Good news and bad news, strengths and weaknesses. In a special session Monday night, the Benjamin Logan Board of Education heard a report on a recent communication audit. They plan to share these findings and what they will do about it with stakeholders soon.
According to Sally Stolly, director of administrative services, “Developing and implementing a strategic communication plan is going to be the foundation and the real measure of success in helping the district move forward with the summary of recommendations.”
The report was presented by Kelly Avants, the lead auditor for the National School Public Relations Association.
“Recognize this is not a two-month plan but a two- to five-year plan,” Avants, who spoke to the board via video, said. “This is a drink with a firehose … and we want you to take this and determine … what’s the most appropriate way forward.”
While Avants had a lot to praise with regard to the school’s communication efforts, the focus was on where they need to improve. And topping the list was the feeling parents have that their voices aren’t recognized as part of the conversation.
She also expressed concern regarding an aging population that may no longer feel connected to the district. This growing disconnect could have an impact on ballot measures.
Avants’ main recommendation includes creating a strategic communication plan, such as Stolly mentioned, making information easier to consume and seeking consistency in that communication.
“In my experience—and I’ve been in this business for a very long time—the complexity of communicating with communities just keeps getting bigger and bigger,” Avants concluded. “Public opinion takes a long time to change. Keep that in mind as you digest this report.”
