Since the beginning of August, I've been participating in a Twitter chat with other public relations and marketing professionals. Twitter chats aren't a new phenomenon in the social media-sphere. In fact, there are 2 other Twitter chats that I know of happening on Tuesday nights at 8pm.
Even though this concept isn't new, it is for the target audience of this particular chat. School PR Chat was started by Shane Haggerty (follow Shane on Twitter). Shane is the Marketing & Communications Director of Ohio Hi-Point Career Center and he's started a new venture called Social Learning Lab. I encourage you to check out Hi-Point's website and Social Learning Labs.
One of the goals of School PR Chat is to bring together school district public relations and marketing professionals to share insights about a very challenging area of communications and marketing. Since its inception in early August, the venture has struggled to get a high level of participation. One of the biggest reasons is that school PR professionals are still slow to embrace Twitter as a viable channel for communications.
So, what's the point of this post? First, I wanted to bring attention to a chat that, as I write this, needs more participants. School district public relations professionals need to work together to keep up with the rapidly changing landscape of the internet and social media. School PR Chat can help connect school PR pros with one another
The other reason is to encourage you to think about starting a Twitter chat for your area of expertise. Use Twitter as a way to network with other professionals in your field or with current and prospective clients. Use the social media channel to show your knowledge or to learn more to expand your knowledge. Don't be scared of Twitter. You never know when it might just lead to your next client!
If you're a school district public relations professional, I'd like to invite you to the next School PR Chat. Just search #schoolprchat at twitter.com!
When you were little, did you ever wish you could be a super hero? I’ll be honest; I was obsessed with action heroes like Superman, Batman and Wonder Woman. I would always daydream about having some life-altering experience like Spiderman and suddenly having my own super powers. Sadly, I could never seem to pin point what my power would be if I had the ability to choose. After 22 years and one State of the Schools Address later, I think I’ve finally figured it out.
I’ve decided that my super power would be……Drum roll please…...
The ability for things to run PERFECTLY the first time around; I’m talking smooth as a baby’s bottom, fly off the handle, no issues here, PERFECT!
Why out of everything in the world would I choose this, you might ask? Have I bumped my head? How could I turn down things like immortality, the ability to fly or the strength of the Hulk? Well, first things first, I don’t think green is really my color and I don’t know how I feel about spandex, but second after Rock Solid’s first shot at the Bucyrus City Schools State of the Schools address it might have come in handy and brought a little ease into our lives. Too bad my hopes and dreams are unrealistic, right?
Now, don’t get me wrong, the night went well and we were thrilled with the turnout, but we did learn a few things. A few things that I think we can improve upon and while allowing us to do bigger and better things at next year’s event, without any “outside” help.
Practice Makes Perfect
Practice, practice, practice and then if you have time practice again. I realize we are all busy and never “really” seem to have time for extra meetings or run-throughs, but think about it this way, would you rather set aside some extra time to make sure you get things right on “game day”, or be humiliated in front of a crowd of people because you didn’t put enough time into perfecting your presentation? I don’t know about you, but I’ve never enjoyed giving a speech and looking out at a group of people falling asleep or even walking out because I couldn’t keep their attention and interest. Adequate practice will help you blow them away and keep them asking for more.
Don’t Assume
Never assume people are on the same page with you. Whether it be PowerPoints, layouts or overall presentation skills, it’s dangerous to just assume everyone knows what you are talking about or that they understand the way to effectively accomplish the task at hand. Talk with them one-one-one, ask questions and don’t be afraid to give suggestions. Remember, assuming makes a you know what out of YOU and Me. Don’t fall victim to this old, yet important life motto.
Timing Is Everything
Remember to give yourself enough time in advance, that if problems or issues arise you have time to fix them. Always allot time for changes, mistakes or an overall revamping of your presentation; sticking to a well-planned time schedule will allow you to do things with ease and avoid the horror of literal, “last-minute” changes. Take it from us, fixing things the day before is much better than dealing with them five minutes before an event is about to begin.
So let’s be honest, you can’t leap a tall building in a single bound and you’re not faster than a speeding bullet, but who cares! You don’t need those silly super-hero powers to pull off a top-notch affair, it’s as simple as 1,2,3. I bet super heroes wished their jobs were that easy!
T-minus 30 minutes and counting, palms sweating, heart thumping and the smell of spaghetti in the air, myself and the other members of the Rock Solid crew anxiously await the kickoff of the first annual Bucyrus City Schools State of the Schools Address. The question on everyone’s mind, will we achieve success, or will our hard work and dedication have been done in vain?
If you know what I’m talking about, please raise your hand. I think it’s safe to say we aren’t alone on this one. Anyone that’s ever planned an event feels like they are in the hot seat moments before the kickoff begins. There are so many unknowns that just seem to drive you crazy. Do we have enough food, will the media show to cover the story, are there enough chairs, will the presentation run smoothly and of course the most important question, but the one no one really wants to ask, will people even come? So how do you get through this “stressful” situation without feeling the need to grab a beer or chew off the few remaining nails you have left? The keys to success; stay calm, keep cool and always appear collected.
