Making Dollars Make Sense

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Speaker: Tom DeLapp

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1. MakingDollars MakeSense ACSACELInstitute February27,2014 PresentedbyTomDeLapp CommunicationResourcesforSchools 2. ThePowerofPunctuation AnEnglishprofessorwrotethissentenceontheboardandasked herclasstopunctuateitcorrectly.Awomanwithouthermanisnothing Howwouldyoupunctuateit? Allthemalesintheclasswrote:Awoman,withoutherman,isnothing. Allthefemalesintheclasswrote:Awoman;withouther,manisnothing. LESSON:Pointofviewleadstomiscommunication! 3. TakingtimetocommunicateWhosgottimetocommunicate!? 4. WorkinghardertostayevenEducationalemployeesfeelliketheyreworking muchharderwithlesssupportandsatisfaction 5. TheEraofAccountability EraoftheAWordsEra oftheRWordsReform Restructure Refocus RetrenchCommunicate Collaborate Connect ConsumerAssessment Articulation Achievement AlternativesUsingtheCWordsRESULTSThe only R word left is RESULTS. Now were in the era of the A words! 6. TectonicShiftsImpactSchools TimeCompression,FastPace AcceleratingChange InformationalClutter Globalization&Reach MixedMediaTransparency IntegratingDiversity ImpatiencewithStatusQuo PolarizingDebateWhentheground shakes,peoplelook forthefaultline 7. TheHydraulicFluidforChange Communication Alignseffortswithobjectives Buildsclarityofpurpose Coordinatescollaboration Drivesinitiativesintoactions Energizesandengagespeople Facilitateschangeandgrowth 8. Changecanbescary! EducatorsareverychangeaverseCHOICE CHAOS CHANCE CHANGE =GROWTH 9. What,moremoneyforschools?! Whenthepiegetssmalleror bigger,thefirstthingtogo arethetablemanners! Asweconsiderspending newmoneyarewejust goingtorestorecuts? PruningtheRoseBush 10. Communicating Strategically 1Planned and Measurable Impact2Proactive Strategies to Position You3Efficiencies & Integrated Efforts4Building Communicating Capacity. . . that is our primary goal! 11. OurAgendaforToday MakingDollarsMakeSense: TheNewFiscalReality R.O.I. CreatingaBudgetLessonPlan DeliveringPersuasiveMessagesthatStick AuthenticStakeholderEngagement DevelopinganIntegratedVirtualCommunity 12. THENEWFISCAL REALITY LocalControlorLocalConflict? 13. OnaCollisionCourse Budgeting demandsfor commoncore 14. Perceptioniseverything Whatpartdoyouseefirst?The Slice or the Circle? Mostpeopleonlyseetheirsliceofthepie.Itsupto ustogetthemtoseethebiggerpicture.Givethem thecontextnotjustthefacts.Thisisateachable moment! 15. Makethebudgetpersonal Whenpeopledontseethe biggerbudgetpicturetheytend tothinkofthemselvesmore andcocoon.Communication givespeopleasenseofthe wholefinancialpuzzle.Peoplewilljudgewhetheryourdecisionsareequitableand logicalbasedonwhatsinitforthem! 16. PeopleToday Diverseaudienceswithdiverseperspectives Shortattentionspans;MTVenvironment Impatientconsumers;nobrandloyalty Wantwhatsbestfortheirkids NOW!!! Carelittleforchainofcommand Distrustinstitutionsandbureaucracy Informationoverload/access Everyoneisanexpertonwhatyoudo! Incrediblybusyeveniftheyrenot 17. ThePublicOpinionMix Wordof Mouth Interests Groups SocialMediaNetworksNewsMediaPress Websites Citizen JournalistsEntrenched Perceptions Bias Prejudice HistoryMedia ClutterPolarizing Viewpoints Stereotypes, Rumors,Myths, MisinformationCompeting InterestsAgendas Blogs Commentary 18. Beaccountableonthreefronts Aremykidsinasafe,securelearning environment? Freefromgangs,drugsandviolence Healthyphysicalenvironmentandclassrooms Culturefreefrombullying,intolerance,isolation, indifference,racism,harassment,etc. Aretheygettingagoodeducation? Tohigherstandardswitharigorouscurriculum Doesitmeetmychildsuniqueneeds Isitcompetitiveandcomparable Areyouspendingmytaxdollarswisely? Exercisingyourfiduciaryresponsibility Puttingresourcestowardresults Showingefficiencyandeffectiveness FacilitiesandtechnologymanagementHow are you meeting these needs? 