and individuals are we targeting? Strategies – how will we deliver our messages and measure desired behavior? presented by Susan Brott, APR

Key to success – Good Research
Communication Strategies for School District Referenda Sept. 12, 2008 Key to success – Good Research Identify most supportive audiences Identify issues/messages that resonate with audiences Identify overriding issues that may block understanding Identify communication methods that are most effective Use survey data, focus groups, past communications … know what people know and what they need to learn. Where to get this info? District surveys (public information, what other data do they have?) Other surveys – community, state, PDK, etc. Focus groups Informal focus groups (TALK TO PEOPLE OUTSIDE YOUR CIRLCE!) Online surveys (not as valid, but still good) … will the local paper host one? presented by Susan Brott, APR

Sept. 12, 2008 Evaluate as you go … Identify what messages are getting through Identify any areas of misunderstanding Identify what areas to focus on next Important continue to do research throughout the campaign to see if messages are resonating and if they need adjusting. But don’t completely change the message mid-stream … tweak it so it works. presented by Susan Brott, APR

Developing Key Messages
Communication Strategies for School District Referenda Sept. 12, 2008 Developing Key Messages presented by Susan Brott, APR

Sept. 12, 2008 What Is a Key Message? A key message is a significant idea or thought that you want your audiences to know, understand, remember and – if you’re lucky – repeat. An effective key message leads your audience to the desired behavior. 3 or 4 main talking points that everyone can use and relate to . presented by Susan Brott, APR

Sept. 12, 2008 Framing Your Message You can choose to frame the issue and deliver your message from your perspective. Without this focus, people will wander through the “message countryside” and never take in what you are communicating. If you don’t frame it, someone else will! According to George Lakoff in his book “Don’t think of an elephant” … he defines framing as … “Framing is about getting language that fits your worldview. But it is not just language. The ideas are primary – and the language carries those ideas, evokes those ideas.” We need to frame our issues so that it invokes images we want. -- Referendum, what is our frame? e.g WBL … strong schools = strong communities … not about taxes and finance). Research shows words like safety and security resonate with people today (duh!) so use terms that fit the current time and community. 2007 – an affordable investment in everyone’s future … invest today for tomorrow. Yes we can afford today, because we cannot afford not to! Referendum (WBL) – we define the issue so that when others talk about taxes, we can answer the tax question and get back to how it all fits to provide safe/strong schools which in turn provide safe and strong communities. presented by Susan Brott, APR

Effective Key Messages
Communication Strategies for School District Referenda Sept. 12, 2008 Effective Key Messages Are based on your research Are true Are concise and simple Related in human terms Connect with people’s emotions presented by Susan Brott, APR

Effective Key Messages
Communication Strategies for School District Referenda Sept. 12, 2008 Effective Key Messages Communicating Complex Issues Requires: Time – most people cannot understand complexity with only one exposure Context – provide understanding of how message fits with other issues Repetition – repeat and remind people of key messages Layering – communicate in layers or smaller messages TIME – need time to digest the message CONTEXT – how does it fit the frame? How does it relate to life of voter (property values, smart kids, economic stability of community) REPETITION – research says people must hear message at lease 5-7 times before it sticks. Even if you are sick of saying it, they need to hear it. LAYERING – Don’t pile all messages in one chunk. Make sure to make it easy for listener to comprehend. LESS IS MORE. presented by Susan Brott, APR

Biggest Message Mistakes
Communication Strategies for School District Referenda Sept. 12, 2008 Biggest Message Mistakes Use of technical terms and jargon Lack of clear meaning Cannot be fully supported by facts Lack of key point - too many messages Audience is not paying attention Lack of emotional appeal Aimed at wrong audience Environment too cluttered Poor delivery of message Lack of repetition Does not motivate action or change in behavior Keep these in mind as you develop your messages and campaign materials. presented by Susan Brott, APR

Understanding your Audiences
Communication Strategies for School District Referenda Sept. 12, 2008 Understanding your Audiences presented by Susan Brott, APR

