creating the right image for the teaching industry prepared and presented by dr charlene ashley

CREATING THE CREATING THE RIGHT IMAGE FOR RIGHT IMAGE FOR

THE TEACHING THE TEACHING INDUSTRYINDUSTRY

Prepared and Presented by Prepared and Presented by

Dr Charlene AshleyDr Charlene Ashley

Prepared and Presented by Dr Charlene AshleyPrepared and Presented by Dr Charlene Ashley

WHO WHO

IS A IS A

TEACHER?TEACHER?


Each person is employed to an institution or organisation

And every boss has a boss

To which organisation are you employed?


How do you affect the image of yourselves as a group

How do you affect the image of your employer


How can you help in redefining your

image?


THE MEDIA THE MEDIA

AND AND

YOUYOU


DON’T DON’T BELIEVE BELIEVE

THE THE HYPEHYPE


MEDIA MEDIA AWARENESSAWARENESS

Whether you are a media novice or well versed in media relations, getting the message right with the media can be a real challenge - getting it wrong is just not an option.


CREATING AN IMAGE … CREATING AN IMAGE … The Right ImageThe Right Image

In participating in an interview you are creating an image of your profession and in turn of the education system…

Thus, any media appearance must be approached with confidence, taking control, managing the media more effectively and effortlessly.



Get it Right the First Get it Right the First Time…Time…

We show you how to get it right the first time because…

You never get a second chance to make a first impression!

Say the wrong thing to a journalist at the wrong time and the results could be devastating to your profession and your school.



WHAT IS WHAT IS PUBLIC PUBLIC

RELATIONS?RELATIONS?


Creating & Creating & Maintaining a Maintaining a Positive ImagePositive Image Public relations (PR) is the

managing of internal and external communication of an organisation to create and maintain a positive image.

Public relations may involve popularising successes, downplaying failures, announcing changes, and many other activities;

It is the process by which entities work more closely with its various publics and form win-win relationships.

PUBLIC PUBLIC RELATIONSRELATIONS


Public relations includes ongoing activities to

ensure the institution has a strong public image


Helping the Public Helping the Public to Understand …to Understand …

Public relations activities include helping the public to understand the organisation / institution and its products.

Similar to effective advertising and promotions, effective public relations often depends on conceptualising and implementing a well-designed public relations plan.



PUBLIC RELATIONSPUBLIC RELATIONS Often, public relations is

conducted through the media, that is, newspapers, television, magazines, etc. Publicity is mentioned in the media.

Institutions usually have little control over the message in the media

Regarding publicity, reporters and writers decide what will be said.



What Impressions do What Impressions do You Want to CreateYou Want to Create

Consider: What groups of stakeholders do we

want to appeal to and how? What impressions do you want each

of your stakeholder to have? What communications media do

they see or prefer the most? Consider collaborations, TV, radio,

word of mouth, What messages are most appealing

to each stakeholder group?



MEDIA MEDIA RELATIONSRELATIONS


Creating a Media Creating a Media TeamTeam

Within the school – actually within any institution, there is the inclination to be egalitarian with respect to who should deal with the media. While this may create an atmosphere of internal fairness, it will not always get the desired results.


The Entire System is The Entire System is Dependent on What Dependent on What

You DoYou Do As times changed, and we see public

relations in increasingly life and death terms,

We recognise that those we serve deserve the best we can provide, rather than it offering an "experience" for those who may not be well suited for the job.

Lives depend on what we do, and we must never lose sight of that truth.


A Professional A Professional Approach to Handling Approach to Handling the Media is Essentialthe Media is Essential The devise of a chain of

command is critical to the process of effective media management.

Roles may overlap, and often can be handled by the same person, thus each must be clear on their roles


THE THE SPOKESPERSONSPOKESPERSON

The spokesperson must be someone who is:-

personable, can succinctly articulate the

issues, and is willing to spend a great deal

of time on the telephone.

THE THE SPOKEPERSONSPOKEPERSON


While the Spokesperson While the Spokesperson Must be Someone who is Must be Someone who is Articulate, he/she Should Articulate, he/she Should also be More Than That… also be More Than That…

He/She should :- be a good listener, have camera presence, be well-informed about the issue at hand, be able to think quickly on his/her feet, have credibility, be able to develop a good rapport with a

reporter, and be intuitive enough to know when a reporter

is not friendly.THE THE SPOKEPERSONSPOKEPERSON


Know Your Know Your InterviewersInterviewers

Do they have a reputation for honest reporting?

