COMMUNITY RELATIONS Building Unity in Community
Effective communication practices enhance school district transparency and build community trust. By Paul O’Malley, EdD, and Steve Ryan
The strategy includes leveraging social media channels, developing a communications cadence, building a hub, developing power-ships, and increasing transparency.
Communicating on Multiple Channels
Butler School District 53 communicates with stakeholders using various channels, including Twitter.
O
pen communication and transparency have long been hallmarks of the communications strategy for Butler School District 53, which serves 500 K–8 students in Oak Brook, Illi-
nois, a western suburb of Chicago. Believing in the power of partnerships, forming
“power-ships” with stakeholders and community groups, and using a belt-and-suspenders mind-set, Butler School District 53 rolled out a new communications strategy to ensure that all stakeholders, community groups, and interested parties have prompt access to accurate infor- mation to enhance transparency and foster unity.
asbointl.org
Recognizing that different audiences interact with infor- mation in different ways and through various channels, District 53 communicates through social media, email, print, website, emergency notification, and more. Each channel resonates with specific audiences, and each has an important role to play within the overall strategy. Social media communication is an integral component of the district’s enhanced communication practices. The district previously had a sporadic social media presence. A comprehensive audit prompted a new social media strategy that increased performance compared with pre- vious years: 50% more impressions, 25% more engage- ments, and 30% more clicks to the website. Recognizing that Twitter promotes professional devel- opment, learning, and networking for teachers and staff members, the district altered its strategy to focus Twitter content on sharing information about the district, arti- cles and press coverage, and time-sensitive updates. To build unity within the community, the district launched an Instagram account to communicate directly with parents, share photos of students learning, promote the summer school curriculum, and highlight the district’s accomplishments. The Instagram account quickly received more than 100 followers and tens of thousands of views. Additionally, the district changed its focus on Face- book to communicate with parents and with the broader community. Content includes photos of students learn- ing, videos, articles, links to the website, email communi- cation from the district office and school buildings, and other promotional content. For more targeted communication, the district uses a branded email notification system to communicate directly with the parents and guardians of the district’s two schools. These email notices are segmented accord- ing to the district, elementary school, and junior high school to ensure that accurate information is sent to the appropriate individuals.
SCHOOL BUSINESS AFFAIRS | JULY/AUGUST 2021 19
COURTESY OF BUTLER SCHOOL DISTRICT 53, OAK BROOK, ILLINOIS
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