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Proven PR Tools to Build School District ReputationAnd Support Student Success!CSBA-Ottawa, July 2010

Youve Got the Power! Brian Woodland, APRDirector of Communications and Strategic PartnershipsPeel District School BoardMississauga, Ontario(905) 890-1010, ext [email protected] more on LinkedIn

We are too busy even when we try to relax...

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

Flora Whittemore

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

Leadership is action, not position.Source: Donald H. McGannon

Great leadershipand PR-- starts with engagement

Whats Changed?Information explosion/constant radical changeSkills revolutionSophisticated/discerning public Where is June Cleaver?Societal issues - violence, funding, demographicsPersonal experience/reality GAP

Beyond drive-by management...Good district leaders manage change...but change sometimes happens without our even noticing...

Show of hands

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How many of you remember a time when: people smoked in the office

before you had a computer at your desk

prior to the arrival of the fax

when there was no voice mail

when there were no cell phones

before the internet/e-mail

BG (before Google)

before the Blackberry

prior to Facebook and social networking

before an African American was president

before recycling

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A transparent momentYou need to practice grounding

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Why? Because you are here:Am I missing important Will and Kate coverage?I could use a drinkof water or something. Should I call my spouse?I could sleep for five days straight.When is lunch?Why do they always bring these people from Toronto?

Do you have them at hello?

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About Groundingan inclusion activitysets norms for humour, participationbrings people into the presentdemonstrates value for othersgets brains in the roomfocusses mental energy

Do you have them at hello?

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The translation?

The entire future of the civilized world rests on how well we do in public schools today

Survey says

Health care and education are the top two issues of public concern

The Brian Woodland rule:

Everything really wonderful that happens in a community, and everything really terrible that happens in a community, connects back to a school

So what is the bottom line?The emergence of Superparents also known as hyperparents or high maintenance parents

My child

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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Why should I have my kid come to your school?

Learning About Schools: What Parents Need to Know and How They Can Find Out, Prof. P. Coleman

Why should my child come to your school?high educational standardshigh graduate ratewe help students make a differencefull range of extra curricular activitieswarm supportive and challengingvibrant, caring community of learnersexceptional staffgreat technology focusnurturing and respectfuldiverse community

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The source?Private SchoolsA special interest supplement The Globe and Mail,Monday, October 18, 2004.

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The best source?YOU!What are your top 5?

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When the oasis dries up the animals look at each other differently

Do you practice quality response?

What is quality response?

When things go wrongwhat do we do at school and education centre?

If not our fault we are still judged

It is at the core of reputation management

Not just the big bad but also the little bad

Judged on process and product watch...

The Westin Hotel Ottawa-room not clean -power blackout

The good news

It makes a difference

Look at this exampleand find the quality response leader

How often have you been the one to lead people around the leaf?

Survey says How many of you have a district PR person?

Do you sometimes see them only in the usual roles?

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Not this

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Question: What is the role and value of your school district PR person?

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There is a key difference between a communications plan and this...

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Only one of them is actually magic!

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On ounce of preventionUnless communications is:

A voice at the tableFocussed on learningPart of the learning teamIntegrated into the organizationSeen as more than a frill or budget cut fodderThen they cannot manage hot issues

The communication departments work is focused on service to schools and their staffJanet McDougald

Chair of the BoardPeel District School Board

Where does your communicator belong:

Business? Education?

Late breaking newsI do not have a strategic communications plan!

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.)

That means director and PR person have less power over public image than does the average school secretary or custodian

How can that be

Your frontline people have enormous power

Do they use it for good, or for evil?

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What is the voice in your schools and offices?

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Are there people in your schools or offices who slam the door on others?

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Sign of the times

Catering for elegant social events

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Sign of the times

Our specialtydo-it-yourself roast a whole pig parties!!

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There is no inside/outside voice

everything is great!

and

everything is a disastercannot co-exist !

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Do you have a psychic vampire

Think about your school districtDo you have a fall in the salad person?

Leaders?Do you as leaders understand your personal power over reputation?

Gremmar? Grammer? Gremmer?

What is the voice of your school board?

Pick the right PR tool for the right job

The 5 Power Tools

1 Do a good job

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!

2 Connect PR to learning

Within 10 percentage points, what per cent of recent research studies indicate that parents DO have an important impact on childrens school achievement? What percentage DO NOT?

DO 100%DO NOT 0%

A Michigan study of student test scores found one factor that stood out as The most frequently recurring theme of high-scoring districts. What was it?

Intensive involvement of parents in their childrens schooling.

Research is clear that the vast majority of parents want to help their child be successful in school. What are the three key reasons they say they do not?

1. No time2. Dont know what to do3. Language

Who we arePeel District School Board

1 in 2 new students new to Canada over past three years, registered 10,000

students new to Canada in past three years 90% of newcomer families dont speak or

read English 47% of student population speaks language

other than English at home

Survey says-When it is left for parents to initiate contacts with the school, those contacts are likely to be antagonistic or unpleasant

-A common problem or crisis can cause parents to organize for action

-when parents get together for one purpose they continue to stay together and find other issues

Report on parent involvement, Office of Educational Research and Improvement, U.S. Department of Education (1991)

21.pdf

Mixed SourcesProduct group from well-managedforests and other controlled sources

Cert. no. SGS-COC-006239www.fsc.org

1996 Forest Stewardship Council

22.pdf

Quick Tip:Make sure the bad news comes from youquickly!

3 WOW service

Quick Tip: If you do not like the use of customer serviceget over yourself!

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A very short guide on how not to build customer relationships

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Moving to WOWGive a corporate example for: Pathetic

Adequate

WOW!

Defining adequate

Moving to WOWGive a personal example for: Pathetic

Adequate

WOW!

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

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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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4 Power of three

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

Let your smile be your.

Your task

To be a district Power of Three leader

5 Trumpet good news

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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Always remember our greatest common bond

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

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