Identifying your audiences
Communication Strategies for School District Referenda Sept. 12, 2008 Identifying your audiences What is their profile? What beliefs, needs, prejudices, tendencies, misconceptions and preconceptions do they have that affect how you connect with them? What do you want them to know and do? How do you need to present your message to be credible? What issues will resonate with them? How have they responded to your messages in the past? E.g. – Jason Lewis listeners … only focused on finance, not whole issue of education and role of schools in community. How much does ignorance cost? Recent California study about inmates … costs $20K per inmate, and only X per pupil. Plus, 2-1 for social security. presented by Susan Brott, APR

Don’t forget school staff
Communication Strategies for School District Referenda Sept. 12, 2008 Don’t forget school staff Research indicates that school staff – especially custodians, secretaries, bus drivers and food service workers – are the most believed sources of information about our schools. Your community listens to these people! The more they know, the more they will stay on message. Give them ownership. Help them understand their critical role in communicating news of the district. More trusted because they are “one of us” in minds of voter. Our recent survey data indicated most credible source is teachers (as does Bill’s) … have them step up to the plate and help carry message. Also … don’t forget about cooks, clerical, custodian … they live there! presented by Susan Brott, APR

What Audiences Want To Know
Communication Strategies for School District Referenda Sept. 12, 2008 What Audiences Want To Know What’s in it for me? Make it personal. Tell them how it affects them, their family, their community. WBL e.g. – we have hit hard the notion of local accountability. One of the few votes they get a say in. Use it your advantage, but don’t let them say “because I don’t get a say anywhere else, I will vote no now” … rather, help them understand that direct issue of the schools. If they see the schools are good, then vote yes. Disconnect it from the bigger tax issue and bring it back local. FIRST VOTE, LOCAL VOTE. presented by Susan Brott, APR

Developing Strategies that Work
Communication Strategies for School District Referenda Sept. 12, 2008 Developing Strategies that Work presented by Susan Brott, APR

Strategies for Communicating Complex Issues
Communication Strategies for School District Referenda Sept. 12, 2008 Strategies for Communicating Complex Issues Get on their radar screen – your audiences will never hear your messages if they are not listening Get out now. The sooner they know about it, the more time they can ask questions and you can respond, inform, educate, persuade. Waiting often ends up with a negative “gotcha” effect … voters ask what you’re hiding. Don’t let the threat of opposition dictate your campaign. If your campaign is strong, it shouldn’t matter when you go out. presented by Susan Brott, APR

Communication Strategies for School District Referenda Sept. 12, 2008 Strategies for Communicating Complex Issues Connect the information silos – help people to see how issues connect and interrelate Explain how this ballot question relates to the different aspects of their lives and education in general. How does the levy referendum connect with student achievement? How do higher property taxes connect with property values? presented by Susan Brott, APR

Communication Strategies for School District Referenda Sept. 12, 2008 Strategies for Communicating Complex Issues Use metaphors to make it more clear – relating a complex issues to something more familiar will quicken and deepen understanding Put in terms they can understand: E.G (WBL) – building a new school in times of declining enrollment (Ted example … one child moves out of home, expenses didn’t go down by 20%) Put it in money terms of owning a home or business. Try this with levy increase you are seeking (because of inflationary costs and lack of state funding) … Major source of income not increase, individual would seek other sources of revenue. presented by Susan Brott, APR

Communication Strategies for School District Referenda Sept. 12, 2008 Strategies for Communicating Complex Issues Tell stories, not just share data – relate the complex information to how it affects children or what is happening in a classroom Personal stories help people relate. Also takes out the stale, impersonal focus on district finances and property taxes and focuses back on district’s core mission – to educate students to be productive members of society. We often get too bogged down in the numbers and forget it’s about the future of kids. Share personal testimonials and stories of how this referendum and the schools have impacted one’s life … get alumni, parents (new and veteran), seniors, business members, etc. Endorsement ads … looking at a theme a week (grandparents for the levy, business owners for the levy, faith community for the levy, etc.). presented by Susan Brott, APR

