ERIC Number: ED559700
Record Type: Non-Journal
Publication Date: 2013-Dec
Reference Count: N/A
SEA Strategic Communications: A Stakeholder Approach to Prioritize Communications Efforts. Solutions. Issue No. 5
Matta-Barrera, Romanita; Nafziger, Kristin E.
Building State Capacity and Productivity Center
State education agencies (SEAs) are central players in initiating and leading new reform efforts. However, traditional approaches to providing public information are not adequate for producing the necessary awareness and support to implement reforms statewide and at the local level. SEAs often have very few staff or other resources devoted to communication systems. With limited resources for communications, it becomes even more critical to efficiently plan the allocation of resources for engagement of stakeholders. In addition, stakeholders' involvement in reform vary from "active and supportive" to "inactive and non-supportive". This issue describes how following the three-step stakeholder analysis process--(1) identify stakeholders; (2) analyze and classify stakeholders; and (3) prioritize stakeholders--ensures that SEAs will accurately inform communications plans so that SEAs can intentionally use limited resources to focus on priority stakeholders. An SEA's stakeholder prioritization process can help avoid the anxiety of how to inform and engage with what may seem to be an infinite number of groups who have interest in, or are affected by the implementation of new education reforms. By following the three-step stakeholder analysis process SEAs can determine with whom to engage and with what level of effort. These determinations can be integrated into the SEA's overall strategic communications plans.
Descriptors: State Departments of Education, Stakeholders, Organizational Communication, Advocacy, Classification
Building State Capacity and Productivity Center. Edvance Research, Inc. 9901 1H 10 West Suite 1000, San Antonio, TX 78230. Tel: 210-558-1902; e-mail: info@BSCPcenter.org; Web site: http://www.bscpcenter.org
Publication Type: Reports - Descriptive
Education Level: N/A
Sponsor: Office of Elementary and Secondary Education (ED)
Authoring Institution: Edvance Research, Inc., Building State Capacity and Productivity Center (BSCP Center)
Grant or Contract Numbers: S283B120042