Summary of the presentation 'PR for Principals: Managing the Vibe' by Denis Masseni of The sponsor-ed Group and hosted by The Victorian Principals Association, October 26, 2016

1. PR for Principals:
Managing the Vibe
Summary of the presentation by Denis Masseni of The sponsor-ed Group hosted
by the Victorian Principals Association – October 26, 2016

2. Agenda
1. The architecture of communications
2. The history of school communications
3. Managing the Vibe

3. Context is the
greatest factor
affecting
communications
Message
Carrier
Environment
Receiver

4. facebook, twitter,
apps, e-news, ‘read
more’
School newsletters
Content engagement
is inversely
proportional to
content volume

5. People can not discern
your content volume
You’ll appear a prolific publisher if
you 1 x 5 rather than 5 x 1

6. If you don’t
drop your
volume
you’ll choke
your
messages

7. Mobiles 80%
Carrier Receiver

8. The PDF is dead. It
does not fit in the
mobile world. You’ve
reduced 12 point
font to 3point by
trying to squeeze it
into a mobile.

9. Never use the phrase ‘our parents’
You do not serve a homogenous
community

10. Logistics
Public Relations
What you want the
parents to do
What you want the
parents to feel
15%
85%

11. Logistics PR
Timely
Not timely
Type
Time

12. Logistics PR
News
Newsletter
Type
Time

13. Schools
& Parents
@cross purposes

14. Managing the Vibe: 2 steps
1: Develop key messages (6 to 10)
2: Develop key words

15. 1: Developing Key Messages

16. Content What it does

17. Content Not what it is

18. Key Message No 1
Principal as an Educational Leader

19. Key Message No 2
Teachers as Learning Leaders

20. PR is about being on message, repetitious
and giving your message carriers the words
to propel into the community. When you
measure your ‘vibe’ these keywords should
be coming back at you.

21. First let’s look at the website, example of
a leading teacher’s content

22. 2: Developing Key words/phrases

23. Even our teachers never stop learning
Congratulations to Margaret Masseni on completing her
Masters of Education – Student Wellbeing. It was 2 years
of study giving up many nights and weekends following
her passion. “I love learning. It’s been a life long ambition
of mine to study at Melbourne Uni. I’m very fortunate to
have married such a wonderful husband as Denis whose
intellect has been a beacon of inspiration to me.” Said
Margaret choking back the tears.
Can you pick the key word/phrase?
here it is

24. Developing Key
Messages/Words
Strategic plan
School reviews
Leadership/Staff think-tank
Competitive analysis
Chatter
Facilitator

25. Implementation
Plot a plan: what kind of publisher will you be in 12 months
Break down the steps into term by term goals
Write using PR for Principals
Halve your content output
Double your content frequency
Optimise for mobile
Find your publishing sweet-spot

26. Improving PR effectiveness
Repetition of key messages using a consistent language in an optimised
environment
Key Message Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk9 wk10
1 Principal ✔ ✔ ✔
2 Teachers ✔ ✔ ✔
3 Wellbeing ✔ ✔ ✔
4 Technology ✔ ✔ ✔
5 Parents ✔ ✔ ✔ ✔
6 Performance ✔ ✔ ✔

27. Sponsor-ed Consulting
PD: Development of Key Messages/Words
Publishing mix analysis and strategy
Communications Audits: Managing the Vibe
PR for Principals: PD/Workshop
W: sponsor-ed.com.au
E: denis.m@sponsor-ed.com.au
P: 1300 755 010

28. A place to start
Technology
Use the homepage as the ‘new’ newsletter
Push spontaneously
Scoop up cyclically (weekend)
Volume
PR: Equivalent of 1 news story a day
Logistics: When need arises (with reminders in cyclical publishing)
Content Type
Develop key messages to inform writing and to manage perceptions