You Have to Think Ahead to Get Ahead in School PR

Sometimes a simple but smart approach can smack a home run even if you have limited funds and time.

Leading school PR professionals know that anticipation is a strong characteristic of effective communication. Pros always scan to see how their schools can capture a big moment or triggering event so that they can make what we do or what we believe in relevant to our staff and communities.

NSPRA leaders in the Guilford County Schools (NC) used the 50th anniversary of Martin Luther King, Jr.’s March on Washington to focus the day’s emotion to help keep the dream alive for all Guilford County students.

Here is the letter that Superintendent Mo Green sent to all employees and community member lists:

Dear GCS Employees:

Fifty years ago today, Dr. Martin Luther King, Jr. delivered his famous “I Have a Dream” speech. In this historic speech in 1963, Dr. King spoke of civil rights, racial equality, jobs and freedom. He spoke of the dreams he had for our country and his hope that his children “not be judged by the color of their skin, but by the content of their character.”Today, 50 years later, his words still resonate strongly and these issues continue to spark important discussions in our schools, communities and country.

For Guilford County Schools, character is a significant component in our approach to education. Along with our students, we look to Dr. King, and the many other leaders who courageously let their voices be heard, to help us learn how one’s character — no matter their race, religion, or socio-economic status can change the world.

It’s a historic day for our country, and I’m thankful that we can remember, honor and celebrate this day together. It is up to each of us to keep the dream alive for our next generation of leaders.


Maurice “Mo” Green


We tip our NSPRA hat for a proactive and easy-to-accomplish tactic that says so much about the caring climate and leadership in the Guilford County Schools.

As a reminder, we all need to scan upcoming special dates and anniversaries — from local-to-national — to analyze how those celebrations can relate to the mission and initiatives in our schools. And then we need to make it happen.

We just must think ahead to get ahead in school PR.

Rich Bagin, APR

NSPRA Executive Director

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