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Image Builders or Breakers Presented by. Dorreen Dembski Director of Public Information West Bend School District Mabel G. Schumacher, Ph.D. WSPRA Executive.

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Presentation on theme: "Image Builders or Breakers Presented by. Dorreen Dembski Director of Public Information West Bend School District Mabel G. Schumacher, Ph.D. WSPRA Executive."— Presentation transcript:

1 Image Builders or Breakers Presented by

2 Dorreen Dembski Director of Public Information West Bend School District Mabel G. Schumacher, Ph.D. WSPRA Executive Director Oconomowoc School District September 28, 2007

3 There is not a guaranteed future for public schools Every institution exists at the will of the people. If those people are not satisfied, there is no guarantee that the institution will continue. - John Wherry, President The Parent Institute

4 Competition is here to stay!

5 We serve a changing clientele n million more school-age children than adults n Today136 million more adults than school-age children (According to 2000 US Census data)

6 Today the average American adult can go a full week without a single contact with a child under the age of eighteen.

7 Strategic Inflection Point …when change is so powerful that it fundamentally alters the way business is done. --Andy Grove Former CEO Intel Corporation

8 Creating the right image is everyones job n What is Image? ½ -Perception of how your publics see you ½ -Perception of how you see yourself n An image gap is created when these are out of alignment

9 Why is image so important? The brain cannot hold two images simultaneously.

10 Image comes from… n Price/Value n Program/Product n Place n People

11 You market your schools every day! n Your district cant publish enough articles or capture enough airtime to make people think your schools are great n Trust and confidence build relationships n Relationships build the image n YOU ARE THE KEY!

12 Who is the most credible person in your school district?

13 Being on the Front Line... n Secretary n Custodian n Food Service n Bus Driver n School Nurse n Teacher/Teacher Aide n Principal n Superintendent n School Board Member Source - National School Public Relations Association

14 Being on the Front Line... The schools belong to the public. They exist to serve the public, not to tell it what to do or dictate what is best for it. But if the public is not informed about education, its ignorance can destroy the schools. --Patrick Jackson

15 Public relations is everyones job!

16 PR…People Relations IndividualClassroom/Office District School Building Community

17 Emotion Sells n Well leave the light on for you. n Youre in Good Hands… n The Toughest Job Youll Ever Love. n When You Care Enough to Send the Very Best. n I Dont Want to Grow Up… n What Happens Here, Stays Here. n Zoom, Zoom, Zoom… n Be All That You Can Be.

18 Marketing… Its the right message to the right people through the right media at the right time resulting in action. -Deede Sharpe

19 Image of Public Education n n n

20 Customer Service Inventory n The Worst ä List three businesses you have personally used which you believe need tremendous help with customer service. ä What makes their service so poor?

21 Customer Service Inventory n The Best ä List three businesses you personally use which you believe epitomize quality customer service. ä What makes them so outstanding?


23 What do people expect from public schools? n High Standards n Safe Schools n People who really care about kids n Strong basic skills instruction n Open, inviting school environment --Public Agenda

24 Customer Care n Basically, customers want: ä Friendly, caring service ä Flexibility ä Problem Solving ä Recovery (admit when we've made a mistake)

25 The school business is a service business

26 Research tells us… n That on any given day, 20% of the community are unhappy with the job we are doing. n That means that 80% of the community are happy.

27 Research also tells us that… n Neutralstell no one about it n Positivestell 2.5 people about it n Negativestell 12.5 people about it

28 People form opinions through experiencestheir own and those of the people they know.

29 Every time you interact with someone is an opportunity to build your personal image and the image of your school, your district, your community.

30 Why Customers Quit n 1% die n 3% move away n 5% because of their friends n 9% for competitive reasons n 14% because of product satisfaction n 68% because of a negative personal experience

31 Be glad they told you… n 96% of unhappy customers never complain n 91% of those who dont complain will not do business again with the business that offended them n The average unhappy customer will remember the incident for 23 ½ years

32 We expect high quality service n An employee having a bad attitude at a fast food restaurant is one thing. n An employee having a bad attitude when youre 35,000 feet in the air is another matter entirely.

