Archive for the ‘Communication’ category

Tap 1,800 School PR Pros for Insights and Solutions

06/11/2018

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With NSPRA Connect, You’ll Have the Wisdom of Countless Pros at Your Fingertips

One of NSPRA’s major strengths is our members’ willingness to share their solutions and insights on issues that they’re facing and their readiness to offer helpful opinions or information about the nuances and effectiveness of new tech functions. I often say that NSPRA is like “having a friend in the business” when it comes to school public relations.

We launched NSPRA Connect just a bit over a month ago and it has already caught the attention and provided solutions to hundreds of our members. Collaborative software industry experts tell us that our participation rates are much higher than most other launches. Given that NSPRA members are communicators and networkers by nature, we expected a healthy response.

Now to make it an even a richer resource for our members, we’re urging more members to participate or at least receive the daily open forum digest. Take a quick, 30-second scan and you’ll get a feel for what’s percolating across the country. We encourage you to join in to share your own info or to ask even more questions.

From a recent listing of topics or issues we saw these:

  • Announcing transgender graduates’ names
  • Labor public relations negotiations
  • The latest in annual reports
  • Welcoming a new superintendent
  • Updates on OCR complaints
  • Broadcasting Board meetings
  • Providing the media with Board background materials when you are using Board Docs
  • Approaches to internal communication
  • Archiving social media posts
  • Project management software solutions
  • Using social media schedulers
  • And more

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NSPRA Connect Demonstrates What We Do for a Living

NSPRA Connect also gives members the opportunity to demonstrate by example what school PR professionals are working on for their districts. Just share a screen shot with your superintendents to convince them that a few of the examples from others align with recommendations you’ve been attempting to implement in the past year. And if you work with superintendents who are not totally committed to a comprehensive communication program, begin showing them how our function is working for others throughout the US and Canada.

NSPRA Members Get Connected Today

This new membership benefit will only get better as more members participate. If you have not connected yet, just go to connect.nspra.org and start reaping the benefit and insight of NSPRA Connect.

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Rich Bagin, APR

NSPRA Executive Director

 

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Are You Excited About What You Do?

05/05/2018

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Last week Gallup released a new poll noting that half of American adults work full time for an employer, but only 13% who are working full time are actually excited about what they do.

I trust that our school communication professionals — a spirited, creative and exciting group — would rank their jobs much higher than the 13% that this latest Gallup poll found.

 

Good Experience, But Something Was Sorely Missing

I have said many times that my stint as a VP in the corporate agency business was one of the best experiences I have had during my career. I learned a great deal more about leadership, sales, customer service, how to make or lose money, and how to make our programs accountable and successful. But even though we were successful, somehow I felt that our work there was a bit hollow contrasted to working for our school community.

One of my client accounts back then was for a plastic surgeons’ group who specialized in enhancement and reduction procedures for their affluent customer base in the Potomac communities just outside of Washington, D.C. While visiting with some of the doctors leading their practice, I found out that one of the docs had just returned from saving the toes of a teenager who inadvertently cut his toes while mowing his parents’ lawn. (Even in wealthy Potomac, Maryland, some families still cut their own lawns back then!)

I was impressed with the results and recommended that we highlight this work as a general interest story that demonstrated the humane side of their practice.

Well, let’s just say that this idea turned into a “dog that did not hunt.” The client did not want to promote their repair and restoration work because it was not the type of work that they wanted to be known for.

 

They Were Correct and I Learned Something About Myself

And they were correct. Strategically I was off target.

We regrouped and offered more relevant and profitable procedures for their prospective clients. This approach worked and our business relationship with them blossomed into a viable one for our agency.

But I wasn’t excited about this work. It felt hollow after working in a local school district and for two education associations.

I realized that most of us get into education to help students and staff improve through engagement and communication. We also enjoy building more support for our local systems. And when our work makes a difference, we get even more excited about it.

Now I know we all have bad days and we experience circumstances that are out of our control. But even during those times, we are there to help improve and possibly provide solutions to protect the reputation of our systems.

It all depends on what we value and how we practice our profession.

