Professional Documents
Culture Documents
Public Relations
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.
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.
Public Relations
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 Rs the media tends to focus only on the negative
Public Relations
Public Relations
public relations goes on actively at all times whether the school likes it or not every contact is a PR contact visitors perceptions are impacted with every contact
Public Relations
What is the role of the Principal in developing good school public relations?
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
Public Relations
Public Relations
Each public has its own personality, size, interest, and organization
Public Relations
The Principal understands the dynamics of External public that group that is not in the building or district
Parents Clubs & community service organizations Parent-teacher association Businessmen Adults who do not have children in school Civic groups and leaders
Public Relations
The Principal understands the dynamics of Internal public those groups within the building or district Students
Public Relations
Principals must understand interrelationships of various publics, their unique structures, collective personalities, interests, and political importance
Public Relations
Factor s
Public Relations
The principal must develop a climate conducive to good working relationships with publics and media
Creating a PR Plan
Most public relations efforts have as much impact on school/district performance as a rain dance has on the weather
Remember to
RACE
Research Analysis & Planning Communication Evaluation
= RESULTS
Research
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?
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
Keep it personal; focus on opinion leaders Segment! Segment! Segment! Expand involvement in your school through advisory groups, subcommittees Use community and district resources Try something new! Explore ways to make new technology more intimate Use several channels to reach each audience
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
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
Communication
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
Evaluation
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?
Ask.
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
Public Relations
Summary