“A school district’s community relations program is not about selling anything. The public has bought and paid for public education — what we owe them is the courtesy of an explanation.”
He also told me that notwithstanding printed materials, speeches by trustees or carefully curated media releases, what matters most in terms of parents and others forming opinions about a school or school system is what reception they receive at a school or school board office. The importance of effective school district community relations was echoed again recently in an analysis of the common factors that contributed to the success of the highest-performing school systems among 79 countries on the Programme for International Student Assessment .
In other words, if a school system is keeping the people paying for it well-informed, the trust that information creates “can make a significant contribution to the creation of learning environments and the achievement of desired learning outcomes,” Masters said. Politically, a community that has come to value its school system and its schools is more likely to stand behind its school board when the board provides its rationale for needing additional funding.
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