Keeping communications momentum into the new school year
Whether your district’s first day is in mid-August, after Labor Day or somewhere in between, you’re probably feeling your gears starting to turn for the start of the 2017-2018.
Seasoned public education professionals typically have their “to-do” lists leading up to day one fairly well-refined, while those who are more in the “newbie” category tend to demonstrate multiple bursts of frenetic enthusiasm and activity from now until the first bell of the year.
It’s long been known that while the recharging of the batteries that comes with a summer break has its advantages for students, parents and staff, there’s also a likelihood that at least the first few days of the new school year will be absorbed with determining how much may have been forgotten during the time spent poolside.
That check-in and refresher resembles television programs that begin with “Previously, on (whatever the name of the show is)...” It’s a way to get folks up to speed who may have missed a week or two.
But students aren’t the only ones who might need a jumpstart. Parents and, more importantly, the community at large could stand a reminder that activity and progress at the district and building level – and among the staff – continues during the summer.
Rather than wait and do a compilation of “What we did during your summer vacation” story, why not start gathering together and publishing – through social and (if you have it during the summer) traditional media – accomplishments like the following:
- Construction and renovation updates. Buildings in the summer can, of course, be a beehive of activity as projects move forward more rapidly without having to step around students and staff. Take the opportunity to generate some excitement for the progress that’s been made – particularly on projects that aren’t visible from the street. (Yes, HVAC upgrades can be presented in an exciting manner!)
- Staff accomplishments. Staff members who complete their advanced degrees, secure additional certification or any other professional accomplishment merit a pat on the back. It starts the year off on the right foot from a morale perspective, while also telling the community your staff keeps getting more and more qualified. (One important note: If you try to capture and report this in a single story, be certain you have reliable sources and can confirm you have the complete list. Otherwise, present it in multiple stories/social media posts over an extended period, so you can catch those who might be missed at the outset.)
- Generate excitement for curriculum enhancements. Started a new Chinese language program? Expanded your college and technical education options for students who may not be college-bound? Carved out an area at your schools to serve as a Maker Space? Celebrate these changes by providing (brief) details about how they came to be and what they mean to students and families.
The bottom line: Start talking now about your summer activities and accomplishments to build a strong bridge from the last school year to 2017-2018.
