Public education is now the number one public policy issue at the state and community levels. The public's concern over student achievement and other determinants of quality in education is at an all-time high. Here are just some of the topics school districts are having to deal with today:

• Standardized testing. (SAT 9.) What about portfolios and other measurements of scholastic achievement?
• School accountability and API ranking programs. 
• Social promotion. (Grade-level standards and the need for additional resources to support students who need extra help.)
• Peer coaches. (What do they do and can they make a difference?)
• Biliteracy. (As a successor to traditional bilingual education).
• Class size reduction. (Is it helping? What about beyond K-3?)
• Charter schools. (Are they truly independent? Are they better?)
• School site safety. (Are kids and teachers safe in your schools? What are the safeguards and emergency response procedures?)
• School facilities and technology needs. (The need to increase public awareness of those needs preceding a bond measure.)
• Increases in categorical funding. (A trend that is eroding local control of how school district funds should be spent.)
• Business partnerships and school foundations. (To engage business and community organizations and funding sources).
• Site governance. (Who should be in charge at school sites?)
• Parent involvement. (Increased parent involvement is key to improved student achievement.)
• Contract negotiations with teacher and other employee bargaining units. (In a strong economy, unions want major salary improvements despite the fact that the percentage of unrestricted funds in district budgets is diminishing.)

To succeed in these and other initiatives, school districts, large and small alike, need proactive communications programs to build understanding and support from parents, site administrators, teachers, other district staff, and community members.

Formerly the Executive Director of Communications and Community Relations for the San Diego Unified School District, Dick Daniels now designs internal communications, community, and media relations programs for school districts and works with superintendents, cabinet and senior staff, board members, and community members to implement program strategies.

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