You\'ve Got the Power is a very popular session delivered to frontline staff in schools and offices. It helps staff understand the key role they play in building and breaking school/district reputation and delivers five "power tools" to help them maximize their reputation-building influence.

3. 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
Brian.Woodland@peelsb.com

9. ON*STAR

10. What’s Changed?
•Information explosion/constant radical
change
•Skills revolution
•Sophisticated/discerning public
“Where is June Cleaver?”
•Societal issues - violence, funding, demographics
•Personal experience/reality GAP

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

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

16. 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

17. What’s Changed?
•Information explosion/constant radical
change
•Skills revolution
•Sophisticated/discerning public
“Where is June Cleaver?”
•Societal issues - violence, funding, demographics
•Personal experience/reality GAP

19. What’s Changed?
•Information explosion/constant radical
change
•Skills revolution
•Sophisticated/discerning public
“Where is June Cleaver?”
•Societal issues - violence, funding, demographics
•Personal experience/reality GAP

23. So what is the bottom line?
•The emergence of
Superparents
•also known as hyperparents
or high maintenance parents

25. My child

33. “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

34. Why should my child come to your
school?
• High educational standards
• High graduate rate
• We help students make a difference
• Full range of extra curricular activities
• Warm supportive and challenging
• Vibrant, caring community of learners
• Exceptional staff
• Great technology focus
• Nurturing and respectful
• Diverse community

35. The source?
• Private Schools
A special interest supplement
The Globe and Mail,
Monday, October 18, 2004.

36. A better source? You!
• 5 great reasons to go to your
school…

37. The source?
• Private Schools
A special interest supplement
The Globe and Mail,
Monday, October 18, 2004.

38. A better source? You!
• 5 great reasons to go to your
school…

39. What’s Changed?
•Information explosion/constant radical
change
•Skills revolution
•Sophisticated/discerning public
“Where is June Cleaver?”
•Societal issues - violence, funding, demographics
•Personal experience/reality GAP

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

44. What’s Changed?
•Information explosion/constant radical
change
•Skills revolution
•Sophisticated/discerning public
“Where is June Cleaver?”
•Societal issues - violence, funding, demographics
•Personal experience/reality GAP

48. Do you practice quality
response?

49. Next hotel stay …
-room not clean
-power blackout

54. Phi Delta Kappa says schools with high
confidence ratings:
•have clear goals, and they communicate these goals clearly within
the school and to the community
•have high quality curriculum and extracurricular programs - they
are seen to have “extras” over and above what the “average” school
offers
•are safe and orderly
•have significant parent and community involvement
•exhibit openness, warmth and caring
•systematically do “need sensing” to find out what parents and
others in the community want from schools
•work hard at building and retaining public confidence

58. 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.)

60. How can that be…

62. Reputation building:
Do it now or pay later
--and keep paying!
• It takes nearly 4 years for a company to
rebuild a blemished reputation
Burson-Marsteller Building CEO Capital Survey

63. What is the voice of your
school?

64. Sign of the times
Catering for elegant social events

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

66. Think about your school
• Do you have a “fall in the salad” person?

67. There is no inside/outside voice
“our results are great!”
and
“this is the end of the world as we
know it”
cannot co-exist !

68. The voice checklist
• Do you speak with one clear voice?
• Do you have the information you need to
tell the story?
• Is the one clear voice cranky? Negative?
Hostile?
• What could help?

70. Your Attitude
Communicated three ways:
• 7% by words
• 38% by tone of voice
• 55% in non-verbal ways
Silent Messages, Dr. Albert Mehrabian
D o yo u h a ve th e m
a t h e llo ?

71. An Attitude Example
Service person asks guest if help needed.
Guest shows interest in employee. Hotel
employee asks if help needed and offers
suggestions. Offers gift to hotel
employee. How could that not be good?
D o yo u h a ve th e m
a t h e llo ?

72. Your reputation will self-
destruct in 5 seconds...
Get the first five seconds right—our
genes train us to distinguish between
safe opportunities and dangerous
situations—these sensing devices are
at full stretch when customers move
toward a potential service encounter.
The Buzz, David Freemantle

73. The 5
Power Tools

74. 1
Do a good job

75. The BIG picture
What public relations can’t do--NSPRA
The 90-7-3 rule
•90% of reputation is based on quality service
•7% on listening
•3% on telling

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

85. An example of going beyond PR

86. 2
Connect PR
to learning

89. Within 10 percentage points, what per cent
of recent research studies indicate that
parents DO have an important impact on
children’s school achievement? What
percentage DO NOT?
DO 100% DO NOT 0%

90. A Michigan study of the relationship
between student test scores and a variety of
forces affecting student success found one
facter that stood out as “The most
frequently recurring theme of high-scoring
districts.” What was it?
Intensive involvement of parents in their
children’s schooling.

91. Research is clear that the vast majority of
parents want to help their child be
successful in school. What are the three key
reasons they say they do not?
1. No time
2. Don’t know what to do
3. Language

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

103. 3
WOW service

107. Bad service is easy to spot…

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

109. Defining adequate…

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

112. The Change Page
(Personal)
1.
2.
3.
4.
5.

113. The Change Page
(Shared)
1.
2.
3.
4.
5.

114. The Change Page
Tip Sheet
1.
2.
3.
4.
5.

115. WOW service does not involve
the P word—said or unsaid

116. 4
Power of
three

120. 5
Trumpet
good news