This document outlines a public relations proposal for Sunny Hill High School (SHHS) to address opportunities for outreach, media placement, and community relationships. It identifies SHHS strengths and weaknesses and recommends tactics like generating positive media coverage of academic programs, creating a social media presence, improving the school website, developing community service programs, and informing the public about enrollment to increase enrollment by 10% and raise awareness of SHHS. The overall goal is to create a positive mental association of SHHS in the community and increase enrollment and positive attitudes.

1. A Public Relations Proposal for:
Shine Public Relations
“Together We Are
Extraordinary”

3. SHHS has new educational opportunities,
teachers and a revamped commitment to
personalized student care and growth. The
school is primed to focus on raising
awareness and increasing enrollment by
addressing current opportunities for
outreach, prominent media placement, and
partner based relationships.

4.  No Child Left Behind Act
 Current views on education
 Technology expectations and
improvements

5. STRENGTHS WEAKNESSES
 Language programs  Website
 Campus and student life  Lack of visuals
diversity  Lack of social media
 Academic programs  Lack of promotion of
 Original programs school and student
 Parent support and accomplishments
collaborative  Lack of presence in the
relationships community
 School accomplishments  Existing negative press
and recognition

6. OPPORTUNITIES THREATS
 Upcoming Fullerton  Troy High School
community events  Timing of high school
 Fullerton non-profit application process
organizations needing  Propositions affecting
volunteers school funding
 Businesses in close  Existing negative press
proximity
 Lack of branding and
programs in other schools
in the District

7. Key Public: Fullerton Families African
American
Typical demographic profile: 2%
Asian or Pacific
 White or Asian Islander
26%
 Income level of White
53%
Indian
$50,000 - $74,000 1%
Mixed Races
4%
 White-collar job Others
14%

8. Three typical psychographic profiles:
Segment 1:
 Young, multicultural families.
 Employment in the skilled, professional, management and service sectors.
 Leisure time is spent with family.
Segment 2:
 Married couples and families
 Employment in the professional and management fields.
 Higher education degree and cares about culture, the arts, and the community.
Segment 3:
 Married couples and families.
 Employment in the professional, management, and service fields.
 First and second generation Americans who value education.

9. Typical demographic profile: White with a median
income of $70,000.
Two typical psychographic profiles:
Segment 1:
 Frequent traveling abroad to visit family and friends.
 Enjoys being connected to the Internet, staying
fit, and going out for social activities.
Segment 2:
 Avid readers.
 Financially invested.
 Health conscious.

10.  Objective
By end of September 2013: positive
relationship with 20% middle school
students
 Strategy
1st Year=Trial Run=25 Students
Department to Department mentoring
Experience a day in high school

11.  5 students from 5 Departments such as…
Fine Arts, Sports, Student Leadership, Science and
Math, Liberal Arts and Journalism
 Tools
Getting the word out
Sponsor and community support
Scheduling SHHS student schedules with
middle school student’s schedules

12.  Objective
By January 2013: Have five clips of positive
media coverage focusing on SHHS’
academic programs and student
involvement.
 Strategy
Increase recognition of SHHS' student
achievements and unique academic
programs through positive media coverage.

13.  Tactics
Generate newsworthy school sponsored
events.
Target relevant publications to secure
positive publicity.
 Tools
Press Releases Media Alerts Pitch Letters

14.  Objective
By January 2013: Implement a positive social
media presence.
 Strategy
Effectively use social media to promote a
mental association of positivity.

15.  Tactics
Create regular updates posts and blog
entries on blog titled Lancers SPEAK
Post high-quality pictures
Edit negative search results-Wikipedia
 Tools
Social Media Postings, Updates and Images

16. Shining Students
Passionate Programs
Extraordinary Events
Awesome Activities
Blog posts will be written from a
Knockout Kick-starters student’s perspective. It will be
an extension of the Lancer Letter
but be posted on the website for
the community to see.

17.  Objective
By January 2013: Improve Sunny Hill’s
website by reflecting the school spirit and
the synergistic relationships between hard
sciences, fine arts and liberal arts to increase
the number of visitors
 Strategy
The website must be informative, easy to
navigate, current, accurate.

18.  Tactics
Have a website link that is consistent with
the main website’s address
Have a strong visual component
highlighting student activity and academics
 Tools
Pitch Letter Website

19.  Objective
Develop a stronger relationship with the
local communities.
 Strategy
Implement a community service program
for students and have the community
recognize student involvement.

20.  Tactics
1. Research & list public Fullerton events in need
of volunteers.
2. Create fundraiser events where portions of
the money go to a charity.
 Tools
Calendar Media Alerts Fliers
Posters Press releases

21.  Objective
Increase enrollment by 10% for the 2013-
2014 school year.
 Strategy
Inform the public of the enrollment process
and the date of enrollment.

22.  Tactics
1. Create a prospective students tab on
the website.
2.Post information on the bulletins at
targeted junior high schools' library.
 Tools
Website Social Media Postings Fliers

23.  Positive relationship building
 Positive media coverage
 Positive social media presence
 Increase website accessibility
 Strong mental association
 Increasing Enrollment
 Increase in awareness of Sunny Hills' programs, activities, and
achievements by 25%.
 Positive attitude in the Fullerton community to increase by 25%.
 Enrollment applications to increase minimum 25%
SHHS Lancers-”Together We Are Extraordinary”