Professional Documents
Culture Documents
Public Relations
Public Relations
Public Relations
Public
Relations
The surest way to
kill a bad
product is to advertise it.
Public Relations
is an ongoing program…..
Public Relations
The
Principal
…takes a leadership role
…refines and disseminates school news
…develops positive relationships with media
…establishes open lines of communication
with community
…formulates plans and policies
Public Relations
The Principal
understands the
dynamics of…
…warmth
…acceptance
…tolerance
…understanding
…cooperative
…objective rather than emotional
Public Relations
Creating
a
PR Plan
Most public relations efforts
have as much impact on
school/district performance
as a rain dance has
on the weather
Creating a Public Relations Plan
DoDothese
thesesound
soundfamiliar?
familiar?
1. We notified everybody. We
sent a letter/memo out.
2. We tried some PR. We mailed
a press release Press kit.
3. Communication? Our newsletter
goes to over 50,000 people.
4. Publicity? Let’s do a public
service announcement.
5. Marketing: We’ve distributed
over one Kazillion brochures!
Effective marketing is really
applied common sense
RACE
Research
Analysis & Planning
= RESULTS
Communication
Evaluation
Creating a Public Relations Plan
Research
Questions to ask…
What makes your school unique?
How do people find out about your school?
Do people perceive your school differently than you
perceive your school? Why?
Why do parents/students choose your school, programs? Why do
they choose your competitor?
What are the values, lifestyles, interests of your customers? What
to they do for a living? Educational level? Are they happy?
Disappointed?
Who are you communicating with the most? Who should you be
communicating and relating with more?
Who is critical to your success? Why? How close are you to them?
Creating a Public Relations Plan
Analysis
&
Planning
Focus is the secret
ingredient in virtually
every successful marketing
plan
Trout & Ries, Bottom-Up Marketing
Analyze data generated from
questions or other collection
instruments and develop a plan
GOAL: To impact attitude, opinion,
behavior or action
FOCUS ON WHAT THE CUSTOMER (Parents,
Community etc.) VALUES
IMPLEMENT STRATEGY: Best way to reach, move,
influence target audience
Creating a Public Relations Plan
Communication
Hierarchy of Effective Communication
Evaluation
Ask….
Who are we reaching now?
Using what tools/channels of communication?
What should we be emphasizing more?
What is the best way to reach our target audience?
What has been most effective in the past? Why?
What new avenues should we explore?
What resources do we have?
What free help can we get?
Who can we collaborate with?
Avoid
Not using data in making decisions
Not reporting information; or not developing
reports that encourage other to use information
Misinformation
Forgetting to tell people how to use the
information you collect or discover
Public Relations
Summary
Public Relations Essentials
Effective PR & Marketing means building relationships
It is better to have many people involved in your PR
plan, understanding that efficiency may suffer some,
than to have one person do everything perfectly
If your PR & Marketing program isn’t tied to your
organization’s critical issues, you are going about it the
wrong way
The best way to kill a bad product is to advertise it