Most NSPRA members enjoy the opportunities to help their systems in authentic and results-oriented ways. In fact, I’ll bet most NSPRA members I know even get excited about their work. Unlike those unlucky people in the Gallup poll.

 

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Rich Bagin, APR

NSPRA Executive Director

 

 

Photo by Jim Cummings, APR, Glendale Elementary School District

 

 

 

Earn Respect Through Accreditation

04/05/2018

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Adding value and respect to your career is a goal most professionals have, no matter where they work or what they do. Adding those two attributes to the public relations profession is a must if you are serious about committing your lifetime to our profession. After all, we all hear from people that PR is just a fluff job; you only need to be good with people, make the right contacts with the media, and know how to “spin” and navigate your employer out of trouble and into a favorable spotlight. Unfortunately, this mistaken image of PR still prevails among those who do not understand our business.

Early in my career, I remember telling a future in-law that I was in public relations. She laughed and said, “Oh you mean you deal in B.S.” I can’t explain here my first knee-jerk response in that moment, but I did manage to muster something like, “Walk in my shoes for a week (if you can keep up) and you will see first-hand what I do for a living.”

More than 30 years later, I see that we still are fighting a negative image in some circles. Many of us have overcome that image by amassing positive results for our employers and by serving as ethical and trustworthy role models in our school communities. Our consistent performance and the style of our practice have earned the respect and credibility needed for our profession.

Another Path to Respect and Value Is Through Accreditation

But there is another path to becoming respected in our field and it’s by being accredited.

NSPRA is a member of the Universal Accreditation Board (UAB), the organization that provides the testing process for accreditation. When you venture through the accreditation process, you take an exam and go before an interview panel to assess what you know and how you practice it. The process judges your readiness to earn the right to put the APR (Accreditation in PR) moniker after your name, signaling that you have achieved a high standard in our profession.

Currently 187 NSPRA members are accredited. Just a tad over 10% of our membership.

One quick historical note you should know: In 1976, NSPRA started its own accreditation program with the first exam. NSPRA pioneers, Joe Rowson, APR; Dr. Don Bagin; and Dr. Ken Muir, APR, crafted the test and the administered it at the 1976 Seminar in Philadelphia. A number of veterans and a few newbies (I was about 12 years old at the time) passed the exam and then began using the ASPR label after our names.

The ASPR accreditation program transformed over the years and then joined the UAB in 2000 to become one unified test for all of us in the PR profession. We made the move to have equal status with all industries that needed accredited PR counsel and services.

 

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What Are the Benefits of Accreditation?

If you want to learn why you should be accredited, just contact current NSPRA members to see what they think the benefits of the accreditation process have been. Ask our NSPRA office for a listing of our current accredited members if you want to discuss the process.

But quickly, here are few benefits of accreditation that we have seen over the years:

  • Accreditation sets you apart from other PR people, indicating that you “measured up” to the standards and knowledge of our profession.
  • It gives you an “admission ticket” to be considered for other higher level positions because you have proven your understanding of the full scope of the need for the four-step process.
  • It broadens your awareness and practice of our profession and gives you more gravitas when someone asks you for solutions to everyday or sticky situations in your systems.
  • It arms you with answers to approaches so you can be much more strategic in your practice of public relations.
  • It gives you confidence to tackle new situations knowing that you have a foundation of proven practices rather than just a “gut reaction.”

 

Earning accreditation is something that will stick with you forever. Bosses come and go, but your APR will be with you throughout your entire career. If you have your APR, you’ll earn the respect of your colleagues and will be recognized as one of the best in our profession.

To learn more about the accreditation process, go to https://www.nspra.org/professional_development/accreditation. We’re also offering a special pre-seminar accreditation prep session at NSPRA’s Annual Seminar in Anaheim this coming July.

 

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Rich Bagin, APR

NSPRA Executive Director

 

A Half Million Respondents Confirm What NSPRA’s Auditors Have Consistently Heard for Years

03/10/2018

Personalize Your Direct Messaging

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NSPRA again tips its hat to the annual results of the partnership of the Speak Up Research Project, Project Tomorrow and Blackboard, Inc., for capturing the latest trends in home-to-school communication. The partnership has been conducting this valuable research since 2003.

