Just as godly communication is important and necessary for a
Christian in order to properly show others Christ’s love; so is a public
relation plan important for a an educational institution, as it provides a way
for people to understand the establishment.
I do not mean to put those two on the same level, only to show the
importance a PR plan is for any organization, but especially for an educational
institution. A well strategized public
relations plan ensures promotion and
support for education. There are several
different ways to spread educational information and Eewis and Karnes list
three general forms of media in which to spread the information: non-print media, print media, and other media
(Eewis & Karnes, 2001). Because a
good public relations plan takes a lot of time and planning to create I cannot
list all the aspects of the plan I would create. However, I would ensure as a
leader of a school or district that these 3 forms of communication were
utilized. Today, because of technology,
my plan would most definitely include apps, texts, phone calls, as well as
printed material to be sent home with students.
Because we live in a world where everyone expects and wants
up to the minute communication, it is vital to create a plan that promotes and
encourages this. The sometimes challenging part of a public relation plan is
getting everyone on board in the area of technology. Sheninger states “when school leaders hear
the words Twitter and Facebook, they cringe” (Sheninger, 2014, p. 78). However,
social media tools are free and a great way to distribute information. There are also several apps, such as Class
Dojo, that provide teachers and parents with an open source of
communication.
In my experience as a parent and an educator, it is
imperative to provide multiple forms of communication that speak to and reach
various technology and non-technology users.
References:
Sheninger, E. C. (2014). Digital leadership: Changing paradigms for changing times.
Thousand Oaks, Calif: Corwin.
Eewis, J.
D., & Karnes, E A. (2001). Public relations and advocacy for the
gifted. In F. A. Karnes & S. M. Bean (Eds.), Methods and materials for
teaching the gifted (pp. 635-672). Waco, TX: Prufrock Press.
Corrie,
ReplyDeleteYou have a way of putting a great deal of substance in a few words. I agree that we must view communications in the categories enumerated by Lewis, J. D., & Karnes, E.A. (2001). Printed communications, despite efforts to move toward a paper-less society, is important, especially since there are families who do not have full access to computers. Non-print communications using digital technology, and other media such as telephone communications, billboard signs, banners, radio communications should be considered. Using all three forms of media ensures greater coverage, particularly important when the communication is to a large audience, such as when an organization or school is doing a fund raiser.
School leaders apprehensive about using technology to communicate will inevitably be displaced. One of my teachers uses Class Dojo and I personally love seeing how it promotes positive behavior among elementary students and the access I, as a parent have to check on my child’s class behavior. Thank you for sharing your thoughts.
References
Lewis, J. D., & Karnes, E A. (2001). Public relations and advocacy for the gifted. In F. A. Karnes & S. M. Bean (Eds.), Methods and materials for teaching the gifted (pp. 635-672). Waco, TX: Prufrock Press.
Sheninger, E. C. (2014). Digital leadership: Changing paradigms for changing times. Thousand Oaks, Calif: Corwin.
Corrie,
ReplyDeleteIt is an interesting world we live in where school districts need to have a public relations plan, but with the social media being ubiquitous, powerful, and possibly anonymous, this is a very real concern. My little 3 school district of 1000 students has no such plan other than in the event of crisis where there is a very specific directive as to public relations. As a parent, I have found consistency of delivery method and message to be the greatest concern. Once we are in the habit of receiving text updates, emails, or "all calls", when they do not come we assume nothing of importance is going on when in fact it is, but someone else is in charge of the communication and has changed media. Other times, the message sent home with students is different than that communicated on the school website and the verbal relay from teacher through student to parent. Establishing a sound public relations plan with consistency of method and message is imperative for stakeholders to be accurately informed.
Steven