Communications Audit
Background
Background
Pacific Grove Unified School District (PGUSD) contracted with the National School Public Relations Association (NSPRA) for an independent review of the school district’s communication efforts with its employees and parents/families. An NSPRA Communication Review identifies the strengths, weaknesses and opportunities to improve a school district’s communication program through a process that includes:- An analysis of District and school-level communications materials, the District website and social media.
- Quantitative research through the surveying of district staff and parents/guardians (a total of 500 responses received)
- Qualitative research through focus groups and interviews with district staff and parents/guardians
A communications audit synthesizes this data to determine the effectiveness of current plans and practices, identify strengths and weaknesses, and make recommendations necessary to improve communications across the District.
Key Findings of the Current Communication Program
Key Findings of the Current Communication Program
Strengths
- PGUSD communicates with its various stakeholders with a variety of tools and techniques including e-newsletters, text messages, email, automated phone calls, district and school websites, social media and in-person meetings.
- The Board of Trustees has demonstrated its commitment to two-way communications with a comprehensive set of policies and regulations. The board has also updated the PGUSD Strategic Plan with an emphasis on enhancing communications.
- The majority of employees and parents find district communications to be clear, accurate, easy to understand and trustworthy.
- The district’s new superintendent has already begun to focus some of her time on new communications initiatives.
Challenges
- PGUSD lacks both a strategic communication plan and a staff position to oversee its implementation.
- Based on comments in focus groups and from the SCOPE Survey, parents find that district communications come from too many sources, are too long and are frequently repetitive, which results in important information being missed.
- Parents and employees report being poorly informed on important topics such as major decisions by district leaders, district budget and finances, and major goals and objectives.
- The district’s use of social media lacks coherence and a sense of purpose. It remains a largely untapped resource.
Recommendations
Recommendations
Based on analysis of the research, the auditor suggests the following strategies for enhancing PGUSD’s communication program.
- Centralize the district communication function in a single position.
- Develop a strategic communication plan that aligns with district goals.
- Standardize parent communication processes
- Strengthen the use of social media by the school district.
- Empower employees to serve as ambassadors of the school district.
Implementing these recommendations should be considered a long-term process that involves everyone responsible for communicating in PGUSD.
It is generally not feasible to address more than two to three recommendations each year while maintaining all current functions of a district’s communication program.
Next Steps
Next Steps
- Development of a strategic communications plan - (means of ensuring we address other areas of focus)
- Revision of the District Website to be easy to navigate, informative, accurate, welcoming and engaging
- Establishment of District Advisory Councils
- Ongoing Feedback and Community Engagement via LCAP Advisory Sessions
- Annual Review of 5 Recommendations