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There’s No Such Thing As AGuidance Counselor!Public Relations: The Missing Piece

MSDE Counselor Summer Conferences

Presenters: Dr. Sonya L. Ford, NCC, NCSC, LCPC

Alicia A. Jones, Supervising Counselor, Charles County Public Schools

OBJECTIVE

A planned public relations effort has benefits for both current and proposed programs in schools. Public relations improves the public’s understanding of counseling through a planned program of communication. Learn how to promote your school counseling program.

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Defining School Counseling

A profession that focuses on the relations and

interactions between students and their school

environment with the expressed purpose of

reducing the effect of environmental and

institutional barriers that impede student

academic success.

The Education Trust

MOTIVATED YET?

Counselors

are the

HEART

of every school building!

In their own words…

Making a differenceA bridge to student successOur First Lady

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SCHOOL COUNSELORS ROCK!

Motivating

the

Motivator

WE WILL ROCK YOU

Hey I’m a counselor Ain’t life sweetGonna work real hard for low payI got parents in my faceTeachers on my caseYet I still work miracles all over the place

WE WILL - COUNSELORS WILL - ROCK YOUWE WILL - COUNSELORS WILL - ROCK YOU

WE WILL ROCK YOU

Hey I’m a counselor Handlin’ it all

Paperwork, duties, and phone calls I got principals in my face

No time to waste300 plus students at a hectic pace

WE WILL - COUNSELORS WILL - ROCK YOUWE WILL - COUNSELORS WILL - ROCK YOU

WE WILL ROCK YOU

Hey I’m a counselor Reachin’ for the sky

Life is a journey and I’m the guide I got students winning the race Big smile on my faceI’m a counselor and I’m taking my place

WE WILL - COUNSELORS WILL - ROCK YOUWE WILL - COUNSELORS WILL - ROCK YOU

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What Is The Difference Between THEN and NOW?

New Vision

Role Descriptors

1. Leadership

2. Advocacy

3. Teaming & Collaboration

4. Counseling & Coordination

5. Assessment & Use of Data

TraditionalRole Descriptors

1. Counseling

2. Consultation

3. Coordination

Based on the work of Courtland C. Lee, Ph.D.

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SYSTEMIC FOCUS

• Teams and Collaborates with All Stakeholders

• Works to Make Systemic Change

• Involved Extensively as a Leader in School and Community

INDIVIDUAL FOCUS• Works in Isolation • Works with Individual

Student Problems

• Involved Mostly in School Counseling Activities

A Shift in Focus

Based on the work of Courtland C. Lee, Ph.D.

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Three Imperatives for Change

1. CHANGING DEMOGRAPHICS We are not educating the same children today as yesterday

2. STUDENTS GRADUATE AT DIFFERENT RATES

We are not graduating all students

3. THE GAP REMAINS WIDE Achievement is flat

Based on the work of Courtland C. Lee, Ph.D.

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Specific Strategies to Spur Systemic Change

Challenging Low ExpectationsInfluencing Course Enrollment PatternsProviding Needed Supports for Student

LearningRaising Student AspirationsInfluencing Instructional ProgramsSupporting Accountability

Based on the work of Courtland C. Lee, Ph.D.

14Based on the work of Courtland C. Lee, Ph.D.

Voicing the Need for Necessary ChangePresenting the Data That Tells the Story

About the Current Situation in Your School

Not Being Afraid to Talk About Attitudes and Beliefs About Students

Knowing How to Problem Solve and Advocate for Systemic Change

Creating a Climate That Leads to Increased Achievement for All Students

Leadership is About…

15Based on the work of Courtland C. Lee, Ph.D.

“How are students better off because of what school counselors do?”

The old question was…

“What do counselors do?”

The new question is…

16Based on the work of Courtland C. Lee, Ph.D.

To a program that: Focuses on outcomes and

improved results Measures impact related

to goals Attends to goals,

objectives, and outcomes Changes and adapts to be

more responsive

From a program that: Focuses generally on the

number of activities Measures the amount of

effort Attends to the process of

doing work Works to maintain the

existing system

From Entitlement … to Performance

17Based on the work of Courtland C. Lee, Ph.D.

To counselors who:

Focus on accomplishments

Talk about effectiveness

Know their future rests on accomplishments

Communicate goals and objectives

From counselors who:

Focus on good intentions

Talk about how hard they work

Generally feel little need to change their behavior or approach

From Entitlement … to Performance

18Based on the work of Courtland C. Lee, Ph.D.

To a program that: Focuses on outcomes and

improved results Measures impact related

to goals Attends to goals,

objectives, and outcomes Changes and adapts to be

more responsive

From a program that: Focuses generally on the

number of activities Measures the amount of

effort Attends to the process of

doing work Works to maintain the

existing system

From Entitlement … to Performance

Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association 19

Public Relations Is…

COMMUNICATING your vision of the school counselor’s role.