Are they sympathetic to your issue?

Are they fair? Or combative?

THE THE SPOKEPERSONSPOKEPERSON


Be Humble…Be Humble…If you want to learn to be a good

spokesperson:- Spend time listening to others who

are good at the job. Research your issue until you know

it inside and out and can hold your own in a conversation or debate.

Think through each question that you are likely to be asked, and consider carefully the possible responses.

Always be ready to revise and refine. Listen for "good lines" that others may use.

Be humble. You always have more to learnTHE THE

SPOKEPERSONSPOKEPERSON


HANDLING THE HANDLING THE MEDIAMEDIANever lie to a reporter.

If you don't know an answer, simply say so, but add that you will be happy to find out and get back to them.

If you are not at liberty to discuss a particular aspect, again, say so, but never lie. Your lie will be discovered, and a good story will turn bad. Many learned this the hard way.

Don't be forced into saying something you don't want to say. If you don't feel comfortable answering a particular question, answer the one you want asked.

Be clear about the point you want to get across. Always bring the discussion back to your points.


Make it Count …Make it Count …

It is important to realise that much of the substance you want to communicate gets lost. The quote that is inevitably used is the one that is the most colorful. Make it count. Everything else becomes background.

Handling the Handling the MediaMedia


Be smart. Be Be smart. Be professional. Learn professional. Learn

from othersfrom others Understand the media people

you are trying to influence and make sure they understand you.

Handling the Handling the MediaMedia


THE THE MINISTRY OF MINISTRY OF EDUCATION’SEDUCATION’S

MEDIA MEDIA COMMUNICATION COMMUNICATION

PROCESSPROCESS

TIPS FOR TIPS FOR

PUBLIC PUBLIC SPEAKINGSPEAKING


Know the Needs of your Know the Needs of your Audience and Match your Audience and Match your Contents to their NeedsContents to their Needs. .

Know your material thoroughly. Put what you have to say in a logical

sequence. Ensure your speech will be captivating to

your audience as well as worth their time and attention.

Practice and rehearse your speech at home or where you can be at ease and comfortable, in front of a mirror, your family, friends or colleagues.

Use a tape-recorder and listen to yourself. Videotape your presentation and analyze it.

Know what your strong and weak points are. Emphasize your strong points during your

presentation.PUBLIC PUBLIC SPEAKINGSPEAKING


When you are Presenting in When you are Presenting in Front of an Audience, you are Front of an Audience, you are Performing as an Actor is on Performing as an Actor is on

StageStage How you are being perceived is very important.

Dress appropriately for the occasion. Be solemn if your topic is serious. Present the desired image to your

audience. Look pleasant, enthusiastic, confident, proud, but not arrogant.

Remain calm. Appear relaxed, even if you feel

nervous. PUBLIC PUBLIC

SPEAKINGSPEAKING


Establish a Rapport with your Establish a Rapport with your AudienceAudience

Speak slowly, enunciate clearly, and show appropriate emotion and feeling relating to your topic.

Establish rapport with your audience. Speak to the person farthest away

from you to ensure your voice is loud enough to project to the back of the room.

Vary the tone of your voice and dramatize if necessary.

If a microphone is available, adjust and adapt your voice accordingly.PUBLIC PUBLIC

SPEAKINGSPEAKING


Body Language is Body Language is ImportantImportant

Standing, walking or moving about with appropriate hand gesture or facial expression is preferred to sitting down or standing still with head down and reading from a prepared speech.

Use audio-visual aids or props for enhancement if appropriate and necessary.

Master the use of presentation software such as PowerPoint well before your presentation.



Do Not Over-dazzleDo Not Over-dazzle

Do not over-dazzle your audience with excessive use of animation, sound clips, or gaudy colors which are inappropriate for your topic.

Do not torture your audience by putting a lengthy document in tiny print on an overhead and reading it out to them.



