Public relations encompasses all interactions and communications with the public by everyone in your school district, from school secretaries to maintenance workers to teachers, principals, board members, and students. We certainly hope this isn’t the case, but if we’re completely honest, public relations does have a bit of a public relations problem. Communication impacts education — The research is clear that communication plays an important role in the type and quality of parent/community involvement. An effective school public relations plan provides value by giving people information they can use, not just information that the school needs to convey about process. Public relations firms aid districts in terms of anticipating, analyzing and interpreting public opinion, attitudes and issues. They turn to their social media platforms and ask for recommendations and referrals. Yeah, that isn’t a very good friend, is it? Anticipate crises and solutions. And if a source or channel of communication is unreliable, your audience will cease to check it for the information it needs. Informing residents and important publics also improves and safeguards the school’s reputation as being worthy of public investment, builds internal morale, and creates an atmosphere conducive to education and enlightenment. Do you need some help with your school's public relations? This includes higher grade point averages and scores on standardized tests, more classes passed, higher enrollment in more challenging academic classes, better attendance, and improved behavior at home and at school. Written by Michael Cherenson on April 25, 2017. A crisis plan can also strengthen the credibility and reputation of a school, as parents and community members will feel confident that you are prepared for anything that happens. In an advertisement, you have a limited amount of space to communicate what you need to. . As we mentioned previously, if the editor of a publication is interested in featuring your article they won’t charge you for featuring it. In our previous article, entitled What is public relations?, we looked at what is meant by the term ‘public relations’ (PR). Home office setup: 5 ways to create a space for WFH Marketing and public relations have a close, symbiotic relationship (discussed in-depth in our eBook), but they are not the same thing. So, judging from this, you’ll be able to decide whether or not you want to invest more heavily in that site by, for example, taking out a paid-for advertising campaign. Your brand should create a distinct and memorable impression. Schools have a duty to educate and inform residents, which, in turn, fosters public awareness, understanding, and support for the administration and its strategic initiatives — as well as for its students and employees. Center on Education Policy 1001 Connecticut Avenue NW, Suite 522 Washington, D.C. 20036 tel: 202.822.8065 fax: 202.822.6008 e: w: What happens next? It serves to bring private and public policies into harmony. This is the media age — Communication needs have increased and become more complex. Public relation is not self-centred, rather it is equally useful for the publics as well. Unfortunately, schools often fall into the trap of caving in to the outrage industry … even though it represents a marginal position, and only serves to undermine the academic environment. The second key phrase we’d like to discuss is “mutually beneficial relationships.” But first let’s talk about your publics. What is The Importance of Corporate Brand Identity? If you are already a blog subscriber, we apologize for the interruption--please keep reading. I actually reached out to that student mentor I had met the previous year for some encouragement, which helped. A social media expert, freelance writer and public relations professional for many high-profile companies, Maris Callahan is the author and publisher of the food blog In Good Taste and the new Chicago online lifestyle magazine My Daily Find Chicago. Branding is the overall look and feel of your organization. However, whether or not the article is published is at the discretion of the editor of that particular publication. Be sure to read all of her great advice on PR for schools. In summary, public relations are the messages you communicate and the relationships you establish with your publics. On the other hand, if you’ve put in the effort to build trust and respect with your audiences when times are good, they are going to give you the benefit of the doubt when a crisis hits. Education World®     1 0 obj << /Type /Page /Parent 158 0 R /Resources 2 0 R /Contents 3 0 R /Rotate -90 /MediaBox [ 0 0 612 792 ] /CropBox [ 0 0 612 792 ] >> endobj 2 0 obj << /ProcSet [ /PDF /Text /ImageB ] /Font << /F5 172 0 R /F9 175 0 R /F10 169 0 R >> /XObject << /Im3 4 0 R >> /ExtGState << /GS1 180 0 R >> /ColorSpace << /Cs5 176 0 R /Cs9 171 0 R >> >> endobj 3 0 obj << /Length 764 /Filter /FlateDecode >> stream