This toolkit is designed exclusively for members of the American Association of School Administrators and the National School Public Relations Association. It provides a wealth of materials for school system leaders and public relations and communications professionals to use in back-to-school outreach to key audiences, including members of the school community, parents, business leaders, the news media, community groups and lawmakers. Use this toolkit to celebrate the opening of school and engage in positive communications throughout the school year.

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Introduction to the Toolkit (PDF) – From AASA President Randy Collins, AASA Executive Director Dan Domenech, NSPRA President Marsha Chappelow and NSPRA Executive Director Rich Bagin.

Video: Tips for Engaging Parents – Research shows that parental involvement can make a substantial difference in the academic lives of children — and in your school and community. In this 5-minute video, AASA Executive Director Dan Domenech and NSPRA Executive Director Rich Bagin offer tips for increasing parental involvement in your school system.

Talking Points

• Talking to the News Media (Word)
• Talking to the School Community (Word)
• Talking About the Reauthorization of the Elementary and Secondary Education Act (Word)

Communication Strategies

• 11 Tips for Savvy Superintendents: The Communication Factor in Superintendent Success (PDF)
• Superintendent Success: 8 Communication Maxims That Make It Happen (Word)
• It’s Time To Think About the Symbolism in Your Leadership (Word)
• Avoid Being Blindsided: Making Sure You’re Kept in the Loop (Word)
• First Day Events Celebrate Education and Involve Parents From Day One (Word)
• Six Points to Consider in a Parental Notification System (PDF)
• Tips for Giving an Effective Speech or Presentation (Word)

Media Relations Strategies

• Back-to-School Press Release Template (Word)
• Tips for Media Outreach (Word)
• Tips for Responding to Media Queries (Word)
• Top 10 Do’s and Don’ts for Building Positive Media Relationships (Word)
• Don’t Wait for the Media to Call: Going Active Is the Key to Getting Better News Coverage (Word)

Reauthorization of the Elementary and Secondary Education Act

• Frequently Asked Questions About the 2008 AASA Legislative Agenda (Word)
• Steps for Using the Draft Resolution (Word)
• Draft Resolution (Word)
• Press Release Template Announcing Adoption of Resolution (Word)
• PowerPoint Presentation on the 2008 AASA Legislative Agenda (PowerPoint)
• PowerPoint Presentation on Adopting the Resolution (Powerpoint) with handout (PDF)
• Sample Letter to Congress (Word)

Additional Resources

• Connect-ED Leadership Through Communication Award – Sponsored by Blackboard Connect Inc., NSPRA and AASA (deadline: Aug. 8, 2008)
• Civic Index for Quality Public Education – Build public demand and mobilize resources for quality public education with this new tool from the Public Education Network.
• How To Deal With the Media – Review six tips for developing a good relationship with the media (from the AASA New Superintendents E-Journal).
• Making Parent Communication Effective and Easy – A practical guidebook for teachers and principals from NSPRA.
• Communication Matters for Leading Superintendents – Sign up for this newsletter, which is free for superintendents, on the NSPRA homepage.
• Productively Engaging the Media – Learn to work with the media as a partner to help your district reach its goals (from the AASA New Superintendents E-Journal).
• School Wellness Checklist (Word) – Discover steps school leaders can take to ensure a healthy academic environment.
• Ten Things All Administrators Should Know About Gifted Children (Word) – from AASA and the National Association of Gifted Children.
• Tips for Using AASA’s “The Public School Speaks” DVD in Back-to-School Outreach (PDF) – Learn ideas for sharing the DVD with your key constituents and incorporating it into your back-to-school activities.
• Why School Communication Matters: Strategies from PR Professionals - This AASA book by Kitty Porterfield and Meg Carnes is an easy-to-use reference for the communication dilemmas that today's superintendents and principals face. It looks at real-life challenges and reframes issues in ways that suggest new and effective solutions. AASA members save 20% using promotion code AASA20.
• Public Schools: 21st Century Style - Sample text for back-to-school columns, speeches, or other communications from the Learning First Alliance.

Download the entire toolkit as a PDF.

This toolkit is brought to you through a grant provided by
Connect-ED, a service of Blackboard Connect Inc.

Please note: AASA grants permission to AASA members to use and reproduce this information, in whole or in part and by any means, without charge or further permission.