4.8 Identifying, Sampling, and Communicating with the Stakeholders

Introduction

In order to develop the vision for your school and district, you must understand the perceived needs of the various stakeholders in the school and community. It is critical that you engage the stakeholders in assessing the gap that exists between the current situation and the desired state for your school. It is also important that you keep the stakeholders well informed throughout the planning process such as sharing information on the current situation of the school, identified needs, the vision, mission and objectives of the plan, etc. Your ongoing communication with the stakeholders through all aspects of the planning process is critical to its success. To assure effective and ongoing communication, it is helpful for your team to develop a plan to communicate with important stakeholder groups and the general public.

As you read, keep these guiding questions in mind:

  • Who are the major stakeholders in the district?
  • What are their interests (political, economic, personal) in the district?
  • How will you sample the stakeholders?
  • How will you communicate with the stakeholders and others?

Every school and community has important strengths it can draw upon to achieve its technology vision. Solid technology planning recognizes these strengths: experienced and trained advocates, highly motivated community members, existing hardware and software, and funding and partnering opportunities. Most schools have areas in which they would like to be stronger. [McNabb, et al - Technology Connections for School Improvement]. To conduct a comprehensive needs assessment of how technology should address the important learning goals in your school and community, the technology planning committee must gather data from two major sources.

One source of information is the school community itself. All stakeholders will have important information to give the planning committee on how and where technology can increase or improve learning within the school and the community. What are the ways that technology can improve the act of teaching and learning in Mustang ISD? How can each member of the school community become involved in the process of increasing student achievement? It is important to get the input from all stakeholders to help build buy-in for the technology plan. It is also important to involve stakeholders early on in the process because these same stakeholders will ultimately provide funds for technology through their local taxes, through the sale of bonds, and through their commitment to the district.

Another important source of information is research. What information do you have about student achievement? What is the school or district's vision for learning? What information is available regarding the status of technology for the school or district? What are the best practices? What are the standards for hardware, software, and professional development? These data provide the committee with important information about where we are now. This will be an important part of the plan as we seek to tie together a set of systems, which will allow Mustang ISD to strive toward its vision for its students.

 

Communications Plans


Dr. Tom Burnett

Click on Dr. Burnett's picture to watch the video of Dr. Burnett. You can also open the PowerPoint Presentation which accompanies the video.

Dr. Tom Burnett has served as an adjunct professor of Instructional Technology at the University of Texas at Austin's College of Education and Director of the Apple Learning Exchange. Dr. Burnett has served as Technology Director for several school districts, most recently, Austin ISD. He currently is the Vice President of Artilculearn.

 


Examining Needs on Three Levels

Based on Witkin's and Altschuld's (1995) suggestions about needs analysis, technology planners should examine needs on three levels:

  • The needs of the learners in meeting student learning standards
  • The needs of those supporting learners, including parents, teachers, administrators, community members, and health and social service personnel
  • The needs of the organization supplying technology resources to learners


Developing a Communications Strategy

You may develop the best-conceived plan in the world but if you do not have the support of your stakeholders, it will not succeed. Many impressive technology plans have failed to be supported because of the lack of effective communication with the community. Consequently, a critical element for the success of your planning effort is to develop an effective communications strategy. Such a strategy will:

  • Enhance your consensus-building efforts by keeping everyone informed.
  • Attract potential business and community partners to your school or district.
  • Help attract in-kind contributions in support of the plan.

In a very real sense the members of your planning team must also become effective communicators to stakeholder groups. As you progress through the planning process, you should meet with the key stakeholder groups and determine the potential strengths and barriers to the plan's implementation. You may then not only modify the emerging plan to address the concerns or obstacles, but you can also help inform the community as to how they will be addressed.

Your communication strategy may involve meeting with parent associations, church groups, civic organizations, business associations, and others. Having "town halls" on local TV or radio stations, and developing a brochure on the plan's vision and goals are also important. It may be possible to solicit the volunteer services of local marketing or advertising firms to serve as consultants in developing your communication strategy.


< Assignment 4.8 > Identify Your Communication Strategy

Post one or two ideas of strategies to strengthen communication with your stakeholders in your school's Assignments conference area on TeachNet. Ask one member of your team to incorporate them into a 1-2 paragraph statement on the communication strategies your team would use to keep stakeholders informed throughout the planning process. Post the communication strategy in your school's Assignments conference area on TeachNet by 8:00 AM CST on March 27, 2004.


 

The University of Texas at Austin 
For comments or more information, please e-mail us at itpm2004_instructor@teachnet.edb.utexas.edu.  
© 2004 Paul E. Resta