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https://www.seq.org/ABOUT-US/Superintendent/Communications-Audit-Report/
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Sequoia Union High School District

Communications Audit Report

Communications Audit Report

National School Public Relations Association Assesses Communication in SUHSD
Communications Audit Report

The Sequoia Union High School District (SUHSD) contracted with the National School Public Relations Association (NSPRA) to conduct an in-depth, independent review of SUHSD’s overall communication program during the 2024-25 school year. The purpose of the communications audit was to identify the strengths, weaknesses and opportunities for improvement in SUHSD’s communication program in alignment with Signature Strategy #8 of the SUHSD Strategic Plan. 

The extensive process, which provided a comprehensive evaluation of our district-wide communications program, included:

  • A review of SUHSD’s all print and digital communication materials, including the website, district newsletters, news articles about the district, social media pages, etc.

  • Quantitative research through the SCOPE Survey taken by district staff (instructional, support administrative, etc.), parents/caregivers and community members in early December.

  • Qualitative research by conducting focus groups with these same audiences and interviews with staff who perform formal communication functions for the district during the last week of January.
 
The report provides key findings on the independent auditors’ extensive research, including an SWOT (strengths, weaknesses, opportunities and threats) related to communication, results from the 1,300 responses to our communications survey, benchmarking of our overall results against similar studies in more than 130  school districts nationally, and eight recommendations to help improve communication with all members of our school community.
The 89-page report provides a full analysis of strengths and areas for improvement. Below are just a few highlights of the information covered in the report:
 
Key Strengths of the Current Communication Program
 
  • SUHSD’s leadership has prioritized improving communication in the district, as evidenced by the recent hiring of an experienced communication professional and contracting a communication audit.
  • Stakeholders are enthusiastic about and supportive of the renewed emphasis being placed on communications in SUHSD.
  • School-based communications are generally viewed as consistent and effective.
  • The district recognizes the importance of having communication tools in place to support its communication program, such as robust websites and a dynamic parent/employee communication platform, and is taking steps to incorporate and improve those systems.
  • Students and families who need English language assistance are well-supported and aware of the resources available to them.
 
Key Challenges of the Current Communication Program
 
  • SUHSD stakeholders do not have a clear and consistent understanding of the district’s role in supporting its schools and students.
  • There is a strong desire among all stakeholder groups for district leadership to be more visible in the community and at the schools.
  • Parents and employees at all levels are unclear about various staff members’ communication roles and responsibilities, making it difficult to find the right person to get help or answer a question.
  • The lack of knowledge about the district’s role and the absence of a shared vision open up the opportunity for external sources to tell the district’s story.
  • Stakeholders, including parents and employees, rely heavily on local media and other external sources for information about the district, increasing the likelihood of it being inaccurate and/or incomplete.
 
Recommendations
 
Based on analysis of the research, the audit team recommends the following strategies
and their related action steps for enhancing SUHSD’s communication program. The full report includes a detailed list of action steps that address each recommendation:
 
  • Lay the foundations for establishing a culture of communication.
  • Develop strategic communication plans that guide the district in establishing sound communication practices districtwide and support SUHSD in achieving its goals.
  • Integrate communication into issue management and decision-making.
  • Avoid letting others take control of the narrative on issues related to SUHSD.
  • Expand the presence of the district in its schools and the broader community.
  • Identify and implement systems for sharing information between the district and school sites.
  • Transition to new district and school websites and create an employee intranet.
  • Develop a social media strategy that fosters engagement and community involvement
 
NSPRA advises implementation of its recommendations over several years. We have already begun implementing some of the recommendations, and will continue the work, with leadership from our Public Information Office and Superintendent Crystal Leach.
 
We are thankful to all who contributed to this report by participating in NSPRA’s focus groups and survey. That feedback was key to our ability to create a communications roadmap, which will guide us in improving communication to students, parents, employees and community members.