Power Csba


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Keynote session for CSBA on powerful communication tools to boost student achievement

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Power Csba

  1. 2. ! Proven PR Tools to Build School District Reputation—And Support Student Success! CSBA-Ottawa, July 2010
  2. 3. You’ve Got the Power! Brian Woodland, APR Director of Communications and Strategic Partnerships Peel District School Board Mississauga, Ontario (905) 890-1010, ext 2812 [email_address] See more on LinkedIn
  3. 6. We are too busy even when we try to relax...
  4. 10. The doors we open and close each day decide the lives we live Flora Whittemore
  5. 11. Praise where it is due… Thank you for your exceptional daily work to serve students—and your personal leadership !
  6. 14. Leadership is action , not position. Source: Donald H. McGannon
  7. 17. Great leadership—and PR-- starts with engagement
  8. 20. <ul><li>What’s Changed? </li></ul><ul><li>Information explosion/constant radical change </li></ul><ul><li>Skills revolution </li></ul><ul><li>Sophisticated/discerning public “Where is June Cleaver?” </li></ul><ul><li>Societal issues - violence, funding, demographics </li></ul><ul><li>Personal experience/reality GAP </li></ul>
  9. 22. Beyond “drive-by management”...Good district leaders manage change...but change sometimes happens without our even noticing...
  10. 25. Show of hands
  11. 26. How many of you remember a time when: <ul><li>people smoked in the office </li></ul><ul><li>before you had a computer at your desk </li></ul><ul><li>prior to the arrival of the fax </li></ul><ul><li>when there was no voice mail </li></ul><ul><li>when there were no cell phones </li></ul><ul><li>before the internet/e-mail </li></ul><ul><li>BG (before Google) </li></ul><ul><li>before the Blackberry </li></ul><ul><li>prior to Facebook and social networking </li></ul><ul><li>before an African American was president </li></ul><ul><li>before recycling </li></ul>
  12. 27. A “transparent moment ” You need to practice “grounding”
  13. 28. Why? Because you are here: <ul><li>Am I missing important Will and Kate coverage? </li></ul><ul><li>I could use a drink—of water or something. </li></ul><ul><li>Should I call my spouse? </li></ul><ul><li>I could sleep for five days straight. </li></ul><ul><li>When is lunch? </li></ul><ul><li>Why do they always bring these people from Toronto? </li></ul>Do you have them at hello?
  14. 30. About “Grounding” <ul><li>an inclusion activity </li></ul><ul><li>sets norms for humour, participation </li></ul><ul><li>brings people into the present </li></ul><ul><li>demonstrates value for others </li></ul><ul><li>gets brains in the room — focusses mental energy </li></ul>Do you have them at hello?
  15. 31. <ul><li>What’s Changed? </li></ul><ul><li>Information explosion/constant radical change </li></ul><ul><li>Skills revolution </li></ul><ul><li>Sophisticated/discerning public “Where is June Cleaver?” </li></ul><ul><li>Societal issues - violence, funding, demographics </li></ul><ul><li>Personal experience/reality GAP </li></ul>
  16. 33. The translation? “ The entire future of the civilized world rests on how well we do in public schools today”
  17. 34. Survey says Health care and education are the top two issues of public concern
  18. 36. The Brian Woodland rule: Everything really wonderful that happens in a community, and everything really terrible that happens in a community, connects back to a school
  19. 37. <ul><li>What’s Changed? </li></ul><ul><li>Information explosion/constant radical change </li></ul><ul><li>Skills revolution </li></ul><ul><li>Sophisticated/discerning public “Where is June Cleaver?” </li></ul><ul><li>Societal issues - violence, funding, demographics </li></ul><ul><li>Personal experience/reality GAP </li></ul>
  20. 39. <ul><li>What’s Changed? </li></ul><ul><li>Information explosion/constant radical change </li></ul><ul><li>Skills revolution </li></ul><ul><li>Sophisticated/discerning public “Where is June Cleaver?” </li></ul><ul><li>Societal issues - violence, funding, demographics </li></ul><ul><li>Personal experience/reality GAP </li></ul>
  21. 43. <ul><li>So what is the bottom line? </li></ul><ul><li>The emergence of Super parents </li></ul><ul><li>also known as hyper parents or high maintenance parents </li></ul>
  22. 45. My child
  23. 47. Half of preschooler parents believe their kids are above average. The number jumps to a dazzling 72% for parents of teens. Source: Macleans
  24. 55. “ Why should I have my kid come to your school?” Learning About Schools: What Parents Need to Know and How They Can Find Out, Prof. P. Coleman
