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Santa Rosa schools outline communications overhaul; trustees press for measurable marketing and multilingual outreach
Summary
District communications lead Patrick Ganon presented an inside-out strategy for improving internal and external messaging, media protocols and site support. Trustees urged measurable marketing tied to enrollment and better multilingual outreach; the board agreed to return to the topic at a September strategy session.
Patrick Ganon, the district’s public information lead, told the Santa Rosa City Schools Board on June 24 that strengthening trust with families and partners requires a two-way communications approach and standardized channels. "Effective communication is a two-way process that involves listening to understand," Ganon said, describing routine tools such as ParentSquare, the district website, social media, and a board meeting memo intended to summarize each meeting.
Trustees used the study-session presentation to press for clearer measures and more proactive outreach. "We have to be more proactive and ensure ... we're communicating the good things that we are offering," Trustee Deator said, arguing that the district has been reactive and that turnover in communications staff and leadership has damaged consistency. Several trustees asked staff to return in September with measurable outcomes for priorities related to enrollment and attendance.
Board members also flagged operational gaps at the site level. Trustees asked who is responsible for site website updates and urged standardized training and position authority for site web editors. Trustee Kirby asked for an update on a districtwide event calendar so campuses can advertise and avoid duplicate or stale listings.
Trustees and staff discussed the role of marketing versus communications. Several members said marketing (paid outreach and advertising) requires dedicated funding and distinct expertise from public information operations. "If we want to reach people with an intentional method and message, that's what marketing and advertising exists for," one trustee said.
Superintendent Lisa August emphasized that communications must be managed, measured, and funded to become a real priority. The board directed staff to use the September strategy session to confirm measurables for the priorities discussed and to return with options — including potential costs — for marketing and enrollment-driven outreach.
The board did not take formal action on staffing or budget allocation during the meeting but approved a motion to revisit communications strategy in the September planning session.
