‘t be quantified, but when we start to think of the future all I am considering is cost,” said school board trustee Michael Cloy. Another board member seemed to grasp the benefits of school public relations. Thanks to the Texas Legislature again creating havoc with public education financing once, costs and budgets receive the bulk of attention of the quality of instruction and student academic success instead. In my opinion, school districts that cut school PR programs and staff or those that continue to omit funding to create a position focused on communications, lose a fundamental part of effective district operations.

School districts have personnel for business, financing, facilities, curriculum, counseling, nutrition, transportation, etc. Each one of the these people or teams bring a location of knowledge that is hard to replace or make up on the soar. But that is what districts do when they disregard or cut communications exactly. And yet, when surveys are done, superintendents are hired, and groups discuss the real ways in which a school district can be better, typically, the true number one response is, you guessed it, communication.

Communication is vital to school-region operations. The experience that professional communicators bring is one that is hard to replicate with even the brightest of individuals. I’d bet that a lot of district administrators think that they are sufficient to good communicators. What school PR people should be able to bring is the ability to see all the moving parts within and beyond your district and how decisions will be perceived.

School communications benefits must be able to have that situational recognition to grasp the challenges that are facing the area while navigating command through situations. Being able to simultaneously adapt to traps and eventually achieving the district’s patrons are what separates the school PR advantages that are there to be tactical components versus those that are just news release writers. I like that those BISD board members from this article appeared to inherently know that communications is beneficial. I wish they understood why just. Perhaps school PR people need to do a better job of explaining that.

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