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Strategic Communication Planning Matrix

Research
Background

High security tension has developed between the South County High
District administration and community residents. Recently, an unidentified
male teen, who does not attend the school, visited a female student during
lunch. He gave her, and attempted to distribute, Ku Klux Klan patches.
The teen was quickly escorted from the premises. Afterwards students
from the high school began discussing various topics including race,
freedom of speech, and the apprehension of the male teen. After teachers
conversed, they brought it to the principal and superintendents attention,
and an action plan was being made. Early Friday morning before the
school opened there were several acts of vandalism. There were also
several incidents of acts of physical violence among students.
Just as PepsiCo went from the Most hated company in 2011 to a well
like company today. They proved that with an everyday effort and
communication we can recover. Due to the threat of security by the
incident in question the ultimate goal is to regain trust between parents,
faculty/staff, and students through various communication tactics and
implementing a four point plan.

Situation Analysis

Our current situation is an unidentified intruder was spotted at our campus


during school hours. In his unauthorized visit, he was viewed passing out
racially insensitive materials to a few students. Although he was
apprehended and escorted off the campus, we still had a problem with the
student body. Issues of freedom of speech started to surface through
vandalism, attitudes, and ultimately a physical conflict between students.
On Monday, the principal was going to inform the parents of how things
were exaggerated about what happened. Also, that he overreacted in
calling the meeting. He wanted to fix the problem before things got
completely worse.
This is a delicate situation, and we need to address the students attitudes
and provide an understanding about race tolerance and freedom of speech.
The parents are not happy with the current staff; some parents are
threatening to pull their children from our schools.

Core Problem

Large Scale Issues: Freedom of speech and race


Original Issue: Boy (non-student) came to school to see a girl, gave
out Ku Klux Klan patches.
Additional Problem: There were exaggerated claims; The schools
emergency protocol caused more issues with student
communication; Vandalism to the school and personal property.
Opportunities: The school is banning any clothing that can be
disruptive to the learning environment. There will be metal
detectors installed, and security personnel will be present in the
school.

Action Planning
Goal

Our goal is to send out a clear message and to increase the feeling of
safety for students, parents, and staff in our school and to inform them on
policy changes, diversity education, as well as the superintendents Four
Point Plan. We will control the message, so this information will come
straight from the source.
The Superintendent Four Point Plan
Point One: SECURITY--- Security will be increased. There will be six uniformed, but
unarmed, officers making designated rounds on campus. Video surveillance and
communication with local law enforcements will be increased, as well. A separate memo
will be in all faculty/staff mailboxes on Monday with more information on our new
identification, response, and notification procedures for dealing with intruders.
Point Two: LEADERSHIP TEAM---We have a zero tolerance for harassment and
violence. Our schools leadership team will be expanded to allow for more channels of
communication to be open to myself. Our district will have a task force review our
diversity policies and make certain our policies are the most effective for our district. We
will ensure that the district has the training necessary to implement the new policies,
adequate resources to communicate them and consequences for failing to follow them.
Point Three: A SCHOOL INITIATIVE IN CULTURAL AWARENESS---In order to
recognize the cultural diversity our school has, we will have the flag of every nationality
represented by our students appreciatively hung up, on display.
Point Four: A COMMUNITY ENRICHMENT SYMPOSIUM---The long term goal of
our faculty/staff is to enrich our students with an appreciation for different cultures. The
symposium will promote awareness of the various ethnicities present within our schools
student body.

Objectives

-All parents will understand to situation that happened at the school and the
schools resolution, within a week of the incident.
-Improve to attitudes of students on cultural diversity in the school and
community.
-All students will understand what is acceptable and what is not acceptable in
terms of behavior (language and actions) at school, no later than a week after the
incident.
-There will be no negative media attention after the incident.

Key Publics

- The Keys publics are the parents, students, community members, city
officials, and faculty/staff/administration.
These publics have been identified as the most effected by the current situation
and will have a need to express their concern. By addressing the target audiences,
we make them aware of our goals, strategies, and tactics, and will allow time to
implement the 4-step plan accordingly.