33 n You want people who love their jobs flying that plane. n You want people who love their jobs teaching and caring for your children. n You want people throughout your school system who love their jobs enough to…

34 …promote: n Their school n Their district n Their community

35 Infuse customer delight into everything you do n Be There n Choose Your Attitude n Make their Day n Play Source: FISH! Charthouse Learning Corporation

36 Where do you fit in? What are your personal assets and opportunities--how would customers describe you? 1, 2, 3

37 You Are the Image of the Schools … …Wherever You Go ä Place of worship ä Athletic events ä Grocery stores and the mall ä In the neighborhood ä At the local coffee shop

38 Who are our publics? n Internal ä those with whom we work ä those in our building n External ä those outside our building ä those who do not have regular contact with our school4

39 Key Opinion Leaders n Someone with an interest in a subject n They have a following n They are positivistsCan-Do People n The are activists n They Get Around n Others come to them for advice n They are trusted

40 Key Opinion Leaders Always on board Reasonably positive; but not influential Reasonably negative; not influential Negatives; people dont listen for long Lead and influence others

41 ABCs of Customer Service n A = Attitude n B = Behavior n C = Communication

42 Attitude People dont care how much you know until you show how much you care.

43 Ritz-Carlton Hotels The Ritz-Carlton provides the finest personal service and facilities throughout the world. The atmosphere is warm and relaxed and the ambiance embraces the uniqueness of the local culture. The variety of services offered will enable you to create your own experience. --Ritz-Carlton Home Page

44 Practice at Ritz-Carlton n Be the first to give a warm greeting n Ask about the guest n Call them by name n Know things about the guest n Give them a fond farewell

45 What is the practice at your school?

46 Behavior Its not just WHAT you do, but HOW you do it.

47 Behavior n 5 Ps for good service ä Be Proud ä Be Professional ä Be Polite ä Be Prompt ä Be Personal

48 Behavior n Treat everyone as a customer n Greet people with a smilein person or on the telephone

49 Behavior n Treat everyone as if you had to live with them in a very small box for the next 30 days n Remember, over time the content fades but the relationship remains

50 Communication You never get a second chance to make a first impression. Each impression you make will temporarily, at least be your last. So make it strong. Harry Beckwith, Selling the Invisible

51 Communication Using key messages

52 The Message Communication is two-way Talk/ Write People need to listen at least as much as they need to talk. Too many people fail to realize that real communication goes in both directions. --Lee Iacocca Listen/ Read

53 Communication MIND + FACE + BODY What we say How we say it

54 The Delivery n Nonverbals ä Facial Expressions ä Gestures ä Proxemics n Paraverbals ä Tone ä Cadence ä Volume

55 I did that yesterday.

56 The Delivery… Four physiological faces… 1.Smile At every opportunity 2.Closed Frown, eyes narrowed Youre angry 3.Neutral Nothing moves but the mouth 4.Open Intentionally create horizontal lines by raising eyebrows slightly I care

57 The Delivery… A gesture is the communicators equivalent of a handshake or a hug. -Arch Lustberg, Communication Consultant The four NO positions 1.Fig Leaf 2.Hands in pocket 3.Hands behind back 4.Arms crossed

58 The Delivery… n Proxemics = personal space {An area around the body (18-30 inches) that is considered an extension of the body.} n To honor another persons personal space: ä Stand a leg length away ä Stand at a 90 degree angle ä Keep hands visible

59 How you say it matters n 7% of your message comes from the words themselves n 38% of your message comes from the speakers tone n 55% of your message comes from your non-verbal signals

60 The Challenges… n Angry parents n Questioning parents n Protective parents n Critical parents n Chronic complainers

61 The Challenges…DO n Approach parents with an attitude of respect and a willingness to listen. n Remain calm. A calm response can defuse an upset individual. n Use the individuals name. n Be attentive.

62 The Challenges…DO n Address specific complaints with ideas about what you can do together to find a solution. n Exercise empathy. Try to gain an understanding of his or her perspective. n Be honest. n Focus on the child. n Document.

63 The Challenges…DONT n Let it become personal. n Leave things unresolvedset a time for another meeting; agree to something. n Speculate.

64 Confidentiality is Critical n Its the law: FEPRA, HIPPA, Special Education regulations n Ask yourself: Who needs to know? Why? n Written information n Conversations n On the telephone n On the computer screen

65 Effective Communication n Builds trust n Establishes positive relationships n Is tied to student performance results and accountability n Creates and maintains a welcoming climate in your school

66 Mass Communication n Mass-produced, non-personal letter n Brochure or pamphlet (direct mail piece) n Article in newsletter, magazine n News carried in popular press n Advertising in newspapers, radio, TV, magazines n Listserv, group , blast fax n Web site n Cable access n Other (billboards, pens, giveaways)

67 InterpersonalCommunication Interpersonal Communication n One-to-one, face to face n Small group discussion/meeting n Speaking before a large group n Phone conversation n Handwritten personal note n Typewritten, personal letter n Computer-generated personalized letter n communication

68 One-on-One Research has proven that we cannot change attitudes with the printed word. It is only through interpersonal communication, two- way, one-on-one, that we build trust, change attitudes, and ultimately behaviors. --Patrick Jackson

69 People People Programs Beat Paper Paper Programs Every Time!

70 Building Relationships n It takes significantly more time to acquire a new advocate than it does to take action to keep a current advocate. n Most parents sever ties because of poor relationships, not educational results. n Dissatisfied people tell more people about bad news than satisfied people spread good news.

