The Board of Trustees recognizes the District's responsibility to keep the public informed regarding the goals, programs, achievements, and the needs of the schools and District and to be responsive to the concerns and interests expressed by members of the community. The Superintendent or designee shall establish strategies for effective two-way communications between the District and the public and shall consult with the Board regarding the role of Board members as advocates for the District's students, programs, and policies.
The Superintendent or designee shall provide the Board and staff with communications protocols and procedures to assist the District in presenting a consistent, unified message on District issues. Such protocols and procedures may include, but are not limited to, identification of the spokesperson(s) authorized to speak to the media on behalf of the District, strategies for coordinating communications efforts and activities, and legal requirements pertaining to confidentiality as well as the public's right to access records.
(cf. 1112 - Media Relations)
(cf. 1340 - Access to District Records)
(cf. 2111 - Superintendent Governance Standards)
(cf. 3580 - District Records)
(cf. 5125 - Student Records)
(cf. 5125.2 - Release of Directory Information)
(cf. 9005 - Governance Standards)
(cf. 9010 - Public Statements)
(cf. 9011 - Disclosure of Confidential/Privileged Information)
The Superintendent or designee shall utilize a variety of communications methods in order to provide the public with adequate access to information. Such methods may include, but not be limited to, District and school newsletters, web sites, mailings, the District and school web sites, direct email communications, recorded telephone messages for parent/guardian information, school accountability report cards, community forums and public events, notices sent home with students, and news releases and meetings with editorial boards.
(cf. 0510 - School Accountability Report Card)
(cf. 1020 - Youth Services)
(cf. 1113 - District and School Web Sites)
(cf. 1400 - Relations Between Other Governmental Agencies and the Schools
(cf. 1700 - Relations Between Private Industry and the Schools)
In developing communications strategies, the Superintendent or designee shall take into account the needs of all members of the public, including individuals with disabilities and those whose primary language is not English.
(cf. 0410 - Nondiscrimination in District Programs and Activities
The Superintendent or designee shall ensure that staff are responsive to requests by parents/guardians or members of the public for information or assistance and may provide staff with professional development in their "customer service" role as needed.
(cf. 4131 - Staff Development)
(cf. 4231 - Staff Development)
(cf. 4331 - Staff Development)
The Superintendent or designee shall provide multiple opportunities for members of the public to give input on District and school issues and operations. Community members are encouraged to participate on District and school committees, provide input at Board meetings, submit suggestions to District staff, use the District's complaint procedures as appropriate, and become involved in school activities.
(cf. 1220 - Citizen Advisory Committees)
(cf. 1230 - School-Connected Organizations)
(cf. 1240 - Volunteer Assistance)
(cf. 1260 - Educational Foundation)
(cf. 1312.1 - Complaints Concerning District Employees)
(cf. 1312.2 - Complaints Concerning Instructional Materials)
(cf. 1312.3 - Uniform Complaint Procedures)
(cf. 1312.4 - Williams Uniform Complaint Procedures)
(cf. 6020 - Parent Involvement)
(cf. 9322 - Agenda/Meeting Materials)
(cf. 9323 - Meeting Conduct)
Prohibition Against Mass Mailings at Public Expense
No newsletter or other mass mailing, as defined in Government Code 80241.5 and 2 CCR 18901, shall be sent by the District at public expense if such material aggrandizes one or more Board members. The name, signature, or photograph of a Board member may be included in such materials only as permitted by 2 CCR 18901. (Government Code 82041.5, 89001; 2 CCR 18901)
Any newsletter or mass mailing regarding ballot measures, candidates, legislative activities, or any other campaign activities shall be sent and distributed in accordance with law and Board policy.
(cf. 1160 - Political Processes)
Comprehensive Communications Plan
The Superintendent or designee shall develop a written communications plan which establishes priorities for proactive community outreach to build support for District programs and issues. The plan shall also incorporate strategies for effective communications during an emergency or other situation that may arise.
(cf. 0450 - Comprehensive Safety Plan)
(cf. 1160 - Political Processes)
(cf. 1330 - Use of School Facilities)
(cf. 3516 - Emergencies and Disaster Preparedness Plan)
The plan shall identify specific communications goals aligned with the District's vision and goals for student learning. For each communications goal, the plan shall identify key messages, individuals or groups that can help the District achieve its goal, strategies tailored for communicating with each target audience, timelines, persons responsible for each activity, and budget implications.
(cf. 0000 - Vision)
(cf. 0200 - Goals for the School District)
As appropriate for each issue, target audiences may include parents/guardians, the media, local governmental agencies, business, community organizations and civic groups, postsecondary institutions, health care professionals, child care providers, senior citizens, community leaders, state or federal legislators or agencies, and/or other segments of the public.
(cf. 1020 - Youth Services)
(cf. 1400 - Relations Between Other Governmental Agencies and the Schools)
(cf. 1700 - Relations Between Private Industry and the Schools)
The Superintendent or designee shall periodically evaluate the implementation and effectiveness of the District's communications plan and recommend to the Board whether the goals and key issues identified in the plan need to be revised to meet changing circumstances or priorities.
(cf. 0500 - Accountability)
Legal Reference:
EDUCATION CODE
7054 Use of district property or funds re: ballot measures and candidates
35145.5 Board meetings, public participation
35172 Promotional activities
48980-48985 Parental notifications
GOVERNMENT CODE
54957.5 Meeting agendas and materials
82041.5 Mass mailing
89001 Newsletter or mass mailing
CODE OF REGULATIONS, TITLE 2
18901 Mass mailings sent at public expense
18901.1 Campaign-related mailings sent at public expense
CODE OF FEDERAL REGULATIONS, TITLE 28
35.101-35.190 Americans with Disabilities Act
Management Resources:
WEB SITES
CSBA: http://www.csba.org
California School Public Relations Association: http://www.calspra.org
Fair Political Practices Commission: http://www.fppc.ca.gov
Policy CARLSBAD UNIFIED SCHOOL DISTRICT
adopted July 26, 2006 Carlsbad, California
revised: August 13, 2008
revised: August 24, 2011