In a communications audit contracted by the Olympia School District (OSD) in collaboration with the National School Public Relations Association, 76% of parents rated the district’s communication as average or above average.
The audit was done to identify strengths, weaknesses, and points of improvement in district and school communications.
The 76% overall rating for satisfaction with communication from the district came from the 42% of the parents who rated their satisfaction as excellent and above average, and 34% who rated it average.
The remaining 24% of parents rated their overall satisfaction with the district’s communication as below average.
The audit included a review of the district’s print and digital communication materials, quantitative research through the surveying of staff, parents, and community members, and qualitative research through focus groups.
Nearly 650 responses to a community-wide survey were recorded. The respondents were parents, guardians, faculty, staff, high school students and community members, with and without students currently in the school system.
“Those opening charts that talk about trust and talk about parents’ and families’ perception of the district … having 76% of them say average or above average, like that feels very good,” said Superintendent Patrick Murphy.
Director of Communications and Community Relations Conor Schober said the audit started in fall 2024, and the results were obtained in February.
Schober said the key findings of the audit for the district were the strengths, weaknesses, external opportunities and threats collectively known as a SWOT analysis.
One of the district’s identified strengths was a strong foundation for the communications program, wherein parents, families and the staff view information as easy to understand, accurate and timely.
The weaknesses identified in the report include a reduced number of staff to approach during the periods of financial and enrollment changes.
The report also indicated district employees fear that the current Board of Directors does not have their best interests at heart, as distrust grows among employee groups about the future of the district.
The district, as stated in the analysis, has opportunities as it is located in the state capital, with access to elected leaders shaping education policy, and it has a highly engaged population of parents and community members.
Threats included a growing disconnect between the community members and the district, adding to the presence of organized opposition groups.
The district also showed enrollment and funding challenges, and inconsistent communication in the event of emergencies at schools.
Aside from the analysis, the auditor recommended strategies to enhance the district’s communications program.
The district is gradually implementing changes since the audit was completed.
“Some basic improvements that we've made since this past summer, so one would be we're doing more social highlights at the beginning of our board meetings,” Schober said.
The ParentSquare Community Group was also launched, which is useful for board meeting reminders and recaps.
A newly designed responsive newsletter template was also prepared for district departments and schools.
“Our team put together 20-plus different templates for all our buildings, specially made for each one, so that they can use them, the teachers can use them, the staff can use them too,” Schober said.
Other efforts include regular Olympia Education Foundation features during the Spotlight on Success, and a rebranding of the annual Ice Cream Social to boost retiree engagement.
The 2025 Communications Audit Recap is also available on the district’s website.
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