All I Really Need to Know About School PR, I Learned at the NSPRA Seminar

Posted 11/11/2019 by schoolpr
Categories: Annual seminar, Professional Development, school communication, school PR

IMG_3518(7)If you’re like me, you might occasionally unearth a forgotten file of work that you compiled years ago and you may even be a bit flabbergasted by how relevant it still is today.

Back in 2003, NSPRA celebrated the 50th Anniversary of our highly respected annual Seminar in Denver, Colorado. To honor the celebration, we created a poster to capture the wit and wisdom from seasoned NSPRA members that we gathered throughout the years. To expand our collection, we also published two editions of the publication, The Wit and Wisdom of PR Success, during this period of NSPRA’s history. Thanks to the many members who offered their insight at the time in developing the poster and publications.

Other than changes in the mode of technology and the accompanying speed of delivery, these wise items are still as relevant today as they were back then. In my estimation, that fact just underscores that NSPRA Seminar learning never ends. If you attend, you gain lifelong benefits.

Just to whet your appetite, here are just some of the nuggets for you to think about:

  • Lack of communication creates a vacuum; critics fill it.
  • Integrity and credibility… don’t leave your office without them.
  • Reporters will always ask the one question you don’t want to answer.
  • An invitation to everyone is an invitation to no one.
  • Go in-house before going out-house.
  • It is more important to reach the people that count than to count the people you reach.
  • If you believe that your comments are being taken out of context, maybe you are failing to provide one.
  • The way you handle a crisis may be more damaging than the crisis itself.
  • Don’t tell them more than you know.
  • Celebrate diversity.
  • Anticipate — squelch the smoking ember before it becomes a raging inferno.
  • Constructive PR is planned; destructive PR just happens.
  • People support what they help create.
  • Be proactive.
  • If it’s bad news, be the first to share it.
  • PR is the practice of aggressive common sense.
  • First graders like surprises; your superintendent doesn’t.


As you see, these thoughts are as true today as they were at that Seminar in Denver in 2003. And we believe that this learning continues.

You can expand your foundation of school PR learning by blocking your calendar this summer for July 13-15, 2020 for NSPRA’s Annual Seminar in St. Louis. Look for program and registration details in December.




Rich Bagin, APR

NSPRA Executive Director

For Generation Z: Print Communication May Not Be as Dead as You Probably Thought

Posted 10/07/2019 by schoolpr
Categories: audience analysis, Communication, school communication

1Just when you thought it was fairly safe to eliminate your print publications, think again when it comes to communicating with your Gen Z audience.

So says a Reuters Community article reporting on recent research about Gen Z readers (folks born between 1995 and 2012) and projected to represent 40% of all consumers by 2020.

Yes, we all know that we live in a digital-first world, but a number of studies reported that for Gen Z print is still valuable.


Some of the Take-Aways from the Article Include:

  • “The digital space is a hectic, loud, cluttered landscape with bloggers, influencers, journalists, editors, writers, marketers all shouting into the void, their voices surfacing, or not, depending on SEO or algorithms.” In contrast, Terri White adds, “The intimacy is unrivaled” when readers hold print in their hands, “a visceral, powerful connection” is created. “In this increasingly digitized world, you cannot underestimate how much people just want to feel something real.” Terri White, Editor-in-Chief of the film magazine Empire from the Bauer Media Group
  • In a world where just about anyone can be a ‘’publisher’’ and post fake news, audiences are starting to question the validity of their sources and Gen Z seems to trust print publications over other media to deliver credible information. That’s what MNI Targeted Media Inc. discovered when it commissioned a study to gain insight into this generation, surveying students at major universities about their media consumption. Some 83% turn to newspapers for trusted information and content, and 34% turn to magazines.
  • Young consumers are very aware that magazine publishing doesn’t follow the same rules as social media and blogging, where speed trumps fact-checking, editing, and refining. All the necessary processes before something makes it into print.
  • Because Generation Z grew up with technology, they seem to value print media as a way to disconnect from the digital noise they live with. In fact, and according to the study from MNI, 61% of Gen-Zers believe their peers would benefit from unplugging more. Even though they’re obsessed with their phones, the average Gen-Zer will still read magazines for about an hour every week according to Folio.


What Does It All Mean for a School Communicator?

Professionals know that they need to understand their audiences.

They know that they need answers or at least indications as to the content, communication channels and frequency preferred by their audiences. Whom do our audiences trust or what do they believe?

Trust and credibility issues are often suspect in the world of digital communication and that raises another question you need to ask when talking with your audiences.

A thoughtful Communication Audit process will give you answers to these questions.

