According to the National School Public Relations Association, an educational public relations program
is a planned and systematic management function
helps improve the programs and services of an educational organization
relies on a comprehensive two-way communications process
involves both internal and external publics
has a goal of stimulating a better understanding of the role, objectives, accomplishments and needs of the organization
assists in interpreting public attitudes
identifies and helps shape policies and procedures in the public interest
carries on involvement and information activities which earn public understanding and support.
When you assess your district’s communication program, there are several areas that need to be studied to determine their effectiveness:
- General communication procedures
- Internal communication
- Parent communication
- External communication
- Marketing and reputation management
- Public engagement
- Media relations
- Crisis communications and response
- Training / staff development procedures
A great PR Program:
- Establishes communication strategies for key audiences.
- Listens to your audiences.
- Knows their issues and responds.
- Tells your school success stories.