2025 Communications Audit Recap
During the 2024-25 school year, the Olympia School District partnered with the National School Public Relations Association (NSPRA) to conduct an audit process to help identify the strengths, weaknesses and opportunities for improvement in our district and school communication programs through an extensive process that included:
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Nearly 650 responses to a community-wide survey of parents/guardians, faculty and staff, high school students and community members with and without students currently in the school system.
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Community Focus Groups with key district stakeholders.
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An analysis of district and school-level communications materials, the district website and social media.
A communications audit synthesizes this data to determine the effectiveness of current plans and practices, identify strengths and weaknesses and make recommendations necessary to improve communications across the District.
What is an NSPRA Communication Audit?
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A comprehensive assessment of current communication efforts and the effectiveness of the overall program.
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A snapshot of current perceptions about our schools, district and leadership.
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A tool that provides baseline research to evaluate progress and a framework for developing our communication plan.
OSD Community Focus Groups
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Elementary Student Parent/Guardians
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Secondary Student Parent/Guardians
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Parent Group Leaders (PTO/PTA)
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Teachers
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Specialists
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District Office Staff
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Education Support Professionals
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OSD Directors/Supervisors
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Olympia School District Board Members
Key Findings
A chart outlining the District's benchmarking to national averages on the communications survey
Strengths
The audit detailed several strengths which create a strong foundation for the District’s communications program. These include parents and families overall satisfaction with the communication from their school and the district. Parents, families and staff agree that the information they receive is easy to understand, accurate and timely. Parent focus groups shared appreciation for the accomplishments and achievements highlighted by the District. The audit team also recognized the high-quality educational team led by Superintendent Murphy demonstrates competence and care for the students and families of the OSD.
Challenges and Opportunities
The report highlighted opportunities for growth, including enhancing the District’s image by improving communication and transparency. Strengthening information-sharing practices—such as providing key updates, making relevant details more accessible and creating clear channels for stakeholder feedback—can foster greater trust and engagement. Increasing the visibility of budget and operational information will further promote transparency and confidence in decision-making.
Developing a refined communication plan will help define the role of the Communications and Community Relations Department, ensuring alignment with the district, schools and departmental programs for greater impact. Additionally, maximizing the use of communication tools utilized by the district will enhance outreach, engagement and efficiency in delivering key messages.
Furthermore, formalizing and implementing an updated crisis communication plan will improve preparedness and responsiveness, ensuring effective communication during critical situations.
The Path Forward
The Audit report provides an overview of key findings and recommendations to enhance communication within OSD. Like all school systems, OSD has areas where it excels and opportunities for growth. By reviewing the full report, stakeholders can gain a deeper understanding of the insights gathered, the rationale behind the recommendations and the steps needed for implementation.
The goal is to build upon the successes of the district’s Communications and Community Relations Department by offering strategies to further strengthen its communication efforts. When leadership and the board align on clear communication strategies and commitments to staff, parents and the community, the district can foster stronger engagement, transparency and trust.
The Communications Department, in partnership with the Superintendent and Board of Directors, will assess the priorities of these recommendations to ensure a strategic and effective approach to communication improvements.
Recommendations
- Develop a comprehensive communication plan for OSD that aligns with and
proactively supports district goals.
- Increase information access and transparency around decision-making processes.
- Improve the flow and quality of internal communications.
- Increase opportunities for communications and positive engagement with the OSD Board of Directors.
- Redesign the OSD websites.
- Increase the visibility and availability of information about the district’s budget and operations.
- Enhance communication systems by creating and consistently applying effective processes and procedures.
- Formalize and implement an updated crisis communication plan.
Contact Information
Conor Schober
Director of Communications & Community Relations
[email protected]
(360) 596-6104