Turning Data Requests into Trust-Building Opportunities
Like clockwork, the local newspaper submits an open records request every year. This often translates to a dive into HR files for school districts, focusing on personnel data like job titles and salaries. While the intention is typically to publish a list of top earners, perhaps highlighting the superintendent or high-profile coaches, the process can feel invasive and spark unease among staff and the community.
It’s understandable. Employees might feel exposed, and community members might question the allocation of resources. This annual ritual can easily become a source of anxiety, leaving everyone feeling slightly uncomfortable. However, how district leaders respond to these requests can significantly impact public perception and trust.
Instead of viewing these requests as adversarial or outright ignoring them, leaders should anchor their responses in the district’s core values, especially those related to transparency and community engagement. If your district champions open communication, this is an opportunity to demonstrate that commitment, which honors the letter and the spirit of your state’s open records laws and reinforces your communication strategy.
Why cooperate with media representatives?
Refusal can backfire spectacularly. It can breed suspicion, making the district appear secretive and damaging stakeholder trust. In a world where information flows freely, attempts to hide data often lead to increased scrutiny.
Moreover, if the request is part of a larger data collection effort, refusing to participate can elevate your district from a minor mention to a standalone story emphasizing a lack of transparency. This unwanted spotlight can paint a negative picture, overshadowing the district’s positive achievements.
Instead, consider these steps:
- Proactive Communication: Before the data is published, communicate with staff about the request and its implications. Acknowledge their concerns and explain the legal obligations.
- Contextualize the Data: Provide context for the salary figures. Explain the responsibilities associated with high-earning positions and how they contribute to student success.
- Build Relationships with Media: Foster open communication with reporters. Offer to answer questions and provide additional information to ensure accurate reporting.
- Focus on the Positive: Use this opportunity to highlight the district’s commitment to fiscal responsibility and the value it places on its employees.
By embracing transparency and working collaboratively with the media, district leaders can turn a potentially contentious situation into an opportunity to build trust and strengthen community relationships.
