Using Public Relations to Survive HR Issues
Annette Eyman, APR & Kala Morrissey Papillion-La Vista Schools
“PR is about building relationships that bring about desired behaviors.” — Pat Jackson
Papillion-La Vista Schools
Constructive PR is planned; destructive PR just happens Lew Armistead, APR.
Papillion-La Vista 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 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 Schools
How‌Communication Mass
Interpersonal
To inform
To change attitudes
Research says mass media is best for providing information.
Announcement
Dialogue
Book
Discussion
Brochure
Open house/reception
But interpersonal communication is best for changing attitudes.
Films, slide-tape presentation
Parent/teacher conference
Bulletin
Seminar
Flyer
Staff conference
Use both.
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 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 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 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 Schools Powerhouse PR for School Leaders
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Role Playing
Papillion-La Vista 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 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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