Date: Fri 20-Oct-1995

Publication: Bee

Author: AMYD

Quick Words:

school-expansion-PR

Full Text:

School Bd Adds PR To Its School Expansion Strategy

B Y A MY D'O RIO

Newtown residents may be strolling the halls of the proposed high school

addition before it is built, before the money is even approved for it.

The architects are putting together a three-dimensional video using advanced

technical equipment to show residents how the proposed high school renovation

will look.

"It can be very hard for the public to envision it from the drawings," said

School Superintendent John Reed. He hopes it will help residents understand

the project and inspire them to support the project.

Connecticut's school districts have been going through a building boom as well

as a period of budget rejection, so as the school boards get more experienced

trying to pass building projects to testy voters, they have zeroed in more

effective ways of educating the public about their plans.

It is no coincidence that architectural firms have started offering public

relations experts as part of their services to municipalities.

The Newtown Board of Education is gearing up to ask for about $28 million for

the high school and around $3.5 million for Hawley School, both of which will

receive reimbursement from the state.

While board members said they expect to get the funding, the board is not

taking any chances, and school officials have begun gearing up for a

communication blitz over the next five months.

It already includes the three-dimensional video, television productions and

public relations help from a marketing director working for the school board's

architect.

To flesh out this communication plan, school officials have organized a

meeting at 7:30 pm Tuesday, October 24, at Newtown High School to come up with

more ideas and find ways volunteers can help.

Both Hawley and high school parents are invited to attend, as well as any

other interested residents.

Some of the communication strategy will rely on just good, old fashioned foot

work.

Dr Reed is hoping some parents will volunteer to make presentations to

different clubs and organizations around town to inform them about the

projects.

The superintendent has already been working with a group he calls his "key

communicators."

These are PTA representatives and members of the Legislative Council who have

been meeting for months now with the architects. The job of these key

communicators is to stay updated about the project and communicate to the PTA

or council what is happening.

If residents do not hear about the projects by either of these approaches, Dr

Reed's television shows can bring them up to speed. His shows air on

Wednesdays starting at 7 pm on cable channel 21, and lately, have focused on

the building projects.

These attempts will be buttressed further by the communications strategies

developed by parents at the October 24 meeting.

Thomas Murphy, the state Board of Education spokesperson, said schools have

had to get savvier with the way they present projects because so many building

plans have been rejected by voters around the state.

"Without the ability to communicate, it is not going to pass," he said.

Some districts involved the municipal officials in hopes of getting support

from the municipal bodies when the projects need final approval, he said.

Others, like the Danbury superintendent, have gotten state representatives to

rally for the cause. In Windsor, Mr Murphy said the superintendent videotaped

a custodian giving a tour of the mechanicals at a school.

Herbert Rosenthal, Newtown's school board chairman, said the school system has

gotten smarter about how it goes about building project approvals, but notes

that school officials are not deceiving anyone.

"It is a real double-edge sword because you do not want to come off as too

slick," he said.