On Outreach & Training: Beyond the ‘Hey!’
By Katie Bulava“Hey, you’re a board member, right?”
How many times since taking your oath of office have you heard this phrase? It’s usually followed by a request, whether athletic, academic, or informational. How do you handle these appeals? What’s the best way to show you care while still staying within your role? How can you get your community involved?
Connecting with the Community
One of the most essential duties of a board is to educate its community on what it does and how it operates. In other words, the board has a fundamental responsibility to connect with the community. So why does this task seem Herculean?
First, unless someone has sat at the board table, the role of the board can be confusing and misunderstood. The processes, procedures, and policies that govern a school board’s work are often a mystery to the public. As a result, the public may see a board member’s inability to act on a direct request as a lack of interest, when in fact, that is far from the truth.
Second, a key part of board protocol is the chain of command. The chain of command is the established path a district uses to handle complaints or suggestions. This could be as simple as directing a concern to a teacher first, or it might involve multiple levels, such as a principal, athletic director, or even the superintendent. Board members are generally the final option for concerns, only after all other avenues have been tried.
This concept, while simple in theory, can be the most challenging for constituents to understand. Nevertheless, it’s a vital component of effective board work.
First, it’s a customer service issue. The chain of command ensures a quicker resolution for the person with the concern. If someone goes directly to a board member, who then has to pass the issue to the superintendent, it causes an unnecessary delay. Sticking to the proper path leads to a faster response. Additionally, agreeing to follow the chain of command can unify the board, helping it speak with one clear message.
Finally, connecting with the community can be difficult due to the diverse ways people prefer to communicate and receive information. In today’s constantly changing world, a board must reach people who like quick, “bite-sized” information as well as those who prefer a more traditional approach. It’s essential for districts and their boards to use multiple channels to share information and gather feedback.
Finding the Connection
When discussing the “job description of the school board” (The Foundational Principles of Effective Governance), my favorite has always been Principle 2: The Board Connects with the Community. To me, this Foundational Principle is one of the most vital, as the public elects the board and the board has an obligation to honor that trust. They must act as the voices for their communities’ educational aspirations, and to do this, they must be active listeners.
Connecting with the community must be a two-way street. The board and the district need to proactively seek feedback from the community and also “tell their story” effectively.
Listening
To facilitate feedback, boards must find ways to actively engage in listening and learning. Boards might consider:
- Town Halls: These are community-wide events where board members can listen to the public’s concerns and questions directly.
- Committees: Many districts have advisory committees, such as Parent Advisory Committees, that give interested parties a voice on specific issues like curriculum or facilities.
- Existing Parent Groups: Appointing a board member as a liaison to attend parent group meetings (e.g., PTA/PTO) is an excellent way to gather feedback from actively involved parents and share it with the board.
- Civic Organizations: Board members who are part of local civic organizations, such as the Rotary Club or Chamber of Commerce, can use these platforms to engage with community members who may not have a direct connection to the schools.
Telling the District’s Story
Boards must also find ways to get their messaging out to the community and share the wonderful things happening in their districts. Consider these methods:
- Social Media: While it has its challenges, social media is a powerful tool for quick and easy communication with a large audience. It can be used to share district news, such as testing dates or late start information, as well as highlights like recent band concerts or athletic events.
- Postal Mailings: Sending newsletters, postcards, or magazines to households is a good way to reach people who don’t use social media. These materials can even be produced by students in a publications class, making it a learning opportunity.
- Inviting the Community: Encourage community members to attend school events such as concerts, ball games, festivals, or fundraisers. Using both digital and personal resources, boards can actively invite non-engaged community members to experience firsthand the exciting activities happening in the district.
Bringing it All Together
So, what’s the lesson? Ultimately, connecting with your community is more than just a task — it’s an active investment in creating a shared vision for your schools. By educating the community about the role and purpose of a board, and how to have their comments and concerns addressed in the best manner possible, boards can transform the conversation into collaborative engagement. By embracing the two-way nature of commu-nication, boards can both listen actively to their communities and share the district’s story, fostering a culture of transparency and trust. In this way, boards can lay a foun-dation for a successful partnership between the district and the community, helping ensure a bright future for their schools.
Katie Bulava is Director of Outreach & Training for the Illinois Association of School Boards for the Blackhawk, Central Illinois Valley, Corn Belt, and Western divisions.