You can review the results at Blackboard’s Trends In Community Engagement report. For the full nifty infographic which is great for quickly sharing much of their findings, go to Parents share expectations for K-12 communications in new report at Blackboard’s blog.

 

Listen Up to a Half Million Voices

The survey reported feedback from more than 514,000 K-12 students, parents, educators and community members. It even tapped the wisdom of school communicators between Octobers 2016 and January 2017.

Some key findings include:

  • Parents would like information to be conveniently pushed directly to them instead of having to seek it out.
  • At the same time, parents are busy and don’t want to be overloaded with messages. Schools should send timely, highly impactful information.
  • Email is the best way to reach them no matter their child’s grade level or whom the communication is coming from (teachers, school administrators or the district).
  • Personalization is a key thread of expectations concerning communication. Personalized emails, text messages, voice messaging, direct phone calls, and face-to-face meetings scored well in expectations from parents.
  • A disconnect for many parents was the use of Facebook for district messaging. Parents were not enthralled to use Facebook for their school messages. They wanted a system to be more personalized. The authors even noted that principals and school communicators seem to be leaning more to Facebook for messaging —  which is not parents’ preference.

 

NSPRA’s Communication Audits Confirm These Findings

Our NSPRA Communication Auditing process seeks to learn the preferences of parents, community leaders, school board members, and staff at all levels about content, frequency, channels of communication, formats, etc. We, too, hear that people prefer personalization and directly pushing messages to them as their top priorities in communication.

When we ask people about Facebook, Instagram, Twitter and other social media channels, those vehicles are normally not even close to the preferred messaging format.

But Here Comes the But

But things may be changing rapidly.

You won’t really know for sure unless you ask your preferred target audiences (parents and others) about their preferences. Simple feedback devices at the building level can tell you a great deal about your parents and teachers’ preferences. The same approach can help you be more effective and efficient with district messaging as well.

Just make the time to ask or to learn more about your specific needs by completing a communication audit for your district. (Contact NSPRA if you want more information about an audit.)

As more of our parents have grown up in the digital world, they may want us to do more with Twitter, Instagram and Facebook. But our bet is that you will need to weave in the personalization factor as best you can in every new approach that you decide to take.

We are all fortunate to have this annual research to give us an indication of where home-to-school communication may be heading.

But it is up to us to find out what’s real in our own school communities.

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Rich Bagin, APR

NSPRA Executive Director

Persuasion Strategies to Make Your Messages Stick

02/11/2018

8268543370_da8c21bf81_oIf you don’t follow marketing guru Seth Godin’s daily blog, you should. It’s a quick scan that will make you think and possibly adapt his thoughts to planning your work. You can catch it here to subscribe.

Last week he offered his thoughts on what motivates people to take action. He called the blog, The Super Bowl Is for Losers. He pointed out that the people of Minnesota spent a half billion dollars to build the indoor stadium and make concessions to host the event now two Sundays ago. And he noted that they will probably lose money just like other cities have who built stadiums to demonstrate that they too were first-class cities.

He asks, “So why does it keep happening? “Why, despite volumes of documented evidence, do well-intentioned people spearhead new projects like this?”

 

How does Godin’s message help us?

Godin offers some insightful lessons on human behavior that I’ll try (in italics) to translate for those of us in school communication:

