The Essence of Your Community Connections

Executive Perspective

The demise of most superintendents comes as a result of political machinations run amok. Seldom will a superintendent leave a school district because of shortcomings in pedagogical or instructional practices. These days a rash of dismissals follow membership changes on the board of education, ultimately resulting in contract terminations without cause.

Today’s superintendent must be politically savvy and active to thrive and survive.

Establishing a positive working relationship with the school board is a must. Being aware of potential candidates for board seats and their positions, either pro or con, is essential.

Safeguarding Tactics

With the economic turmoil that school budgets have faced over the past eight years, superintendents have had to make significant cuts in programs and services. Teaching positions have been eliminated and class sizes have increased. In many cases, school districts are charging fees for student activities traditionally offered at no cost to participants. Parents get angry and may run for the school board to get rid of the individual they believe is responsible for the onerous changes: the superintendent.

Party politics and divergent views on education also adversely impact the superintendent’s tenure. Proponents of charter schools, choice, creationism, phonics, home-schooling and anything on the growing list of reformers’ beliefs as to what schools should teach and how to teach it can prompt the pursuit of a school board seat. These district residents typically campaign with a specific agenda in mind and that includes the leadership change they consider necessary to bring about their change.

To safeguard against these scenarios, the superintendent must become a powerful political figure within the community. The first step in that direction is community engagement. Hiding behind the desk in your office will not do. The superintendent must be out and about, meeting and greeting constituents as if he or she were running for elected office. This involves speaking to the Chamber of Commerce, senior citizen groups, parent groups, district employee groups, taxpayers without school-age children, athletics boosters and anyone and everyone who is willing to listen.

Visibility in the community is essential. Everyone must know who the superintendent of schools is.

The media is a powerful ally in this effort. Rather than hiding from reporters, the superintendent must seek them out. Reporters have a job to do. Every day the education beat reporters have to write a story and they appreciate public officials who make themselves available and feed them a story from time to time.

Social media is another powerful tool. Twitter, Facebook, a district web page and a blog can be powerful ways to engage the community.

All this outreach is time-consuming and potentially risky, but it can pay huge dividends if done right. The public wants to know about developments in the local schools with explanations for what is being done and why. The transparent superintendent will win the community’s trust and support.

While residents may not always like what is happening, they will appreciate the underlying rationale. They will respect the superintendents who are champions for public education and the children they serve.

Public Visibility

Good communication skills are essential, and today that extends to the use of social media. Work with a communications consultant if you need help with press relations and the use of social media.

Being out and about in your community also allows you to be tuned in to what is happening. Who are the critics and to what are they objecting? Seek them out and meet with them. Let them know you want to resolve the issues and perhaps reach a compromise. Of course, decisions must be made that will adversely impact a segment of the community. As best you can, try to limit the number of groups who are affected so not everyone is angry at the same time. Remember, if you were running for office, you would want to attract at least 51 percent of the vote.

Ultimately, you also need the support of the majority of your board of education to function effectively. It works best when the board and the superintendent work as a team. Your job is to execute the wishes of the majority.

As your community’s education leader, you want to educate your board continually as to what, in your opinion, will work best for the students in your schools. Having the support of an informed and engaged community will be a powerful ally in making your case.