Northwest Sampler:
Chester Public Schools, Montana

Description

Brian Barrows, the superintendent for Chester Public Schools, doesn't have the luxury of hiring a communications director, especially when the schools lost 40 students and his budget was cut by 16 percent last year. However, this does not mean that communications efforts go by the wayside. Barrows coordinates all public relations work from his office. "Because of this," he says, "I know all of the details and strategies being used." It also means he ends up taking work home to do on his laptop.

The population of Chester, Montana, is about 1,000, the population of the county a little more than 2,000. Chester is 40-60 miles from two larger towns Havre (10,700) and Shelby (3,000). Chester has one K -6 school, one junior high school, and one high school with about 277 students in all. The schools are, by almost any definition, isolated. In a state where schools are often consolidated, many students travel up to 45 miles on a bus to get to school.

Chester Public Schools does not have a Web site like larger school districts. But Barrows uses other media sources to inform the public about what the schools are doing. One very successful approach has been using the local cable channel to provide information. Consistent pages throughout the year include the hot lunch menus, junior and senior high school activity schedules for the month, college visit dates, and a listing of any other school activities.

Because this rural community is spread over a wide area throughout the county, the use of the cable and radio stations is even more important to get the word out and to involve the community in school events. The radio station in Shelby, for example, broadcasts school basketball games across the county.

In a community where the local newspaper is the main media source for local news and events, it is very important for the superintendent to maintain a good working relationship with the editor. Liberty County Times editor Jeanne Carson says she has an excellent relationship with Barrows. Not only does Barrows write at least one article a month for the paper, but whenever the editor writes an article about the school, she runs it by Barrows before it goes to press. Larson says that small agriculturally-based communities are really dependent on local schools for all sorts of things: adult education programs, entertainment provided by school activities. Because of that there is a lot more involvement by the community in the local schools. The public uses school facilities for special meetings, concerts, and other events. The interactive television classroom is available to the public for conferences with other groups or agencies in the state. The message that Barrows communicates to the community is that "it's your school."

Public relations is truly a community effort in Chester, one in which the students also get involved. The high school technology class helped the all-school reunion committee develop a comprehensive mailing list. Journalism students redesigned the Liberty County Chamber of Commerce brochure last year. The choir sang Christmas carols at the Sweet Grass Lodge before Christmas. The art classes participate in a show each year at the Liberty Village Arts Center.

Because the community is so involved with the school, Barrows emphasizes that it is important to carry out promises you make. For example, the district told the public that they would have access to the new computer lab when they approved the new levy to purchase the computers. When the computer lab was set up, the school organized an evening schedule for the public to come in and get training to use the computers.

With the community so involved in the schools, it is not surprising that the district has been very successful with levies and special projects. The entire school staff gets involved with some projects, such as a special levy. School staff members help with presentations to different service clubs and organizations. They work as callers on a phone tree to ensure that all taxpayers are informed about the levy issues. Teachers really make an effort to communicate to the parents how their kids are doing. Every Wednesday, the K -6 teachers send the students home with an envelope that contains school papers, messages from the staff, and other information. Parents expect to receive this envelope and look for it.

Chester Public Schools may not have the extensive communication activities that larger schools have, but the schools have a dedicated staff that make community involvement and communication a priority. As Barrows says, "It takes extra time and energy to keep the public informed but the dividends are well worth it."

Outcomes

• Greater participation in school activities by the community
• Strong support at levy elections
• More opportunities for success
• Higher student achievement

Keys to Success

• Be on the offense rather than the defense when it comes to responding to issues. If you know a particular issue is coming up, lay the groundwork and move forward with the game plan.
• Go to the local grocery store at least three times a week to be visible in the community.
• Choose your responses carefully.
• Give credit where it is due.
• Attend all school activities.
• Be active in at least one community service organization.
• If you make a mistake, admit it and move on.
• Know the dynamics of your community.
• Don't be afraid to toot your own horn - no one else will do it for you.