The Howard County Public School System needs to expand its communications department to improve relations with the media and community, the superintendent said.
“Communication is a critical part of what we do ? internally and externally,” said Superintendent Sydney Cousin at Tuesday?s school board work session on the proposed fiscal 2009 $656.7 million operating budget.
“And we need to do a better job.”
Cousin proposed adding two communication specialists to the public information office, which has a four-member staff, led by Patti Caplan, director of public relations. The staff includes a secretary and graphic artist.
A recent communications audit by the National School Public Relations Association prompted an investigation of the public information office, Cousin said.
“We feel very committed to taking communications to a higher level,” Deputy Superintendent Sandra Erickson said.
The positions would help reduce the misunderstandings community members have about different programs in the school system, Cousin said.
They also would afford Caplan time to provide more communication training and professional development to various school system staff members.
The Howard County Education Association did not respond to calls for comment by press time.
“It?s going to allow us to be more proactive,” Caplan said. “We?ll be able to be much more aggressive in media coverage but also in communicating with the community and responding to the overall communication goals of the schools.”
Cousin had proposed adding an assistant superintendent position to the office, but withdrew it.
Board members were in favor of the additional positions. Several thanked Caplan for running the office as well as she has with a small staff.
“Regardless of who you put at the top of this division, you?re stillgoing to need more people,” Board Chairman Frank Aquino said.
The exact salary is still to be determined, but each position would be about $60,000, school officials said.
Workload
Public information office service numbers for fiscal 2007:
» 186 media releases
» 634 responses to media requests
» 920 responses to e-mails outside the school systems including parents and community members
» 1,192 pages of publications produced
Source: Howard County Public Schools
