SCHOOL PUBLIC RELATIONS

STRATEGIES

Effective Public Relations in Schools:
No Longer a Luxury A Necessity

Effective public relations mean
schools ask for and receive
information just as much as they
transmit it
Educational public relation is a
planned and systematic management
function to help improve the program
and services of an educational
organization









7 SCHOOL PUBLIC RELATIONS
STRATEGIES

Some of the strategies that follow address
feelings:
How welcome does a parent feel in the
school?

Some address knowledge:

How informed are people in the community?

What do they know about the schools
accomplishments?


Some address power:

How much influence do parents feel they
have over their childs education?

The result of these efforts should be parents
who feel, as one put it, My voice matters
here. A parent with that attitude is a satisfied
partner, one who is loyal and supportive



1. MEDIA

Schools can use media of all types: newspapers,
magazines, newsletters, radio, television, and the
Internet to target various groups in the community.

a. Press releases
b. Paid advertisement
c. E-mail
d. Web site
e. Radio
f. Proactive communications
g. Creative use of materials
2. OUTREACH

Another way to engage people is to reach out to
them in unexpected ways.

a. Frank communications
b. Home visits
c. Welcome baby


3. LITTLE THINGS

Big gestures sometimes fall flat; little ones tend to
be a hit, and require little effort.


a. Personal notes
b. Reflection
c. Telephone response line
4. FACI L I T I E S

The best teachers and staff in the world cant
totally erase the impression left by a decrepit
and joyless building and grounds. Simple
improvements not only work as positive public
relations strategies, they also lift the spirits of the
very people doing the hard work of education:
teachers and students. Here is where even small
efforts can make a big difference.



a. First impressions
b. The school building
c. The grounds
d. The library, restrooms, and classrooms
5. PROMOTING EXCELLENCE

Awards and honors arent just for the recipient;
they are a flag to wave to show off student and
staff accomplishments.

a. Academic boosters club
b. Student of the year award
c. Student achievement
d. Staff achievement

6. NETWORKING

Networks are not easy to set up, but over time,
they can reap big results in the form of broad
community support and fresh ideas.

a. Religious leaders
b. Business partners
c. Coalitions
d. Key communicators
e. Existing resources

7. OPEN DOORS

Be creative in drawing people into the
school building.

a. Parental buttons
b. The crowds
c. The lawmakers


Here are elements of schools that enjoy
widespread community support

1. Leadership
2. Teachers and staff
3. School facility
4. School communications
5. Parents
6. Businesses
7. Voters with no children
What does a successful public
relation program look like?
"If you ever wonder why some schools have a great
'buzz' about them, but your school does not -- even
though it performs just as well -- the reason, more
often than not, is that the schools with great
reputations have made a commitment to
communication," (Bagin, NSPRA)
That commitment to communication starts with the
principal, said Bagin. "Leading principals know that
the responsibility of 'building the buzz' rests on the
shoulders of all staff and parent leaders in their
schools. Great communication is practically the
culture in schools with buzz. New staff orientation
sessions place a priority on good school-to-home-to-
school communication. Teachers, custodians,
secretaries, and aides all know that communication
is a priority in their school."

"Principals who know and use proven public
relations practices have schools where morale is
high, parents are involved, and students have a
real sense of pride. Good communication is the
key to any friendship; it is no different in
schools."(Jim Dunn, president-elect, NSPRA)
"The best public relations comes from students
and staff,". ""If they are happy, they tell others.
What better positive comments could anybody
hear than those from employees and kids?
(Potter, principal at Silver Sand Middle School in Port Orange,
Florida, told Education World)


"Parents and community members don't always
care about test scores as much as they want to
feel good about their schools," added Potter.
"Principals need to work on their school's culture
and climate, and on their own visibility."
References:

http://educationnorthwest.org/sites/default/files
/feb2001.pdf
http://www.educationworld.com/a_admin/adm
in/admin357.shtml#sthash.N0oQ8Fnc.dpufhttp://
www.educationworld.com/a_admin/admin/ad
min357.shtml


My PR ABCs
Compiled by Gerri Allen with inspiration from her colleagues,
upon the receipt of a Life-Time Achievement Award, at the
Michigan School Public Relations Association (MSPRA)
Conference on 10/20/05.

