2. Positive PR in My School
Julian Girdham
Donal O’Reilly

3. Discussion: What is the image of PR?
Marketing
Promotion
Media – Newspapers, TV, Radio
Digital media
Selling
‘Spin’
Advertising

4. A Dictionary Definition
“The activity or job of providing information about an organisation to the public so that people will regard that organisation in a favourable way.”
Merriam-Webster

5. A Better Definition for a School?
Anything that promotes and supports the ethos and best practices of your school.
Think about student, teacher, parent, organisation.

6. Why have PR in a school? Support & celebrate student achievement.
Help share best teacher practice.
Communicate effectively with parents.
It is a virtuous circle for the organisation.
Celebration of the work of your school
Group discussion TPS
Should – celebrate achievements (all) of individuals as well as groups. Anything that feeds, reinforces, improves the ethos/culture of the school. Highlight the impact on this recognition on the individuals involved – improves self-esteem, sense of belonging etc (for students, teachers)

7. PR in schools
Discussion:
What does your school do most effectively?

8. Some angles Noticeboards (physical and virtual). Website.
Digital tools & social media.
Newsletters (paper and e-form).
Conventional media – radio, newspaper, TV.
Information evenings.
Parental involvement.
Hospitality.
Assemblies.
Social events.
School events – concerts, plays, walks, parent-teacher meetings, award nights, sports days.
Past-pupil networks.
Corporate connections (work experience).
Visits, events in local primary schools.
Communication of activities by students, teachers, parents.
Student media crew.

9. Some ideas Identify what your message is going to be.
What is your target audience(s) - vary content to suit.
What medium is best to use?
Monitor & analyze what you do & how you do it.
Register school with Local Enterprise Board & avail of discounted training courses.
The power of the visual: good quality photos essential. Use video if possible.
Wise use of a budget.
Free social media – ‘tag’ & ‘hashtag’.
Don’t forget the staff: communicate.

10. To sum up
Effective PR supports the students and staff in a school, helps to build the community through communication, and is a powerful tool in improving school standards.
The Deputy Principal is at the heart of the school community, and so is in an excellent position to lead this process.