19. TheLeadershipFactor Theywanttoknowthatyouknowwhat youredoing Leadership,vision,credibledecisionmaking Caliberandqualityofthepeopleservingthem Youarewalkingyourtalk Youarelisteningtostakeholders 20. ACrisisisaLeadershipTest TheChinesecharacterforcrisisisa blendofthecharactersWei for dangerandJi forcrucialpoint Yourresponseinthishighprofile situationcanbeyourfinesthour! Itcanalsodamagepersonal, professional,andorganizational reputationsifnothandledwell! Inacrisis,peoplelookforsecurity, stability,andsolutions Afiscalcrisisorchangeisatestof financialleadership.Makeitcount!Howwillyoubethe gotopersontosee usthroughfiscal change? 21. Doourschoolsmeasureup? Thatsthequestiononthemind ofeverystakeholderandparent Connectingindividual perceptionstofacts,trends,and evidenceofsuccessisyourjob! Givingthemabasistomakegood choicesandshapeaccurate opinionsisyourbottomline Thebudgetisayardstickfor measuringsuccessThatsACCOUNTABILITY! 22. InvestingResourcesinResults Returnoninvestmentattitude Trackhowdollarsmake differences Showefficienciesandcost effectiveness Correlatebudgetedaccounts tostudentachievementand schoolperformanceGivestakeholders aninvestment portfoliowhen youreportonthe budget 23. AnatomyofSchoolLeadership Superintendentisthe Brains oftheOperation EducationalServicesistheHeart&Soul CBOistheConscience Eyesandearsfromthefield Thoughtfulcorrelationofalternatives Diagnosticianofupsides/downsides Forecasterofimplications Solutionorientedpragmatist 24. GetcomfortablebeingaPublicFace CBOsoftenwanttoorfeeltheyhave tobebehindthescenesplayers Withbudgetsandfinancesbeingsuch highprofileissuestoday,youcantafford theluxuryofanonymityanymore Youregoingtobecalledonsoyoumight aswellbereadytobeamorepublicface oftheschooldistrict ThinkPublicCommentinsteadofNo CommentYou are the message! Roger Ailes, Reagan PR advisor and Fox News President 25. Bethecompassthatpointstruenorth Tobuildcredibility,youmustbe: Ethical,legal&honest Transparent&forthcoming Consistent&dependable Accurate&reliable Futurefocused&visionary Collaborative&cooperative DontusethebudgetasaweaponDont practice the Golden Rule: He who has the gold makes the rules 26. Building Public TrustPR=PERFORMANCE (Doingagoodjob)+RECOGNITION (Gettingcreditforit) 27. CREATINGTHEBUDGET LESSONPLAN DontPracticeReady,FireAim! 28. TheTippingFactor Whatshould weaddtotip thebalancein ourfavor?Willmoreof thesameget usabetter result?SupportApathy 29. TheTippingFactor SupportApathyPublicEngagementNoSenseof UrgencyTwoWay CommunicationLimitedAwarenessPersuasive InformationLackofRelevanceAddWeightBe Compelling to Personalize the Consequences BroadenYour Reach,Brand& IdentityBlanket Demonstrate ImpactsLightentheLoad 30. TheTippingFactor Support CreateaFaithful Attachmenttobecomea Cause BuildAffinity&Senseof Ownership Haveapersuasive, responsivedialoguewith thecommunityApathy 31. Communication is a Four-Step Process How & WhenWhat & WhyResearchPlanningProgramsTHINK2 PRWho & WhereReviewImpact & Return On Investment 32. StrategicCommunication PublicInformation Reputation ManagementIntegrity of Decision-MakingCommunity EngagementTwo-Way CommunicationYour communication plan is your accountability plan! 33. PLANPEOPLEPROGRAMSClearly defined, realistic, measurable expectationsDevelop Skills & SophisticationWorkload, support & timingSUCCESSCommunication Elements 34. MakeDollarsMakeSense Your job is to translate numbers into words and key messages You need people to learn about your budget over time Words tell the story, but be