Speak with Conviction as if Speak with Conviction as if you Really Believe in What you Really Believe in What

you are Saying.you are Saying. Persuade your audience effectively. The material you present orally

should have a logical progression from:- INTRODUCTION BODY - strong supporting arguments,

accurate and up-to-date information CONCLUSION - re-state objectives of

presentation, summary, and logical conclusion



Do Not Do Not Read ..Maintain Eye Read ..Maintain Eye

ContactContactDo not read from notes for any extended

length of time although it is quite acceptable to glance at your notes infrequently:-

Speak loudly and clearly. Sound confident. Do not mumble. If you made an error, correct it, and

continue. No need to make excuses or apologise

profusely. PUBLIC PUBLIC

SPEAKINGSPEAKING


Maintain Sincere Eye Maintain Sincere Eye Contact with Your Contact with Your

AudienceAudience Use the 3-second method Look straight into the eyes of a

person in the audience for 3 seconds at a time.

Have direct eye contact with a number of people in the audience, and every now and then glance at the whole audience while speaking.

Use your eye contact to make everyone in your audience feel involved.PUBLIC PUBLIC

SPEAKINGSPEAKING


SPEAK, LISTEN, REACT, SPEAK, LISTEN, REACT, ADJUSTADJUST

Speak to your audience, listen to their questions, respond to their reactions, adjust and adapt.

If what you have prepared is obviously not getting across to your audience, change your strategy mid-stream if you are well prepared to do so.

Remember that communication is the key to a successful presentation. If you are short of time, know what can be safely left out.

If you have extra time, know what could be effectively added.

Always be prepared for the unexpected.



Reflect and ThinkReflect and Think

Pause. Allow yourself and your audience a

little time to reflect and think. Don't race through your presentation and leave your audience, as well as yourself, feeling out of breath.

Add humor whenever appropriate and possible.

Keep audience interested throughout your entire presentation.

Remember that an interesting speech makes time fly, but a boring speech is always too long to endure even if the presentation time is the same.PUBLIC PUBLIC

SPEAKINGSPEAKING


Use Audio Visual Aids Use Audio Visual Aids & Handouts& Handouts

When using audio-visual aids to enhance your presentation, be sure all necessary equipment is set up and in good working order prior to the presentation.

If possible, have an emergency backup system readily available. Check out the location ahead of time to ensure seating arrangements for audience, whiteboard, blackboard, lighting, location of projection screen, sound system, etc. are suitable for your presentation.

Have handouts ready and give them out at the appropriate time.

Tell audience ahead of time that you will be giving out an outline of your presentation so that they will not waste time taking unnecessary notes during your presentation.



Establish a Rapport with your Establish a Rapport with your AudienceAudience

Speak slowly, enunciate clearly, and show appropriate emotion and feeling relating to your topic.

Establish rapport with your audience. Speak to the person farthest away

from you to ensure your voice is loud enough to project to the back of the room.

Vary the tone of your voice and dramatize if necessary.

If a microphone is available, adjust and adapt your voice accordingly.PUBLIC PUBLIC

SPEAKINGSPEAKING


Know when to STOP Know when to STOP TalkingTalking

Use a timer or the microwave oven clock to time your presentation when preparing it at home.

You don't bore your audience with repetitious or unnecessary words in your oral presentation.

To end your presentation, summarize your main points in the same way as you normally do in the CONCLUSION of a written paper.

Remember, however, that there is a difference between spoken words appropriate for the ear and formally written words intended for reading.

Terminate your presentation with an interesting remark or an appropriate punch line.

Leave your listeners with a positive impression and a sense of completion. Do not belabor your closing remarks.

Thank your audience and sit down.


THANK YOU FOR ALLOWING ME

TO MAKE THIS

PRESENTATION

TO YOU

PREPARED AND PREPARED AND PRESENTED BY PRESENTED BY

DR CHARLENE ASHLEYDR CHARLENE ASHLEY

DIRECTOR OF DIRECTOR OF COMMUNICATIONSCOMMUNICATIONS

MINISTRY OF EDUCATIONMINISTRY OF EDUCATION

creating the right image for the teaching industry prepared and presented by dr charlene ashley

Documents

dr charlene ashley slide

public relations slide

media relations

dr charlene ashley dont

strong public image

media awareness slide

public relations activities

media andyou slide