Presented at TASA/TASB Annual Convention in Austin, Texas October 2011.

1. TRANSPARENCY VS. COMMUNICATION
Opening Doors to Open Conversations

2. BR AD
OV ICH
OM ITR
D
Schoo Direc
l and C tor of
ommu
nity R
ela tions
t 200 8-2009
Past P residen

3. Where is Georgetown?
YOU
ARE HERE
GEORGETOWN
IS THERE

4. Williamson
County
population
422,679
City of Georgetown
population
47,400

5. Georgetown ISD Information
Economically
10,400+
45.82%
Disadvantaged
TOTAL STUDENTS:
Limited English
11.67%
Proficiency (LEP)
Average Years
12.6
Experience of Teachers
Average Annual Salary
$48,246
of Teachers

6. Georgetown ISD Enrollment Projections
2010 10,388
2011 10,401
2012 10,449
2013 + 524 10,564
2014 10,708
2015 10,925

7. Georgetown ISD Finance Facts
• 2011-2012
✓ $80,020,468 Adopted Budget
✓ Reduced by $6.1M
✓ $4.8M less revenue from State
✓ $2.5 loss due to lack of anticipated growth
• 2012-2013
✓ Because of compressed target rate our State
revenue will be reduced by $2.4M
✓ We will lose $1.6M in EduJobs funds

8. Georgetown ISD Job Reductions
Category Positions Reduction
Central Administration 5 $448,000
Campus Administration 6 $390,000
Teachers 61 $3,038,730
Support Staff 20 $926,500
Paraprofessional 33 $605,000
Clerical 17 $425,000
Non-Payroll $738,760
TOTAL 142 $6,571,990

9. Georgetown ISD Bond 2010 - $137 M
East View High School

10. Georgetown ISD Bond 2010 - $137 M
Georgetown High School

11. Georgetown ISD Bond 2010 - $137 M
McCoy Elementary School

13. GISD School and Community Relations Office ...
• Media
• Community
• Parents
• Employees
• Businesses
• etc.

14. Our pondering of deep thoughts will include ...

15. An exploration of techniques
that take transparency to the next level.

16. Motivation to go back to our districts
encouraged to listen, answer, show, and tell.

17. Only one request for today!
Feel free to
shout out,
ask questions,
interrupt, and
get involved!

18. COMMUNICATION
is a two way process
TRANSPARENCY
is not

19. COMMUNICATION listens
TRANSPARENCY does not

20. COMMUNICATION requires
• a sender
• a message
• an intended
recipient

21. and so does TRANSPARENCY
• a sender
• a message
• an intended
recipient

22. TRANSPARENCY builds trust.

23. When is the COMMUNICATION
process complete?
When the receiver has understood
the message of the sender.

24. When is the TRANSPARENCY
process complete?
NEVER!
NEVER!

25. Why is TRUST so important?
What do you think school districts sell?

26. School districts sell TRUST.
• safe environments
• high expectations
• equal opportunities
• fiscal responsibilities
• prepared graduates

27. If you’re not TRANSPARENT
and you don’t COMMUNICATE ...
You can’t build TRUST!

28. There are lots of excuses
for not communicating.
But there is no excuse
for not communicating.

29. Excuse #1 for not communicating
Dysfunctional Organization.

30. Excuse #2 for not communicating
No Time.

31. Excuse #3 for not communicating
Shouldn’t they already know that?

32. Excuse #4 for not communicating
My lawyer has advised me ...

33. Excuse #5 for not communicating
But the media hates us!

34. Does the media ever get it wrong?

35. Whataya do if the media gets it wrong?
•Talk to the reporter
•Speak to the editor
•Write a response
•Use your web, etc.
•Use social media

36. Whataya do if the media gets it wrong?
•Respond with
statements only
•Cut off access
ONLY AS A LAST RESORT !

37. Can you avoid being mis-quoted?
• No
• Give “the facts”
• Repeat “the facts”
• Ask for a read-back
of “the facts”

38. Some tips to improve
COMMUNICATION.

39. Do some silent listening
•Slow down
•Become free of
distractions
•Listen to your
customers

40. “I” and “we” are OK
• I am responsible.
• We made a mistake.
• I know there is some
confusion.
• We have taken
appropriate action.

41. Convey your thoughts with clarity
•Avoid jargon
•Get to the point
•Tell the point
•Repeat the point

42. Influence others
•Words wield power
•Choose your words
very carefully
•Blog, tweet, post,
webcast, handwrite

43. Develop rapport
CONNECT ● ENGAGE ● BUILD CONSENSUS

44. What have
you done
to improve
communication
and
transparency
in your district?

45. TRANSPARENCY
does not mean
that you have to
expose everything!

46. COMMUNICATION
does mean that you should try
to tell as much as you can!

47. TRANSPARENCY builds trust.

48. TRUST builds confidence.

49. Questions? Comments?

50. Contact me through
Georgetown ISD at
(512) 943-1890
View this
presentation at
Brad Domitrovich
SlideShare.net/BradDomitrovich (830) 688-9912
Brad@Domitrovich.com

51. TRANSPARENCY VS. COMMUNICATION
Opening Doors to Open Conversations