school public relations strategies ppt

5/21/2018 School Public Relations Strategies Ppt

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SCHOOL PUBLIC RELATIONS

STRATEGIES


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Effective Public Relations in Schools:

No Longer a LuxuryA Necessity

Effective public relations meanschools ask for and receive

information just as much as theytransmit it

Educational public relation is aplanned and systematic managementfunction to help improve the programand services of an educationalorganization


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7 SCHOOL PUBLIC RELATIONSSTRATEGIES


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Some of the strategies that follow addressfeelings:

How welcome does a parent feel in theschool?


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Some address knowledge:

How informed are people in the community?

What do they know about the schoolsaccomplishments?


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Some address power:

How much influence do parents feel theyhave over their childs education?

The result of these efforts should be parentswho feel, as one put it, My voice mattershere. A parent with that attitude is a satisfiedpartner, one who is loyal and supportive


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1. MEDIA

Schools can use media of all types: newspapers,magazines, newsletters, radio, television, and theInternet to target various groups in the community.

a. Press releases

b. Paid advertisement

c. E-mail

d. Web site

e. Radio

f. Proactive communications

g. Creative use of materials


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2. OUTREACH

Another way to engage people is to reach out tothem in unexpected ways.

a. Frank communications

b. Home visits

c. Welcome baby


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3. LITTLE THINGS

Big gestures sometimes fall flat; little ones tend tobe a hit, and require little effort.

a. Personal notes

b. Reflection

c. Telephone response line


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4. FACI L I T I E S

The best teachers and staff in the world canttotally erase the impression left by a decrepitand joyless building and grounds. Simple

improvements not only work as positive publicrelations strategies, they also lift the spirits of thevery people doing the hard work of education:teachers and students. Here is where even smallefforts can make a big difference.


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a. First impressions

b.The school building

c. The groundsd. The library, restrooms, and classrooms


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5. PROMOTING EXCELLENCE

Awards and honors arent just for the recipient;they are a flag to wave to show off student andstaff accomplishments.

a. Academic boosters club

b. Student of the year award

c. Student achievement d. Staff achievement


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6. NETWORKING

Networks are not easy to set up, but over time,they can reap big results in the form of broadcommunity support and fresh ideas.

a. Religious leaders

b.Business partners

c. Coalitions

d. Key communicators

e. Existing resources


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7. OPEN DOORS

Be creative in drawing people into theschool building.

a. Parental buttons

b. The crowds

c.The lawmakers


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Here are elements of schools that enjoywidespread community support

1. Leadership

2.Teachers and staff

3. School facility

4. School communications 5. Parents

6. Businesses

7. Voters with no children

What does a successful public

relation program look like?


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"If you ever wonder why some schools have a great

'buzz' about them, but your school does not -- eventhough it performs just as well -- the reason, moreoften than not, is that the schools with greatreputations have made a commitment tocommunication," (Bagin, NSPRA)

That commitment to communication starts with theprincipal, said Bagin. "Leading principals know thatthe responsibility of 'building the buzz' rests on theshoulders of all staff and parent leaders in theirschools. Great communication is practically theculture in schools with buzz. New staff orientation

sessions place a priority on good school-to-home-to-school communication. Teachers, custodians,secretaries, and aides all know that communicationis a priority in their school."


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"Principals who know and use proven public

relations practices have schools where morale ishigh, parents are involved, and students have areal sense of pride. Good communication is thekey to any friendship; it is no different inschools."(Jim Dunn, president-elect, NSPRA)

"The best public relations comes from studentsand staff,". ""If they are happy, they tell others.What better positive comments could anybodyhear than those from employees and kids?

(Potter, principal at Silver Sand Middle School in Port Orange,Florida, told Education World)


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"Parents and community members don't alwayscare about test scores as much as they want to

feel good about their schools," added Potter. "Principals need to work on their school's culture

and climate, and on their own visibility."


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References:

http://educationnorthwest.org/sites/default/files/feb2001.pdf

http://www.educationworld.com/a_admin/admin/admin357.shtml#sthash.N0oQ8Fnc.dpufhttp://www.educationworld.com/a_admin/admin/admin357.shtml
http://educationnorthwest.org/sites/default/files/feb2001.pdfhttp://educationnorthwest.org/sites/default/files/feb2001.pdfhttp://www.educationworld.com/a_admin/admin/admin357.shtmlhttp://www.educationworld.com/a_admin/admin/admin357.shtmlhttp://www.educationworld.com/a_admin/admin/admin357.shtmlhttp://www.educationworld.com/a_admin/admin/admin357.shtmlhttp://www.educationworld.com/a_admin/admin/admin357.shtmlhttp://www.educationworld.com/a_admin/admin/admin357.shtmlhttp://www.educationworld.com/a_admin/admin/admin357.shtmlhttp://www.educationworld.com/a_admin/admin/admin357.shtmlhttp://educationnorthwest.org/sites/default/files/feb2001.pdfhttp://educationnorthwest.org/sites/default/files/feb2001.pdf


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My PR ABCs

Compiled by Gerri Allen with inspiration from her colleagues,upon the receipt of a Life-Time Achievement Award, at theMichigan School Public Relations Association (MSPRA)Conference on 10/20/05.

