This document discusses how school public relations (PR) has changed over time. It notes that the number of school PR professionals has greatly increased since 1962 and that schools are now held more accountable and questioned more by the public. It also mentions how social media and crisis communications have become more important aspects of school PR. The purpose of a school district's communications is to market student and staff successes through various print and electronic materials. The document provides tips for effective school PR, including developing communication goals, explaining facts to the public, and staying calm during crises. It identifies key publics like parents, taxpayers, businesses, and employees and how the media can influence perceptions of education.

1. THE CHANGING FACE OF
SCHOOL PR
BRAD
DOMITROVICH
Bandera Independent School District
Texas School Public Relations Association

2. 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.

3. 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.

4. What is the purpose of
our district’s communications?
… to develop and produce
print and electronic communications
which best reflect
the district’s marketing initiatives
to demonstrate
student and staff success.

5. How do we do that?
Coordinate
communication efforts with
district and campus administration
to ensure accurate and effective
media coverage of occurrences
within the district.

6. How do we do that?
Maintain
a positive relationship
with local and regional
media outlets.

7. How do we do that?
Prepare
news releases
and arrange for
effective media coverage.

8. How do we do that?
Develop and Produce
print materials that reflect
the professionalism and success
of the students and staff
in the district.

9. How do we do that?
Manage and Maintain
the content of
the district web site.

10. How do we do that?
Coordinate
the recognition of students
at monthly
Board of Trustee meetings.

11. How do we do that?
Develop and Deliver
informational presentations
upon request.

12. Communication is
a planned effort!
• 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!

13. Are communication goals important?
Yes!
Communication goals
need to reflect the needs of
the Board, the Superintendent,
and the District overall.

14. As a
school official,
how can you
influence the image
of your district?

15. 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.

16. From a school
and/or a school district
standpoint …
who is our public?

17. 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.

18. 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.

19. Businesses
• Businesses have a vested
interest in our school system.
• Successful schools
encourage community
growth.
• Successful schools bolster
the economic development.

20. 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.

21. How do you think
the media influences
the public’s perspective
of education?

22. 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!

23. 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 ...

24. Questions?
Call me or e-mail me!