Bond Referendum
Can public school districts hire public relations firms like Laura Bishop Communications?
The state regulations packaged in 2007 as the School District Accountability Act left a sad misunderstanding that districts could not pay staffers to be involved in public relations. Not only is that false (though there is a limit on the amount of time a staffer can dedicate), the regs do not preclude hiring a PR firm for specified duties – just like a district keeps other professionals on retainer. There’s no need more pressing than a bond referendum, which can involve sticky explanations of state funding mechanisms and walking a careful line between “we’re good tax stewards” and “we need to borrow money.” These high stakes endeavors already involve the financial investment for architects, financial advisers and elections. Working with an experienced PR firm makes sense when district leaders want to communicate clearly and effectively with their communities.
Learn more about the state regulations, the misunderstandings, and the truth.
How much lead time should a district plan for?
A solid campaign requires an arc, just like a good story does, and that has to be planned around natural lulls like summer break and winter holidays. We plot a campaign calendar to educate the public but avoid voter fatigue. We can make the best impact when we start working with a district 6 months in advance – longer if that stretch of time covers the slow period of summer. About two months of small-group info-gathering paves the way for a full-force debut with a public presentation, informative website, and handout material. The campaign itself could last another 3 months or more, depending on school breaks.
What else do you do?
We’re so glad you asked! Bond referenda is just one area of the Laura Bishop Communications wheelhouse. We are storytellers at heart, and many school districts call on us to solidify their brands and elevate their reputations through that art. LBC employs every medium available, since communications are no longer as controlled as a monthly newsletter sent to parents. Websites have nearly replaced print as an information resource, and social media can spread a message – good or bad – like wildfire. Many school districts, focused on the business of education, have not yet evolved to make full use of these communications tools. Look to us for website overhauls, social media strategy, e- and print newsletters, and yes, even traditional news media. We are also well versed in crisis/issue communications to assist districts with appropriate responses in the rare case of unfathomable tragedy, or more common issues like gender-neutral restrooms, the vaping epidemic, and the detection of mold.
How much does a communications campaign cost?
Campaign costs vary depending on the size of district (which points to multiple audiences); past history (sometimes “round two” requires re-education), the scope of project work (an indicator of how much content is needed). Other factors include how the district wants its story told: Will a single, simple flyer be enough? Can the district’s existing website/staff manage a few pages of bond-focused info? Will a professional video “virtually transport” voters to the insides of schools? While LBC can call on its vast experience to design a campaign, it does not apply a cookie-cutter approach. LBC spends time getting to know each district, and works with key leadership and citizen committees to determine which campaign elements to deploy. In all cases, we are committed to working within the school district’s budget.
For additional questions, call Laura Bishop at 609-405-0129, or email her at laura@laura-bishop.com.
The state regulations packaged in 2007 as the School District Accountability Act left a sad misunderstanding that districts could not pay staffers to be involved in public relations. Not only is that false (though there is a limit on the amount of time a staffer can dedicate), the regs do not preclude hiring a PR firm for specified duties – just like a district keeps other professionals on retainer. There’s no need more pressing than a bond referendum, which can involve sticky explanations of state funding mechanisms and walking a careful line between “we’re good tax stewards” and “we need to borrow money.” These high stakes endeavors already involve the financial investment for architects, financial advisers and elections. Working with an experienced PR firm makes sense when district leaders want to communicate clearly and effectively with their communities.
Learn more about the state regulations, the misunderstandings, and the truth.
How much lead time should a district plan for?
A solid campaign requires an arc, just like a good story does, and that has to be planned around natural lulls like summer break and winter holidays. We plot a campaign calendar to educate the public but avoid voter fatigue. We can make the best impact when we start working with a district 6 months in advance – longer if that stretch of time covers the slow period of summer. About two months of small-group info-gathering paves the way for a full-force debut with a public presentation, informative website, and handout material. The campaign itself could last another 3 months or more, depending on school breaks.
What else do you do?
We’re so glad you asked! Bond referenda is just one area of the Laura Bishop Communications wheelhouse. We are storytellers at heart, and many school districts call on us to solidify their brands and elevate their reputations through that art. LBC employs every medium available, since communications are no longer as controlled as a monthly newsletter sent to parents. Websites have nearly replaced print as an information resource, and social media can spread a message – good or bad – like wildfire. Many school districts, focused on the business of education, have not yet evolved to make full use of these communications tools. Look to us for website overhauls, social media strategy, e- and print newsletters, and yes, even traditional news media. We are also well versed in crisis/issue communications to assist districts with appropriate responses in the rare case of unfathomable tragedy, or more common issues like gender-neutral restrooms, the vaping epidemic, and the detection of mold.
How much does a communications campaign cost?
Campaign costs vary depending on the size of district (which points to multiple audiences); past history (sometimes “round two” requires re-education), the scope of project work (an indicator of how much content is needed). Other factors include how the district wants its story told: Will a single, simple flyer be enough? Can the district’s existing website/staff manage a few pages of bond-focused info? Will a professional video “virtually transport” voters to the insides of schools? While LBC can call on its vast experience to design a campaign, it does not apply a cookie-cutter approach. LBC spends time getting to know each district, and works with key leadership and citizen committees to determine which campaign elements to deploy. In all cases, we are committed to working within the school district’s budget.
For additional questions, call Laura Bishop at 609-405-0129, or email her at laura@laura-bishop.com.