Communication Strategies for School District Referenda Sept. 12, 2008 Strategies for Communicating Complex Issues Build and use an opinion leader network – key communicators can help spread your message and deepen understanding Who in your community is respected and is willing to carry the message? E.g. – WBL (Festival Foods) & salon owner presented by Susan Brott, APR

Communication Strategies for School District Referenda Sept. 12, 2008 Strategies for Communicating Complex Issues Relationships are the key – must have on-going, two-way communication to build positive relationships with audiences We know face to face works … need to have personal connection. Also key with media relations … build the relationships now so they come to you for future articles. Even if you are not formally organized. Plus it will help establish ongoing relationships with community. presented by Susan Brott, APR

Communication Strategies for School District Referenda Sept. 12, 2008 Strategies for Communicating Complex Issues Explain reasons behind decisions – knowing why something was decided will help people to understand complex issues Help them understand the complex issue of school finance. Why are you going for increase (keep up with rising costs … AVOID INFLATION … not a term that is tracking well in this country b/c everything is blamed on that.) Explain the numbers in real terms. LET THE DISTRICT DO THIS … BEST STRATEGY TO FOCUS ON EMOTIONAL Let the campaign help support that information with real life examples. If state has not kept pace with rising costs, give example of how school cuts have impacted life of family. OR … find someone in the business/finance community to help reinforce the soundness of the district’s decisions (e.g. accountant or economist). presented by Susan Brott, APR

Communication Strategies for School District Referenda Sept. 12, 2008 Strategies for Communicating Complex Issues Practice message discipline – speak with one clear voice and repeat what you want people to remember Make sure everyone speaks with same messages and hit from all angles. Identify a spokesperson for your group so the media has one point of contact. That person can then refer on to others for quotes or testimonials, but make it easy for the media to come to you. presented by Susan Brott, APR

Communication Strategies for School District Referenda Sept. 12, 2008 Strategies for Communicating Complex Issues Communicate from the inside out – start all communication with internal audiences so they can help carry messages to other audiences Staff is critical .. Trusted source. Use internal newsletters or s to communicate updates, FAQ’s, etc. District CAN do this. Campaign groups can distributed info (but have to also allow opposition groups). Perhaps try going with the union/bargaining groups .. They do not have such strict rules. presented by Susan Brott, APR

Communication Strategies for School District Referenda Sept. 12, 2008 Strategies for Communicating Complex Issues Share bad news and move on – when bad news happens, share it all at once and share steps to help people to move on past the bad news Something bad will happen in the middle of this. Be prepared for it … get it out first and move on. If it happens in the district, step up the campaign communications to support the levy while they focus on the crisis. Show why the district is doing the right thing … thus more reason to support. E.g. – Wellstone crash in Drunk bus driver in 2000. presented by Susan Brott, APR

Communicating for a Referendum
Communication Strategies for School District Referenda Sept. 12, 2008 Communicating for a Referendum presented by Susan Brott, APR

The Realities of “Winning”
Communication Strategies for School District Referenda Sept. 12, 2008 The Realities of “Winning” You can win … Without everyone being happy With substantial negative media visibility If you remain focused If you’re helpful If you can move 51% of your base to action We often want everyone to be happy. But the reality is that not everyone will. look at public opinion. (20 anti, 25 lean anti, 10 truly undecided, 25 lean pro, 20 pro). Focus on the 55% with some effort on the 25 … forget about the other 20 … neutralize them * James E. Lukaszewski, “Building Community Relationships: Gaining and Maintaining Public Consent,” 2006 presented by Susan Brott, APR

