20 PR TIPS FORSUPERINTENDENTS

18th AnnualFirst-Time

Superintendent’sAcademy

GEORGETOWN INDEPENDENT SCHOOL DISTRICTDirector of School and Community Relations

TEXAS SCHOOL PUBLIC RELATIONS ASSOCIATIONPast President

BRADDOMITROVICHPR Zealot, Speaker, Educator

JUDYFARMERExecutive Director

Objectives for today:• Examine just how school

communications and public relations has changed.

• Review the 20 PR Tips that all Superintendent’s need to know to be successful.

• Have a little fun!

How has school PR changed?

• In 1962 - only 12 people in school

PR in Texas … in 2010 - there are

nearly 1,900 school public relations

professionals.

• School districts are being held

more accountable for their actions.

How has school PR changed?

• The public is questioning schools and administrators more.• Parents are becoming more

demanding.• The media has discovered that

schools can provide them with “juicy” stories.

How has school PR changed?

• Non-traditional media outlets and social media are becoming more and more popular.• Because of instant access,

there is more of a need for crisis communications.

• Is everyone on the same page?• What are people expecting?• How can you tell your district’s

story?• What communication tools will

work for you?

Tip #1:It’s not always easy to communicate!

• What is your district needing to accomplish right now?• What are your district’s long term

needs and goals?• What does your Board want you

to accomplish?

Tip #2:Define your communications needs.

• Develop a purpose for your district’s communications.• Develop goals and objectives

each year that measure your success or failure.• Get everyone to follow your lead!

Tip #3:Communication is a planned effort!

• Pay attention to the way that you are perceived.• You can set the best example.• Work your plan in the best way

possible.• We’ve always done it that way!

Tip #4:It’s not easy getting others to follow your lead!

• Know how to listen - listening is the key to great communication• Always explain the facts.• Communicate with all of your

publics.• Authorize “control spin” on

controversial issues.

Tip #5:Know what it takes to communicate well.

Tip #6:Develop your communication goals.

• Increase awareness of campus and departmental information.• Increase awareness of student

and staff achievement.• Improve faster means of

communicating information during a crisis situation

Tip #7:Keep your board members in the know!

• Nobody likes to be surprised, especially the board president.• Rumors and speculations can

easily get out of control.• Never try to hide bad news. It will

always rear its ugly head.

• Be prepared.

• Have one spokesperson.

• Be honest and express concern.

• Apologize when appropriate.

• Emergency Operations Plan.

Tip #8:Always stay calm in a crisis.

Tip #9:Communicate with your community.

• Parents know what their kids tell them.• Taxpayers can make or break a

bond election.• Businesses know that successful

schools bolster economic development.

Tip #10:Communicate with all employees.

• Employees have a vested interest in the school system.• Sometimes administrators forget

to communicate with their employees.• Employees are the best sales

people a district can have.

Tip #11:You can’t fix stupid!

• At any given time - there is the possibility that an administrator, a teacher, an employee, a student, a parent, or a contractor - will not use common sense before doing something ... and you’re going to have to explain it.

• We have met the enemy, and it is us!

• Try to contain the message as best as you can.

• Always explain your side of the story in a clear and positive manner.

• Correct any inaccuracies that may be reported.

• Communicate, communicate, and then communicate some more.

Tip #12:The media knows that “juicy stuff” sells!

• Know the facts - there is no such thing as a pleasant surprise from the media.

• Try to anticipate questions the reporter may ask you and determine the best response to each question you envision.

• Set the ground rules - help reporters with background information.

• You don’t have to answer every question.

Tip #13:Always prepare before talking to the media.

• Rehearse your message - know what you want to say and determine how you are going to say it.

• There are two sides to every story - by anticipating viewpoints you can help develop your message and avoid traps.

• Avoid personal opinions - you represent the district and the school.

Tip #13:Always prepare before talking to the media.

Tip #14:Never lie to the media.

• Always tell the truth, or at least the truth that you can tell.• It’s much better having the media

as an ally than an enemy. • Building a trust relationship with

the media is important.

Tip #15:Never say no comment.

• Remember, the media can always get “the truth” from someone else.• Always reference policy and/or

your standard operating procedure.• “No comment” can make you look

and sound guilty!

Tip #16:Never talk down to your public.

• Always remember that it’s their children, their schools, and their community.• And in case you forget, always

remember that it’s their children, their schools, and their community.

• Positive stories about kids doing positive things can get you more bang for your buck than a 30 second commercial during the Super Bowl.

Tip #17:Cute kids make a cute story.

• It’s easy to spin a story when it’s all about the kids.• It’s very hard to contradict or

negate something that’s good for the kids.

Tip #18:If it’s good for the kids, it’s good for the district.

• Sometimes, things don’t always work out like they planned.• Shift gears and change course if a

communication tool is not working the way it was supposed to.• It’s better to move on than stay on

a course thats going nowhere.

Tip #19:Change your communication strategy

when it’s not working.

Questions?