So, What are They Say in' Out There?

You have invested a lot of time creating and implementing a communication plan for your school district. It's no secret that earning the trust of your constituents is fundamental to making a positive difference in your schools and a comprehensive communication plan is a key component. Let's face it, soon you will need to ask the community (once again) to support your district through an operating or capital referendum - or maybe both. Unless those in your community hold a positive view of how well your schools address the needs of their children, you could be facing an uphill battle. No one wants to invest in an unsuccessful or unproductive organization.

You've created numerous press releases and many of them have been published in the local news. However, research tells us that word of mouth is still what people believe and value the most. So, what is the public hearing from your employees and who do they believe the most? Jamie Vollmer is a well-known advocate for our public schools. He's studied the challenges today's educators face, written several books on the subject and is a frequent keynoter at state and national education conferences. Jamie tells his audiences that the public trusts teachers more than they trust administrators, but that's not the end of the story. He goes on to say that the public trusts the school's custodians, secretaries, food service workers, and bus drivers more than they trust teachers. After all, these are the folks who, as Jamie says, "know where all the bodies are buried." And when these employees share their experiences and views, the words they use are unfiltered. The blatant truth is spoken at the grocery store, neighborhood gatherings, church and throughout their social circles. So, what are they saying and how can you better know "the word on the street?"

Bill Foster, owner of School Perceptions, will tell you this: "all the press releases in the world can't overcome what your staff is saying." Bill's company, School Perceptions, offers an effective and inexpensive tool to uncover the real sentiment of your staff. For over a decade, School Perceptions has conducted thousands of surveys of school employees across Wisconsin, as well as nationally and internationally. For the school administrator that wants to know the beliefs and perceptions of their staff, there isn't a better measure available. The School Staff Engagement Survey will not only provide the answers, it will also tell you how your staff responses compare to school districts of similar size, demographics, and location. With this information, you will know how well your employees believe your schools are meeting the needs of the community's children. The full range of academics, operations, and relationships within your district are explored in depth. You can also customize your survey to specifically address immediate concerns or gain feedback on new or planned initiatives. Perhaps for the first time as district administrator, you will know the strengths and areas needing improvement from the perspective of staff. Information that is vital to any and all future planning.

What are your chances of passing a future referendum? How do you know that your staff is sharing a message in the community that promotes a positive outcome? Other than your personal views and those of your immediate associates, how do you know what the community believes is most needed to improve their schools? Before putting anything in front of voters in a future election, you need to know the answers. Prior to entering another cycle of school improvement planning, examining the beliefs and attitudes of your staff would be basic information to know.

Understanding public opinion has always been fundamental to making progress. Abraham Lincoln is quoted as saying "Public sentiment is everything. With public sentiment, nothing can fail; without it, nothing can succeed." So, what are they saying out there? Contact us at School Perceptions and we will do the work so you can easily find out.

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