The document summarizes proven public relations tools that can be used to build a school district's reputation and support student success. It discusses the importance of connecting PR efforts to student learning outcomes, providing excellent customer service, using the "power of three" positive communications strategies, and trumpeting good news stories. The overall message is that a district's reputation is shaped primarily by the quality of its programs and services, followed by effective listening and communication.

2. ! Proven PR Tools to Build School District Reputation—And Support Student Success! QESBA-Sherbrooke, October 2011

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 [email_address] See more on LinkedIn

6. We are too busy even when we try to relax...

10. The doors we open and close each day decide the lives we live Flora Whittemore

11. Praise where it is due… Thank you for your exceptional daily work to serve students—and your personal leadership as Commissioners !

14. Leadership is action , not position. Source: Donald H. McGannon

17. Great leadership—and PR-- starts with engagement

22. Beyond “drive-by management”...Good district leaders manage change...but change sometimes happens without our even noticing...

25. Show of hands

27. A “transparent moment ” You need to practice “grounding”

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

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

36. 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

45. My child

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

55. “ 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

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

67. Do you practice quality response?

70. The Delta Sherbrooke -room not clean -power blackout

71. The good news… It makes a difference Look at this example—and find the quality response leader

73. How often have you been the one to lead people “around the leaf”?

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

79. Not this…

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

94. Only one of them is actually magic !

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

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

108. 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.)

110. How can that be…

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

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

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

117. Sign of the times Catering for elegant social events

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

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

120. Do you have a psychic vampire…

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

127. Pick the right PR tool for the right job

128. The 5 Power Tools

129. 1 Do a good job

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

140. 2 Connect PR to learning

148. 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)

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

157. 3 WOW service

161. Quick Tip : If you do not like the use of customer service …get over yourself!

162. A very short guide on how not to build customer relationships…

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

165. Defining adequate…

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

169. Each customer interaction can be either magic or tragic How to Talk to Customers Diane Berenbaum & Tom Larkin

171. More not-so-great news It is most often the employee's response to negative incidents, not the incidents themselves, that lead to customer dissatisfaction.

173. 4 Power of three

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

180. Let your smile be your….

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

182. 5 Trumpet good news

189. A last word… Never forget that even the smallest acts of kindness by each of us can have a major impact on the lives of the children we serve…

191. Always remember our greatest common bond

192. Come to the edge…

193. We can't, we can't, we are afraid.

194. Come to the edge…

195. We can't, we will fall.

196. Come to the edge…

197. And they came, and Life pushed them

198. And they flew Guillaume Apollinaire