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Public Relations » GCSS Communications Plan

GCSS Communications Plan

GCSS Communications Plan

The Glynn County School System (GCSS) is committed to open, honest, and ongoing communication; we understand that maintaining a two-way conversation with our community, parents, and students is essential for building relationships. These relationships are the foundation for a strong school system.

 

During the spring of 2020, GCSS provided a Digital Learning Survey that gathered information from students, staff, parents/guardians and community members on our virtual learning efforts. It also included a section for stakeholders to evaluate our current communication channels. Below is a brief summary of the survey results.

 

  • Of the 3,101 respondents, 69.8% of respondents identified themselves as district parents. 18.9% were professional staff (teachers, district personnel and/or building administrators), 9.6% were students, and 1.7% were community members/business owners.
  • 66.2% of the respondents have a child in the Glynn County School System. 33.7% did not have children currently in the district.
  • District communication via One Call Now automated phone/email system, social media and district website were considered effective in both parent and employee groups (49.9% and 61.1% respectively).
  • When asked how to make the district’s communications tools more effective, an overwhelming majority suggested improving the district’s website. In addition, the use of email and social media to communicate district news was highly recommended.
 

This plan was updated to establish a more comprehensive and integrated communications process, based on survey results and feedback provided from our newly established Communications Advisory Council (May 2019), so that we could better meet the communications needs of all stakeholders. It aligns with the district’s goals and is incorporated throughout the District Strategic Plan. The goals and strategies are tied directly to the objectives of the strategic plan set by the district for achieving its goals.

 

The Communications Plan is a working document and is intended to do the following:

 

  • Provide a communications program that directly helps the district achieve its strategic goals.
  • Foster strong relationships with district stakeholders.
  • Provide a focus and direction for messages/methods in support of the district’s goals.
  • Enable the district to present itself accurately to audiences.
 

DESIRED BEHAVIORS AND ATTITUDES

 

Through implementation of this plan, the following desired behaviors and attitudes are the focus:

 

Internal Audiences
Faculty, Staff, Board of Education, Parents, Students, Volunteers

  • Keep informed on key issues affecting the district and students
  • Work as a high-performing organization whose employees respect and value each other as well as stakeholder feedback
  • Exhibit district values of caring, integrity, and collaboration
  • Exhibit District pride
 

External Audiences
Taxpayers, Senior Citizens, Business Leaders, Media, Legislators, Religious Leaders, Realtors

  • Support the Glynn County School System
  • Exhibit trust in the schools and district
  • Feel engaged and involved in their public schools
 

COMMUNICATION GOALS

Goals are listed in no particular order of priority and should be recognized as integrated activities for achieving long-term success.

 

  1. Develop and maintain positive, collaborative relationships with all stakeholders to strengthen support for the Glynn County School System.
  2. Increase awareness of the excellent education and innovative programs offered in the Glynn County School System.
  3. Enhance the image and public opinion of the Glynn County School System.
  4. Establish an effective employee communication plan to improve internal communication and employee engagement.

COMMUNICATION GOALS & STRATEGIES

 

COMMUNICATION GOAL #1

Develop and maintain positive, collaborative relationships with all stakeholders to strengthen support for the Glynn County School System.

 

  1. Utilize the Key Communicator Groups (e.g. PTA, Family Connections of Glynn, Communities in Schools, Brunswick-Glynn County Library, Golden Isles Arts & Humanities, local media) to involve parents and community members in schools and education.
  2. Continue with electronic communication tools (e.g. district website, One Call Now messaging system, social media) to provide information for all stakeholders.
  3. Build and maintain partnerships with business and community leaders (e.g. Partners in Education, Go Build Glynn, Principal for a Day, Glynn County Teacher of the Year).
  4. Develop and sustain relationships with local emergency management officials (e.g. Glynn County PIO Group).
  5. Plan, produce and distribute district’s Annual Report.
  6. Establish strong, positive connections between individual schools and their communities (e.g. Leadership Listens).

COMMUNICATION GOAL #2

Increase awareness of the excellent education and innovative programs and approaches offered in the Glynn County School System.

