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Public relations


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Public relations

  1. 1. School Public Relations
  2. 2. <ul><li>The surest way to </li></ul><ul><li>kill a bad </li></ul><ul><li>product is to advertise it. </li></ul>Mike Flynn, Darcy Advertising
  3. 6. Public 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. Not simply publicity!!
  4. 7. Public Relations Effective public relations is a planned two-way program in which educators and the public work together to meet the educational needs of children.
  5. 8. Public Relations There is a need for Public Relations…..
  6. 9. 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
  7. 10. Public Relations Public Relations is an ongoing program…..
  8. 11. Public Relations … 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
  9. 12. Public Relations What is the role of the Principal in developing good school public relations?
  10. 13. 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 The Principal
  11. 14. Public Relations The principal understands “publics”
  12. 15. Public Relations Each public has its own personality, size, interest, and organization
  13. 16. Public Relations External public— that group that is not in the building or district The Principal understands the dynamics of… Parents Clubs & community service organizations Parent-teacher association Businessmen Adults who do not have children in school Civic groups and leaders
  14. 17. Public Relations Internal public— those groups within the building or district The Principal understands the dynamics of… Students Teachers Support Staff Other School Sites Central Office
  15. 18. Public Relations Principals must understand interrelationships of various publics, their unique structures, collective personalities, interests, and political importance
  16. 19. Public Relations … warmth … acceptance … tolerance … understanding … cooperative … objective rather than emotional Factors
  17. 20. Public Relations The principal must develop a climate conducive to good working relationships with publics and media
  18. 21. Creating a Public Relations Plan Creating a PR Plan
  19. 22. <ul><li>Most public relations efforts </li></ul><ul><li>have as much impact on </li></ul><ul><li>school/district performance </li></ul><ul><li>as a rain dance has </li></ul><ul><li>on the weather </li></ul>
  20. 23. Creating a Public Relations Plan 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! Do these sound familiar?
  21. 24. <ul><li>Effective marketing is really applied common sense </li></ul>Nora K. Carr, St. Louis University
  22. 25. Creating a Public Relations Plan RACE R esearch A nalysis & Planning C ommunication E valuation = RESULTS Remember to……
  23. 26. Creating a Public Relations Plan R esearch
  24. 27. Questions to ask… <ul><li>What makes your school unique? </li></ul><ul><li>How do people find out about your school? </li></ul><ul><li>Do people perceive your school differently than you </li></ul><ul><li>perceive your school? Why? </li></ul><ul><li>Why do parents/students choose your school, programs? Why do they choose your competitor? </li></ul><ul><li>What are the values, lifestyles, interests of your customers? What to they do for a living? Educational level? Are they happy? Disappointed? </li></ul><ul><li>Who are you communicating with the most? Who should you be communicating and relating with more? </li></ul><ul><li>Who is critical to your success? Why? How close are you to them? </li></ul>
  25. 28. Creating a Public Relations Plan A nalysis & Planning
  26. 29. <ul><li>Focus is the secret ingredient in virtually every successful marketing plan </li></ul>Trout & Ries, Bottom-Up Marketing
  27. 30. Analyze data generated from questions or other collection instruments and develop a plan <ul><li>GOAL: To impact attitude, opinion, behavior or action </li></ul><ul><li>FOCUS ON WHAT THE CUSTOMER (Parents, Community etc.) VALUES </li></ul><ul><li>IMPLEMENT STRATEGY: Best way to reach, move, influence target audience </li></ul>
  28. 31. Creating a Public Relations Plan Determine your Strengths, Weaknesses, Opportunities, Threats
  29. 32. <ul><li>Keep it personal; focus on opinion leaders </li></ul><ul><li>Segment! Segment! Segment! </li></ul><ul><li>Expand involvement in your school through advisory groups, sub-committees </li></ul><ul><li>Use community and district resources </li></ul><ul><li>Try something new! Explore ways to make new technology more intimate </li></ul><ul><li>Use several channels to reach each </li></ul><ul><li>audience </li></ul>
  30. 33. Public Relations Ideas <ul><li>Newsletters –often mailed to parents at PTA expense </li></ul><ul><li>News Tips Sheets –brief (who, what, when where) </li></ul><ul><li>Visit local newspaper offices – meet reporters </li></ul><ul><li>Publicize teacher inservice – ex. Accelerated Reader Program </li></ul><ul><li>Courteous personal contacts </li></ul><ul><li>Breakfast with parents </li></ul><ul><li>Pre-registration counseling with students & parents </li></ul>
