When the going gets tough, make sure everyone’s on the same page.
That was the message for Clarkston Board of Education from Anita Banach, Communications and Marketing director for the district.
‘We want to make sure when we talk to a newspaper we make our best effort to answer the questions,? said Banach at the Nov. 23 meeting. ‘What has helped us here is communicating with one voice from one standpoint. We try to get on one page to determine what our goals are and how we are acting to something and make sure we are proacting.?
The district must decide what to do in the face of state funding cuts, $292 per students, about $2.4 million for Clarkston schools, as well as future cuts. Banach reminded the board the district is hit by a a variety of questions from the media every day.
“We need to rethink communication as questions from newspapers and television continue to grow,” she said.
Trustee Joan Patterson disagreed.
‘I am hoping we are not saying we are just going to have one voice,? Patterson said. ‘We are all elected officials and as elected officials, open to the public. Newspapers call to ask more questions or to clarify what was said at a meeting. We are able to say it individually and it will come out clear.?
Banach pointed to the $85 million school bond campaign in 2003 as a perfect example of what she means.
‘It didn’t matter what the bond was,? said Banach. ‘We were all on the same page and we were very successful.?
An idea Banach presented to the board for consideration was to select one board member to be spokesperson on one or more particular topics.
The board plans to discuss it more in depth in a future meeting, but until then Banach offered a few tips.
A successful tip she shared was asking the media for their questions before time. She noted it gives Clarkston Community Schools Superintendent Dr. Albert Roberts time to go over the questions and prepare.
‘We are not caught off guard,? she added.
She also asked board members to let her know when the media contacts them so she is aware in case they contact her and she can follow up and provide more information.
‘When multiple people answer one question for the media, I don’t know how to answer because a number of people have given different answers,? she said.