Public Relations

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School Public Relations

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The surest way to kill a bad product is to advertise it. Mike Flynn, Darcy Advertising

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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!!

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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.

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

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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

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Public Relations Public Relations is an ongoing program…..

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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

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

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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

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Public Relations The principal understands “publics”

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

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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

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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

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

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

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

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Creating a Public Relations Plan Creating a PR Plan

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Most public relations efforts have as much impact on school/district performance as a rain dance has on the weather

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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?

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Effective marketing is really applied common sense Nora K. Carr, St. Louis University

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Creating a Public Relations Plan RACE Research Analysis & Planning Communication Evaluation = RESULTS Remember to……

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Creating a Public Relations Plan Research

Questions to ask… : 

Questions to ask… What makes your school unique? How do people find out about your school? Do people perceive your school differently than you perceive your school? Why? Why do parents/students choose your school, programs? Why do they choose your competitor? What are the values, lifestyles, interests of your customers? What to they do for a living? Educational level? Are they happy? Disappointed? Who are you communicating with the most? Who should you be communicating and relating with more? Who is critical to your success? Why? How close are you to them?

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Creating a Public Relations Plan Analysis & Planning

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Focus is the secret ingredient in virtually every successful marketing plan Trout & Ries, Bottom-Up Marketing

Analyze data generated from questions or other collection instruments and develop a plan : 

Analyze data generated from questions or other collection instruments and develop a plan GOAL: To impact attitude, opinion, behavior or action FOCUS ON WHAT THE CUSTOMER (Parents, Community etc.) VALUES IMPLEMENT STRATEGY: Best way to reach, move, influence target audience

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

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Keep it personal; focus on opinion leaders Segment! Segment! Segment! Expand involvement in your school through advisory groups, sub-committees Use community and district resources Try something new! Explore ways to make new technology more intimate Use several channels to reach each audience

Public Relations Ideas : 

Public Relations Ideas Newsletters –often mailed to parents at PTA expense News Tips Sheets –brief (who, what, when where) Visit local newspaper offices – meet reporters Publicize teacher inservice – ex. Accelerated Reader Program Courteous personal contacts Breakfast with parents Pre-registration counseling with students & parents

Public Relations Ideas : 

Public Relations Ideas Student recognition – award, bulletin boards, newspapers, etc. Senior ID cards –free admission to events Adopt a student Open House –have students and parents present Evening Meals –business and professional leaders Parent conferences

Public Relations Ideas : 

Public Relations Ideas Open shop –possible one night per week Performing student groups Computerized assignment system Shadow a student Outside marquee Letters to parents –honor rolls Publish Honor Rolls in newspapers Good conduct awards

Public Relations Ideas : 

Public Relations Ideas Good news cards –hand out to parents at evening meeting Booster club meetings after ball games Grandparent’s Day Flowers to mothers on mother’s day Awards assemblies Citizenship and Good Deeds day

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Public Relations Ideas Announce student birthdays over morning intercom School picnic –invite parents in for special activities Students seen doing something good Mini-school for parents –entire day follow the schedule of their children Senior citizen Thanksgiving dinner Senior citizen Pen-Pal club

Public Relations Ideas : 

Public Relations Ideas Positive phone calls from teachers Career day School page in local newspaper School web page Give out school email addresses to parents Web-based grading and homework sites Parent-Advisory Committee Joining community organizations (Rotary club etc.)

Public Relations Ideas : 

Public Relations Ideas Speaking at community meetings (Homeowner’s Association meetings) School renewal day School-based enterprises After-school day care Opening the building after hours for community use (scout meetings, computer lab use, library use)

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Strategies that break the mold grow initially like weeds. They are not cultivated like tomatoes in a hothouse Henry Mintzberg, “The Rise and Fall of Strategic Planning”

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Creating a Public Relations Plan Communication

Hierarchy of Effective Communication : 

Hierarchy of Effective Communication One-to-one, face to face Small group discussion/meeting Speaking before a medium-sized groups Phone conversation Hand-written, personal note Typewritten, personal letter not generated by computer Computer generated “personal” letter Mass-produced, non-personalized letter Brochure or pamphlet sent out as a “direct mail” piece Article in organizational newsletter, magazine, posters, etc. New carried in popular press Advertising in newspapers, radio, TV, magazines, posters, etc. Other less effective forms of communication (billboards, skywriters, pens, “give-aways,” etc.)

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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 Fredrick Volkman, Washington University

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Creating a Public Relations Plan Evaluation

Ask…. : 

Ask…. Who are we reaching now? Using what tools/channels of communication? What should we be emphasizing more? What is the best way to reach our target audience? What has been most effective in the past? Why? What new avenues should we explore? What resources do we have? What free help can we get? Who can we collaborate with?

Avoid : 

Avoid Not using data in making decisions Not reporting information; or not developing reports that encourage other to use information Misinformation Forgetting to tell people how to use the information you collect or discover

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Public Relations Summary

Public Relations Essentials : 

Public Relations Essentials Effective PR & Marketing means building relationships 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 If your PR & Marketing program isn’t tied to your organization’s critical issues, you are going about it the wrong way The best way to kill a bad product is to advertise it