Sept. 12, 2008 Rules for “Winning” Refuse to be distracted. Bear down on your positive objectives. Consciously reduce the media’s influence. Control with positive power. Wage peace from the start. Focus on consent rather than opposition. 1 – Stay on message, don’t get distracted by your detractors 2 – Focus on what the levy will provide, not what will be taken away if it fails. 3 – Focus on what the community expects and wants and give it / do it before they expect it. Don’t let the media frame the issue. 4 - Stay above the fray. Negative voices get attention, but people appreciate the high road in the long run. 5 – Go out early with showing cooperation … you want to answer critical questions and be available for them. 6 – Don’t focus energies on the 20% that will never vote for you, focus on keeping the 20% that support you happy, and the 60% on the fence. * James E. Lukaszewski, “Building Community Relationships: Gaining and Maintaining Public Consent,” 2006 presented by Susan Brott, APR

Sept. 12, 2008 Planning No single plan exists that meets the needs of every school district and every election environment You must tailor your plan to fit your community! Always start with a plan … winging it never works in a comprehensive campaign like a levy referendum. Especially in a noisy election season like this year! presented by Susan Brott, APR

Effective Referendum Planning
Communication Strategies for School District Referenda Sept. 12, 2008 Effective Referendum Planning Coordinate district communication activities with that of the citizen’s campaign Throughout the planning process, create one campaign in which the district and citizens have clearly defined role. Every activity is coordinated! presented by Susan Brott, APR

Roles of District vs. Campaign
Communication Strategies for School District Referenda Sept. 12, 2008 Roles of District vs. Campaign District communications = Information What is proposed? How much will it cost me? Why should I vote for it? What happens if it passes or fails? Campaign communications = Advocacy Less product, more emotion Face to Face contacts Carry VOTE YES message DISTRICT – FACTS, FACTS, FACTS also keep up with ongoing communications about status of school. Use tools like annual reports, newsletters, media stories to highlight good work of the district. Give them a reason to VOTE YES! CAMPAIGN – Use personal stories of why you are supporting the initiative. Parent to parent authority. (E.g. Lori Swanson with kids handing out stuff). EMOTION MIXED WITH FACTS Show sample communications strategy for 2006. presented by Susan Brott, APR

Roles of District vs. Campaign
Communication Strategies for School District Referenda Sept. 12, 2008 Roles of District vs. Campaign Accept that there will be some overlap of key personnel. Be smart about scheduling your time! Technically, as a staff member you can volunteer for the campaign on your own time. For many of us, we put in more than 40 hour weeks, so can justify. But be smart about it – plan meetings so clearly before or after the school day. presented by Susan Brott, APR

Role of the Superintendent
Communication Strategies for School District Referenda Sept. 12, 2008 Role of the Superintendent Strategic planning Working closely with campaign to execute and coordinate efforts Obtaining support and participation from staff in cooperation with campaign committee Providing information, support and resources campaign committee Vital for the superintendent to provide leadership, planning and expertise to the coordinated referendum campaign presented by Susan Brott, APR

Role of the School Board
Communication Strategies for School District Referenda Sept. 12, 2008 Role of the School Board Maintain focus on student needs Provide unanimous resolution to conduct election Align final proposal with community values and perspective on spending Involve citizens in campaign Provide support to administration and volunteer committee Misconception that board members cannot or should not be supportive and engaged. Give examples of WBL board – Rolf & Lori (steering comm.) Sandy (pro bono design) Others (speaking and promoting levy) All are kept apprised of communications strategies for both. They need to be visibly in support of the initiative. presented by Susan Brott, APR

Sept. 12, 2008 Role of District Staff Solidify and strength relationship with primary audience (parents) Identify way to reach out and enhance secondary audiences (seniors, non-parents) Demonstrate good stewardship of what the district currently provides Ask questions and stay informed Support and participate in the campaign Staff are key ambassadors of the district message. Arm them with talking points so they know the purpose of the proposal. Meet with employee groups – give them basic info and make sure they know where to send people for more information (use Teacher Conferences/New Teacher as example; Secretarial training; Food Service, etc.) Make sure staff understand what they can and cannot do – Use Ted’s Ten Commandments. Stewardship – be good employees … if the voters see staff as positive and competent, more likely to support levy. Support the campaign – always helps to see staff who are willing to support the campaign, if not … voters wonder why. Buttons – yes they can, but caution against doing so in front of students. presented by Susan Brott, APR

