THE CHANGING FACE OF

SCHOOL PR

BRADDOMITROVICHBandera Independent School District

Texas School Public Relations Association

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.

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.

What is the purpose ofour district’s communications?

… to develop and produceprint and electronic communications

which best reflectthe district’s marketing initiatives

to demonstratestudent and staff success.

How do we do that?

Coordinatecommunication efforts with

district and campus administrationto ensure accurate and effectivemedia coverage of occurrences

within the district.

How do we do that?

Maintaina positive relationshipwith local and regional

media outlets.

How do we do that?

Preparenews releasesand arrange for

effective media coverage.

How do we do that?

Develop and Produceprint materials that reflect

the professionalism and successof the students and staff

in the district.

How do we do that?

Manage and Maintainthe content of

the district web site.

How do we do that?

Coordinatethe recognition of students

at monthlyBoard of Trustee meetings.

How do we do that?

Develop and Deliverinformational presentations

upon request.

• 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!

Communication isa planned effort!

Are communication goals important?

Yes!Communication goals

need to reflect the needs ofthe Board, the Superintendent,

and the District overall.

As aschool official,how can you

influence the imageof your district?

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.

From a schooland/or a school district

standpoint …who is our public?

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.

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.

Businesses

• Businesses have a vested interest in our school system.• Successful schools

encourage community growth.• Successful schools bolster

the economic development.

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.

How do you thinkthe media influences

the public’s perspectiveof education?

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!

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 ...

Questions?Call me or e-mail me!