YOU working to inform and influence your publics. WORKING TOGETHER with fellow counselors to

interpret the objectives and accomplishments of your counseling program.

A PROCESS of working cooperatively within your school or school system to achieve your public relations goals.

A PLANNED PROGRAM of providing insights into the values of the counseling program for all students.

Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association 20

Who Are Your Publics?

In the School System– School Committee/Board

– Other Central Office Administration

– Superintendent

– Principal

– Other Pupil Personnel Staff

– Teachers

– Students

Outside the School System– Parents

– Legislators

– Community-at-Large

– Business and Industry

– Church-related Organizations

– Mental Health Organizations

– Civic Organizations

– Service Clubs

– Other individuals and groups important to your community

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Getting Started

Telling

Your

Story

Planning

Your

Year

AccountabilityProfessional

Development

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Telling Your Story

How Would You Tell Your Story?

Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association 23

Telling Your Story

Internal Methods– Staff Presentations

– One-to-One Conferences

– Small Group Meetings

– Bulletin Boards

– Exhibits

– Printed Materials (newsletters, personal letters, manuals, flyers, postcards, buttons)

External Methods– Cable Television– Newspaper Articles– Parents’ Nights– Community/Service Club

Presentations– Phone Messages through

Automated System– Video Presentations– Counselor Recognition

Activities– Web Page

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Telling Your Story

Sample Back to School Staff Presentation

Sample Counselor Brochure for New Student Orientation

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Getting Started

Telling

Your

Story

Planning

Your

Year

AccountabilityProfessional

Development

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Planning Your Year

LET’S MAKE A CALENDAR!– What are some important events for each

month?– What are some MUST-HAVE activities?

*ASCA Public Relations Themes 27

Planning Your Year (continued…)

Monthly Themes*August/September Expected BehaviorsOctober Bully PreventionNovember Career AwarenessDecember College Awareness January Getting Along with

Others

*ASCA Public Relations Themes 28

Planning Your Year (continued…)

Monthly Themes*February National School

Counseling WeekMarch Academic AdvisementApril Feeder School CollaborationsMay Mental Health Matters June Transition July Personal & Professional

Renewal

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Planning Your Year

Public Relations and Advocacy– Author: American School Counselor

AssociationA Year of School Counseling: Tools and

Techniques for K-12 Themes Throughout the Year – Author: Barbara Muller-Ackerman, ed.

Public Relations Toolbox– Author: Barbara Muller-Ackerman, ed.

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Getting Started

Telling

Your

Story

Planning

Your

Year

AccountabilityProfessional

Development

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Accountability

How do YOU show ACCOUNTABILITY

at your school?

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Accountability

Monthly CalendarCounseling PlanTelephone LogWalk-in Counseling LogPersonal Reflection NotesLesson Plans / Directed Teaching

ActivitiesDataPortfolio/Evaluations

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Accountability

SAMPLE COMMUNICATION LOGS– Telephone– Student / Parent

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Accountability

Finding Useful Data– Attendance Rates– Failures / Grades– Behavior– Retention

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Accountability

Evaluations– Portfolios (Charlotte Danielson Domains)

• Save samples of all of your work throughout the school year

– SAMPLE Electronic Portfolio

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Getting Started

Telling

Your

Story

Planning

Your

Year

AccountabilityProfessional

Development

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Professional Development

MSCAASCANCCNCSCLCPCC.E.U.’sWebinars – ASCA & College Board (FREE)ConferencesWorkshops

Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association 38

Summary

The quality of your public relations activities will depend on the time, effort, and professional skill you bring to the job. To be effective, you should plan to participate in the workshops and special training opportunities offered by your local, state, and national associations.

Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association 39

Summary (continued…)

You are first and foremost a counselor. However, if counseling is to maintain its role as a vital school service, public relations must be treated as a necessary and important part of your job.

Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association 40

Summary (continued…)

While good public relations may begin with a good counseling program, doing an excellent job is not enough – you must also communicate that fact.

THANK YOU!!!

Thanks for all you do to make a difference in the lives of the students you serve!

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For More Information…

Contact:Dr. Sonya L. Ford, NCC, NCSC, LCPC

Matthew Henson Middle School

3535 Livingston Road

Indian Head, Maryland 20640

301-753-1784

301-753-2094 (Fax)

slford@ccboe.com

Twitter: @DrSonyaSays

Contact:Alicia A. Jones

Charles County Public Schools

Supervising School Counselor

5980 Radio station Road

La Plata, Maryland 20646

301-934-7314

aajones@ccboe.com