How to Secure, Inform, Activate, and Guide Your Stakeholders

presented by:Mike Ford

Superintendent, Phelps-Clifton Springs CSD

• How do you feel?

• Who needs to know?

• What fight needs to be fought?

Why are we the wrong soldiers or the insufficient soldiers to fight the battle?

The Usual ArmyBenefits Limitation

s

SuperintendentBoard of EdTeachersNYSUT

The New ArmyBenefits Limitation

sParentsSenior CitizensBusiness OwnersStudentsReal Estate ProfessionalsElected Officials??????

Why do organizations hide the truth or create a positive spin to negative news?

• • •

Activating the Army

Clarifying the Message• Three Realities of Your

Situation1. 2. 3.

• What Needs to Be Remedied?1. 2.

• What Do You Need to Happen?1. 2.

WHAT DO YOU WANT TO CHANGE?– Make it specific & Make it local– Gather the data– Compile compelling stories/facts– Paint a scary, though real, picture

of the consequences of inaction

Identify the Issue

HOW TO GIVE A

LASER TALK

The Problem• Be brief, specific and to the point• Identify the problem in language

that leads to the solution you want

The ProblemThe aid distribution is fully

inequitable. Our school district has made and will continue to make cuts that others will not. These cuts will have a devastating impact upon our kids, our community, and, ultimately, our economy.

The Solution• Lead your legislator to a solution• Elaborate a little more here to

show the problem• Use a compelling story, statistic,

or fact to seal the deal

The SolutionWe need equitable aid for districts

like ours. Wealthy districts have more programs than do poor districts, while also having greater opportunity to raise local funding due to their expansive tax bases. We cannot allow our kids to attend substandard schools.

Call to Action• Answer the question of “what

can the legislator do for you?”• Be as specific as you can• Phrase it in the form of a “yes”

or “no” so you get an answer• Ask a second time if it is not

answered

Call to ActionCan the residents of our school

district count on you to refuse to accept any state budget that does not remedy this? Will you lead your colleagues to do what is right for our students?

• Letter writing nights…electronic as well as snail mail – use both…often!

• Meeting with your legislators in their home office…• Better yet – Help your stakeholders convene a town

hall meeting & “invite” your legislators to attend • Invite officials to Board meetings, PTO meetings,

student government meetings• Letters to the editor• Tin cup Tuesdays in Albany• Stakeholder fund raising to purchase advertising in

local papers• What else?

Strategies for Engaging Your Team