  25. 56. Why should my child come to your school? <ul><li>high educational standards </li></ul><ul><li>high graduate rate </li></ul><ul><li>we help students make a difference </li></ul><ul><li>full range of extra curricular activities </li></ul><ul><li>warm supportive and challenging </li></ul><ul><li>vibrant, caring community of learners </li></ul><ul><li>exceptional staff </li></ul><ul><li>great technology focus </li></ul><ul><li>nurturing and respectful </li></ul><ul><li>diverse community </li></ul>
  26. 57. The source? <ul><li>Private Schools A special interest supplement The Globe and Mail, Monday, October 18, 2004. </li></ul>
  27. 58. The best source? <ul><li>YOU! What are your top 5? </li></ul>
  28. 59. <ul><li>What’s Changed? </li></ul><ul><li>Information explosion/constant radical change </li></ul><ul><li>Skills revolution </li></ul><ul><li>Sophisticated/discerning public “Where is June Cleaver?” </li></ul><ul><li>Societal issues - violence, funding, demographics </li></ul><ul><li>Personal experience/reality GAP </li></ul>
  29. 63. When the oasis dries up the animals look at each other differently
  30. 64. <ul><li>What’s Changed? </li></ul><ul><li>Information explosion/constant radical change </li></ul><ul><li>Skills revolution </li></ul><ul><li>Sophisticated/discerning public “Where is June Cleaver?” </li></ul><ul><li>Societal issues - violence, funding, demographics </li></ul><ul><li>Personal experience/reality GAP </li></ul>
  31. 67. Do you practice quality response?
  32. 68. <ul><li>What is quality response? </li></ul><ul><li>When things go wrong—what do we do at school and education centre? </li></ul><ul><li>If not our fault we are still judged </li></ul><ul><li>It is at the core of reputation management </li></ul><ul><li>Not just the “big bad” but also the “little bad” </li></ul><ul><li>Judged on process and product – watch... </li></ul>
  33. 70. The Westin Hotel Ottawa… -room not clean -power blackout
  34. 71. The good news… It makes a difference Look at this example—and find the quality response leader
  35. 73. How often have you been the one to lead people “around the leaf”?
  36. 76. Survey says … How many of you have a district PR person?
  37. 77. <ul><li>Do you sometimes see them only in the “usual” roles? </li></ul>
  38. 79. Not this…
  39. 80. <ul><li>Question: What is the role and value of your school district PR person? </li></ul>
  40. 92. There is a key difference between a communications plan and this...
  41. 94. Only one of them is actually magic !
  42. 97.   On ounce of prevention…   <ul><li>Unless communications is: </li></ul><ul><li>A voice at the table </li></ul><ul><li>Focussed on learning </li></ul><ul><li>Part of the learning team </li></ul><ul><li>Integrated into the organization </li></ul><ul><li>Seen as more than a frill or budget cut fodder </li></ul><ul><li>Then they cannot manage hot issues </li></ul>
  43. 99. <ul><li>The communication department’s work is focused on service to schools and their staff Janet McDougald </li></ul><ul><li>Chair of the Board </li></ul><ul><li>Peel District School Board </li></ul>
  44. 100. Where does your communicator belong: Business? Education?
  45. 101. Late breaking news…I do not have a strategic communications plan!
  46. 106. <ul><li>Phi Delta Kappa says schools with high confidence ratings: </li></ul><ul><li>have clear goals, and they communicate these goals clearly within the school and to the community </li></ul><ul><li>have high quality curriculum and extracurricular programs - they are seen to have “extras” over and above what the “average” school offers </li></ul><ul><li>are safe and orderly </li></ul><ul><li>have significant parent and community involvement </li></ul><ul><li>exhibit openness, warmth and caring </li></ul><ul><li>systematically do “need sensing” to find out what parents and others in the community want from schools </li></ul><ul><li>work hard at building and retaining public confidence </li></ul>
  47. 108. Hierarchy of Effective Communications 1. One-to-one, face-to-face 2. Small group discussion/meeting 3. Speaking before a large group 4. Phone conversation 5. Handwritten, personal note 6. Typewritten, personal letter not generated by computer 7. Computer generated or word-processing-generated “personal letter” 8. Mass-produced, non-personal letter 9. Brochure or pamphlet sent out as a “direct mail” piece 10. Article in organizational newsletter, magazine, tabloid 11. News carried in popular press 12. Advertising in newspapers, radio, TV, magazines, posters 13. Other less effective forms of communication (billboards, skywriters, etc.)
