Communication and trust

In response to criticism, the BVSD commissioned the National School Public Relations Association to perform a “communication audit”—an independent review of the public’s perceptions of the district in light of the district’s stated mission and goals.

The audit reported a “major credibility and trust gap” and advised the district to “begin rebuilding trust among your community and staff.” Tellingly, citizens said that they wanted to “see, meet, and hear from” the superintendent and other key personnel. The bottom line? Citizens want district administrators and board members to visit schools more often, spending time in classrooms and cafeterias and actively engaging the community.

However, the report offers no insight on how district leaders can possibly build and maintain personal relationships with 55 different schools! A school board member visiting one school each week—remember, board members not paid for their time—would require more than a year to visit each school even once. It’s simply not possible for district leaders to have an intimate understanding of 55 different schools.

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