Your audiences may or may not trend with this new Gen Z research, but to make sure that your communication is the most effective, you need to ask questions about what your audiences trust and read.

You also should have second thoughts about entirely eliminating your print communication efforts.




Rich Bagin, APR

NSPRA Executive Director


Catch the full research article at:

If Millennials killed print, will Gen Z revive it?






Photo by Jim Cummings, APR, Glendale Elementary School District

This Is Public Education

Posted 09/09/2019 by schoolpr
Categories: democratic society, Education, school communication


Fresh clothes, new shoes, to-be-filled backpacks, and optimistic smiles make the first day of school festive and as welcoming as it can be.

The first day is normally full of joy and hope for students, parents and staff alike. Forgotten are some of the trials and tribulations of the past school year because as the saying goes, This is the first day of the rest of your life.”

This wonderful photo, courtesy of the Guilford County Schools, speaks volumes about the first day of school in our current world of public education.

Just Like Opening Day in Baseball

The first day of school is like Opening Day in major league baseball.

Records are wiped clean. Everyone is batting zero until that first pitch is thrown. Just about everyone can show that they have learned from their past experiences gleaned from last season. (Full disclosure: I am still an Orioles fan. Hope springs eternal.)

Opening Day is all about the thrill of facing new opportunities with a fresh outlook and conquering new challenges with beaming confidence.

At NSPRA, we think that we’re all lucky to be blessed with the countless opportunities that our local public schools give us. The question of every new school year is just how skillfully we approach those opportunities and how we choose to fully take advantage of them throughout the year ahead.

Looking Forward to Great Day, a Great Year, and a Great Life Ahead

And that’s why the Guilford County Schools’ first-day photo from Allen Jay Elementary School sparks such meaningful thought and emotion for me.

Catch the smiles on both the proud father and eager daughter as they cross the school threshold together. They’re looking forward to a great day, a great year, and a great life — brought to them in part by the opportunities given to them by our public schools.

If parents, students, teachers, staff and communities all do our part and help students take advantage of those opportunities, we’ll enrich our nation and we’ll be building momentum for a productive, culturally rich, and happy community one school district at a time.

Commit to Your “Raison D’être”

We need to remember that public education serves 9 of every 10 students today. That’s an awesome responsibility, but that’s exactly why most educators decided to enter this profession in the first place.

The first day of school is exactly the time to recommit to your “raison d’être.” Let’s welcome all of our students in this season of fresh beginnings and let’s keep the learning and smiles flowing throughout this school year.



Rich Bagin, APR

NSPRA Executive Director


Photo submitted by Nora Carr, APR, Chief of Staff, Guilford County Schools, North Carolina


For School Communication Success, Heed These Executive Orders

Posted 08/09/2019 by schoolpr
Categories: Communication, democratic society, Education, school communication, Storytelling

Picture3As I mentioned at our record-breaking D.C. Seminar last month, we may be in a climate in which issuing executive orders may be the quickest way to do either good or harm in the world.

So I took the liberty — with a bit-of-a tongue-in-cheek — to issue a few NSPRA Executive Orders to drive home points about making commitments and improvements for school communication programs throughout North America.




Executive Order 1:

All mid-to-large companies shall allocate up to 5 hours of paid leave during every quarter for family members to visit their children’s schools.

Sanctions of 15% increased taxes shall be assessed on companies that do not comply.

Engaged parents make a difference.

We all know that communication normally works best face to face and we know that parental involvement is critical and their awareness leads to student success.

We need to find ways to motivate parents to meet with their children’s teachers, especially during the primary and middle school years.




Executive Order 2:

All school district communication shall be prepared in clear, brief and understandable language for its intended audience.

Every school district must provide a professional jargon terminator or “Jargonater” to clearly communicate with its publics.

Recently, we learned of a curriculum specialist who opened a session with parents about a new curriculum on technology with the following introduction:

“We will cultivate competency-based technologies through the experiential-based learning process.”

We shudder to think that people are still using educational jargon in some of our schools today. Of course, we all know better than to do that, but we need to help prod our leaders to speak clearly as well.

At our Seminar, I urged the 1,100+ audience members to use this year’s theme, Advancing Education One Story at a Time, as an example. What a perfect opportunity for school leaders to tell a story to their parents about the new tech program and what it means for their children. Parents will understand the new program, and they will be proud of their local school for making it happen.




Executive Order 3:

In all parent handbooks and school board meeting welcome pamphlets, you must include this sentiment:

“If you know nothing, say NOTHING.

Seek the facts before you spread your own brand of fake news.”