graphic in the way you tell it Gives graphs and charts active titles to convey key messages Spreadsheetsreadlike hieroglyphicstomost people.Decipherthem! Summarize and use bullets Teach Economics 101 35. ShowthemaBudgetPlan Begenuine Donotoversellyourcase Withdisasterscenariosorbusinessasusualtalk Credibilitytakesalongtimetobuildanda shorttimetolose Onewrongnumberraisesdoubts Immediatetasksshouldbepartofanoverall longrangestrategytobuildfiscalawareness Makeitacontinuousimprovementprocessinthe wayyoutalkaboutbudgets EnsurethattherightpeopleareintheloopTarget Messages 36. IntegrateAllDistrictPlans AllocateResourcesforResults STRATEGIC GOALSLABOR CONTRACTSOPERATING BUDGETSTAFFINGCOMMUNICATION PLANCURRICULUM & INSTRUCTIONTheintersectionoftheseiswhereyouwalkyourtalkand demonstrateaconsistent,clearlyarticulatedvisionforsuccess. Keepinmindthatlaborcontractstrumpotherplansbecause theyspendyourhumancapital 37. DoStrategicBudgeting Letcorevaluesdrivedecisions Matchyourvision,goalsandobjectivestothepattern ofallocationsinthebudget Starteverybudgetconversationwiththeresultsfor studentsthatyouhopetoachieve UseanInterestBasedmodelforconsideringpriority reductionsandallocations Commoninterestsnotjustpositionstiedtopeople Dolongtermgoalstakeabackseattosurvival? 38. Seizeteachablemoments BudgetCalendarisabuiltinLessonPlan Audit from last year First Interim Report Special Legislative Sessions Governors Budget released Legislative Analysts Report March 15th layoff notices Second Interim Report P2 enrollment calculated Preliminary budget adoption Final budget adopted State budget enacted Unaudited Actual FinancialsHow does your labor relations timeline fit with the budget timeline? 39. WatchingtheBottomLine InPublicEducationourProduct=Learning Profit=Performance Howdoesthebudgethelpyourdistrictturn aprofitbyimprovingyourproduct? 40. StayinginBalance LaborContracts Iflaborcostsplacemore demandsthenthebudgethas togiveOperatingBudget Ifthebudgetisstressedthenlabor unionconcessionshavetooccur 41. Createabudgetclearinghouse Integrateallofyourwork;findcollateraluses Betransparentaboutprocessand product Yourwebsiteisabudgetdatabase Shelfdatealldocumentsyourelease Createalookandfeeltobememorable Bemessagedrivenandframethedebate Givelinksandcitationstoallrelevantresources 42. CreatingPersuasive StickyMessages TellmeastorythatIcanrepeat 43. CreateStickyMessages Memorable Understandable Believable CredibleWeLeaveNo ChildBehind Repeatablewithoutdistortion Transportableandtranslatewell Theycanbeplantedacrossyourentiregrassroots network 44. CreateMessageCampaigns Likeinanelection,youwantmeasurableoutcomes Alleffortsshouldreinforceeachothertoproducemessage disciplineandawareness Repetitionisagoodthing.Repetitionisagoodthing. Peoplereceiveinformationindifferentwaysandyounever knowwhichoneappealstothematanygiventimeoronany givenissue DontjustPRallovereveryone!Targetmessagesformaximum effecttoessentialaudiencesfirst AllmessagesshouldreflecttheDistrictStrategicPlan 45. CreateMemorableMessages Fourstepstodevelopingamessage: Briefthematicstatement Backedupbyevidence,data,indicators Analogies,casestudyexamples,stories Conclusiontoreinforcethemessage Cantheyrepeatwhatyousaid? 46. Message Management & Mapping TARGETSTOOLSAudiences & ConstituenciesMeans & MethodsWhen we will reach them Electronic Print Internet Engagement Calendar Frequency Integration Repetition Staff Parents Public Media LeadersTIMINGRESULTSMeasuring Impact Surveys Advisory Input SystemsInformationandmessagingimpactonourstakeholders 47. ManageYourGrassroots Irrigatethelawnwithasteadyflow ofinformation,inspiration,and invitation Employeesandcivicleadersneedthe toolsandargumentstobeopinion leadersforyou Makesureyoureffortsare sustainable,replicable,pervasive, andconsistent Identifydrypatcheswherethe weedscouldgrowDontpickmeup andputmedown. Aonceayearflood wontdoit! 