What is a School PR Program?

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.

Source:  National School Public Relations Association

About the author

The Wisconsin School Public Relations Association (WSPRA) is a professional association representing schools, school districts, educational associations, consulting agencies and organizations. WSPRA is a state affiliate of the National School Public Relations Association (NSPRA). 4797 HAYES ROAD | SUITE 103 | MADISON, WI 53704 | PHONE: 608-241-0300 | WSPRA@AWSA.ORG