1. Strategic Communication
Heather Zavadsky
BSCP
© 2013 Edvance Research, Inc.

2. What is Strategic Communication?
Systemic process designed to achieve one or more long-term strategic goals
Gain wide-spread understanding and support for implementation of reform efforts
Align and coordinate communication across stakeholders
Proactively control messages
Provide opportunities to collect feedback

3. Why Is It Important?
As the role of SEAs increases, so does the need for clear and aligned communication for:
New state standards
New assessment results
Equity plans
New human capital strategies
Resource management

4. Multiple Needs: One Framework

5. Lessons from First Benchmarking Project
Integrated communications efforts begin with leadership.
Message campaigns require careful wording to gain clarity and support.
Attention must be paid to both internal and external communication.
Communication strategies require a continuous improvement process.

6. StratCom Year 4
Increased Strategic Communication (StratCom) Collaborative to 9 Centers
Created a strategic communication logic model and plan to:
Provide vetted tools and resources to SEAs and RCCs
Create collaborative learning opportunities
Benchmark SEA communication practices
Provide regional and targeted supports

7. RSN Communications and Engagement Assessment Rubric
SEAs reflect on current communications and engagement efforts
Divided into five sections:
Overall Strategy
Audience Segmentation
Audience-Specific Messages and Diverse Tactics
Stakeholder Engagement and Coalition Building
SEA Communications Capacity

8. Implementation Design
RSN depicts an implementation arc
Inform (very basic)
Inquire (proactive vs. reactive)
Involve (co-creators)
Inspire (motivate and act)
Each question captures implementation on a scale
Basic
Emerging
Strong
Exemplary

9. Your Turn
Pick a page on the rubric to complete collaboratively at your table.
Answer the questions through lens of your organization or a particular SEA.
Once your page is finished, flip through the rubric and discuss the following questions with your table mates (next slide)

10. Your Turn How could this rubric be used in one of your SEA’s?
Which headings or sections seem the most relevant?
Use entire rubric or separate parts? Facilitated or independently?  
How can BSCP support you to use this tool?
Report-Out by Table

11. What’s Next? Upcoming information on resources Benchmarking project
Online collaborative learning opportunities
Calls and information from the StratCom Collaborative