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PR for Principals: Managing the Vibe
Summary of the presentation by Denis Masseni of The sponsor-ed Group hosted by the Victorian Principals Association – October 26, 2016
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Agenda
1. The architecture of communications
2. The history of school communications
3. Managing the Vibe
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Context is the greatest factor affecting communications
MessageCarrierEnvironmentReceiver
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facebook, twitter,
apps, e-news, ‘read
more’
School newsletters
Content engagement is inversely proportional to content volume
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People can not discern your content volume
You’ll appear a prolific publisher if you 1 x 5 rather than 5 x 1
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If you don’t drop your volume you’ll choke your messages
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Mobiles 80%
Carrier Receiver
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The PDF is dead. It does not fit in the mobile world. You’ve reduced 12 point font to 3point by trying to squeeze it into a mobile.
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Never use the phrase ‘our parents’
You do not serve a homogenous community
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Logistics
Public Relations
What you want the
parents to do
What you want the
parents to feel
15%
85%
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Logistics PR
Timely
Not timely
Type
Time
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Logistics PR
News
Newsletter
Type
Time
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Schools & Parents @cross purposes
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Managing the Vibe: 2 steps
1: Develop key messages (6 to 10)
2: Develop key words
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1: Developing Key Messages
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Content What it does
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Content Not what it is
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Key Message No 1
Principal as an Educational Leader
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Key Message No 2
Teachers as Learning Leaders
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PR is about being on message, repetitious and giving your message carriers the words to propel into the community. When you measure your ‘vibe’ these keywords should be coming back at you.
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First let’s look at the website, example of a leading teacher’s content
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2: Developing Key words/phrases
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Even our teachers never stop learning
Congratulations to Margaret Masseni on completing her Masters of Education – Student Wellbeing. It was 2 years of study giving up many nights and weekends following her passion. “I love learning. It’s been a life long ambition of mine to study at Melbourne Uni. I’m very fortunate to have married such a wonderful husband as Denis whose intellect has been a beacon of inspiration to me.” Said Margaret choking back the tears.
Can you pick the key word/phrase?
here it is
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Developing Key Messages/Words
Strategic plan
School reviews
Leadership/Staff think-tank
Competitive analysis
Chatter
Facilitator
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Implementation
Plot a plan: what kind of publisher will you be in 12 months
Break down the steps into term by term goalsWrite using PR for PrincipalsHalve your content outputDouble your content frequencyOptimise for mobileFind your publishing sweet-spot
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Improving PR effectivenessRepetition of key messages using a consistent language in an optimisedenvironment
Key Message Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk9 wk10
1 Principal ✔ ✔ ✔
2 Teachers ✔ ✔ ✔
3 Wellbeing ✔ ✔ ✔
4 Technology ✔ ✔ ✔
5 Parents ✔ ✔ ✔ ✔
6 Performance ✔ ✔ ✔
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Sponsor-ed Consulting PD: Development of Key Messages/Words
Publishing mix analysis and strategy
Communications Audits: Managing the Vibe
PR for Principals: PD/Workshop
W: sponsor-ed.com.auE: [email protected]: 1300 755 010
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A place to startTechnology
Use the homepage as the ‘new’ newsletterPush spontaneouslyScoop up cyclically (weekend)
VolumePR: Equivalent of 1 news story a dayLogistics: When need arises (with reminders in cyclical publishing)
Content TypeDevelop key messages to inform writing and to manage perceptions