Great Time to Be in School PR

Great Time to Be in School PR

When I say that it is a great time to be in school PR, people look at me as though I am a bit deranged—even a bit more than usual.

Doesn’t this guy know how hard we are working and what roadblocks we have in our community?

And if we mention that we have to spend money on communication — that battle alone is probably not worth it. So, how can this be a great time to be in school PR?

Okay, let’s reframe this a bit.

The need for effective engagement, strategic communication planning, and ongoing communication is stronger now than in the recent past.

The need for collaborative communication efforts at all levels will begin to build the understanding and trust weneed to earn support in all our school communities.

It is great time to be in school PR because we can help our school communities create solutions for many of our problems. Working with a team of enlightened leaders and school board members, the communication professional needs to offer collaborative solutions to drive the journey of earning support one meaningful step at a time. By doing so, you may startle a few (Why is the PR person mucking around in my area?), but you will begin earning additional appreciation for your initiative and your proactive approach of helping your schools advance at a time when it is sorely needed. And that is another reason why it is a great time to be in school PR.

Where does trust come from?

Another approach is from Seth Godin, a respected marketing guru, who says it a bit better.

He asks:       Where does trust come from?

He answers: It never comes from the good times and from the easy projects.

We trust people because they showed up when it wasn’t convenient, because they told the truth when it was easier to lie, and because they kept a promise when they could have gotten away with breaking it. Every tough time and every pressured project is another opportunity to earn the trust of someone you care about.

The need is great and you can be, too

It is difficult work. As Seth Godin notes, it is easier to practice school PR in the good times. But the need is there for more solution-oriented and strategic PR. Jump in now to fill that need and you will begin reaping the respect of the leaders in your school community.

It is indeed a great time to be in school PR.

Rich Bagin, APR

NSPRA Executive Director

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One Comment on “Great Time to Be in School PR”


  1. NSPRA’s Rich Bagin weighs in on why it’s a great time to be in school PR: http://tinyurl.com/cdhrfar


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