48. GrowGrassrootsSupport CreateaBusinesseBulletin FiscalFacts,MoneyMatters, Dollars&Sense,TheBottomLine Keeppeopleinformedabout keybudgetfactsandthebudget developmentprocess ProduceFAQsandfactsheets PublishaFiscalAnnualReport withkeyindicatorsofsuccessPeopledontcare aboutyourgrass seed;theycare abouttheirlawn 49. Transparency=Accountability Your communication toolbox E-bulletins and e-mail updates Listservs, blogs, podcasts and chat rooms Use Twitter as a traffic manager Key communicator networks Print materials (FAQs, fact sheets, visuals) Transparencyisntabout seeingrawdataalone;its abouteaseofaccessto explanationsand interpretationsofdata District/school site displays, bulletin boards Speakers Bureaus and message mapping Meeting agenda management Media relations, editorial boards, media kits 50. Contentrulesthedeliverysystem Spendmoretimeonwhatyouregoingtosaythan onhowyouregoingtosayit Overcommunicatingcanbeworsethanunder communicatingifweanesthetizethemtoour message Catchthemwhentheyrereadytolisten Qualityofinformationtrumpsquantityeverytime 51. ExtendingOutreach BuildAFFINITY Theylike&valueuswhichmakesthemmorereceptive CultivateADHERENCE Theyhaveafaithfulattractiontoyour publicschools MovethemtoADVOCACY Sotheyevangelicallyspreadyourgospel Mobilizeotherswithouthesitationtojoininsupport Defendyourhonorfromattack;amplifyyourpositives 52. ViewEducationasaCause Whenweportrayourselvesassystems,welosethe spirit,passionandfaithfulattachmentthatdrive peopletotakeactiononourbehalf Weneedtohavedevoutanddevotedfollowerswho seeitintheirinteresttosupporttheeducational publicinterest Weneedpeoplewillingtosupportandvoteforother peopleskidsoutofasenseofurgencyandpersonal stake 53. CreateRavingFans Ourdistrict/schoolhasemployees.Ifeachonesetsapersonalgoaltoconvertonepersonamonth (10perschoolterm)tobeaschoolsupporterwewouldhave fansinourcommunity!Whatcanwedowiththatmanysupporters?Anythingwewant! Whatifwedoubledthatwithcommunityvoices spreadingthenewstotheirfriends?APandemicofPopularity! 54. ExponentialSupport UseInfluentials toamplifyyourmessage. Foldthemintoyourcommunication strategy: Foldingapieceofpaperinhalf= 3folds=WidthofaFingernail 7folds=WidthofaNotebook 10folds=WidthofYourHand 17folds=TallasaHouse 20folds=asTallastheSearsTower 30folds=OutofEarthsAtmosphere 50folds=AlmosttotheSunInfluential interactions compoundour PublicReach 55. AuthenticStrategic Listening Buildingaccountabletwoway communicationsystems 56. StrategicListeningLISTEN SILENT Withauthenticpublicengagementyou listenasmuchasyoutalk 57. MaintainMessageDiscipline! Frequentlywedontspeakwithoneclearvoice Findapartner.In30seconds,simultaneously telleachotherthethreebestthingabout yourschools.Inotherwords,bothtalkatthe sametimeyouaretryingtolisten. Whatdidwehear?Noise! Now,simultaneouslyrepeatthesewordsasagroup:Achievement, improvement, equity, safety, accountability, success! Nowwhatdidwehear?Oneclearuniformmessage! 58. Speaking with One Clear Voice Publics & Key Communicator Network News Media & Social NetworksParentsKey Messages Talking Points & FAQsStaff & Leadership TeamWeb Transparency Integrated Delivery 59. Engagepeopleinthebudget Advisorymechanismtowhom? Superintendent,CBO,BoardofEducation Typesofinputmechanisms Publiccommentatschoolboardmeetings Townhallmeetingsandcommunityforums StudyCircleswithsmallgroupdiscussions PTA/ParentclubbriefingsandQ&As Digitalsuggestionboxes(ideaharvesting) Surveys(webbasedoremail) CommunityLeaderAdvisoryCommittees BudgetAdvisoryCommitteesHow do they all link together? 