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Putting the R in PR Make relationships matter in your school and community

Brian Woodlandwww.peelschools.org

www.linkedin.com/in/BrianWoodlandhashtag: #leadingwoodland

Management deals with the here and now. Leadership looks beyond the present to imagine what could be.- Jim Clemmer, Leader's Digest

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Are you having real fun at work? How about pin the

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Praise where it is dueThank you for your exceptional daily work to serve studentsand your personal leadership!

The doors we open and close each day decide the lives we live

Flora Whittemore

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You are the instructional leader. Period.

Oh..and also do...

the bus schedule, the supervision schedule, the faith accommodation request, arrange the school council meeting, host the FI night, arrange for FDK, get a SHSM, get the special education data right, dont have a budget rollover, talk to the FM about the new doors, plan the school anniversary, talk to the trustee, call the superintendent about the call to the trustee, get the newsletter out, update the website, talk to sobbing staff member, call HR about sobbing staff member, talk to kid who bit friend-again, call parents of biter and bitten, prepare for Tonys visit, update SSP....

And in the middle of all that? the school council chair wants to put buying phonics books on the agenda27 parents want full withdrawal from music as a faith accommodationThere is a parent at the front concerned about bullying. Again. A community group wants to know why elders cant wait for grandchildren inside the school in the winterA group of students are angry about lack of recyclingAnd so on and so on and so on

Half of preschooler parents believe their kids are above average. The number jumps to a dazzling 72% for parents of teens.Source: Macleans

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Leadership and learning are indispensable to each other.- JFK

The communication departments work is focused on service to schools and their staffJanet McDougaldChair of the BoardPeel District School Board

By using powerful language, positive communication style, and non-verbal expressiveness, leaders breathe life into a vision. The Leadership Challenge

Changing the attitude and behaviour of people is very, very hard to accomplish. You can't simply give a couple of speeches or write a new credo. If employees don't see the key changes in what you say and do and in your behaviours and mannerisms, it's hard to change the culture. - Thomas J. Neff and James M. Citrin, Youre in ChargeNow What?

Leadership is action, not position.- Donald H. McGannon

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You need to work at building relationships to cut through the clutter, make change happen, and build real team commitment

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Commitment unlocks the doors of imagination, allows vision, and gives us the right stuff to turn our dreams into reality- James Womack

What we will do together... a bit about change-and us the basics of good PR Why you worry too much about mediaWhy service matters

What we will do together...

A bit about changeand us

We need a common understanding of what change means

A bit about changeand us how do we feel about change?

how do they feel about change? what do we do?

Over-eager

How do we feel about change? yes, thank you!

we love the challenge, the excitement its a rush!

Our theme song about change

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The truth is... we just want people to trust in our fabulousness!

Super factual

How do they feel about change? no, thank you

I said no I mean no.

Their theme song about change?

Quick quiz:

What percentage of your timeand that of the senior leaders in your districtis devoted to creating a shared and outwardly focussed long-term view of the future?

The average time amongst senior executives is around __ per cent?

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Answer: 3%Source: The Leadership Challenge, James Kouzes and Barry Posner

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People dont resist change. They resist being changed!- Peter Senge

Top 5 barriers to change (idea-killers)

Weve never done it beforeWe tried that once and it failedWe dont have enough moneyIt is the wrong time of year 5.Can we talk about it more?

Change is hard because people overestimate the value of what they haveand underestimate the value of what they may gain by giving that up.- James Belasco

If there is hope in the future there is power in the present.- John Maxwell

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Hope is the great activator.- Zig Ziglar

145,000 students: One picture of the futureGetting to the heart of the matter

be passionate about what you believe be the ongoing advocate be willing talk the talk be prepared to take the high road use your communication prowesslead the conversation about learning

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Hope is the foundational quality of all change.- Alfred Adam

If only every ideano matter how un-sellablewas this easy to sell to make happen

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We believe our communication skills will prevail, but some ideas arent sellable

There are good ways and bad ways to make change happen...

