school public relations school public relations. the surest way to kill a bad product is to...

School Public

Relations

School Public

Relations

The surest way to The surest way to

kill a badkill a bad

product is to product is to advertise it.advertise it.

Mike Flynn, Darcy AdvertisingMike Flynn, Darcy Advertising

Highlightsof the 2009

Phi Delta Kappa/Gallup Poll

Public's Attitudes Toward the Public

Schools PDK Gallup HighlightsPDK Gallup Highlights

http://www.pdkintl.org/kappan/docs/09pol_highlights.pdf

Public RelationsPublic Relations

School public relations is a solid, long-range and democratic course of action. It is a process

that attempts to foster understanding and friendly working relationships between schools and their

communities in order that they may not only serve educational needs but also select more intelligently

the media and activities which will keep people informed about the schools, their purposes

programs, progress, and problems.

School public relations is a solid, long-range and democratic course of action. It is a process

that attempts to foster understanding and friendly working relationships between schools and their

communities in order that they may not only serve educational needs but also select more intelligently

the media and activities which will keep people informed about the schools, their purposes

programs, progress, and problems.

Not simply publicity!!

Not simply publicity!!


Effective public relations is a planned two-way programin which educators and the

public work together to meetthe educational needs of

children.

Effective public relations is a planned two-way programin which educators and the

public work together to meetthe educational needs of

children.


There is a need for Public Relations…..There is a need for Public Relations…..


…people must be informed if they are to vote intelligently…there is a predominant complaint about schools by opposition that they are neglecting the “three R’s”…the media tends to focus only on the negative

…people must be informed if they are to vote intelligently…there is a predominant complaint about schools by opposition that they are neglecting the “three R’s”…the media tends to focus only on the negative


Public Relations is an ongoing program…..Public Relations is an ongoing program…..


…public relations goes on actively at all times whether the school likes it or not…every contact is a PR contact…visitor’s perceptions are impacted with every contact

…public relations goes on actively at all times whether the school likes it or not…every contact is a PR contact…visitor’s perceptions are impacted with every contact


What is the role of the Principal in developing

good school public relations?

What is the role of the Principal in developing

good school public relations?


…takes a leadership role…refines and disseminates school news…develops positive relationships with media…establishes open lines of communication with community…formulates plans and policies

…takes a leadership role…refines and disseminates school news…develops positive relationships with media…establishes open lines of communication with community…formulates plans and policies

The Principal


The principal understands “publics”The principal understands “publics”


Each public has its own personality, size, interest,

and organization

Each public has its own personality, size, interest,

and organization


External public— that group that is not in the building or district

External public— that group that is not in the building or district

The Principal understands the dynamics of…

ParentsClubs & community service organizationsParent-teacher associationBusinessmenAdults who do not have children in schoolCivic groups and leaders

ParentsClubs & community service organizationsParent-teacher associationBusinessmenAdults who do not have children in schoolCivic groups and leaders


Internal public— those groups within the building or district

Internal public— those groups within the building or district

The Principal understands the dynamics of…

StudentsTeachersSupport StaffOther School SitesCentral Office

StudentsTeachersSupport StaffOther School SitesCentral Office


Principals must understand interrelationships of various

publics, their unique structures, collective personalities, interests,

and political importance

Principals must understand interrelationships of various

publics, their unique structures, collective personalities, interests,

and political importance


…warmth…acceptance…tolerance…understanding…cooperative…objective rather than emotional

…warmth…acceptance…tolerance…understanding…cooperative…objective rather than emotional

Factors


The principal must develop a climate conducive to good working relationships with

publics and media

The principal must develop a climate conducive to good working relationships with

publics and media

Creating a Public Relations PlanCreating a Public Relations Plan

Creating a

PR Plan

Creating a

PR Plan

Most public relations effortsMost public relations effortshave as much impact on have as much impact on

school/district performanceschool/district performanceas a rain dance has as a rain dance has

on the weatheron the weather


Do these sound familiar?Do these sound familiar?

1. We notified everybody. We sent a letter/memo out.2. We tried some PR. We mailed a press release Press kit.3. Communication? Our newsletter

goes to over 50,000 people.4. Publicity? Let’s do a public service announcement.5. Marketing: We’ve distributed over one Kazillion brochures!

1. We notified everybody. We sent a letter/memo out.2. We tried some PR. We mailed a press release Press kit.3. Communication? Our newsletter

goes to over 50,000 people.4. Publicity? Let’s do a public service announcement.5. Marketing: We’ve distributed over one Kazillion brochures!

Do these sound familiar?Do these sound familiar?