 

  1. Disseminate current, accurate and informative information to the public through the district website.
  2. Generate news media publicity for unique, innovative, and newsworthy programs and events.
  3. Serve as district spokesperson to positively position the district in media responses and interviews relating to major district events and issues.
  4. Ensure that the Board of Education annually reviews and updates as necessary its Mission and Vision statements and the board ethics policy as required by state governance standards.
  5. Facilitate board participation in the GSBA Board Recognition Program.
  6. Serve on Golden Isles Arts & Humanities Board of Directors to serve as liaison between the school system and GIAHA.
  7. Coordinate with the Superintendent to conduct Leadership Listens, a drop-in, agenda-free forum at several schools throughout the year.
  8. Highlight accomplishments, create awareness, promote transparency and increase community support for the GCSS.
  9. Work with district staff, the Golden Isles Chamber of Commerce and the Georgia Power Company to coordinate and conduct annual Teacher of the Year awards dinner and program.
  10. Promote and maintain a reporter-friendly culture within GCSS through staff education.
  11. Maintain positive relationships with members of the local news media and utilize contacts to publicize special events/programs.
  12. Work with district leadership team to develop, manage and promote the district Strategic Plan.
  13. Coordinate annual Leadership Glynn school visits and lunch.
  14. Manage and update district’s Simbli website to provide information about and access to Board of Education meetings, policies and the district Strategic Plan.
  15. Continue to promote GCSS programs and events through the district’s social media (e.g. Facebook, Twitter, Instagram, YouTube) to maximize awareness and support for the district.
  16. Keep a file of news article/press clippings for school board members and for the district’s future reference.

COMMUNICATION GOAL #3

Enhance the image and public opinion of Glynn County Schools.

 

  1. Serve as a member of the Georgia Schools Public Relations Association (GSPRA), and work toward Accreditation in Public Relations (APR) certification.
  2. Utilize consistent polished look and theme on all GCSS publications to promote recognition, increase public awareness and improve public perception of the district.
  3. Provide cost-effective, professional, timely, and interesting publications to our school community and taxpayers (e.g. The GCS Experience podcast, Chalk Talk magazine).
  4. Continue to produce newsletters and publications that address the needs, wants and questions of all audiences (e.g. COVID-19/Coronavirus Information page on district site).
  5. Utilize media contacts to present positive image to the local public.
  6. Provide parental workshops that focus on student needs and education (e.g. Leadership Listens).
  7. Maintain a proactive media relations program to enhance the district’s image (e.g. newsworthy media pitches from District News Submission Form).
  8. Establish a clear brand identity for the district and build upon that brand and reputation (e.g. GCSS Identity Guidelines).
  9. Build relationships with community members & media through one-on-one story development.

COMMUNICATION GOAL #4

Establish an effective employee communication plan to improve internal communication and employee engagement.

 

  1. Work in collaboration with Human Resources to coordinate clear, consistent messages to staff.
  2. Coordinate with Superintendent, Glynn County Schools Police Chief and other district staff to conduct district communications response to crisis situations and events.
  3. Counsel district staff, school principals and board members in managing crisis communications and assuming appropriate roles in a crisis or emergency.
  4. Review social media and website analytical reports to evaluate district strategies and decisions based on data insights.
  5. Assist with creating and updating district- and school-level crisis communications plans.
  6. Coordinate with College of Coastal Georgia, Glynn County EMA and other local emergency agencies to share and learn from their crisis management best practices.
  7. Create and implement new staff orientation as well as recruitment materials to attract and retain highly qualified staff to carry out the GCSS mission and educational programs.
  8. Work in collaboration with IT Department to maintain the district’s intranet site and to promote it as the primary source of information for staff members.
  9. Provide opportunity for building level staff to meet individually with Superintendent throughout the year (e.g. Teacher Advisory Group).
  10. Create, implement, and maintain a monthly employee recognition program as well as employee-related events such as wellness committee initiatives, employee recognition breakfasts/lunches, and annual retirement luncheon.
  11. Distribute information to staff regarding school, student and staff events, fundraisers, etc. through intradistrict listserv.
  12. Assist with coordination and conduction of Principals and Cabinet/Directors meetings.
  13. Promote open communication between the district office and schools, highlight accomplishments, and inform GCSS staff about important information, issues and events.
  14. Each school building and the district office has a staff meeting monthly to share information, provide training, and foster two-way communication.

 

 

Last Updated: 12-4-2020