Effective School Public Relations

1
Effective School Public Relations

• EBRPSS Office of Communication and Community
  Engagement

2
What is School Public Relations?

• A planned and systematic two-way communication
  process to encourage public involvement and earn
  public understanding and support.
• Source National School Public Relations
  Association

3
Attitude Problem?

• Internal Environment
• Review Customer Service and Environment
• Agree on Beliefs, Responsibilities and Rights

4
There is No Quick Fix

• Love Me Suddenly Does Not Work!

5
Hierarchy of Effective Communication

1. Face-to-Face
2. Small Group Meetings
3. Large Group Presentation
4. Phone Conversation
5. Handwritten Note
6. Typed Letter
7. Computer Generated Letter
8. Mass-produced Letter
9. Brochure or Pamphlet
10. Newsletter, magazine or community paper article
11. Website
12. News Story (TV, major newspaper)
13. Advertising (radio, billboard, T.V., posters)

6
The Goal of Public Relations

• Build relationships that change attitudes and
  bring about desired behaviors

7
Public Relations and School Principals

• Principals Role?
• Reputation Leader
• Develops PR plan
• Sets PR priorities

8
Ideas That Work

• Devote 5 to 10 minutes of staff meetings to PR
  discussion
• Develop a theme for your school that really
  explains what you are about
• Show your student and school successes with a
  Wall of Fame
• Alert people to your website via your outdoor
  marquee

9
School Websites

• International Window
• Your Address and Quick Link
• Site-Based Management of Information
• District Support and Training