What does ‘normal and regular’ communication practices mean?
In Washington state, public school districts must follow strict guidelines around the use of public resources in elections and during election periods. The state Public Disclosure Commission (PDC) provides detailed guidance on what’s allowed (and what isn’t) when schools communicate with their communities during election season. A key component of that guidance is this: school districts may continue normal and regular communications, even in the lead-up to an election, as long as they are factual, routine, and established well in advance of the election period.
Why does this matter?
Compliance starts long before your resolution is filed. The ability to continue communicating factual information during an election season relies on the history and cadence of your communications. That means the time to establish those practices isn’t when the board adopts a resolution to run a levy–it’s now. Proactive planning protects both your credibility and your legal standing.
What qualifies as “normal and regular”?
According to the PDC, a communication is considered normal and regular if it is part of “an ongoing pattern of activity by the district that is not influenced by the timing of an election.”
Some examples might include:
- Monthly superintendent e-newsletters that include capital project updates.
- School board meeting recaps that discuss district finances.
- Regular budget breakdowns or infographics on your website or social media.
- School/ student performance dashboards.
- Annual reports or seasonal newsletters that are mailed to the entire community
- Social media posts about where and how to vote leading up to all elections (even when there is no school district resolution on the ballot)
If these types of communications are routine in the months and years leading up to an election, they are much more likely to be permissible during the election period, as long as all communications remain factual and neutral.
Normal & Regular Checklist
- The content shared is consistent with what’s been shared in the past.
- The timing and format follow a regular pattern year-round.
- The intended audience is the same as in prior communications.
- There is no language that promotes a “yes” or “no” vote.
Example Newsletter Article
Washougal regularly includes information on their district finances in their print newsletters mailed to all residents.
Example Website Dashboard
Hockinson School District has a Data Dashboard with information about their schools’ performance.
Start now: building a foundation
As communications professionals, we encourage our leaders to think long-term about stakeholder engagement. If you anticipate needing voter support in the future, lay the groundwork now by:
- Establishing a consistent communication cadence (e.g., monthly, quarterly).
- Sharing factual updates about district finances, facilities planning and needs, highlights of levy dollars in action, performance data, and voting (see examples here)
- Creating templates or formats you’ll continue to use over time (newsletters, budget snapshots, FAQs, etc.).
- Documenting your communications plan: this helps demonstrate intent and consistency.
We’re here to help!
At ESD 112, our communications team has decades of experience guiding districts through school election communications, always with the goal of helping districts stay on the right side of compliance. From strategic communications planning to message development, to newsletters and social media, we are your thought partners in building long-term, transparent relationships with your communities. It’s a responsibility that’s more important now than (perhaps) ever before.
If you’re thinking about a future bond or levy, even if it’s several years out, now is the time to strengthen your normal and regular communication practices. Doing so sets the stage for effective, compliant communication when it matters most.
