Lexington 1 approves up to $50,000 for outside communications audit to inform strategic plan

Lexington County School District One trustees approved up to $50,000 from the general fund balance to hire an outside consultant to conduct a comprehensive communications audit, district staff said Tuesday.

Communications director Libby Ruth told trustees the research phase of a communications strategic plan is essential and that an external assessment would provide objective analysis of current materials, channels, stakeholder perceptions and comparative best practices. The audit — sometimes called a communications assessment in the public relations field — would include document review, stakeholder surveys and focus groups (internal and external audiences), and benchmarking against other successful districts.

Ruth said the work is intended to inform a detailed multi-year communications strategy that supports district strategic goals, specifically parent engagement and outreach that research links to student outcomes. She said the request was not a campaign proposal: the audit would test current practice and identify priorities; any subsequent marketing or outreach work would be a separate decision based on audit findings.

Several trustees asked whether the district could perform an internal review. Ruth replied staff could undertake some elements but said an outside consultant can produce statistically reliable surveys, conduct neutral focus groups, and compare district practices against national best practices without internal bias. She estimated the likely range for a comprehensive outside audit at $30,000–$40,000 and asked the board to approve up to $50,000 as a conservative cap.

After questions from trustees, the board voted to authorize up to $50,000 from the general fund balance for the communications audit. Procurement staff will draft an RFP specifying the scope (research, stakeholder input, channel review and benchmarking) and return with recommended proposals and a contracting plan.