Changing Face Of School Pr


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Presented to TASB Summer Leadership Institute June 12, 2009 in San Antonio and June 19, 2009 in Ft. Worth.

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Changing Face Of School Pr

  1. 1. THE CHANGING FACE OF SCHOOL PR BRAD DOMITROVICH Bandera Independent School District Texas School Public Relations Association
  2. 2. How has school PR changed? • In 1962 - only 12 people in school PR in Texas … in 2008 - there was over 1,500 school PR professionals. • School districts are being held more accountable for their actions. • The public is questioning schools more - parents are more demanding.
  3. 3. How has school PR changed? • The media has discovered that schools can provide “juicy” stories. • Social networking and non- traditional media outlets are becoming more popular. • There is more of a need for Crisis Communications.
  4. 4. What is the purpose of our district’s communications? … to develop and produce print and electronic communications which best reflect the district’s marketing initiatives to demonstrate student and staff success.
  5. 5. How do we do that? Coordinate communication efforts with district and campus administration to ensure accurate and effective media coverage of occurrences within the district.
  6. 6. How do we do that? Maintain a positive relationship with local and regional media outlets.
  7. 7. How do we do that? Prepare news releases and arrange for effective media coverage.
  8. 8. How do we do that? Develop and Produce print materials that reflect the professionalism and success of the students and staff in the district.
  9. 9. How do we do that? Manage and Maintain the content of the district web site.
  10. 10. How do we do that? Coordinate the recognition of students at monthly Board of Trustee meetings.
  11. 11. How do we do that? Develop and Deliver informational presentations upon request.
  12. 12. Communication is a planned effort! • Develop a purpose for your district’s communications. • Develop goals and objectives each year that measure your success or failure. • Get everyone to follow your lead!
  13. 13. Are communication goals important? Yes! Communication goals need to reflect the needs of the Board, the Superintendent, and the District overall.
  14. 14. As a school official, how can you influence the image of your district?
  15. 15. School officials need to: • Listen. • Explain the facts. • Communicate effectively with all of their publics. • Implement “control spin” on controversial issues. • Stay calm during a crisis.
  16. 16. From a school and/or a school district standpoint … who is our public?
  17. 17. Parents • Parents have a vested interest in our school system. • Parents know what their kids tell them. • Parents tend to focus on a particular campus.
  18. 18. Taxpayers • Taxpayers have a vested interest in our school system. • They are outsiders - they only know what they hear. • They can make … or break … a bond election.
  19. 19. Businesses • Businesses have a vested interest in our school system. • Successful schools encourage community growth. • Successful schools bolster the economic development.
  20. 20. Employees • Employees have a vested interest in our school system. • Sometimes administrators forget to communicate with their employees. • Employees are the best sales people a district can have.
  21. 21. How do you think the media influences the public’s perspective of education?
  22. 22. Media influencing the public: • They know that “juicy” stuff sells! • They can make small stories bigger than they need to be. • They know that cute kids make a cute story!
  23. 23. In conclusion ... remember this! • No matter how hard you try - not everyone will hear your message! • Every district needs to have a purpose for their communications. • Change your PR strategies when something isn’t working! • Plan for the future. • Know where you're going ...
  24. 24. Questions? Call me or e-mail me!