Since 1995 Peace Wapiti School Board (2002a) has administered an annual satisfaction survey. Each May students in grades 6, 9 and 12 and their parents, parents of special needs students, and teachers respond to questions about school operations, programs and services. Some of the questions parents are asked are about how welcome they feel in the schools, the information they receive from the school board, the quality of information they receive about their childrens progress and achievement, the number of report cards, and the value received for tax money spent on education.
Annual Education Results Report
The Annual Education Results Report (Peace Wapiti School Board #33, 2002a) is prepared each fall of the year and reports results achieved on the strategic plan from the previous year. The report contains the following information:
- Context and Background Information
- School Board Accomplishments
- Provincial Goal Results - Local Goal Results - Financial Report
- School Reports
Conclusions
Peace Wapiti School Board follows a planning process similar to that suggested by Matera and Artigue (pp. 120-122). Although it does not use the same terms as Matera and Artigue, the school boards approach is the same in every aspect as that suggested by the authors. The school board integrates its public relations plan into its overall strategic planning process. To meet its need to be accountable to the community and parents, the school board establishes objectives (which it calls goals). The board determines strategies to meet the goals, which it lists in its three-year education plan. It outlines tactics, such as newsletters, web sites, parent councils, report cards and parent/teacher interviews. Through an annual satisfaction survey and annual report, the school board evaluates results. The boards public relations goals are consistent with both organizational and departmental objectives. The goals are realistic and attainable. Outcome statements indicate what is to be accomplished, and performance measures describe how to measure the accomplishment of the results. All of these elements are found within Peace Wapiti School Boards strategic plan, its reporting and measurement process, and tactics for meeting its public relations goals.
Peace Wapiti School Board is not unlike most medium sized school boards found in the United States (or Canada). It recognizes the important function of public relations and the need to keep in touch with its constituency through frequent and appropriate contact. Although specific people are not hired as public relations specialists, the public relations role is a key function of its administrators and staff. Because of the importance of the public communications function, public relations training should be part of the education and continuing inservice of school leaders. Also, schools and school boards should consider public relations graduates when hiring staff. People trained in public relations not only come equipped with strong communication skills, but have a broad knowledge of how business and organizations work.
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References
Alberta Learning. (1997). School Councils. Retrieved February 15, 2003 from http://www.learning.gov.ab.ca/educationguide/pol-plan/polregs/adobe/183.pdf
Alberta Learning. (2003). Guide for School Board Planning and Reporting. Retrieved February 15, 2003 from http://www.learning.gov.ab.ca/department/planning/schoolguides/SchBdGuide/2002/
Alberta Learning. (1998). Meeting High Standards. Retrieved February 15, 2003 from http://www.learning.gov.ab.ca/educationsystem/ourstudents/VIII.asp
Eckstrom, D. (2003, February 15) personal interview. Fisher, J.R. (1996). School and School Board Planning. Retrieved February 15, 2003 from http://www.ocii.com/~fisher/school/download.htm.
Matera, F.R. & Artigue, R.J. (2000). Public Relations Campaigns and Techniques. Boston: Allyn and Bacon. Peace Wapiti School Board #33. (2002a). Annual Education Results Report. Retrieved February 15, 2003 from http://www.fisherhouse.com/pwsb/.
Peace Wapiti School Board #33. (2002b). Peace Wapiti School Board. Retrieved February 15, 2003 from http://www.pwsb33.ab.ca. Peace Wapiti School Board #33. (2002c). Three Year Education Plan 2002/2003-2004/2005. Retrieved February 15, 2003 from http://www.pwsb33.ab.ca/threeyrplan.pdf.
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