Public relations is an ongoing, planned process to foster understanding between schools and their communities. It involves keeping people informed about schools' purposes, programs and issues through various media and activities. Effective public relations is a two-way program where educators and the public work together to meet children's educational needs. The principal plays a key role by developing positive relationships with media and community groups, and establishing open communication lines. Developing a strategic public relations plan using the RACE framework of research, analysis, communication and evaluation can help achieve desired results.

1. School Public Relations

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!!

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.

8. Public Relations There is a need for Public Relations…..

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

10. Public Relations Public Relations is an ongoing program…..

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

12. Public Relations What is the role of the Principal in developing good school public relations?

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

14. Public Relations The principal understands “publics”

15. Public Relations Each public has its own personality, size, interest, and organization

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

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

18. Public Relations Principals must understand interrelationships of various publics, their unique structures, collective personalities, interests, and political importance

19. Public Relations … warmth … acceptance … tolerance … understanding … cooperative … objective rather than emotional Factors

20. Public Relations The principal must develop a climate conducive to good working relationships with publics and media

21. Creating a Public Relations Plan Creating a PR Plan

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?

25. Creating a Public Relations Plan RACE R esearch A nalysis & Planning C ommunication E valuation = RESULTS Remember to……

26. Creating a Public Relations Plan R esearch

28. Creating a Public Relations Plan A nalysis & Planning

31. Creating a Public Relations Plan Determine your Strengths, Weaknesses, Opportunities, Threats

41. Creating a Public Relations Plan C ommunication

44. Creating a Public Relations Plan E valuation

47. Public Relations Summary