  31. 34. Public Relations Ideas <ul><li>Student recognition – award, bulletin boards, newspapers, etc. </li></ul><ul><li>Senior ID cards –free admission to events </li></ul><ul><li>Adopt a student </li></ul><ul><li>Open House –have students and parents present </li></ul><ul><li>Evening Meals –business and professional leaders </li></ul><ul><li>Parent conferences </li></ul>
  32. 35. Public Relations Ideas <ul><li>Open shop –possible one night per week </li></ul><ul><li>Performing student groups </li></ul><ul><li>Computerized assignment system </li></ul><ul><li>Shadow a student </li></ul><ul><li>Outside marquee </li></ul><ul><li>Letters to parents –honor rolls </li></ul><ul><li>Publish Honor Rolls in newspapers </li></ul><ul><li>Good conduct awards </li></ul>
  33. 36. Public Relations Ideas <ul><li>Good news cards –hand out to parents at evening meeting </li></ul><ul><li>Booster club meetings after ball games </li></ul><ul><li>Grandparent’s Day </li></ul><ul><li>Flowers to mothers on mother’s day </li></ul><ul><li>Awards assemblies </li></ul><ul><li>Citizenship and Good Deeds day </li></ul>
  34. 37. Public Relations Ideas <ul><li>Announce student birthdays over morning intercom </li></ul><ul><li>School picnic –invite parents in for special activities </li></ul><ul><li>Students seen doing something good </li></ul><ul><li>Mini-school for parents –entire day follow the schedule of their children </li></ul><ul><li>Senior citizen Thanksgiving dinner </li></ul><ul><li>Senior citizen Pen-Pal club </li></ul>
  35. 38. Public Relations Ideas <ul><li>Positive phone calls from teachers </li></ul><ul><li>Career day </li></ul><ul><li>School page in local newspaper </li></ul><ul><li>School web page </li></ul><ul><li>Give out school email addresses to parents </li></ul><ul><li>Web-based grading and homework sites </li></ul><ul><li>Parent-Advisory Committee </li></ul><ul><li>Joining community organizations (Rotary club etc.) </li></ul>
  36. 39. Public Relations Ideas <ul><li>Speaking at community meetings (Homeowner’s Association meetings) </li></ul><ul><li>School renewal day </li></ul><ul><li>School-based enterprises </li></ul><ul><li>After-school day care </li></ul><ul><li>Opening the building after hours for community use (scout meetings, computer lab use, library use) </li></ul>
  37. 40. <ul><li>Strategies that break the mold grow initially like weeds. </li></ul><ul><li>They are not cultivated like tomatoes in a hothouse </li></ul>Henry Mintzberg, “The Rise and Fall of Strategic Planning”
  38. 41. Creating a Public Relations Plan C ommunication
  39. 42. Hierarchy of Effective Communication <ul><li>One-to-one, face to face </li></ul><ul><li>Small group discussion/meeting </li></ul><ul><li>Speaking before a medium-sized groups </li></ul><ul><li>Phone conversation </li></ul><ul><li>Hand-written, personal note </li></ul><ul><li>Typewritten, personal letter not generated by computer </li></ul><ul><li>Computer generated “personal” letter </li></ul><ul><li>Mass-produced, non-personalized letter </li></ul><ul><li>Brochure or pamphlet sent out as a “direct mail” piece </li></ul><ul><li>Article in organizational newsletter, magazine, posters, etc. </li></ul><ul><li>New carried in popular press </li></ul><ul><li>Advertising in newspapers, radio, TV, magazines, posters, etc. </li></ul><ul><li>Other less effective forms of communication (billboards, skywriters, pens, “give-aways,” etc.) </li></ul>
  40. 43. <ul><li>It is the responsibility of an effective public relations plan to force communication up the ladder of effectiveness, striving constantly to narrow the audience to a manageable size, and to deliver the message on a one-to-one basis </li></ul>Fredrick Volkman, Washington University
  41. 44. Creating a Public Relations Plan E valuation
  42. 45. Ask…. <ul><li>Who are we reaching now? </li></ul><ul><li>Using what tools/channels of communication? </li></ul><ul><li>What should we be emphasizing more? </li></ul><ul><li>What is the best way to reach our target audience? </li></ul><ul><li>What has been most effective in the past? Why? </li></ul><ul><li>What new avenues should we explore? </li></ul><ul><li>What resources do we have? </li></ul><ul><li>What free help can we get? </li></ul><ul><li>Who can we collaborate with? </li></ul>
  43. 46. Avoid <ul><li>Not using data in making decisions </li></ul><ul><li>Not reporting information; or not developing reports that encourage other to use information </li></ul><ul><li>Misinformation </li></ul><ul><li>Forgetting to tell people how to use the information you collect or discover </li></ul>
  44. 47. Public Relations Summary
  45. 48. Public Relations Essentials <ul><li>Effective PR & Marketing means building relationships </li></ul><ul><li>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 </li></ul><ul><li>If your PR & Marketing program isn’t tied to your organization’s critical issues, you are going about it the wrong way </li></ul><ul><li>The best way to kill a bad product is to advertise it </li></ul>