  48. 109. <ul><li>That means … director and PR person have less power over public image than does the average school secretary or custodian </li></ul>
  49. 110. How can that be…
  50. 113. Your frontline people have enormous power… Do they use it for good, or for evil?
  51. 114. What is the voice in your schools and offices?
  52. 116. Are there people in your schools or offices who slam the door on others?
  53. 117. Sign of the times Catering for elegant social events
  54. 118. Sign of the times Our specialty—do-it-yourself roast a whole pig parties!!
  55. 119. There is no inside/outside voice “ everything is great!” and “ everything is a disaster” cannot co-exist !
  56. 120. Do you have a psychic vampire…
  57. 122. Think about your school district <ul><li>Do you have a “fall in the salad” person? </li></ul>
  58. 124. Leaders? <ul><li>Do you as leaders understand your personal power over reputation? </li></ul>
  59. 125. Gremmar? Grammer? Gremmer? What is the voice of your school board?
  60. 126. Pick the right PR tool for the right job
  61. 127. The 5 Power Tools
  62. 128. 1 Do a good job
  63. 129. The BIG picture <ul><li>What public relations can’t do--NSPRA </li></ul><ul><li>The 90-7-3 rule </li></ul><ul><li>90% of reputation is based on quality service </li></ul><ul><li>7% on listening </li></ul><ul><li>3% on telling </li></ul>
  64. 130. The BIG picture It’s a simple rule to get good PR-- Always do a good job!
  65. 139. 2 Connect PR to learning
  66. 142. <ul><li>Within 10 percentage points, what per cent of recent research studies indicate that parents DO have an important impact on children’s school achievement? What percentage DO NOT? </li></ul><ul><li>DO 100% DO NOT 0% </li></ul>
  67. 143. <ul><li>A Michigan study of student test scores found one factor that stood out as “The most frequently recurring theme of high-scoring districts.” What was it? </li></ul><ul><li>Intensive involvement of parents in their children’s schooling. </li></ul>
  68. 144. <ul><li>Research is clear that the vast majority of parents want to help their child be successful in school. What are the three key reasons they say they do not? </li></ul><ul><li>1. No time 2. Don’t know what to do </li></ul><ul><li>3. Language </li></ul>
  69. 145. Who we are <ul><li>Peel District School Board </li></ul><ul><li>1 in 2 new students new to Canada </li></ul><ul><li>over past three years, registered 10,000 </li></ul><ul><li>students new to Canada in past three years </li></ul><ul><li>90% of newcomer families don’t speak or </li></ul><ul><li>read English </li></ul><ul><li>47% of student population speaks language </li></ul><ul><li>other than English at home </li></ul>
  70. 147. Survey says -When it is left for parents to initiate contacts with the school, those contacts are likely to be antagonistic or unpleasant -A common problem or crisis can cause parents to organize for action -when parents get together for one purpose they continue to stay together and find other issues Report on parent involvement, Office of Educational Research and Improvement, U.S. Department of Education (1991)
  71. 155. Quick Tip: Make sure the bad news comes from you … quickly!
  72. 156. 3 WOW service
  73. 160. Quick Tip : If you do not like the use of customer service …get over yourself!
  74. 161. A very short guide on how not to build customer relationships…
  75. 163. Moving to WOW Give a corporate example for: Pathetic Adequate WOW!
  76. 164. Defining adequate…
  77. 167. Moving to WOW Give a personal example for: Pathetic Adequate WOW!
  78. 168. Each customer interaction can be either magic or tragic How to Talk to Customers Diane Berenbaum & Tom Larkin
  79. 169. More not-so-great news It is most often the employee's response to negative incidents, not the incidents themselves, that lead to customer dissatisfaction.
  80. 171. 4 Power of three
  81. 176. Would your dictionary definition of you include words like “positive”, “kind”, “nice&quot;, or are you…
  82. 178. Let your smile be your….
  83. 179. Your task To be a district Power of Three leader
  84. 180. 5 Trumpet good news
  85. 187. A last word… Never forget that even the smallest acts of kindness by each of us can have a major impact on the lives of the children we serve…
  86. 189. Always remember our greatest common bond
  87. 190. Come to the edge…
  88. 191. We can't, we can't, we are afraid.
  89. 192. Come to the edge…
  90. 193. We can't, we will fall.
  91. 194. Come to the edge…
  92. 195. And they came, and Life pushed them
  93. 196. And they flew Guillaume Apollinaire