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- 1. Showing BOEs the Impor tance of Your Job Necia Nicholas, Superintendent Mad River Local Schools
- 2. Relying On PR School PR professionals monitor how the district is perceived by stakeholders and then can help implement strategies to improve public opinion. Any district that chooses not to employ at least one school PR professional is clearly leaving the public opinion function to chance. - Bob Noyed, APR
- 3. Relying On PR As superintendents we must always prepare for the unexpected Not to be caught off guard. Have effective communications If we arent campaigning for a levy we should be campaigning as if we are.
- 4. Relying On PR Communications Office plays a central role in engaging all stakeholders by fostering two-way communication. This office is responsible for the district's internal and external communications- media relations, website, publications, email, One Call Now, crisis communications, social media
- 5. Relying On PR Without good communication, people tend to feel out of the loop, and as a result, they become less invested in the schools success. This is true for staff, parents, students, and community partners.
- 6. Relying On PR According to the American Association of School Administrators (AASA), the average tenure of a superintendent in 2007 is less than six years. The Council of Great City Schools reports the average tenure of an urban superintendent to be less than three years. Parents care not so much about big policy issues, but more about what is happening in their childs school and, most especially, in their childs classroom. So the credibility is key to parental satisfaction with school and the school system, and good communication makes a substantial contribution to that credibility.
- 7. Relying On PR Good communication between the school and parentsand between the school district and the communitycreates a climate of trust and respect in which teachers can teach and students can learn. Good communication builds a team and that team surrounds and supports a student so that he or she can succeed.
- 8. Relying On PR Each week: Meet with Jenny, my communications director. Review our communications plan. Discuss current issues. Confer about upcoming activities. Chart our roles into a framework for success and outcomes. We found this method to be very helpful during our levy campaign last year.
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- 12. Relying On PR Our communications plan was developed in the beginning of the year by both Jenny and I as a framework of what we wanted our goals to be. We facilitated the achievement of district goals, strategies and tactics, developed short-term and long-term goals to accomplish, and tried to make the objectives measurable so we could achieve them.
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- 14. Relying On PR Developing A Close Jenny and I trust each other. Some differences are bound Relationship to occur, but honest, open Jenny and I have a very close discussions can overcome relationship many obstacles to progress. I believe in an open door policy we are often texting, emailing and calling each other at all hours of the evening to discuss various school issues.
- 15. Relying On PR Strategies That Keep Relations Productive Provide ideas and updates about whats going on in the district. Remember mutual respect and communication is a must. Set up a communications plan that works well for both parties. The stage is set to manage measurable goals. Positive relationships provide a concrete basis for reporting to the community.
- 16. Relying On PR Strategies that Keep Relations Productive Agree on roles, relationships and responsibilities. Work together toward communication goals. When the focus and common goal is students and their education, team members work on finding common ground and making sound decisions.
- 17. Relying On PR "Just because you wear a mock black turtleneck, blue jeans, and sneakers doesn't make you Steve Jobs." PR Pitfalls Forgetting to contact the communications person when serious issues arise. Not communicating frequently enough PR doesn't stand for "Press Release." Press releases should be reserved for true announcements of value and major milestones of interest. Instead, try engaging a specific reporter, producer or editor with your story before they contact you.
- 18. Relying On PR PR Pitfalls Youre Too Insignificant: Dont Internet. Blog, tweet and use underestimate the value of any Facebook. and all good press. We had a Keep good relationships with local story picked up by the reporters. As a former news Today Show several years back. anchor/reporter, I rely on Jennys A minor story possibility could contacts with local TV stations and mean losing a fabulous PR newspapers. Jenny tries to opportunity. maintain good working relationships with local reporters so that when difficult situations arise, they are willing to work with us. If they request an interview, we always make ourselves available.
- 19. Relying On PR We have nearly doubled the amount of internal and external communication strategies/plans that come out of the communications office: Reinstituted Spaghetti Fest Education Fair Superintendent Blog Senior Blogs by High School Seniors Facebook & Twitter pages Passed Levy New website .
- 20. Relying On PR We have nearly doubled the amount of internal and external communication strategies/plans that come out of the communications office: Staff Appreciation Picnic Revamped Opening Day Video Blogs for staff Began Staff Newsletter with staff Lunch Bunch section Rumor Mill on website to answer questions constituents may have about district Working on Marketing Video for district Weekly meetings with communications director
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- 23. Relying On PR Communications: Investment: Helps schools welcome all Invest in a school stakeholders in meaningful communications person. ways. If you already have one, make sure you are using them Provides the accountability effectively. Can be the key to framework for planning, positive school relations with monitoring and evaluating your community. communication accomplishments and their links to student and school success.
- 24. Relying On PR Questions?
- 25. Relying On PR If you would like a copy of todays presentation [slideshare id=17236306&doc=oshprapresentation-130315133837-phpapp02]
- 26. Relying On PR Office of the Superintendent (937) 259-6606 Necia Nicholas Superintendent necia.nicholas@madriverschools.org