power school presentation shared
TRANSCRIPT
You’ve Got the Power!
Brian Woodland, APRDirector of Communications and Strategic
PartnershipsPeel District School Board
Mississauga, Ontario(905) 890-1010, ext 2812
ON*STAR
What’s Changed?•Information explosion/constant radical change
•Skills revolution
•Sophisticated/discerning public “Where is June Cleaver?”
•Societal issues - violence, funding, demographics
•Personal experience/reality GAP
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
What’s Changed?•Information explosion/constant radical change
•Skills revolution
•Sophisticated/discerning public “Where is June Cleaver?”
•Societal issues - violence, funding, demographics
•Personal experience/reality GAP
What’s Changed?•Information explosion/constant radical change
•Skills revolution
•Sophisticated/discerning public “Where is June Cleaver?”
•Societal issues - violence, funding, demographics
•Personal experience/reality GAP
So what is the bottom line?•The emergence of Superparents •also known as hyperparents or high maintenance parents
My child
“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 standards• High graduate rate• We help students make a difference• Full range of extra curricular activities• Warm supportive and challenging• Vibrant, caring community of learners• Exceptional staff• Great technology focus• Nurturing and respectful• Diverse community
The source?
• Private SchoolsA special interest supplement The Globe and Mail,Monday, October 18, 2004.
A better source? You!
• 5 great reasons to go to your school…
The source?
• Private SchoolsA special interest supplement The Globe and Mail,Monday, October 18, 2004.
A better source? You!
• 5 great reasons to go to your school…
What’s Changed?•Information explosion/constant radical change
•Skills revolution
•Sophisticated/discerning public “Where is June Cleaver?”
•Societal issues - violence, funding, demographics
•Personal experience/reality GAP
When the oasis dries up the animals look at each other
differently
What’s Changed?•Information explosion/constant radical change
•Skills revolution
•Sophisticated/discerning public “Where is June Cleaver?”
•Societal issues - violence, funding, demographics
•Personal experience/reality GAP
Do you practice quality response?
Next hotel stay …-room not clean -power blackout
Phi Delta Kappa says schools with high confidence ratings:•have clear goals, and they communicate these goals clearly within the school and to the community
•have high quality curriculum and extracurricular programs - they are seen to have “extras” over and above what the “average” school offers
•are safe and orderly
•have significant parent and community involvement
•exhibit openness, warmth and caring
•systematically do “need sensing” to find out what parents and others in the community want from schools
•work hard at building and retaining public confidence
Hierarchy of Effective Communications1. One-to-one, face-to-face
2. Small group discussion/meeting
3. Speaking before a large group
4. Phone conversation
5. Handwritten, personal note
6. Typewritten, personal letter not generated by computer
7. Computer generated or word-processing-generated “personal letter”
8. Mass-produced, non-personal letter
9. Brochure or pamphlet sent out as a “direct mail” piece
10. Article in organizational newsletter, magazine, tabloid
11. News carried in popular press
12. Advertising in newspapers, radio, TV, magazines, posters
13. Other less effective forms of communication (billboards, skywriters, etc.)
How can that be…
Reputation building:Do it now or pay later
--and keep paying!• It takes nearly 4 years for a company to
rebuild a blemished reputation
Burson-Marsteller Building CEO Capital Survey
What is the voice of your school?
Sign of the times
Catering for elegant social events
Sign of the times
Our specialty—do-it-yourself roast a whole pig parties!!
Think about your school
• Do you have a “fall in the salad” person?
There is no inside/outside voice
“our results are great!”
and
“this is the end of the world as we know it”
cannot co-exist !
The voice checklist
• Do you speak with one clear voice?• Do you have the information you need to
tell the story?• Is the one clear voice cranky? Negative?
Hostile? • What could help?
Your Attitude
Communicated three ways:• 7% by words• 38% by tone of voice • 55% in non-verbal ways
Silent Messages, Dr. Albert Mehrabian
Do you have them at Do you have them at hello?hello?
An Attitude Example
Service person asks guest if help needed. Guest shows interest in employee. Hotel employee asks if help needed and offers suggestions. Offers gift to hotel employee. How could that not be good?
Do you have them at Do you have them at hello?hello?
Your reputation will self-destruct in 5 seconds...
Get the first five seconds right—our genes train us to distinguish between
safe opportunities and dangerous situations—these sensing devices are at full stretch when customers move toward a potential service encounter.
The Buzz, David Freemantle
The 5 Power Tools
1 Do a good job
The BIG picture
What public relations can’t do--NSPRA
The 90-7-3 rule
•90% of reputation is based on quality service•7% on listening•3% on telling
The BIG picture
It’s a simple rule to get good PR--
Always do a good job!
An example of going beyond PR
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 children’s school achievement? What percentage DO NOT?
DO 100% DO NOT 0%
A Michigan study of the relationship between student test scores and a variety of forces affecting student success found one facter that stood out as “The most frequently recurring theme of high-scoring districts.” What was it?
Intensive involvement of parents in their children’s 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. Don’t know what to do
3. Language
Quick Tip:Make sure the bad
news comes from you…quickly!
3 WOW service
Bad service is easy to spot…
Moving to WOWGive a corporate example for:
Pathetic
Adequate
WOW!
Defining adequate…
Moving to WOWGive a personal example for:
Pathetic
Adequate
WOW!
The Change Page(Personal)
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The Change Page(Shared)
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The Change PageTip Sheet
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WOW service does not involve the P word—said or unsaid
4 Power of three
5 Trumpet good news
