Building Stronger Programs Through Benchmarking

NSPRA’s New Benchmarking Guidebook Is Working!

And it is working to influence superintendents and school board members so that they understand what effective communication can do for their schools and their communities.

As you begin submitting your budget requests for next year, go through a self-assessment of where you stand according to one of NSPRA’s newest tools, Rubrics of Practice and Suggested Measures. Use it to focus on areas that will facilitate progress to accomplish your district’s goals and objectives.

Benchmarking Does Not Have to Be a Scary Proposition

Benchmarking may sound a bit scary to some practitioners, but when completed as a self-assessment, you can decide on which areas you must increase your focus in your program. Some members have first engaged with their own staff (if they have any) and then they have moved their assessment up the ladder to their superintendent. Some have then reached for board-level reviews and eventual new solutions and tools to strengthen their programs.

Accountability and Communication Are Used in the Same Sentence

Benchmarking demonstrates just how accountable communication can become for your system. In most schools today, accountability and communication are not often used in the same sentence. But now communication professionals and superintendents have a set of standards to guide them in developing their comprehensive communication programs, while keeping accountability in mind.

Here Are Some Tips for How to Use This New Resource

  • Start small with a self-assessment in just 1 area or, at most, start with 2 of the 4 areas that the document covers.
  • Be strategic in selecting your focus — make it a sweet spot of your superintendent’s interest and demonstrate how it will increase results for your district. For example, if you’re in an area of open enrollment where competition comes into play, consider using this year’s new focus on marketing/branding communications.
  • Pinpoint where you now stand and select whether your current program is emerging, established, or exemplary. All the category labels are positive. You can show how you need to advance to the next level to meet the standards set in the guidebook — and better yet, meet the needs of your system.

At minimum, review the guidebook to see where your “jumping-in” point will be with the 4 rubric areas of comprehensive planned communication, internal communications, parent/family communications, and marketing/branding communications.

If you are an NSPRA member, the financial commitment for this new professional development resource is just $20 to download. If you want the print edition, the member price is $40, plus shipping and handling.

If you need more information, including prices if you are not an NSPRA member, go to

Thanks to a group of motivated NSPRA professionals, this tool can help you increase the impact of communication in your schools in the year ahead. Now’s the time to take the next step in turning up the flame on the professional assessment of school communication.

Rich Bagin, APR
NSPRA Executive Director

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