Most of us have sat through Board meetings or town halls where residents who know nothing seem to babble on and take all the people in attendance down a road of misinformation. What typically happens is that people on social media then pick up their misinformation and spread it like a prairie fire.

Often people may have legitimate perceptions and it’s our job to try to bring perception and reality closer together as best as we can.

But too frequently we are never asked what’s real — probably because some of these misinformation-spreaders have an agenda of their own which leads to seeding mistrust and eroding support and confidence in our schools.




Executive Order 4:

Every school district shall allocate from 1 to 3% of its total operational budget for authentic communication services.

NSPRA research shows that NSPRA members’ school districts spend less than one tenth of 1% (that’s .001%) on communication services.

In contrast, most thriving corporations spend anywhere from 10 to 35% on communication and marketing. And large charter school companies spend upwards from 20-45% on marketing.

Show me any multi-million dollar budget entity whose growth and success depend on a good reputation that also spends almost nothing on communication, and I will show you a failing organization or one that is destined to fail.

You can tell a school district’s priorities by looking at its budget.

Check out how much is allocated for communication and you’ll see whether the district is just giving lip service rather than supporting a genuine communication effort.

If you believe that communication on shoe-string budget works, you’ll surely trip on those shoe strings and fail to compete along the way.



Rich Bagin, APR

NSPRA Executive Director


Some photos by Jim Cummings, APR, Glendale Elementary School District


One of the Most Important Skills to Cultivate: Clear Writing

Posted 06/09/2019 by schoolpr
Categories: Communication, Professional Development, school communication

15416440957_57b12b8111_o.jpgWhich skill separates a job candidate for a professional communication position from the competition?

To me, it’s writing. That’s why we give an onsite writing, grammar, and usage test to all job candidates who apply at NSPRA.

I learned this the hard way by hiring a senior-level staff member who had more than 10 years’ experience in local school public relations. To my dismay, much of her writing had to be reworked and then edited again. All that extra effort turned out to be a real struggle for all of us working on projects with her.

There is no substitute for clear, succinct writing.

We all write every day in one form or another and many of us may not make the time to edit our own pieces. But we should, at minimum, ask a colleague to read them for typos and to make sure that they will make sense to their intended audience.

Improving writing makes you a better communication professional. It can be hard work unless you’re a “word nerd” who enjoys playing with words and making an impact with your copy.

One tip to help improve — or really to just to sit down with a good book — is to read the new resource, Dreyer’s English—An Utterly Correct Guide to Clarity and Style. Author Benjamin Dreyer is copy chief of Random House and his book is authoritative and yet amusing for those who deal with words for a living.

He covers the writing waterfront with dos and don’ts along with giving advice on what the rules are and when it may be okay to break them.

Here are a few examples from the insightful and entertaining book:

  • It’s okay to begin a sentence with and or but. But only if it strikes your fancy and you don’t overdo it.
  • Every once in a while, it’s okay to split an infinitive. He cites the original Star Trek series, “To boldly go where no man has gone before.”
  • A lot vs. Allot: Unfortunately, we still often see “a lot” being used as one word, “alot.” And we’re not just talking about the loose approach people use on their Twitter accounts.


Consider keeping Dreyer’s English handy while writing your next project — sort of looking over your shoulder to make you a better writer. It’s also a nice thank you gift for an intern or staff member who, too, is headed for a future requiring concise, clear writing.


Rich Bagin, APR

NSPRA Executive Director



Photo by Jim Cummings, APR, Glendale Elementary School District

How Do You Say Something When the Law Says You Can’t?

Posted 05/11/2019 by schoolpr
Categories: accountability, school communication

zipperMost superintendents, principals and school communication professionals have been there before.

We all know that you can’t comment about specific disciplinary violations aimed at students and staff. We know that we are silenced by the Family Education Rights and Privacy Act (FERPA). Yet, when the “word” gets out about an incident, people think that the official “we-can’t-talk-about-it” response means that we’re sweeping the incident under the rug or even worse, that whatever it was is a routine occurrence at our schools.

And when people on social media begin to pile on, even school district staff members start to think, “I wish our leaders would do something to ‘have our back,’ and set the record straight.”

In the past 2 weeks, NSPRA members have been discussing this dilemma on our NSPRA Connect Open Forum. As always some of the best insights come from our communicators in the field.


Here are just a few thoughtful comments from our members:

We had a similar situation, and were very upfront in the interview about FERPA and student privacy being the reason for not commenting on specifics. I also stated that we work hard to resolve student issues within the school community. Social media is not the appropriate place to resolve issues.

