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Delivering value: Your district's key word 
for 2014

One of the most interesting aspects of our research work on behalf of public school districts has been being able to track the ebb and flow of typical patron opinion regarding district performance and the oh-so-hard-to-measure characteristics of the district/patron relationship, over the past 22 years.

Not surprisingly, during more stable financial times (remember them?) patrons had a much more laissez-faire attitude toward their local school district. In other words, if the district thought something was a good idea, it probably was, and we – the patrons – should support that. Only the passionate few thought it necessary to engage in a debate, whether that be on curriculum, class sizes or costs.

Over the last four to five years – but particularly in the last 12 to 18 months – however, it's clear that laissez-faire has become passé.

The large majority of school district patrons who typically paid scant attention to the goings-on at your Central Office, unless it impacted their son or daughter, have become aggressively more interested in one aspect of school district life: What are you doing with my money?

As everyone in public education well understands, money has always been a topic of interest among patrons. It’s just that the tone of patron commentary has become more strident and less supportive. For more patrons, the default reaction today appears to be to doubt.

Not only is the tone more combative, it’s also more confused. Patrons’ comments today include frequent suggestions for changes to the basic funding of schools, school bonds, operating levies and the like that are more appropriate for communicating to their legislator than to the school district itself.

The end result is a lot of frustration for school districts and patrons alike, and confirmation that school finance is a topic that will never be fully understood in the community. Recognizing that fact, it makes sense to focus more communications on what patrons’ money is “buying them,” than on trying to turn each resident into a junior school district CFO. For example:

Where are you getting the same (or better) results for less money? Energy performance contracts, food service changes and other steps that get at least the same – if not more – for less show that you are uncovering every rock to find savings. Just make sure that you focus on the savings first, and the details second.

How are you lengthening the useful life of current facilities? Preventive maintenance steps that seem mundane to you show quite clearly that you recognize each building in your inventory represents an investment by your patrons. Show them what you are doing to protect that investment.

What are you doing to find other revenue? The “find the money elsewhere” comment is becoming more prevalent in our research results. So, turn that on its ear by showing situations where you may be generating revenue. Catering services through culinary programs, facility rental fees, and other modest moneymakers suggest you are, in fact, looking for money elsewhere.

The message: Make this the year you focus at least a portion of your message on how you are delivering value to the taxpayers who make public education possible.

SURVEY SAYS

Aside from having quality teachers and staff, which of the following is the most important characteristic of a school district? 

Note: Results reflect the top six choices among those selecting one of the answers from a provided list of 10 options.

POINT OF VIEW: If the category of quality teachers and staff is removed from the equation, respondents ranked smaller class sizes and nurturing school environment at the top. What happens every day in the classroom between the teacher and students is at the very core of our work. Relationships matter. Results matter. As educational leaders, how are we prioritizing the core resource of our work – teaching and learning – and how are we promoting that precious resource as the district’s most important characteristic? Just food for thought. – Dr. Melody Smith, partner

Nationwide Patron Insight poll of 1,503 adults, age 18-plus.

You're talking. What are your patrons hearing?

Professional communicators know the feeling well. 

You craft a precise message. Pinpoint the medium (or media) that is the ideal vehicle to get the word out. Disseminate it with crisp timing. And then wonder if anyone heard.

Rarely do you get the kind of regular feedback that says whether your messages are spot on, or a bit off the mark with what patrons are most interested in hearing about. The result: The school district keeps pushing out messages and hoping that they are resonating.

Patron Insight can help eliminate the mystery, with our Communications Audit. Utilizing a blend of one-on-one interviews, focus groups and research surveys, our Audit process helps pinpoint what your patrons are hearing, and how your district can make a stronger connection through communications.

The process is very collaborative, and has proven to be pleasantly eye-opening to those who have taken part so far. For more information, please contact Rick Nobles

Americans for Public Education celebrates achievements of public schools

There is so much that is right about public education, that it’s time to start sharing stories about the people, places and programs that are making a meaningful difference in the lives of students, families and communities. Such is the mission of Americans for Public Education (APE), which produces and distributes short videos of positive things that are happening in public school districts.

The videos are a celebration of excellence, innovation and commitment, and are available through the APE website. School districts are urged to play these videos at Board of Education meetings, post them on district websites and share them through television stations and social media.

APE is looking for new stories to share, so please visit the website to share a story from your district.

Thank you!

Patron Insight recently reached a milestone for which we have to thank our great school district partners.

Specifically, we have now had the pleasure of serving more than 100 school districts, ranging in size from 438 students to more than 25,000. In addition, we are honored to count among our clients several school-related associations, dedicated to advancing the cause of public education.

Thank you for the chance to work alongside you in your quest to prepare the next generation of leaders in our country and the world.

Best Practices Consortium

Peers sharing ideas to 
enhance learning for all.
How cool is that?
Learn more.

Patron Insight, Inc. 
19733 Birch Street
Stilwell, KS 66085
Office: 913-814-7626 
Fax: 913-814-3864 
info@patroninsight.com

School Communication that Works: On the subject of taxes

“The issue is less about the concept of paying taxes to support the school district, and more about having to foot the bill for a district that doesn’t seem to be effective in delivering what I (meaning your patrons) consider to be important.” (Page 17)

Order your copy of the book here, and support the National School Public Relations Association in the process.

Ken DeSieghardt
Ken DeSieghardt
816-225-0668

Rick Nobles
Rick Nobles
913-484-0920

Craig Larson
Dr. Craig Larson
314-267-6992

Dennis Fisher
Dr. Dennis Fisher
816-392-7387

Marsha Chappelow
Dr. Marsha Chappelow
314-910-7401

Marc Maness
Marc Maness
417-827-5449

Melody Smith
Dr. Melody Smith 
816-261-0926

Steve Mulvenon
Dr. Steve Mulvenon
775-690-1145

Susan Nenonen
Susan Nenonen
913-481-7080


Patron Insight, Inc.
19733 Birch Street • Stilwell, KS 66085
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