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Communication:Key to Collective Bargaining Success

SEAC TrainingFebruary 4, 2016

Jay Fernow, PartnerTerilyn Finders, Director of Communications

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Priorities

Before Bargaining

LCAP

Sunshine

At the Table

Updates

Networking

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Goals and areas of focus

Board direction for negotiations

Speak in total dollars

Leverage transparency and the LCAP –timeline and location

Ongoing communication with allstakeholders

Set a positive tone

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Gaining Board Direction

Sunshine

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Sunshine Communication

Agenda Item

Clarify Board’s role and responsibilities innegotiations

Provide opportunity for public review andcomment, board discussion

Letter to Bargaining Unit

Approach to negotiations, mission-centeredproposals

Specific articles proposed for negotiations

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Local Control Accountability Plan

LCAP Four Phases of Communication

11 • Planning

22 • Approval

33 • Implementation

44 • Review

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Overarching Objective

Create understanding of and support foryour plan to invest in student academicsuccess

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Step One

Calendar

Four phases

Review

Outreach

COE

Final

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Give LCAP a name

Outreach on a single sheet

Consider icons

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Step One

Calendar: January - December

LCAP – 4 phases

Other key events

Bargaining

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Discussion Questions

Does your district use the LCAP to guidebargaining?

Does the Board connect LCAP priorities andbargaining priorities?

What steps could you take to draw a closerconnection?

Create a working calendar

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Step Two

Create and implement a communicationsplan

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Components of Communication Plan

Audience

Message

Method

Messenger

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Audience(s)

List targets

Whose support will you need?

Think bond campaign

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Messages

Anchored in service to students

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Attach Funding

Add dollars

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Discussion Questions

“We’re spending half a million dollars onreading aides because our students aren’treading at grade level.”

“We’re legally required to spend the moneyon this student population.”

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Message Development

What and Why

How and When

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Messengers

Consider best fit for each audience

Avoid surprises

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Move information from inside tooutside

Shape messages from outside - in

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Method/Mode

Communication Tools

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Las Virgenes USD LCAP Invitation

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XX District – Investing in a BrightFuture What

Overview of district

Education goals

Plans

Give examples of success/building on these successes

Tell a story, be compelling

Aligning resources

Can include a message about negotiations

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XX District – Investing in a BrightFuture Why

Stats on jobs in the 21st century

What we are preparing students for and why

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Develop the Message – Front Load

Key audiences

Supporters

Anticipatepushback

Supporting data

Method of delivery

EXAMPLE

Student Engagement

Dual enrollment

College and careeradvisors

Online offerings

“Cyber Cafe”

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Consider:

Communications task force

Keep it small, but include lead negotiator

Include messages about resource allocation

Cite employee and parent support for your work

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Community Engagement

A two-way street

Committee contact people

Board members communication protocols

Integrate community/committee input intoyour reports/recommendations

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A Question, Waiting to be Answered

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At the Table

Updates

FAQs

Retrace your steps

Sample negotiationsupdates:

http://www.vistausd.org/laborrelations

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Information in this presentation, including but not limited to PowerPoint handouts and the presenters' comments, is summary only and not legal advice.We advise you to consult with legal counsel to determine how this information may apply to your specific facts and circumstances.