The effectiveness of school board communication as perceived by selected residents of the Hays Consolidated Independent School Distric

The major purpose of this study was to evaluate the effectiveness of current and potential avenues of communication between the district school board and residents of a central Texas school district.;Data were gathered through the use of a mailed questionnaire to 377 individuals who were residents of the Hays Consolidated Independent School District and who met the legal qualifications to be registered voters in the State of Texas. The questionnaire consisted of four sections including demographics, current avenues of communication, potential avenues of communication, and a section that allowed respondents to offer suggestions related to school board communication.;Analysis of the data from the 194 respondents revealed that residents of the Hays Consolidated Independent School District perceived local newspapers, school newsletters, area television stations, and district newsletters to be the most used current avenues of communication. A variety of public meetings were the least used current avenues of communication.;Residents indicated that the most effective current avenues of communication were local newspapers, school newsletters, and district newsletters. Residents indicated that area television stations, although highly used, were not effective avenues of communication. PTA meetings and school board members were also perceived to be ineffective avenues of communication.;Potential avenues of communication perceived to be effective were monthly newsletters mailed to all residents, annual surveys, annual full-page advertisements in local newspapers, and district advisory councils. Speeches by school board members, a district-wide speakers bureau, and the posting of school board meeting minutes in community centers were perceived to be ineffective potential avenues of communication.;The data also indicate that the sub-groups from the community want a variety of communication avenues that are accessible at their convenience. The implications from the findings of this research study clearly indicate that school boards cannot rely on traditional methods of communication such as public meetings and public hearings. School boards should develop and implement comprehensive communication plans that are consistent with the mission and vision of the school district. School board communication plans should include a variety of avenues of communication that allow for two-way dialogue with all segments of the community.