A nticipate: Parent concerns.staff reactions.studentviews.administration issuesboard needsmediaquestions. One indicator of an excellent PR program is thecomplaint that doesnt surface or the story that doesntget reported (Who says our work is hard to measure?)

B e thankful: for meaningful work, for spell check, for

people who find the mistakes in your prosebefore orafter printing, for those who watch your back. (Thanks forwatching mine.)


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C ommunicate. Put it in the newsletter. Post it on the

web. Write a news release. Send an e-mail. Leave avoice mail. Produce a memo. Then, patiently explain itto the one who says, no one ever told me about it.

D o the right thing. Always be the conscience of thedistrict.

E xercise your role as PR Counselor. Knock on the door

until its opened. Speak until youre heard. Toparaphrase Edward L. Bernays, the father of modernpublic relations: Well know weve arrived, when our PRcounsel is taken as seriously as that of an attorneys.

F ind help. Ask any MSPRA member, for anything,

anytime. (Thank goodness for our listserv!) G o home. Work is rewarding but family is

irreplaceable. One night a week, go home wheneveryone else does. Then your family can see you inperson, not just on the evening news.


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H ave fun. As you know from my e-mails, Katherine

Graham, the late publisher of the Washington Post oncesaid, To love what you do and feel that it matterswhatcould be more fun? (I agree.)

I nvoke clarifying questions: Whos the audience?Whats the purpose? What resources do we have? Whowill be responsible? Dont proceed until you get the

answers. J oin NSPRA (National School Public Relations

Association). Participate beyond conferences. Shareyour input, opinion, and expertise. Do it for the children.Do it for the district. Do it for yourself.

K now that the best surprise is no surprise. Ive learned

that you shouldnt surprise your boss with new informationat a committee meeting; or surprise your staff withchanges by announcing them first in the newspaper.(Save surprises for birthdays and awards.)


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L earn bit by bit. Pay attention to that seeminglyunrelated presentation. Note that factoid shared at ameetings end. You never know when it could come inhandy. In this day and age of 24-hour news coverageand the expectation of 24-hour customer service,recalling a critical bit of information at the right time cansave your PR bacon. (Think of them as bacon bits)

M entor someone. Youll be surprised at what you

discover about yourself, your job and your profession. Itsbeen said, We teach what we most need to learn. N ever sacrifice a relationship to be right. PR is building

personal relationships. (We learned this from PatJackson.) And, we cant afford to sacrifice any of them.As my Winkelmansmanager once advised, Never close

a door behind youbecause you never know whenyoull need it open. O rganize your day. But plan for emergencies.


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P roofread others worknot your own. Note: Toprevent a CLM (Career-Limiting Mistake)NEVERproofread your own work in the wee hours of themorning. [Bonus: P rayfor guidance, energy,insight, energy, patience, energy, wisdom, energy,enthusiasm, energy, and, of course, energy.]

Q uantify your work. Use data to supportstrategies. Cite surveys, research and trends.Consider all inputs. (Remember PR is a blend ofscience, art and instinct.) Then, go with your gut.

R emain humble. In our business, this has a way oftaking care of itself.

S peak the truthquickly, unfailingly, always.Spinning just makes you dizzy.


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T ell people when they do a good job. We

all benefit from genuine, specific praise. U se the RACE formula. Research. Analyze.

Communicate. Evaluate. It works.

V erify the facts. Then ask an uninvolved

colleague to double check them.W rite. Then edit, edit, edit. Clear, concise

writing is the product of good editing. MarkTwain once wrote to a friend, Sorry for the

long letter. I didnt have time to write a shortone.


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X erox a copy. Answer a phone. Get

someone coffee. Do whatever it takes todeliver dynamite, customer service. (Otherstake their cues from you.)

Y earn for fairness. But know that life and

the media arent always fair.. Z ealously support public education. (See

letters A-Y, above.)


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school public relations strategies ppt

Documents

school buildingc

drawing people

parent feel

theschool building

big difference

big results

student achievement

little things big gestures