  • The project is now. It’s imminent. It’s yes or no. You can’t study it for a year or a decade and come back to it. The team (your local coalition) creates a forcing function, one that turns apathy into support or opposition. So in this era of “instant everything,” we may need to jump on that trend to talk about the wonderful new school you plan to build with pictures of the gleaming new building they will be visiting in the years ahead to represent their caring community.
  • The project is specific. Are there other ways that Minneapolis could have effectively invested five hundred million dollars? Could they have created access, improved education, invested in technology, primed the job market? Without a doubt. But there’s an infinite number of alternatives vs. just one specificWe need to be specific in our building campaigns as well. Providing new spacious, technology-enhanced safe schools for our crumbling school infrastructure is the specific goal we’re after.
  • The end is in sight. When you build a stadium, you get a stadium. When you host a game, you get a game. That’s rarely true for the more important (but less visually urgent) alternatives. We need to point to our immediate end of building a school and the results that the school will bring to students and the community.
  • People in power and people with power will benefit. High-profile projects attract vendors, businesses and politicians who seek high-profile outcomes. And these folks often have experience doing this, which means that they’re better at pulling levers that lead to forward motion. We need to capture some of these same powerful leaders to work with us in building what’s best for their children, grandchildren, and total community. It’s time to leave no generation behind.
  • There’s a tribal patriotism at work. “What do you mean you don’t support our city?” And what do you mean that you don’t support our children, grandchildren, and future taxpayers and leaders in our community? We’ve worked too hard and too long to give up on our children and our school community. We’re proud to be a member and advocate for all that our homes and families stand for.

 

Godin ends his blog by noting that in the face of human emotions and energy, a loose-leaf binder from an economist has no chance. And in his example, the stadium was built and the Super Bowl arrived.

And, as I have been saying for years that, “When facts and emotions collide, emotions win just about every time.” It’s time to lead with emotions and there’s no better way to tap those emotions by doing what’s best for all our children in all our respective school communities.

Once again, if we don’t do it, who will?

 

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Rich Bagin, APR

NSPRA Executive Director

 

Photo by Jim Cummings, APR, Glendale Elementary School

 

 

 

 

 

Get Aggressive in Building Your Communication Budgets

01/07/2018
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Pulling for Your PR Budget

In an era of public-education bashing coupled with increasing competition for students, school leaders must integrate communication into all that we do or we will risk losing the battle we now face. A strong communication function will help you advance your system during this period of uncertainty.

But you can do only a little bit — and in inconsistent ways — if you do not have the resources you need to make a difference. Yes, money does make a difference.

Here is a case in point:

NSPRA members tell us that most NSPRA districts spend just one tenth of one percent of their entire school district budget on communication.

One tenth of one percent — that’s .001%! Really?3

Non-NSPRA member districts most likely spend less than that.

Our assessment is that corporate charter companies are spending from 10 to 25% or more of their budgets on their communication and marketing efforts.

In comparison, this is not a fair fight!

Think about it. A district with a total budget of $100 million sets aside just $100,000 to cover a full-time experienced professional and possibly a part-time assistant. That leaves little or nothing in the budget for tech tools of mass communication and engagement services, video capabilities, software for efficiency, tech equipment, professional development, and more. Although talented NSPRA professionals are known for stretching the impact of their dollars, there are only so many times that they can consistently pull rabbits out of their respective hats if they don’t have the money to back up their herculean efforts.

Former Vice President Joe Biden often says he can tell an organization’s priorities very quickly by looking at their line-item budgets. And this sentiment is painfully obvious to us as we look at the dilemma that school communication professionals face today. It may be time for your leaders to look at your budget and consider what your district needs.

Most school districts are now in the midst of building their operational budgets for the year ahead. So, now’s the time to get aggressive in making sure that your system has what it needs to be competitive in the school choice movement.

To get started on persuading leaders to increase communication budgets consider these two approaches:

Use a Cold-Cash Accountability Model

For years, NSPRA has asked decisionmakers to look at enrollment swings in this era of choice. The more students you lose to competition, the more money you lose from state reimbursement.

With a well-planned marketing communication effort, you can retain students and recruit new students, which can make a long-term impact on your budget realities. For example, if you recruit 15 first graders who earn a $4-6K state reimbursement in just 1 year, you will have added $60-90K to your district’s budget for that year. If you retain them for all 12 years, your district would earn between $720K-1.08M over their school career. And that’s for just 15 students.

Investing in an accountable communication and marketing effort can reap large financial dividends for your system. But the investment must happen now to develop a marketing and engagement effort to retain and recruit students.

