PURPOSE:
To bring a community, which spans 50 miles, together with accurate information in an effort to replace rumors with facts.
To improve relationships with the local media
ANALYSIS:
- DDR Public Relations was contacted by the Katonah-Lewisboro School District following a failed school budget. Since the community spans a 50-mile radius, it is often difficult for residents to receive factual information and therefore, they rely mostly on rumors or hearsay, as well as information gleaned from one of the local newspapers, which features contributing writers who are sometimes “anti school district.”
PLANNING:
- Meetings and forums were held with parents, teachers and administrators in order to identify key concerns and opinions.
- An in-depth analysis of past media coverage, along with interviews with local reporters and Westchester bureaus of national media were held to identify media focusing on the Katonah-Lewisboro schools and which of those media held a negative opinion of the District.
EXECUTION AND COMMUNICATION:
- An open and accessible approach to media relations and community concerns was immediately set in place, beginning 2004.
- To stay on top of procedures and events, DDR Public Relations participated in planning and strategy meetings with the Superintendent and Board President, and attended School Board meetings, PTO and PT Council meetings and forums.
- A proactive strategy was set in motion with a series of press releases developed to update and inform the community about the schools, student progress and accomplishments, district events, initiatives and other efforts.
- A “Bus Stop Talk” FAQ page was created for the district website, wwww.klschools.org, where the community could ask questions and receive answers quickly and accurately.
- A phone survey was conducted to hear the community’s concerns and interests.
- A “New Year’s” breakfast was organized on January 9, 2005 for local realtors and community leaders, which served as an opportunity to provide these influentials with reports, materials and information about the district.
- The district newsletter, “Kaleidoscope,” was invigorated with stories that addressed key concerns about class size, hiring and information about district programs and initiatives.
- An intensive campaign was executed to balance any negative coverage of budget and financial issues with positive news stories about school programs. Positive features focusing on the schools were coordinated with top media.
EVALUATION:
- The June 2004 budget passed and the District continues to receive positive coverage of its programs.