Message

We need to communicate that our school cares and will stop at nothing to fight for
our students and racial tolerance. We will communicate to the key publics that the
school will be making changes, in order to provide a safe learning environment
for all students; no matter their race, creed, or color.

Strategies

The school needs to address parents/guardians, students,


faculty/staff/administration, and the community because they are the publics that
are most effected and concerned about the outcome of the situation and need to be
aware of policy changes. These publics will be reached through mass media,
direct mail, and public forums.

Tactics

-Send a letter out to parents debunking claims.


+To ease the discomfort parents may have about school safety.
-Educate teachers and staff on how to address issues of cultural insensitivity.
+Reduce the amount of harassment in the halls and show the schools
attitude
about harassment.
-Communicate the policy changes for school visitors and let the teachers that they
have authority to confront issues related to unauthorized visitors and harassment
(racial/sexual/discrimination).
-Communicate to the students on what we expect from them, in terms of
respecting different cultures and visitor policies.

+Host a community symposium about cultural diversity and a cultural flag


raising ceremony
+Have a test over the new policies. Any score lower than a 90% will have
to be retaken.
-Measure how safe the students/staff feel in the school.
+Give out surveys (pre and post).
-Host a meeting for parents
+This will be a place for parents to voice concern and ask questions about
the new district policies.

Calendar/Timeline
DESCRIPTION
A letter to
parents is
sent out
every month
regarding
school
updates/polic
y/etc.

Tactic
Letter to
Parents
Debunki
ng
Claims

Issues
confronted by
teachers is
addressed
throughout
school year
Email
Reminder of
Code of
conduct issued
to all
teacher/studen
ts/parents
throughout the
year

Teachers
confront
issues

Surveys will
be issued
through email
in Jan., April,
Aug., and
Nov. to
falcuty/stude
nts
Strict
speaking
guidelines
and agenda
will be
followed at
every PTA
meeting.
Will meet
every other
month
Flag Raising
ceremony will
occur once
every

Survey(s
)

Issue
standard
of
expected
student
behavior

Keep
orders
during
PTA
meetings

Leadersh
ip Team
Cultural
awarene
ss

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

semester
Community
outreach will
take place at
the closing of
the semester.

Budget

Commun
ity
Symposi
um

FULL
LIST
OF
ACTI
ON
PLAN
S

QEsti
t mat Total Estimated Cost for
y.ed ACTION PLAN
Cos $
t

Print letters sent 5


Letter through mail
0 $89
debun Target: Parents ** 0 4.00
king School Funding
claims 10 cents per letter
x12 months
Plus cost of
stamps
Leade 4
$90.
rship Target:
Team Administration ** 00
School Funding
Payment to
leadership team
for service
Com Activities/Events/ $50
munit Etc.
0.00
y
Target:
Enric Parents/Communit
hment y ** Donations
Symp through private
osium investors in the
s
community
Cultu 12 X 18 Flag size 4
ral
w/no seal
0 $49
4.00
aware Target: Students
ness **Fundraising
programs
Keep Printed agenda
3 $30.
Order cost
0 00
durin Target:
0
g
Faculty/Administr
Hoste ation/Parents
d
Meeti
ng for
parent
s

2,847.88

Communication
Communication Confirmation
Key Publics
We will be
implementin
g a 4 step
plan that will
allow us to
increase
security to
ensure the
safety of our
students and
faculty.

SelfInterest
By
cooperating
with the
faculty of
the school,
we will
create a
better
environmen
t for all of
the
students.
This will
include
monthly
newsletters
that will be
sent to
every
family.

Evaluation
Evaluation Criteria and Tools

Primary
Messages
We want to
emphasize the 4
step plan, as well
as increased
security as much
as we can. This
will allow
parents/guardian
s the mindset of
safety for their
children.

Influential
s
Parents
and
faculty
will be
addressed
by a faceto-face
meeting
with the
PTA.
Parents
interested
in
attending
any
meetings
are
allowed to
come, but
can only
make
comments
if the
meeting
allows it.

Objective
s

Strategie
s

Tactics