71 How communities make decisions… n 3% From printed materials n 7% From talking with others n 90% From talking to people inside your school system

72 The Toolkit

73 Toolkit contents n Telephone tips n Frontline communication tips n Survival kit n Basics of good PR n Looking at the climate n Dealing with angry or difficult people n Dealing with complaints n s n Newsletters

74 Telephone Tips n Answering the phone n Your voice n Your language n Your approach n Transferring calls n Taking messages n Voice mail n Speaker phone Toolkit-pages 1-3

75 Frontline Communication Tips n Knowledge n Attitude n Behavior Communication Tool Kit – page 4

76 Survival Kit Map of district / attendance areas List of significant people Administrators Board Members Department Chairs Club Sponsors School Calendar Current Enrollment Information Total school Grade levels Tool Kit – page 6

77 Basics of Good PR n Creating the climate n Listening ä Listening versus hearing ä Blocks to listening ä Keys to good listening n Projecting a positive image Tool Kit – page 7

78 Take a look at the climate Take a look at the climate Conduct a communication walk through your building Tool Kit – 8-9

79 They arrive at YOUR door… Within the first ten seconds: n What do they see? n What do they hear? n How do they feel? Toolkit – pages 8-9

80 The Communication Walk n Appearance ä Personnel ä Building ä Grounds n Communications ä Verbal ä Non-verbal n Confrontation ä Dealing with the difficult Toolkit – pages 8-9

81 Dealing with Complaints n Gathering Information ä Procedure ä Research ä Personal Contact ä Keep a Record

82 Dealing with Complaints n Responding ä Timing ä Factual but friendly ä Vocabulary ä Positive approach ä No promises

83 Dealing with Difficult or Angry People n Attitude…your approach is critical n Listening…be active and attentive n Responding…be aware of all levels of response Toolkit – pages 10-12

84 Dealing with Difficult or Angry People n Attitude ä Calmness ä Acceptance ä No joke! ä Protect yourself (dont personalize) Toolkit – pages 10-12

85 Dealing with Difficult or Angry People n Listening ä Attentive ä Active ä No interruptions ä What do they want? Toolkit – pages 10-12

86 Dealing with Difficult or Angry People n Responding ä Know your options ä Language ä Small talk ä No promises Toolkit – pages 10-12

87 Proven Stress Reducers n Planning n Reducing stressors n Your approach to work n Positive attitude n Coping strategies Toolkit – pages 13

88 PR for the School Professional n Profile n Social savvy n Communicator n Juggler! Tool Kit – page 16

89 Perfecting s n Critical How-tos ä No bad news ä No flaming ä Limit the length ä Clear desired action ä Easy response Tool Kit – pages 17-20

90 Perfecting s n Clean up your writing ä Natural language ä Short sentences ä Headings ä Active Voice ä Important information first ä Check grammar/spelling ä Sign from a real person Tool Kit – pages 17-20

91 Perfecting s n Outgoing ä Relevance ä Less is more ä newsletter? – Links – Subscriber comments – Opportunity to unsubscribe Tool Kit – pages 17-20

92 Perfecting s n Incoming s ä Dont forget personal attention ä Answer s ä Remember s are a LEGAL DOCUMENT! ä Develop a system of filing folders to organize Tool Kit – pages 17-20

93 Etiquette n Keep business communication business-like n Choose your words carefully n Favor clarity over complicated responses Tool Kit – pages 17-20

94 Newsletters… n Publish on a regular schedule. n Aim it toward interesting readers. n Write in language people can understand. n Design it clean and simple. n Use pictures. n Distribute widely. n Build in feedback method. Tool Kit – page 21

95 The Next Step n Key positive messages about your school n A month from this date n My Personal PR Plan... Workbook- page 5-7

96 With special thanks to: n Charthouse Learning n Harry Beckwith n Patrick Jackson n Deede Sharpe n Jackie Price n National School Public Relations Association n Mary Pat Pfeil, WSPRA Past President n Mary Ellen Marnholtz, WSPRA Past President

97 Thank you for your participation!

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