60. BudgetAdvisoryCommittees Generalconcepts Promoteorganizationalownershipoftheprocessasvalid, legitimate&worthwhile Beclearaboutthepurpose,roleandlimitsofanyadvisory process Balanceperspectivesthatcheckmatelobbyistsandensure diverseviewpoints Demonstrategenuine,responsivelisteningforprioritiesand interests;keeparecordofthoseinputsandideas Giveampleopportunitiesforinput,reflectionanddecision making.Beopentonontraditional,innovativeideas 61. AdvisoryGroupMembers Committeecomposition Diversityofmembership Variedperspectivesatthetable Organizationaland independentmembers Parentleaders Foundationsandpartners SchoolBoardliaison,butnotadominatingrole Civicleaderswithfinancialbackgrounds Nodrivebymembersorfairweatherfriends Nottoomanagementheavy 62. Gettingresponsibleadvice Usetheadvisorysystemtoabsorbthepubliccomment demonstrationsatBoardmeetingsandtodiffusepublic pleading Worktheproblem,notthepeoplebyhavingprotocolsand standardsinplace Havemembersworkfromaninterest basenotaposition base Educatemembersfirstbygivingthemenoughinformation anddatatomakegoodchoicesandovercomestereotypes, misperceptions,andbias 63. Thingstokeepinmind Ultimateauthorityiswiththeschoolboardandnotthe advisorycommittee Setarealisticfinancialgoal/targettomeet Talkaboutwhatpriorityprogramsyouresavingnotjustthe onesyoureproposingtocut Startwithprioritysetting,notlaundrylists Forcedchoicespromotesharedaccountability Quantityofinputonasinglesubject,programorissue doesntmandateitsadoption Pushforconsensus,butdonotenablenegativiststoveto ideasbyjustsayingno 64. Thingstowatchoutfor Witchhuntsorvendettasonpeopleorprograms Nestfeatheringforpetprojectsandpeople Redherringstodivertattentionawayfromvulnerable programs Usingbudgetingasapreludetolabornegotiations Unionsgettwobitesoftheapplewhentheydominatethe committee Unionscanboycottparticipationandlaterdisavowthe decisionsoncuts Ourroleistotellyouwhatwewantnothowyoure goingtopayforitattitude 65. MinorityRules Mostpeoplelikeyouunless yougivethemareasonnotto Howdowegetpastthe10% whokeepsuckingupour attention? Problemwithengagementis wetendtoengagetheusual suspects Whowanttofixusorcriticize 66. Aloudvoiceshouldntrule Engagemorepeopleinthedebate, stepupoutreach&communicationto inoculatepeopletonegativists Useletterstotheeditorandpublic commentatmeetingstogetthird partyendorsementtocounterweight critics CreateKeyCommunicatorNetworks andDistrictAdvisoryCommitteeswith amissionGotabadsoloist? Getabiggerchoir! 67. Arepeopleimmunetoourmessage?Whenmisinformationembeds,peoplestoplistening Onceopinionsarefullyformedtheyrehardertochange; sometimesdataandfactsarentenoughtodislodgeviews Howcanwecreateenoughcriticalmasstomovepeopletoacton theirbasicsupportforeducation? 68. Rumors=Mistranslation ConceptorIncidententerstheRumorMill: ItgetsLEVELED Detailsgetstrippeddown Supportingdataeliminated ThenSHARPENED Detailsmisconstruedoutofcontexttofitapointofviewor currentenvironment FinallyASSIMILATED Somisinterpretationfitsintopreconceptionsand expectationsreinforcedbyfaultyexamples 69. SoPracticeRumorControl Rumorscantbestopped,theyarelike waterrunningdownhill Theycanonlybechanneledsothey donterodeyoursupport Rumorswinonquantityandspeed.Give themqualitysotheybecomekey communicators Sellkeycommunicatorsandrumorists onyourprogramsotheydontbecome negativistsCommunication immunizes people to the negativity virus 70. Createcommunity aroundyourbudget BuildingBuyInandSupport 71. Weachievecriticalmasswhen Thepublichasa senseofshared ownershipor commonbeliefOur ThePersonalInterest Alignswiththe PublicInterestPublicSchools Buthowdowereshapepublicperception?ReputationManagement 72. Howshouldwemeasuresuccess? WhenpeoplesayOURbudget,notTHEbudget