A nticipate: Parent concerns.staff reactions.student
views.administration issuesboard needsmedia
questions. One indicator of an excellent PR program is the
complaint that doesnt surface or the story that doesnt
get reported (Who says our work is hard to measure?)
B e thankful: for meaningful work, for spell check, for
people who find the mistakes in your prosebefore or
after printing, for those who watch your back. (Thanks for
watching mine.)

C ommunicate. Put it in the newsletter. Post it on the
web. Write a news release. Send an e-mail. Leave a
voice mail. Produce a memo. Then, patiently explain it
to the one who says, no one ever told me about it.
D o the right thing. Always be the conscience of the
district.
E xercise your role as PR Counselor. Knock on the door
until its opened. Speak until youre heard. To
paraphrase Edward L. Bernays, the father of modern
public relations: Well know weve arrived, when our PR
counsel is taken as seriously as that of an attorneys.
F ind help. Ask any MSPRA member, for anything,
anytime. (Thank goodness for our listserv!)
G o home. Work is rewarding but family is
irreplaceable. One night a week, go home when
everyone else does. Then your family can see you in
person, not just on the evening news.

H ave fun. As you know from my e-mails, Katherine
Graham, the late publisher of the Washington Post once
said, To love what you do and feel that it matterswhat
could be more fun? (I agree.)
I nvoke clarifying questions: Whos the audience?
Whats the purpose? What resources do we have? Who
will be responsible? Dont proceed until you get the
answers.
J oin NSPRA (National School Public Relations
Association). Participate beyond conferences. Share
your input, opinion, and expertise. Do it for the children.
Do it for the district. Do it for yourself.
K now that the best surprise is no surprise. Ive learned
that you shouldnt surprise your boss with new information
at a committee meeting; or surprise your staff with
changes by announcing them first in the newspaper.
(Save surprises for birthdays and awards.)

L earn bit by bit. Pay attention to that seemingly
unrelated presentation. Note that factoid shared at a
meetings end. You never know when it could come in
handy. In this day and age of 24-hour news coverage
and the expectation of 24-hour customer service,
recalling a critical bit of information at the right time can
save your PR bacon. (Think of them as bacon bits)
M entor someone. Youll be surprised at what you
discover about yourself, your job and your profession. Its
been said, We teach what we most need to learn.
N ever sacrifice a relationship to be right. PR is building
personal relationships. (We learned this from Pat
Jackson.) And, we cant afford to sacrifice any of them.
As my Winkelmans manager once advised, Never close
a door behind youbecause you never know when
youll need it open.
O rganize your day. But plan for emergencies.

P roofread others worknot your own. Note: To
prevent a CLM (Career-Limiting Mistake)NEVER
proofread your own work in the wee hours of the
morning. [Bonus: P rayfor guidance, energy,
insight, energy, patience, energy, wisdom, energy,
enthusiasm, energy, and, of course, energy.]
Q uantify your work. Use data to support
strategies. Cite surveys, research and trends.
Consider all inputs. (Remember PR is a blend of
science, art and instinct.) Then, go with your gut.
R emain humble. In our business, this has a way of
taking care of itself.
S peak the truthquickly, unfailingly, always.
Spinning just makes you dizzy.

T ell people when they do a good job. We
all benefit from genuine, specific praise.
U se the RACE formula. Research. Analyze.
Communicate. Evaluate. It works.
V erify the facts. Then ask an uninvolved
colleague to double check them.
W rite. Then edit, edit, edit. Clear, concise
writing is the product of good editing. Mark
Twain once wrote to a friend, Sorry for the
long letter. I didnt have time to write a short
one.

X erox a copy. Answer a phone. Get
someone coffee. Do whatever it takes to
deliver dynamite, customer service. (Others
take their cues from you.)
Y earn for fairness. But know that life and
the media arent always fair..
Z ealously support public education. (See
letters A-Y, above.)