Budget for Schools that Are Most Vulnerable  to Lose Students to Competition

Another accountable approach to communication budgeting is to select a few schools who may need extra communication assistance to help them build their brand in a competitive marketplace. View competition today as more of a school vs. school model rather than pitting your entire school district against one competing charter school. Parents are judging one school against another. In other words, think about how your Valley Elementary stacks up against the new ABC Elementary Charter just three blocks away. Changing your view of school choice will help you build your case for increased funding for your marketing efforts.

Each school needs to look at itself, assess it strengths and weaknesses, and then work on becoming your community’s school of choice. Communication and engagement efforts are key to this phase. Then your branding and recruiting efforts can effectively occur. You need to budget for the communication and engagement facet of the plan or you are surely bound to fall short in view of the competition.

By setting aside funds for this initial type of effort, you will help more budget decisionmakers understand where your communication dollars go. And you will assist in retaining and recruiting students, adding positive numbers to your district’s bottom line.

We need more effective communication to combat new education alternatives in our local communities. It is time to get aggressive in building a budget to meet these new communication needs in our schools. To make and market your schools as schools of choice in the year ahead, you need additional resources.

If we don’t do it, who will?

Remember, don’t create a communication vacuum because your competition will gladly fill it if they haven’t done it already.

 

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Rich Bagin, APR

NSPRA Executive Director

 

 

Photo by Jim Cummings, APR, Glendale Elementary School District

Some Holiday Cookies to Munch On

12/10/2017

girl eatingAs we approach our holiday break, most of us are a bit frantic “to get it all done.” NSPRA member jobs are always busy, but when you add the layer of personal and family holiday shopping and home responsibilities, it may seem like we added just another stressful and unforgiving deadline we need to meet.

But we all need a break from the stress.

Let’s do our best to take advantage of being away from the everyday pressures of our school communication jobs and return from the holiday break refreshed to tackle the new challenges that we face for the remainder of this school year.

At NSPRA, we are planning to unveil a number of new products and services in the months ahead. Here are just a few:

  • A new collaborative software tool we are calling NSPRA Connect, where you can post your own request for assistance or counseling and hopefully receive numerous relevant responses from NSPRA colleagues. You will have access to more than 1,700 PR consultants who face nearly the same situations you face every day. The new system goes to the heartbeat of NSPRA — members networking to help one another. Watch for it later this spring.
  • We’ll also be co-publishing two books by respected NSPRA veterans, Kristin Magette, APR, and Trinette Marquis-Hobbs, APR. Kristin is updating her Embracing Social Media book and Trinette is working on a data-based approach to school communication. Our co-publisher, Rowman & Littlefield, is setting publishing deadlines. We are keeping our fingers crossed to have both publications by our Anaheim Seminar in July.
  • Plus, we’ll be publishing the second edition of Making and Marketing Your School as a School of Choice in time for the Anaheim Seminar. The book’s focus is to help school leaders make their individual schools winners when it comes to our era of competition, which seems to be growing through the advocacy of federal and state legislation and funding. Our plan is to have the book ready this spring.
  • Early in 2018, we will be offering a new collection of past webinars and EduTalk Radio shows in our Members-Only section of our website. Entitled Play That Again …, this section will be a collection of NSPRA members’ insights on a wide-range of evergreen issues and practices.
  • Also starting in January will be a new electronic version of NSPRA’s popular Wit and Wisdom, where members offer their brand of wit and wisdom to be shared through NSPRA’s Twitter account.
  • Finally, we plan to have a new communication review process to be available by the NSPRA Seminar in July. Targeted for smaller school districts, these reviews will give districts the use of SCoPE surveys and e-interviews and focus groups to help them set the course for effective communication practices in their districts. We’ve nearly completed two beta projects with NSPRA districts that will lead to the new service to be launched next year.boy-with-santa-hat.png

 

It is a busy year for all of us, but we should take pride in what we do every day for our students, their districts and communities. Nobody does it better on a consistent basis than NSPRA members and their districts.

Enjoy your holiday and let’s make 2018 a year of accomplishment for our school communication profession.

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Rich Bagin, APR

NSPRA Executive Director

Photos by Jim Cummings, APR, Glendale Elementary School District