Role of Campaign Committee
Communication Strategies for School District Referenda Sept. 12, 2008 Role of Campaign Committee Identify overall theme and coordinate messages Gain influential support (endorsements) Strategically canvass the community to identify probable “yes” voters Recruit volunteers for leadership roles Implement campaign plan Coordinate campaign activities with district initiatives. Use grassroots approach (especially this year) … to do face-to-face contacts. Start with school parent leaders and work out from there (e.g. bring at least two non-parents to the polls; check in with neighbors) presented by Susan Brott, APR

Sept. 12, 2008 Shaping Messages Core Message – targeted message at primary audience Subordinate Message – similar goal, but targeted at secondary audience. Core message (WBL) – Levy needed to help maintain current offerings and programs, maintain reputation of student success, possibly add back a couple things cut in past Allows for individual attention for students who are struggling Without it, will be a significantly different looking district. Subordinate Message (WBL) – targeted at seniors and alumni parents Education is each generations gift to the next generation (survey showed – 92% agreed) Each generation responsible for education of next (survey showed – 93.6% agreed) presented by Susan Brott, APR

Sept. 12, 2008 Shaping Messages Remember the 3 C’s of communication when developing key messages: Clear Concise Compelling Clear – Avoid jargon and technical terms Concise – Get to the point, don’t clutter with too much information. Stay focused Compelling – build the case for why it is important … use stories and metaphors. presented by Susan Brott, APR

Dealing with the Opposition
Communication Strategies for School District Referenda Sept. 12, 2008 Dealing with the Opposition STAY ON MESSAGE! Use the 80/20 rule 80% of your response should be on message Respectfully acknowledge Briefly Respond Return to your message Don’t let others define you position. Respond and move on. Much like you do in media relations – 80/20 rule. E.g. – The state just gave you money, why do you keep coming back to us for more? – Thank you for your comment. True the state did just give us money (how much) and we are very appreciative of it. Unfortunately, the money from the state has not historically kept pace with inflation and therefore we are still making up the deficit. Need this local money to cover the gap to provide the education the community wants, expects and deserves. presented by Susan Brott, APR

Dealing with the Opposition
Communication Strategies for School District Referenda Sept. 12, 2008 Dealing with the Opposition The best defense is a strong offense Be your own worst critic Provide advance warning Have your facts straight Keep your eyes on the prize Strong district communications plan? Know before they do where your weak links are and beat them to it. Acknowledge them and explain how you are addressing them … better to be up front than respond to others. Let others know when organized opposition is present and what less-than-honest tactics they may use. Use “Myth Busters” on campaign web site. Expose the opposition for what they really stand for (against any tax, anti-public schools, etc.) – They may say they are there to help the community, but are they? Especially if from the outside … expose them as an outsider who doesn’t know this community and their values Have facts sheets at the ready, have these available at all meetings and gatherings to dispute opposition claims Assign one person to deal with opposition (junkyard dog) or incessant data requests … thus freeing up the rest of your staff/campaign to focus on your message. Don’t allow them to distract you. It is tempting to respond to every issue in a public fashion. Don’t. Stay on the high road … and stay on message. * MASA publication, Rapid Referendum Response: What to do when you district is blindsided by anti-referendum attacks, 2006 presented by Susan Brott, APR

Sept. 12, 2008 Contact Information Susan Brott Chief Marketing and Communications Officer West St. Paul - Mendota Heights - Eagan Area Schools Delaware Avenue Mendota Heights, MN (651) presented by Susan Brott, APR

Sept. 12, 2008 Contact Information presented by Susan Brott, APR

Communication Strategies for School District Referenda

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