School Public Relations for Student Success

by Edward H. Moore

• ISBN13: 9781412965682
• ISBN10: 1412965683
• Format: Paperback
• Copyright: 2009-07-15
• Publisher: Sage Pubns

Summary

Research has identified several trends in school communication. The communication expectations being placed on top school leaders at the district and building levels continue to increase. Qualities such as the ability to communicate and the ability to effectively engage key publics routinely top the lists of demands made in searches for superintendents and other administrators. At the same time, the inability to communicate or a failure to create support are typical comments made by school boards when describing leadership failures or decisions to seek new leadership. The demand for professional school-communication practitioners is also increasing, placing even greater pressure on school leaders to make the right decisions when hiring communication administrators and in supervising and evaluating the creation and outcomes of school-communication investments. The bottom line: formal communication programming is playing a greater role in the tactical and strategic operation of schools and school systems. Top school district and building leaders face greater demands for organized and open communication systems to foster operational transparency and stakeholder engagement. Going forward, expanding open-enrollment and other school-choice initiatives place new urgencies on the need for proactive school communication efforts.School Public Relations for Student Success offers educational leaders practical advice and specific tips for meeting the tough new communication demands they face daily. Readers will find step-by-step guidance on creating and applying communication tactics that work for generating community support, managing crises, stopping rumors, handling media inquiries, dealing with critics, and much more. The author: Outlines the key components of successful educational communication programs Demonstates how to set reasonable expectations for communication efforts Provides guidelines for judging what is working and what is not

Table of Contents

Preface

Acknowledgments

About the Author

The High Stakes of School PR: Student Success

Strong Relationships Support Student Success

Perceptions and Reputations Matter

School PR Efforts Reflect Reality

School PR Basics: Do and Tell

Questions for Assessing School PR Support for Student Success

Understanding How PR Serves Your Students and Schools

Connecting Teaching and School PR

School PR in Action

Serving All School PR Audiences

Questions for Assessing Commitments to School PR Excellence

Defining Your School PR Needs

Defining School Public Relations

Organizing School PR Efforts

Different Needs, Different Roles in School PR

Use Available School PR Support

Questions for Assessing School PR Roles and Resources

Organizing Your School PR Efforts

Defining School PR Success

Key Components for Success

Getting School PR Research

Examples: Putting School PR Research to Work

Setting School PR Objectives

Deciding Strategies

Picking Tactics

Examples: Defining Your School PR Tactics

Checklist: The 12-Step School PR Planner

Q&A: Frank Basso Discusses How Schools Should Plan and Measure PR Efforts

Getting Useful School PR Research

Examples: School PR Research Myths to Address

Examples: School PR Research Sources

Early-Warning Roles of PR Research

Questions for Assessing School PR Research

Q&A: Cynthia E. Banach Talks About the Importance of Communication Research to School PR Efforts

Creating Goodwill Ambassadors for Your School

Examples: The People Who Make or Break School PR

Communication Happens: Planned or Not

Listening: Making Communication Two-Way

Examples: Listening Opportunities in Schools

Checklist: Getting Started With Internal School PR

Achieving School PR Success: Employees

The Real Power in School PR: When People Care

Creating a Team That Works

Know All of the Audiences

Ideas for School PR Activities With Employees

Checklist: Ideas for Helping Employees Deal With Upset Customers

Achieving School PR Success: Parents

What Parents Want

Example: Targeting Messages to Parents

Analyze Your Messages

Ideas for School PR Activities With Parents

Checklist: Engagement Idea Starters for Parents

Achieving School PR Success: Students

Students Talk, People Listen

Supporting School Communication by Students

Celebrate All Student Successes

Ideas for School PR Activities With Students

Achieving School PR Success: Volunteers and Other School Visitors

Welcoming Outsiders to Your School

First Impressions Last

Ideas for School PR Activities With Visitors

Achieving School PR Success: Diverse Audiences

Diversity's Impact on School PR

Use PR to Tap Diversity's Power

Ideas for School PR Activities With Diverse Populations

Achieving School PR Success: Seniors

Boost Senior Involvement

Ideas for School PR Activities With Seniors

Q&A: Diane Holtzman Talks About Involving Seniors in School PR Efforts

Achieving School PR Success: Businesses and Vendors

Tap Business Expertise and Influence

Build Working Partnerships

Ideas for School PR Activities With Businesses

Q&A: John Moscatelli Discusses How Schools and Businesses Can Work Together

Q&A: Dr. William J. Banach Discusses How Marketing Can Contribute to School PR Efforts

Achieving School PR Success: Community Leaders

Encourage Active Involvement

Ideas for School PR Activities With Community Leaders

Q&A: Dr. Don Bagin Talks About Key Communicators and School PR

Creating Your School PR Messages and Content

Creating Messages That Work

Linking Messages to Needs and Beliefs

Example: Creating Messages That Spark Action

Pay Attention to Message Meanings

Some Suggestions for Building Such Messages

Writing for Readership

Revising Copy to Strengthen Messages

Transitions: Shifting Gears Between Ideas

Assuring Message Transparency

Delivering Your School PR Messages and Content: In Print and Online

Organizing Public Relations Tactics

Communicating Through Design

Accommodate How People Read

Ideas for Facilitating Communication

Headlines Need Special Attention

Don't Be Anonymous

Consistency Creates Credibility

Package Your Information

Delivering Your School PR Messages and Content: In the News Media

Why Schools Use the News Media to Communicate

What Do the Media Offer Schools?

How Does Publicity Relate to Public Relations?

Who Speaks to the Media?

What Is News?

Tactics for Getting Stories to the Media

Building Solid Relationships With Reporters and Editors

Ways to Connect Schools and the Media Covering Them

Setting Interview Ground Rules

Choosing a Good Interview Location

Know What Makes for a Successful Interview

Preparing for Interview Questions You'll Face

Handling Tough Interview Questions

Learn to Leverage School News

Q&A: M. Larry Litwin Talks About Working With the News Media

Delivering Your School PR Messages and Content: In Person

Dealing With Others One-on-One

Face-to-Face Tactics in Action

Ideas for Creating Successful School Gatherings

Planning and Writing Presentations and Speeches

Accommodating the Audience

Getting the Right Introduction

Creating Great Visuals

Handling Questions During and After Presentations

Presenting to Unfriendly Audiences

Personal Communication During Crises

Tapping the PR Power in Good Etiquette

School PR: How You Can Make a Difference Now

School PR Resources

Index

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