More School Districts Recognize Internet as Communications Tool

A recent report from eCommunications company Relatrix Corporation and the Colorado School Public Relations Association revealed school districts are increasingly recognizing the job of Webmaster as a communications role, not strictly IT. Findings in the report were based on a nationwide survey of school district administrators and showed almost one-half of districts had organizational structures where the district webmaster now reported to the communications department. This represented a 20 percent increase from the previous 2006 survey.

Denver, CO (PRWEB) April 26, 2008 -- A recent report from eCommunications company Relatrix Corporation and the Colorado School Public Relations Association (COSPRA) revealed school districts are increasingly recognizing the job of Webmaster as a communications role, not strictly IT. The report, K12 Online Communications Practices, was developed from a December 2007 survey of communications directors and administrators across the country. The survey queried these school strategists on their use of the Internet in communicating with their staff and constituents.

Report findings showed a significant shift in the organizational reporting of district Webmasters from the IT department to the communications department. Almost one-half of districts who responded to the survey employ Webmasters who now report to the communications department. This is up more than 20 percent from the 2006 survey.

"In 2006, after the first survey, we were troubled to find that almost 50 percent of district Webmasters reported to the technology department," said Jessica Kinghorn, COSPRA Past President. "We are pleased to see the rise in numbers this year, indicating that districts recognize the growing importance of their Web sites as a communications platform."

"School districts are now recognizing that the district Web site is not just a piece of technology to be maintained like a server or e-mail system, but a strategic communications tool that needs to be flexible and adapt to site visitors' needs", said Kinghorn.

The survey also provides valuable research for school districts as they plan their use of Internet technologies in the coming year. Survey questions highlight key topics like online communication priorities and procedures, as well as systems and technology relevant to all school districts.

"We found some very interesting changes in the responses to our survey questions from our first year," said Mark Franke, president of Relatrix. "School districts are clearly making strides with technology, but they could be doing more. Now is a good time to take stock of how your Internet communications are working and what to do differently."

The K12 Online Communications Report is available from either COSPRA (www.cospra.org) or Relatrix (www.relatrix.com). Relatrix and COSPRA plan to continue this research project through annual surveys on the role of the Internet in K12 communications.

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