What we will do together...

the basics of good PR

Good PR starts with relationships, with the public, one-to-one

People are looking for, craving, this

Preserve and use the human moment. - Crazy Busy

All they need is love...Listen. Really, listen! I need to know that you're hearing what I'm saying. From my perspective, it's all about me. So don't just follow a canned scriptshow what you get by reacting to my real needs and by asking the right questions.

The ten demandments

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The BIG pictureWhat public relations cant do--NSPRA

The 90-7-3 rule

90% of reputation is based on quality service7% on listening3% on telling

The BIG pictureIts a simple rule to get good PR--

Always do a good job!

What we will do together...Why you worry too much about media

Phi Delta Kappa says schools with high confidence ratings:have clear goals, and they communicate these goals clearly within the school and to the communityhave high quality curriculum and extracurricular programs - they are seen to have extras over and above what the average school offersare safe and orderlyhave significant parent and community involvementexhibit openness, warmth and caringsystematically do need sensing to find out what parents and others in the community want from schoolswork hard at building and retaining public confidence

Hierarchy of Effective Communications1. One-to-one, face-to-face2. Small group discussion/meeting3. Speaking before a large group4. Phone conversation5. Handwritten, personal note6. Typewritten, personal letter not generated by computer7. Computer generated or word-processing-generated personal letter8. Mass-produced, non-personal letter9. Brochure or pamphlet sent out as a direct mail piece10. Article in organizational newsletter, magazine, tabloid11. News carried in popular press12. Advertising in newspapers, radio, TV, magazines, posters13. Other less effective forms of communication (billboards, skywriters, etc.)

90-7-390 per cent of readers30 seconds7 per cent 3 minutes3 per cent30 minutes

Quick Tip

The 30 minute person is your relative!

You want your days to be this

But sometimes they are more this

Or even this

Sometimes you feel like you are being administered a personal stress test!

Even brutally honest feedback makes us betterto a point

Rememberwe are actually with you at greatest times of stressand we wont mention the brushstrokes!

Leaders learn by leading, and they learn best by leading in the face of obstacles. As weather shapes mountains, problems shape leaders.- Warren Bennis

Questions wake people up. They prompt new ideas. They show people new places, new ways of doing things. They help us admit that we dont have all the answers. They help us become confident communicators- Leading With Questions

Let your smile be your.

And watch your wordsJournalismGotcha Journalism

Dont let the wrong words form a barrier to getting great ideas through in a presentation

Is your item for information, dialogue or discussion...

What we will do together...Why service matters

More not-so-great news

It is most often the employee's response to negative incidents, not the incidents themselves, that lead to customer dissatisfaction.

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Each customer interaction can be either magic or tragic How to Talk to CustomersDiane Berenbaum & Tom Larkin

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Your reputation will self-destruct in 5 seconds...

Get the first five seconds rightour genes train us to distinguish between safe opportunities and dangerous situationsthese sensing devices are at full stretch when customers move toward a potential service encounter.

The Buzz, David Freemantle

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The Gayla rule..

You get five minutes to impress

Do you have them at hello?

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Quick tip #5Make contact in the first 5even if just eye contact.

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Yesit is actually my departmentNever lose a guest. Whoever receives a complaint will own it, resolve it to the guests satisfaction and record it.

The Ritz-Carlton Basics, #13

Do you have them at hello?

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Quick question? Is it fair to compare a luxury hotel chain with an under-funded school system?

Do you have them at hello?

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And a quick moment of self-reflection..

When it comes to your PERSONAL service

Do you have them at hello?

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Would your dictionary definition of you include words like positive, kind, nice", or are you

To work in the world lovingly means that we are defining what we will be forrather than reacting to what we are against.- Christine Baldwin

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Change the worldone conversation at a time It is not enough to be willing to speak. The time has come for you to speak. Your time of holding back, of guarding you private thoughts, is over. Your function in life is to make a declarative statement.- Susan Scott

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Come to the edge

We can't, we can't, we are afraid.

Come to the edge

We can't, we will fall.

Come to the edge

And they came, and Life pushed them

And they flewGuillaume Apollinaire

A last wordNever forget that even the smallest acts of kindness by each of us can have a major impact on the lives of the children we serve

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