Emphasize that it is the district’s obligation to investigate both sides of the issue and protect all students. Then switch the conversation to the policies and procedures that you do have in place to reduce and prevent these types of incidents. The goal is to diffuse the social media impact even though you cannot control it.

Michelle Karpinski, Portage Public Schools

When a parent takes to social media, we have the principal contact that parent immediately. Even though some state they don’t have to take their comments down, they usually do when they know someone from their child’s school is watching. When dealing with media, we flat out state there are always 2 sides to every story and we wish we could comment but can’t due to FERPA. Doing those 2 things usually helps things die down more quickly.

— Renae Walker, Bismarck Public Schools

I’ve often found the single most effective thing to say to get your message across without violating any laws, etc., is something like this: We would be happy to give you (the reporter) the entire story if you can get the mother to give us written permission to do so. We are completely willing, but unable to do so under the law without written permission from the mother. The media quickly understands that there is more to the story, that you are willing but unable to provide more information under the law without permission, and that there might be more to this story than the mother is telling.

Mary Beth Hill, Lexington County School District One

We are dealing with a very similar situation this week. The second time in 2 months at the same school… When parents directly attack a school or teachers and the facts completely contradict, I do think it’s important to show the school and staff you support them. So, I have started to go a bit further in my statements. When I am able legally — I dispute misinformation, and I ask the community to wait for the facts to be shared (via police or other reports). I explain that what they are hearing does not match what we are finding in our investigation.

I’m not sure if you have experienced this, but I am finding more and more that if we just sit back, say we can’t comment and wait for it to pass, it empowers parents and students to continue this type of tactic. I actually had a long conversation with our daily paper editor yesterday to talk about the damage done to our school’s reputation and how do we follow-up later to say, “Hey, this didn’t actually happen. The school/staff did the right thing.”

No easy answers, but I thought it would be good to at least open the door to have that conversation.

Stacy Tapp, APR, Racine Unified School District


So, like many situations that deal with communication, at least 2 or 3 answers may be right for you and your school district. Flirting with the high-wire act of disclosure and privacy of FERPA is a tricky maneuver and our advice is to stay within the law while trying to show support for your staff and schools.



Rich Bagin, APR

NSPRA Executive Director


On-the-Street Interviews with School Board Members

Posted 04/04/2019 by schoolpr
Categories: Communication, marketing, school communication, school PR

poster 5 12052017The setting is the exhibit floor of the National School Boards Association (NSBA) held in Philadelphia on March 30-31.

If you’ve ever worked an exhibit booth at a national convention, you may understand how difficult it is to grab the attention of the passing parade of board members who meander through the miles of exhibits in the cavernous hall.

Some major corporations provide lots of food and close-to-circus acts to capture their 15 seconds of possible face-to-face interactions that might lead to sales of school buses, school safety enhancements, food service, maintenance materials, software, and more.

Each year at our NSPRA booth, we hope to lure passersby into our discussion by offering them a timely free resource or by asking a question. This year, we took the question route, hoping to help them realized how improved communication can help them prevent and solve problems.


The Question:

Do You Need Help with Some Communication Issues?

Here’s a sampling of the responses we heard:

  • We may be beyond repair. We’re looking for a new superintendent as we speak.
  • Doesn’t everybody? And if they say they don’t, they’re lying.
  • We’re in good shape. Our superintendent was just named one of NSPRA’s Superintendents to Watch.
  • We don’t communicate together, let alone with the public.
  • That’s a loaded question ….
  • No, but I’m new.
  • They don’t tell me anything.
  • [With a smirk on her face] We always communicate clearly, properly, and with no miscommunication.
  • No, we’re good.
  • Not at this time.
  • Sure, we need help with parents’ not reading the messages we send them. And then they complain that they’re not aware of what’s going on.


Now after we captured their somewhat guarded attention, we asked a few more questions and then offered some specific advice that may help them when they return to their district. We also armed them with NSPRA information on the benefits of becoming a member district or a subscriber to NSPRA. We introduced them to all of the solutions we offer at our upcoming seminar, through the new NSPRA Connect service, as well as by completing an NSPRA audit or Communication Review.

Each year, we can trace a few audits to the first encounter we made at the exhibit booth. We also see an increase in membership and participation in our Seminar. The biggest take-away may be the fact that a sizeable number of interested Board members focused on communication and discussed it with NSPRA anywhere from 15 seconds to 15 minutes.

These teachable face-to-face moments don’t come that often from our national office. We eagerly seize the chance to spread the word and enjoy the professional opportunities whenever we can.



Rich Bagin, APR

NSPRA Executive Director