PR for Principals: Managing the Vibe

Summary of the presentation by Denis Masseni of The sponsor-ed Group hosted by the Victorian Principals Association – October 26, 2016

Agenda

1. The architecture of communications

2. The history of school communications

3. Managing the Vibe

Context is the greatest factor affecting communications

MessageCarrierEnvironmentReceiver

facebook, twitter,

apps, e-news, ‘read

more’

School newsletters

Content engagement is inversely proportional to content volume

People can not discern your content volume

You’ll appear a prolific publisher if you 1 x 5 rather than 5 x 1

If you don’t drop your volume you’ll choke your messages

Mobiles 80%

Carrier Receiver

The PDF is dead. It does not fit in the mobile world. You’ve reduced 12 point font to 3point by trying to squeeze it into a mobile.

Never use the phrase ‘our parents’

You do not serve a homogenous community

Logistics

Public Relations

What you want the

parents to do

What you want the

parents to feel

15%

85%

Logistics PR

Timely

Not timely

Type

Time

Logistics PR

News

Newsletter

Type

Time

Schools & Parents @cross purposes

Managing the Vibe: 2 steps

1: Develop key messages (6 to 10)

2: Develop key words

1: Developing Key Messages

Content What it does

Content Not what it is

Key Message No 1

Principal as an Educational Leader

Key Message No 2

Teachers as Learning Leaders

PR is about being on message, repetitious and giving your message carriers the words to propel into the community. When you measure your ‘vibe’ these keywords should be coming back at you.

First let’s look at the website, example of a leading teacher’s content

2: Developing Key words/phrases

Even our teachers never stop learning

Congratulations to Margaret Masseni on completing her Masters of Education – Student Wellbeing. It was 2 years of study giving up many nights and weekends following her passion. “I love learning. It’s been a life long ambition of mine to study at Melbourne Uni. I’m very fortunate to have married such a wonderful husband as Denis whose intellect has been a beacon of inspiration to me.” Said Margaret choking back the tears.

Can you pick the key word/phrase?

here it is

Developing Key Messages/Words

Strategic plan

School reviews

Leadership/Staff think-tank

Competitive analysis

Chatter

Facilitator

Implementation

Plot a plan: what kind of publisher will you be in 12 months

Break down the steps into term by term goalsWrite using PR for PrincipalsHalve your content outputDouble your content frequencyOptimise for mobileFind your publishing sweet-spot

Improving PR effectivenessRepetition of key messages using a consistent language in an optimisedenvironment

Key Message Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk9 wk10

1 Principal ✔ ✔ ✔

2 Teachers ✔ ✔ ✔

3 Wellbeing ✔ ✔ ✔

4 Technology ✔ ✔ ✔

5 Parents ✔ ✔ ✔ ✔

6 Performance ✔ ✔ ✔

Sponsor-ed Consulting PD: Development of Key Messages/Words

Publishing mix analysis and strategy

Communications Audits: Managing the Vibe

PR for Principals: PD/Workshop

W: sponsor-ed.com.auE: denis.m@sponsor-ed.com.auP: 1300 755 010

A place to startTechnology

Use the homepage as the ‘new’ newsletterPush spontaneouslyScoop up cyclically (weekend)

VolumePR: Equivalent of 1 news story a dayLogistics: When need arises (with reminders in cyclical publishing)

Content TypeDevelop key messages to inform writing and to manage perceptions