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PR for Principals: Managing the Vibe


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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

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PR for Principals: Managing the Vibe

  1. 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. 2. Agenda 1. The architecture of communications 2. The history of school communications 3. Managing the Vibe
  3. 3. Context is the greatest factor affecting communications Message Carrier Environment Receiver
  4. 4. facebook, twitter, apps, e-news, ‘read more’ School newsletters Content engagement is inversely proportional to content volume
  5. 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. 6. If you don’t drop your volume you’ll choke your messages
  7. 7. Mobiles 80% Carrier Receiver
  8. 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. 9. Never use the phrase ‘our parents’ You do not serve a homogenous community
  10. 10. Logistics Public Relations What you want the parents to do What you want the parents to feel 15% 85%
  11. 11. Logistics PR Timely Not timely Type Time
  12. 12. Logistics PR News Newsletter Type Time
  13. 13. Schools & Parents @cross purposes
  14. 14. Managing the Vibe: 2 steps 1: Develop key messages (6 to 10) 2: Develop key words
  15. 15. 1: Developing Key Messages
  16. 16. Content What it does
  17. 17. Content Not what it is
  18. 18. Key Message No 1 Principal as an Educational Leader
  19. 19. Key Message No 2 Teachers as Learning Leaders
  20. 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. 21. First let’s look at the website, example of a leading teacher’s content
  22. 22. 2: Developing Key words/phrases
  23. 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. 24. Developing Key Messages/Words Strategic plan School reviews Leadership/Staff think-tank Competitive analysis Chatter Facilitator
  25. 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. 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. 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: E: P: 1300 755 010
  28. 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