Core of presentation to Public School Boards\' Association of Alberta, June 2011

1. ! Proven PR Tools to Build School District Reputation—And Support Student Success!

2. You’ve Got the Power! Brian Woodland, APR Director of Communications and Strategic Partnerships Peel District School Board Mississauga, Ontario (905) 890-1010, ext 2812 [email_address] See more on LinkedIn

9. The translation? “ The entire future of the civilized world rests on how well we do in public schools today”

10. Survey says Health care and education are the top two issues of public concern

12. The Brian Woodland rule: Everything really wonderful that happens in a community, and everything really terrible that happens in a community, connects back to a school

20. My child

22. Half of preschooler parents believe their kids are above average. The number jumps to a dazzling 72% for parents of teens. Source: Macleans

29. “ Why should I have my kid come to your school?” Learning About Schools: What Parents Need to Know and How They Can Find Out, Prof. P. Coleman

36. When the oasis dries up the animals look at each other differently

40. Do you practice quality response?

42. The Capri Hotel… -room not clean -power blackout

45. Survey says … How many of you have a district PR person?

46. Not this…

52. There is a key difference between a communications plan and this...

54. Only one of them is actually magic !

58. Where does your communicator belong: Business? Education?

59. Late breaking news…I do not have a strategic communications plan!

66. Hierarchy of Effective Communications 1. One-to-one, face-to-face 2. Small group discussion/meeting 3. Speaking before a large group 4. Phone conversation 5. Handwritten, personal note 6. Typewritten, personal letter not generated by computer 7. Computer generated or word-processing-generated “personal letter” 8. Mass-produced, non-personal letter 9. Brochure or pamphlet sent out as a “direct mail” piece 10. Article in organizational newsletter, magazine, tabloid 11. News carried in popular press 12. Advertising in newspapers, radio, TV, magazines, posters 13. Other less effective forms of communication (billboards, skywriters, etc.)

69. Your frontline people have enormous power… Do they use it for good, or for evil?

70. What is the voice in your schools and offices?

71. Are there people in your schools or offices who slam the door on others?

72. Sign of the times Catering for elegant social events

73. Sign of the times Our specialty—do-it-yourself roast a whole pig parties!!

74. There is no inside/outside voice “ everything is great!” and “ everything is a disaster” cannot co-exist !

76. Do you have a psychic vampire…

81. Gremmar? Grammer? Gremmer? What is the voice of your school board?

82. Pick the right PR tool for the right job

83. The 5 Power Tools

84. 1 Do a good job

86. The BIG picture It’s a simple rule to get good PR-- Always do a good job!

95. 2 Connect PR to learning

103. Survey says -When it is left for parents to initiate contacts with the school, those contacts are likely to be antagonistic or unpleasant -A common problem or crisis can cause parents to organize for action -when parents get together for one purpose they continue to stay together and find other issues Report on parent involvement, Office of Educational Research and Improvement, U.S. Department of Education (1991)

111. Quick Tip: Make sure the bad news comes from you … quickly!

112. 3 WOW service

116. Moving to WOW Give a corporate example for: Pathetic Adequate WOW!

118. Moving to WOW Give a personal example for: Pathetic Adequate WOW!

119. 4 Power of three

123. Would your dictionary definition of you include words like “positive”, “kind”, “nice", or are you…

125. Let your smile be your….

126. Your task To be a district Power of Three leader

127. 5 Trumpet good news