Whenwehaveenoughinformedconfidencethatour publicswillalwayspassabondorparceltax Innegotiations,whenwearenttalkingaboutIFwe havethemoney,buthowtoprioritizespendingit Whenemployeesandparentsseethebusinessoffice asroadsideassistanceinsteadofaroadblock WhenFCMATcomestoyourdistrictforadviceand bestpractices 73. StrategicCommunication Reputation ManagementRelationship Marketing TheseToolsCanTip theBalanceinYour Favorto:Message TargetingEducate Inoculate ActivatePublic Awareness 74. Planned Communication Key Messages & VisionOutcomesCommunication Delivery System Networking & RelationshipsMarketing & AwarenessMethods, Tools, Programs, Projects, Capacity Building Campaigns, ServicesRelationshipsSupport 75. CommunicationObjectives Usecuttingedgetoolstoreachaudiences Focuseffortsonhighestyieldactivities Diversemethodsintegratedeffectively Offeringmultipleaccesspointstoinformation Beingproactivewhilemaintainingtheabilityto respondandreactwell Buildingacommunicatingculturewithgreater capacityamongstafftobekeycommunicators 76. BuildingAReputation Ingredients: GoodorBadPerformance GoodorBadPerceptions GoodorBadExperiences OpinionLeaderValidation() ReinforcingTrust&Belief() Inavacuum,Illdefineyourreputationifyoudont 77. KeystoaGoodReputation Measureofquality Demonstrateyourworthandvaluetomeandothers Consistency ImcomfortablebecauseIcanrelyonyou Transparency Iseeyouasabrandandcanfindoutaboutyoueasily Sustainability Isyourorganizationpersonalitydependentordoesittranscend individuals?Doleadersdefinethedistrict?Astheychange,doesthe districtreputationstayintact? 78. Leadersmanagereputations Buildareputation,dontjustletitpileup IwillsupportyourorganizationifIvaluewhatyoudo,know aboutit,andseethatIhaveaplaceinit Plantomanageyourreputation NorandomactsofPRordrivebyPRstunts Sustained,pervasive,reinforcingeffortsthatnurtureand enhanceyourreputationandimage PRisntonepersonsjob,itseverybodysjob! Makesurepeopleknowaboutyouandyoursuccess 79. RelationshipRealityCheck Peopleconnectwithschoolsintherealworldandin cyberspace VIRTUAL ACTUAL Twothirdstothreefourthsofyourvotersdont havekidsinschool Howdoyouwinapoliticalcampaign? Notbyfocusingonyouropposition,butbyrallying supportersandundecidedvoters! 80. Whatdoorganizationsrunon?RELATIONSHIPS! Iftheaverageschooldistricthas1,000 employees,thatresultsinonemillionpossible oneononerelationships Ifyoujustaddonemoreperson(athird dimension)intothatconnectionmatrixyouhave morethan166millionpossiblewaysfor relationshipstoshortcircuit! Howdowebuildsolidrelationships? 81. RelationshipsAreCrucial Remember:Itsawfullyhardtobe unfairtosomeoneyou know! RelationshipsseeusthroughgoodandbadtimesWeneedarelationshipwithourcommunityPracticePublicRelationSHIPS! 82. CreateYourOwnVirtualCommunity CommunicationTrafficControlCenter Bethebestsourcefor Networking,connections Reliable,timelyinformation Resourcesandreferrals Multipleentry/accesspoints Gettinganswerstoquestions 83. ElevateCommunication CreateTalkingPointsonmajor decisions MaintainMessageDisciplineand intrateamchannelsof communication Anticipatequestionsstakeholders willaskaboutissuesandpolicies Ask:Howarewegoingto communicateaboutthis?Communicationmust haveapriorityseatat thedecisionmaking table 84. Targetyourmessage Twowaycommunication Listenandinform Dontthinkonesizefitsall Dialogueembedsopinions Closethesalebypersuadingpeople Reachthepeoplewhoinfluencepublicopinion eitherindividuallyorasgroups 85. TheModernDaySideArm Smartphonesaretheweaponofchoice tocontendwithahecticlife Seniorsarethefastestgrowingusersofcell phonesbecauseBoomersequiptheir parents Thephoneisacommondenominatorina mixedmediaworldtoreachall stakeholders Phonesbridgethedigital,generationaland