Effective marketing Effective marketing is really applied is really applied common sensecommon sense

Nora K. Carr, St. Louis UniversityNora K. Carr, St. Louis University


RACEResearch Analysis & PlanningCommunication Evaluation

= RESULTS

Remember to……


ResearchResearch

Questions to ask…

What makes your school unique? How do people find out about your school? Do people perceive your school differently than you perceive your school? Why? Why do parents/students choose your school,

programs? Why do they choose your competitor? What are the values, lifestyles, interests of your

customers? What to they do for a living? Educational level? Are they happy? Disappointed?

Who are you communicating with the most? Who should you be communicating and relating with more?

Who is critical to your success? Why? How close are you to them?


Analysis &

Planning

Analysis &

Planning

Focus is the secret Focus is the secret ingredient in ingredient in

virtually every virtually every successful successful

marketing planmarketing planTrout & Ries, Bottom-Up MarketingTrout & Ries, Bottom-Up Marketing

Analyze data generated from questions or other collection instruments and develop a

plan

GOAL: To impact attitude, opinion, behavior or action

FOCUS ON WHAT THE CUSTOMER (Parents, Community etc.) VALUES

IMPLEMENT STRATEGY: Best way to reach, move, influence target audience


Determine your Strengths, Weaknesses, Opportunities,

Threats

Determine your Strengths, Weaknesses, Opportunities,

Threats

Keep it personal; focus on opinion leadersSegment! Segment! Segment!Expand involvement in your school

through advisory groups, sub-committeesUse community and district resourcesTry something new! Explore ways to

make new technology more intimateUse several channels to reach each audience

Public Relations Ideas

Newsletters –often mailed to parents at PTA expense News Tips Sheets –brief (who, what, when where) School Web Site Phone Calling-Connect-ED Text Messages Visit local newspaper offices – meet reporters Publicize teacher inservice – ex. Accelerated Reader

Program Courteous personal contacts Breakfast with parents Pre-registration counseling with students & parents

Public Relations IdeasStudent recognition – award, bulletin

boards, newspapers, etc.Senior ID cards –free admission to eventsAdopt a studentOpen House –have students and parents

presentEvening Meals –business and professional

leadersParent conferences

Public Relations IdeasOpen shop –possible one night per

weekPerforming student groupsComputerized assignment systemShadow a studentOutside marqueeLetters to parents –honor rollsPublish Honor Rolls in newspapersGood conduct awards

Public Relations IdeasGood news cards –hand out to parents

at evening meetingBooster club meetings after ball gamesGrandparent’s DayFlowers to mothers on mother’s dayAwards assembliesCitizenship and Good Deeds day

Public Relations IdeasAnnounce student birthdays over

morning intercomSchool picnic –invite parents in for

special activitiesStudents seen doing something goodMini-school for parents –entire day follow

the schedule of their childrenSenior citizen Thanksgiving dinnerSenior citizen Pen-Pal club

Public Relations IdeasPositive phone calls from teachersCareer daySchool page in local newspaperSchool web pageGive out school email addresses to

parentsWeb-based grading and homework sitesParent-Advisory Committee Joining community organizations (Rotary

club etc.)

Public Relations IdeasSpeaking at community meetings

(Homeowner’s Association meetings)School renewal daySchool-based enterprisesAfter-school day careOpening the building after hours for

community use (scout meetings, computer lab use, library use)

Strategies that break the Strategies that break the mold grow initially like mold grow initially like

weeds.weeds.

They are not cultivated like They are not cultivated like tomatoes in a hothousetomatoes in a hothouse

Henry Mintzberg, “The Rise and Fall of Strategic Planning”Henry Mintzberg, “The Rise and Fall of Strategic Planning”


CommunicationCommunication

Hierarchy of Effective Communication

1. One-to-one, face to face2. Small group discussion/meeting3. Speaking before a medium-sized groups4. Phone conversation5. Email or text message6. Hand-written, personal note7. Typewritten, personal letter not generated by computer8. Computer generated “personal” letter9. Mass-produced, non-personalized letter10. Brochure or pamphlet sent out as a “direct mail” piece11. Article in organizational newsletter, magazine, posters, etc.12. New carried in popular press13. Advertising in newspapers, radio, TV, magazines, posters,

etc.14. Other less effective forms of communication (billboards,

skywriters, pens, “give-aways,” etc.)


EvaluationEvaluation

Ask….Who are we reaching now?Using what tools/channels of

communication?What should we be emphasizing more?What is the best way to reach our target

audience?What has been most effective in the past?

Why?What new avenues should we explore?What resources do we have?What free help can we get?Who can we collaborate with?

AvoidNot using data in making decisionsNot reporting information; or not

developing reports that encourage other to use information

MisinformationForgetting to tell people how to use

the information you collect or discover


SummarySummary

Public Relations Essentials

Effective PR & Marketing means building relationships

It is better to have many people involved in your PR plan, understanding that efficiency may suffer some, than to have one person do everything perfectly

If your PR & Marketing program isn’t tied to your organization’s critical issues, you are going about it the wrong way

The best way to kill a bad product is to advertise it

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