Labor relations communication presentation 9 2015

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Using Public Relations to Survive Labor Relations

Annette Eyman, APR & Kala Morrissey Papillion La Vista Community Schools


“PR is about building relationships that bring about desired behaviors.” — Pat Jackson

Papillion La Vista Community Schools


Constructive PR is planned; destructive PR just happens Lew Armistead, APR.

Papillion La Vista Community Schools


Four basic steps in building a PR program

Research Analysis and planning

Communication

Evaluation

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When Planning Your Communication Ask…

Who do we need to reach?

What do they need to know? How are we going to reach them?

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Who‌ Almost Every Community in America

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What…. Messages Parents Want to Hear… #1 Concern – Is my child safe?

#2 Concern – Who is in front of my child? #3 Concern – What is the curriculum? #4 Concern – How is my child doing? #5 Concern – Right Now – if child is struggling. -Survey Banach, Banach & Cassidy Papillion La Vista Community Schools Powerhouse PR for School Leaders

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What…Framing the Message

 Identify talking points and stick with them.  Be compassionate. Without it, no one will listen to your message.

 Be truthful -- admit mistakes.

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How‌

About 10% of our lives and decisions are guided by the mind; 90% is guided by our senses and experiences. For example, only 9% of us buy a car for transportation reasons; 90% buy cars for nontransportation reasons.

Papillion La Vista Community Schools


How‌Communication

Research says mass media is best for providing information. But interpersonal communication is best for changing attitudes. Use both.

Mass

Interpersonal

To inform

To change attitudes

Announcement

Dialogue

Book

Discussion

Brochure

Open house/reception

Films, slide-tape presentation

Parent/teacher conference

Bulletin

Seminar

Flyer

Staff conference

Memo

Team project

News release

Telephone call

Newsletter

Home visit

Speech

Workshop

Cable and TV program

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Only 7% of those who read the New York Times can cite anything that was in it yesterday Only 6% ever read one issue entirely.

Only those in leadership positions read the newspapers; they think everyone does.

Papillion La Vista Community Schools


People rely on the advice of friends and neighbors when making decisions Print/media can help in getting information out efficiently, but not in persuading the public.

Papillion La Vista Community Schools


Where Does Social Media Fit In?

 Facebook has 1.4 billion users  936 million daily users to Facebook  500 million tweets are sent EVERY day

 70 million photos/videos shared on Instagram daily Papillion La Vista Community Schools Powerhouse PR for School Leaders

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Demographics- Facebook

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Demographics - Twitter

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Demographics - Instagram

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Social Media Communication

 Your community is there talking about you…  Develop a Social Media strategy - be apart of the conversation.

Keep it in perspective. News travels much faster o Half of daily users get their news on social media

o Be the first to share your message o Be the source for information not traditional media Papillion La Vista Community Schools Powerhouse PR for School Leaders

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Role Playing

Papillion La Vista Community Schools


When Preparing to Speak

 3 main points  Prepare for worst question  Be aware of Privacy Laws and policies related to issue

 Control the environment  Never say “no comment”  Never guess -- say “I don’t know, I’ll get back to you on that.” Papillion La Vista Community Schools Powerhouse PR for School Leaders

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Contact Us

ď şAnnette Eyman Communications Director, Papillion La Vista Community Schools Regional Vice President for National School Public Relations Association Aeyman@paplv.org 402-537-6209

ď şKala Morrissey Communication Specialist, Papillion La Vista Community Schools Nebraska School Public Relations Association President kmorrissey@paplv.org 402-537-6266

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