languagedividesWMD Weapon of MassDistraction 86. ItsAMixedMediaWorld! Wedontcommunicatetoaplaceorsettime anymore;whereverpeoplearewemustfit theirschedule Peopledefinehowtheywanttoreceive informationthroughfilterstheychoose Peoplecangetondemandorintrusive updatesonissues,products,programsand interests Peoplearenotjustinformationrecipients; mostcananddocreatecontentMass Personalized Information 87. Thepubliciswatchingyou! Publicmeetingsaremuchmorepublicand youmaynotevenbeawareofithappening! Yourealwaysonstage. Anyonewithacellphoneisapotential citizenjournalist Cameras,videoclipsandrecordings Textmessagesandemailsofwhatyouresayingin realtime Blogging,MySpace,YouTube,FaceBookpostings occurduringthemeeting HalftheadultsinAmericaareonFacebookStageyour meetingswell! 88. InformationConsumers Thebullseyeonthistarget isgettingsmallereverydayTraditionalists (46%) Integrators (23%)Theymove information quickly,but arentstuckto itasmuchNetNewsers (13%) Disengaged (14%)Thethreeouterringshavemoreaccesstomoreinformation,butareless deeplyinformedonoverallpolicyissues.Theyonlydrilldownonthingsthey careaboutorseeasimpactingthemdirectly 89. IntegrateCommunicationVehicles Usediversecommunicationtools Websites,mediarelations,languagetranslations,emailnewsletters, informationcenters/posters,postcards,columnsinsitenewsletters,annual reports,autodialingphonesystems,communitybanners,SpeakersBureaus, etc. Doitonce,thensteponittogetmaximumexposure Followanawarenesscalendarandacommunicationplanso informationlayersouttostakeholders Hitcharideonotherorganizationsefforts Tapintosocialnetworking Twitter,Facebook,YouTube,blogs,etc. Drivepeoplebacktoyourwebsite 90. IntegrateAllYourTools FaceBook, MySpace, LinkedInListServsMedia ReleasesBlogsKey Communicator NetworksTelephone AutoDialersCable ChannelsTwitter,E BlastsEnewsletters, EzinesWeb SitePrint Publications 91. BeYourOwnWireService Beclearonthelateststuff Havepeoplejudgethemediabywhat theyalreadyknowaboutyouandnot viceversa HaveaMediaWatchpagetotrack issuesandbeatbackrumors SettingTheRecordStraightpage Attackstereotypes&myths Challengetheblogospherehere 92. BeanAnsweringService IfIcantgetfactsfromyou,Illgo somewhereelse...fast! Aonestopinformationshoppingmallfor yourschooldistrict Makeituserfriendly FAQbasedandeasytonavigate Dont make me do homework to understand you Shelfdateinformation!Restockyour shelvesoccasionally Summarize&headnoteallposted documents 93. BetheMessageCenter Bemessagedriven,notdatadriven WhyshouldIenrollmykidsinyour schools? Whatareyourstrategicobjectives,highest priorities,corevaluesand accomplishments Your web page shouldnt just inform people; it should market your schools CreateandmakevisibleyourIndicatorsof Success Showmeareturnoninvestmentanda bottomline 94. SomeBudgetAxioms Onetimemoneycancertainlyeasethepain,butit cannotcuretheproblem Financialrollercoastersarentfuntoride;theyre scaryandcanhurtpeople Livewithinyourmeanseachyearbyeverymeans possible PeoplewanttheirCBOtobearealist,apragmatist, and anoptimist Itsnotwhatyoudo;itshowyouexplainwhatyou dothatcounts 95. MoreBudgetAxioms Schoolsarentbusinesses,buttheycanandshould bebusinesslike Astudentsfaceandfutureareimprintedonevery dollarbillyouspend,saveorcut Ifitwaseasyanybodycoulddoit;bepreparedto maketoughchoices Youareauniqueprofessionalinaseaofeducatorsso bringthatperspectivetothetable Dontberuledbytheloudestvoiceintheroom 96. Forfurtherinformation TomDeLapp,President CommunicationResourcesforSchools2351SunsetBlvd,Suite170,#504 Rocklin,California95765(916)3151409 Cell&Text:(916)7651759 Email:tomdelapp@aol.com WebSite:www.tomdelapp.com Blog:www.tomdelapp.blogspot.com FollowmeonFacebook,LinkedInandTwitter@tomdelapp