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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