Parent Page: Educational Services id: 32086 Active Page: Explore major Strategic Communications functionsid:32097

Strategic Communications

This KnowledgeBase archive includes content and external links that were accurate and relevant as of September 30, 2019.

The Strategic Communications KnowledgeBase is an online resource to aid those leading or supporting communications in education in understanding the history, value, framework, planning, and execution of effective Strategic Communications to nurture and build strong relationships in education. Strategic Communications is essential to engage stakeholders and achieve goals at the state level. The elements, activities, and tasks in this KnowledgeBase are designed to better prepare communications professionals within state education agencies (SEAs) to plan for and respond to communication challenges and support implementation of education policy. 

Task 2: Explore major Strategic Communications functions

Guideline: This task invites you to explore some examples of the major functions often associated with Strategic Communications. In some cases, the resources included do not connect the function described to the organization's strategic direction, so it is not always possible to verify whether the organization was intentionally implementing Strategic Communications or just sharing good practices of communications, which an SEA may choose to use in a strategic way.



5 Resolutions for Family Engagement in 2016

Function: Parent/Family and Community Engagement

This January 15, 2016, Battelle for Kids blog provides 5 ways educators can improve parent and family engagement through effective communications.

8 Little Considerations That Make a Big Difference in Your Corporate Video

Function: Video Production

This February 27, 2014, Public Relations Society of America (PRSA) article offers eight little considerations that can make a big difference in organizational videos.

Change Communication Checklist

Function: Change Leadership/Management

Prosci's Communication Checklist draws from over 20 years of benchmarking research, giving you access to the best practices when communicating about change to your organization. Use the 10-question checklist as an audit for your current change management activities, or use it as a guide as you plan for new initiatives and projects.



7 Steps to Building Grassroots Support that Mitigates Crisis

FUNCTION: Crisis Management

This new white paper provides tips on building grassroots support to mitigates crisis situations.

BFK Blog: Change Won't Stick Without Open and Focused Communication

Function: Change Leadership/Management

This Battelle for Kids blog demonstrates how change won’t stick without open and focused communication. It provides examples of why communication should be at the core of any improvement strategy.

Communicating with Families Around Academics—Dos and Don’ts

Function: Parent/Family and Community Engagement

This Flamboyan Foundation/TNTP Chart offers the Dos and Don’ts for communicating with families around academics.

How To Engage Your Board Members - And Keep Them That Way

Function: Board Engagement

This February 2013 GuideStar article shares tips on how to engage board members and keep them engaged through Strategic Communications approaches.

How to Communicate Change to Your Employees

Function: Change Leadership/Management

This December 15, 2015, About Leaders article explains how to communicate change to your employees (internal audiences).

How to Increase Your Video’s Reach on Facebook

Function: Social Media

This April 27, 2014, ed Social Media article offers Tips and tools for increasing your video’s reach on Facebook using Park Tutor school as an example.

How to Prepare Spokespeople for Interviews

Function: Spokesperson Training

This December 2, 2009, article provides tips on how to prepare spokespeople for interviews with the media.


Crisis Management and Communications

Function: Crisis Communication

This Institute for Public Relations article, dated October 30, 2007, defines the critical concepts that need to be understood related to crisis management and communications.

Ethical Decision Making in Issues Management in Activist Groups

Function: Policy/Issues Management

This Public Relations Journal Winter 2011 article provides a study on ethical decision making and issues management.


Indiana Tax Amnesty: A Case Study in Effective Public Affairs

Function: Public Affairs

This PRSA Podcast and presentation highlights a case study on the Indiana tax amnesty.

Video: Board Engagement Can Lead to A Shared Vision and Support

Function: Board Engagement

This short April 6, 2014, YouTube video from the Association of Governing Boards of Universities and Colleges focuses on how board engagement can lead to a shared vision and to support each other moving forward.

Video: The Secret to Successful Crisis Management in the 21st Century - Melissa Agnes TEDx Talk

Function: Crisis Communication

Tedx Talk offers a video on the secret to successful crisis management in the 21st century including the challenges posed by social media – Melissa Angnes.


Allerton Hill Case Study: Intentional Marketing at Hilliard City Schools

Function: Marketing

This case study explains how Hilliard City Schools in the State of Ohio relied on an intentional marketing plan by Allerton Hill Consulting to prepare community members for the launch of a new school concept.

BFK Blog: Pittsburgh Schools Focused on Teacher Feedback and Support

Function: Stakeholder Feedback and Input

This Battelle for Kids blog presents a case study on Pittsburg Public Schools’ use of teacher engagement to develop a teacher evaluation and support system to improve outcomes for students. More than 400 educators, national experts, and community stakeholders collaborated to develop the system.

Case Study on branding for Albuquerque Academy

Function: Branding

This is a case study on the branding process used by Creosote Affects for Albuquerque Academy and the 'Within Reach' Campaign that was created.

Case Study on branding strategy for Ensworth School

Function: Branding

This is a case study on building a brand strategy and framework for Ensworth School in Nashville by M. Stoner.

Don't Hunker In Your Bunker: Crisis Communication - Podcast Episode 36

Function: Crisis Communication

In this September 19, 2016, weekly "I Love Schools" podcast, Episode 39, from Allerton Hill Communications, the value of communications planning before a crisis hits, with an interview from Dr. Joe Clark, Superintendent of Nordonia Schools is explored.

First Five Years Fund: White House Summit on Early Education

Function: Media Relations

This Widmeyer Communication case study focuses on generating media attention for the First Five Years: White House Summit on Early Education.

Florida Department of Education Website Project Case Study

Function: Web Development/User Experience

This DigitalUs Case study is about the Florida Department of Education website design and results.

Managing the Unimaginable: Crisis Communications After An Active Shooter Incident

Function: Crisis Communication

This 2012 case study reviews an Alabama middle school’s ability to effectively handle crisis communications in response to a shooting on campus by Campus Safety.

School Spotlight: Sewickley Academy

Function: Social Media

This April 12, 2013, ed Social Media article overviews Sewickley Academy’s social media strategy and successes.

Zika, Puerto Rico and a Test in Issues Management

Function: Policy/Issues Management

 This August 3, 2016, PRSA article describes issues management related to Zika.

The contents of this website were developed under a grant from the U.S. Department of Education and are intended for general reference purposes only. However, those contents do not necessarily represent the policy of the U.S. Department of Education or the Center, and you should not assume endorsement by the Federal Government. Some resources on this site require Adobe Acrobat Reader. This website archive includes content and external links that were accurate and relevant as of September 30, 2019.