Changing Face Of School Pr
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Transcript of Changing Face Of School Pr
THE CHANGING FACE OF
SCHOOL PR
BRADDOMITROVICHBandera Independent School District
Texas School Public Relations Association
How has school PR changed?
• In 1962 - only 12 people in school PR in Texas … in 2008 - there was over 1,500 school PR professionals.
• School districts are being held more accountable for their actions.
• The public is questioning schools more - parents are more demanding.
How has school PR changed?
• The media has discovered that schools can provide “juicy” stories.
• Social networking and non-traditional media outlets are becoming more popular.
• There is more of a need for Crisis Communications.
What is the purpose ofour district’s communications?
… to develop and produceprint and electronic communications
which best reflectthe district’s marketing initiatives
to demonstratestudent and staff success.
How do we do that?
Coordinatecommunication efforts with
district and campus administrationto ensure accurate and effectivemedia coverage of occurrences
within the district.
How do we do that?
Maintaina positive relationshipwith local and regional
media outlets.
How do we do that?
Preparenews releasesand arrange for
effective media coverage.
How do we do that?
Develop and Produceprint materials that reflect
the professionalism and successof the students and staff
in the district.
How do we do that?
Manage and Maintainthe content of
the district web site.
How do we do that?
Coordinatethe recognition of students
at monthlyBoard of Trustee meetings.
How do we do that?
Develop and Deliverinformational presentations
upon request.
• Develop a purpose for your district’s communications.
• Develop goals and objectives each year that measure your success or failure.
• Get everyone to follow your lead!
Communication isa planned effort!
Are communication goals important?
Yes!Communication goals
need to reflect the needs ofthe Board, the Superintendent,
and the District overall.
As aschool official,how can you
influence the imageof your district?
School officials need to:• Listen.• Explain the facts.• Communicate effectively with
all of their publics.• Implement “control spin” on
controversial issues.• Stay calm during a crisis.
From a schooland/or a school district
standpoint …who is our public?
Parents
• Parents have a vested interest in our school system.• Parents know what their kids
tell them.• Parents tend to focus on a
particular campus.
Taxpayers
• Taxpayers have a vested interest in our school system.• They are outsiders - they only
know what they hear.• They can make … or break …
a bond election.
Businesses
• Businesses have a vested interest in our school system.• Successful schools
encourage community growth.• Successful schools bolster
the economic development.
Employees
• Employees have a vested interest in our school system.• Sometimes administrators
forget to communicate with their employees.• Employees are the best sales
people a district can have.
How do you thinkthe media influences
the public’s perspectiveof education?
Media influencing the public:
• They know that “juicy” stuff sells!
• They can make small stories bigger than they need to be.
• They know that cute kids make a cute story!
In conclusion ... remember this!
• No matter how hard you try - not everyone will hear your message!
• Every district needs to have a purpose for their communications.
• Change your PR strategies when something isn’t working!
• Plan for the future.• Know where you're going ...
Questions?Call me or e-mail me!