Posted tagged ‘demanding job’

Stocking Stuffers for Every School Communication Professional

12/08/2018

15972909905_68db55cea5_o (2018_01_11 18_36_47 UTC)You can hear it in the air: ’Tis the season for joy and merriment. I wish all who work in school PR a wonderful holiday season for you and your families as well as a great and healthy new year ahead.

We hope all your holiday wishes come true, but just in case they don’t, here are some stocking stuffers I’m tossing your way.

Feel free to “re-gift” those you can’t use.

 

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  • First, a stocking stuffed with a superintendent who “gets it.” One who listens, understands what little may be ultimately controllable, and one who gives you green lights and budgets to make a real communication difference in your system.

 

  • Cell phone batteries that never die.

 

  • A copy of the NSPRA classic, The Wit and Wisdom of PR Success. I could teach a full semester of a School PR course for superintendents just based on the valuable advice in this compendium by some of the best in our business. For instance:

“Don’t wait to be asked.” John BuddWit and Wisdom cover front (2018_01_11 18_36_47 UTC)

“Public relations programs without effective internal communication are built on quicksand.”Buddy Price

“People want to be served, not sold — involved, not told.”Patrick Jackson

 

  • A “Go Bag” with battery extenders, extra phone chargers, nutrition bars, apparel and underwear changes, and a few photos of your special loved ones because you know it may be days until you see them again.

 

  • A copy of Jim Lukaszewski’s Why Should the Boss Listen to You? The Seven Disciplines of the Trusted Strategic Advisor, a perfect fit for every school public relations professional.

do not disturb

 

  • A Do Not Disturb Sign or — maybe better yet — a Please Disturb Sign for your office door.

 

  • A stack of 25 small gift cards to hand out to staff and volunteers for doing a great job.

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  • At least 3 outstanding principals who serve as positive role models for building-level PR — one each for elementary, middle and high school.

 

  • A stash of 5 additional personal days that you probably won’t get a chance to use but at least you can feel good about having them in your back pocket all the time.

 

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  • A ticket to NSPRA’s newest member benefit, NSPRA Connect, where you can ask nearly 2,000 school PR pros for their helpful insights about your upcoming sticky issue or stewing dilemma or operational tool like what the best choice is for a mass communication system.

 

  • An extra night’s sleep — just because we all need to recharge once in a while.

 

2018 Washington logo--October 23, 2018

  • Tickets for both you and your superintendent in July for a chance to network with colleagues at NSPRA’s National Seminar in Washington, D.C.

 

  • A quiet moment to sit back, reflect and smile because you have one of the most meaningful and important jobs in the world. You help kids every day.

Those of us in our profession know how our work makes a difference in the lives of students, staff and our school communities. Savor those accomplishmgift-3ents.

Be sure to make some time to be good to yourself and your loved ones in the holiday season ahead.

Best wishes and happy holidays to you,

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Rich Bagin, APR

NSPRA Executive Director

 

Santa photo by Jim Cummings, APR, Glendale Elementary School District

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Demanding Jobs and Great Performance Earn Respect

04/11/2016

boy 1Great school communication professionals always have too much to do. It’s just the nature of our business.

We never totally catch up because we see opportunities that need our help or other assignments are tossed in our laps because most PR people are known as the “go-to” resource when bad things happen to our schools. And most of us see reputation management as one of our key contributions we make to build support and understanding when they are most needed.

 

Being the Most Helpful When Your Expertise Is Needed the Most

All this converts to a 24/7 demanding lifestyle that can take its toll on the motivation and physical and mental well-being of our colleagues. Some NSPRA members seem to thrive on being the most helpful person when their expertise is most needed. And from our NSPRA cat-bird seat, that’s when many professionals are extremely valued as their bosses and boards realize just how bad things would be without the talent, work ethic, judgment, and results generated by NSPRA professionals like you. It’s in these situations that you earn your leadership stripes in school administration.

 

Avoiding Burn Out Becomes a New Priority

So, just how do you avoid retreating and doubting that you will ever get it all done? From personal experiences and observations of some our leading members, here are a few points to consider:

  • Developing a positive relationship with your superintendent is at the top of the list. In many ways your job is very similar to the superintendent’s job — or at least you should be worrying about and acting on the same issues day in and day out. Opening a dialogue with your superintendent about the key aspects of your job will build more support for both you and the PR function in the days ahead. Your superintendent will know that complaints from a principal about the student travel club’s not getting publicity easily takes a back seat to the task of passing next month’s bond election. It’s critical that you do all you can to strengthen the relationship with your top boss.
  • Create an operational plan that has a bit of wiggle room. Every year you should hammer out a plan with your key leadership that demonstrates how the PR function is helping your district achieve its annual goals and objectives. Often when things beyond your control are tossed your way, you can refer to the plan so that key leaders understand that some parts of the plan will not be accomplished or will be delayed. Always add some new proactive approaches to the plan to keep you and your staff fresh in doing new things and adding to your own professional growth. An operational plan can also serve as a shield from having too many extraneous assignments being piled on throughout the year.
  • When pressure mounts, walk away from the situation to clear your head and remember why you are in the education business. Years ago, I used to walk form the central office to a next door elementary school where I would “observe” kindergarten classes and remember the joy of just being a kindergartner. Smiling with 5 year-olds can do wonders to relieve the political stress of your office just 50 yards away. Some members use those times to grab their cameras to take photos and capitalize on those moments to stockpile productive results they can use later.
  • Get away for the NSPRA Seminar or an NSPRA chapter meeting. It is always good to interact with experienced and friendly people who fully understand what you do for a living. And in our world that means primarily just two spots — either at a local chapter meeting or at NSPRA’s Seminar. Each year, Seminar evaluations are full of comments like, “total recharge,” “these people totally understand me and I learned so much,” “I learned in 3 days what would normally take 2 years on the job,” and “I now have a new network of colleagues to chat with throughout the year.”

 

Through these meetings you learn that you are not in this alone, and that collaboration goes a long way of getting you through your next year of triumphs and opportunities. So, if you need to recharge your battery, remember, it’s not too late to register for NSPRA’s National Seminar, set for July 17 -20 in Chicago. To learn more, just go to:  2016 NSPRA National Seminar.

 

 

Rich Signature-bold cropped

Rich Bagin, APR

NSPRA Executive Director

 

Photo by Jim Cummings, APR, Glendale Elementary School District