21. Media and Public Relations
1. develop perceptions about school issues;
2. interact with internal and external publics;
3. understand and respond to the news media;
4. initiate and report news through appropriate channels;
5. manage school reputations by promoting a positive image;
6. enlist public participation and support;
7. recognize and provide for various markets.
Education is a very public business. In addition to the fact that our data is publicized heavily by both the news media and us, the fact that we are one of the few “businesses” where nearly every American has had direct experience as a customer and financial backer. Administrators need to be savvy about the incredibly public nature of their work. Establishing open, honest, positive relationships with the community, media, and public are key. Getting the good word out about programs at the school that are working, students that are succeeding, and special events worth noting is a critical. At the same time, administrators need to keep in mind that their schools are part of a larger system and will need, at times, to comply with the recommendations of the district even if these are not directly in line with the mission of the school. There are also legal and regulatory issues that need to be followed. Again, the district is key in providing support and information in this area.
During the past couple of years, I have been involved with many different activities that led to positive “buzz” in different forums. I have always volunteered to be present for the St. Paul School Choice Fair. This is more than an opportunity to meet and greet perspective families, it is the chance to showcase and answer questions that families may have about programs at our school. While it does make for a long week, it is very energizing to be able to focus so intently on all of the positive things going on at a school, that I always start the following week in a great mood. I also have a web page, as do all of the staff members in my school. I use mine to highlight students in class, as well as those in other areas where I work; Science Club, National Junior Honor Society, Science Quiz Bowl. In addition, all of these are reported in the school newsletter. We have a very strong relationship with our local community paper that often highlights special things that we are doing.
As I start at my own building, I will make use of all of these techniques to build a solid, positive image for my school – building up political capital. Bad things can happen at any school, and if the public only hears of the bad things at a school, this is the image that the school has. Building a strong image as a school with the public gives a buffer against the unexpected negative events that can occur in any building. Additionally, groups that are not always thought of in terms of public relations can have a very powerful impact on the school community, especially when there is an issue at the school: parent and community groups. Having a strong parent association – or having several groups, with specific demographics, such as a group with foreign language translation, a group for traditionally underserved students, etc. lead to positive public image. In addition, recruiting community members to the school’s Site Council builds bridge between a school and the community that will rally in times of need. Community support of a positive school image in the face of media reports to the contrary is a strong force.
1. develop perceptions about school issues;
2. interact with internal and external publics;
3. understand and respond to the news media;
4. initiate and report news through appropriate channels;
5. manage school reputations by promoting a positive image;
6. enlist public participation and support;
7. recognize and provide for various markets.
Education is a very public business. In addition to the fact that our data is publicized heavily by both the news media and us, the fact that we are one of the few “businesses” where nearly every American has had direct experience as a customer and financial backer. Administrators need to be savvy about the incredibly public nature of their work. Establishing open, honest, positive relationships with the community, media, and public are key. Getting the good word out about programs at the school that are working, students that are succeeding, and special events worth noting is a critical. At the same time, administrators need to keep in mind that their schools are part of a larger system and will need, at times, to comply with the recommendations of the district even if these are not directly in line with the mission of the school. There are also legal and regulatory issues that need to be followed. Again, the district is key in providing support and information in this area.
During the past couple of years, I have been involved with many different activities that led to positive “buzz” in different forums. I have always volunteered to be present for the St. Paul School Choice Fair. This is more than an opportunity to meet and greet perspective families, it is the chance to showcase and answer questions that families may have about programs at our school. While it does make for a long week, it is very energizing to be able to focus so intently on all of the positive things going on at a school, that I always start the following week in a great mood. I also have a web page, as do all of the staff members in my school. I use mine to highlight students in class, as well as those in other areas where I work; Science Club, National Junior Honor Society, Science Quiz Bowl. In addition, all of these are reported in the school newsletter. We have a very strong relationship with our local community paper that often highlights special things that we are doing.
As I start at my own building, I will make use of all of these techniques to build a solid, positive image for my school – building up political capital. Bad things can happen at any school, and if the public only hears of the bad things at a school, this is the image that the school has. Building a strong image as a school with the public gives a buffer against the unexpected negative events that can occur in any building. Additionally, groups that are not always thought of in terms of public relations can have a very powerful impact on the school community, especially when there is an issue at the school: parent and community groups. Having a strong parent association – or having several groups, with specific demographics, such as a group with foreign language translation, a group for traditionally underserved students, etc. lead to positive public image. In addition, recruiting community members to the school’s Site Council builds bridge between a school and the community that will rally in times of need. Community support of a positive school image in the face of media reports to the contrary is a strong force.
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