Breath In, Breath Out
Staying calm is good for your health. It allows you to think clearly, quickly react to unexpected events and keep everything in perspective. Remind yourself you aren’t in a life or death situation, no one will get hurt if things don’t go the way you’ve planned and at the end of the day you’ve done everything within your power to make the event, whatever it may be, a success. If you’ve done your best, there is no sense in stressing yourself out for nothing. Remember, if there is a fire you don’t run around like a chicken with your head cut off, you stop, drop and roll. Sometimes in a situation like this you need to do a mental stop, drop and roll just to put out any “mental flames” that may have ignited inside your head. (I do not suggest a literal stop, drop and roll. As your fire safety instructor might be proud of you for remembering after so many years, your client may think you’ve lost a few marbles.)
Never Let Them See You Sweat
Keep cool, literally! No one likes a sweaty, pit-stained professional running the show. If you need a few minutes to “cool off” excuse yourself to the nearest exit or restroom, and take a few minutes to put yourself back together and freshen up. If you’re not sure how long is appropriate to be out of the room, sing your ABC’s (probably better to sing them in your head rather than out loud, again, people might be concerned) look yourself over in the mirror and head back out to oversee what’s happening.
Be Confident, Not Cocky
Lastly, appear collected. Confidence is KEY! If your client believes you have control of the situation or are unnerved by whatever chaos may be happening around you, they are able to fully trust and rely on you for answers. Now, I understand you may be having an internal “oh shit” moment, but probably better you keep that to yourself. Remember, you’re the professional, you’ve been trained for these moments and the client looks to YOU for advice.
So the next time your worrying about the unknowns, ask yourself three questions. Am I calm? Am I cool? And most of all, do I appear collected? Master these three keys and you can handle just about ANYTHING that might get thrown your way.
Sit back, relax and close your eyes. Sorry, I’m not going to play any Jedi Mind games, I just want you to think. Think about a time that you went to an event, party, outing or function on the sole premise that you would get something free in return. Perhaps it was some hot, new item like an iPad, or cell phone. Maybe it was something big like the chance to win a large sum of money or go on a five-day vacation. Or maybe, it was something small and simple like a koozie, t-shirt or gift card. Does any of this ring a bell? The truth is, people will do just about anything for free stuff, no matter how big or small it really is.
Companies that know this use it to their advantage all the time. Let’s face it, the way the economy is, consumers don’t seem to mind one bit. It doesn’t take much to get their attention, keeping it is the hard part. The million-dollar question, how do you keep that interest? What is it about your particular product or service that keeps them constantly coming back for more? Now that my friends is the real kicker.
We think the answer is actually very simple. In fact, it’s an approach we used recently at the Bucyrus City Schools Administrative Center Media Tour. We invited local media to come tour the newly renovated Lincoln Building, and invited them to stay for a catered lunch. Nothing fancy, just deli sandwiches and chips, while providing them with a chance to ask questions. Do you remember the old saying, “The way to a man’s heart is through his stomach”? Well, what about the media’s heart? Seems as though the same concept applies. We used something small and inexpensive like food, let’s be honest who turns down a good meal, to get them interested. However, we didn’t stop there. We realized it wouldn’t be enough to just satisfy their appetites, we needed to satisfy their need for must-have, behind-the-scenes information they couldn’t find anywhere else. Attaining that goal was easy thanks to the following rules we laid out for ourselves:
Do Your Homework
Research your media outlets. Identify reporters’ likes and dislikes, or which topics fall under their designated “areas” of coverage. Look at old stories they’ve written. Does the pitch you are going to present them seem to fit. If it’s too far off the beaten path, try to connect with someone else who might seem to have a closer fit, or consider another angle. It’s also important to find out how you can contact them in the future, along with the best times they can be reached. You don’t want to reach out to them on the day of your big event and discover they aren’t even working that shift. Lastly, know how they like to communicate. Is it best to call or e-mail them? Do they like to chitchat or get right to the point? This will allow you to better communicate with them when the time arises. Doing your homework preps you for the big day.
Get the Facts
Take time to collect the facts about the event or function you’re holding. Compile a list of things you feel might be important or seen as special or unique about your event, venue, speaker or audience. Remember, the media want something different. Providing them with something new and fresh just might be your ticket to getting that coverage you’ve been looking for. If you don’t know the answer don’t be afraid to ask another source, just make they know what they are talking about. There is nothing worse than giving out incorrect data; it makes you look foolish and unprepared. Check and then double-check the information. Check for grammatical errors as well as format issues. Remember, everything you create is a direct representation of who you are as a company. What kind of image do you want to portray? Try to keep it concise by narrowing down the most important facts. Once completed, check your RSVPs and see how many copies you need. Make sure to bring along a few extras, just in case media show up unannounced.
Reach Out
Don’t be afraid to reach out to the media. Use your resources. Prepare some sort of invitation for your upcoming event and personally ask them to be a part of it. Keep it simple, and remember the basics, your: who, what, when, where and why. Ask for RSVPs and set realistic goals for responses. Give them adequate time to respond, but make sure to follow up with an e-mail. Don’t be afraid to follow up your e-mail with a phone call. Be kind yet assertive. Remind them of the event and why you think their audience would appreciate the information, but don’t be too pushy. You don’t want to sound like your begging. Confidence is key; you want to make them fell like they would be missing out if they couldn’t make it, without really saying it.
So the answer to that million-dollar question; It’s all about the basics, but I guess a little food doesn’t hurt either. Sticking to these very simple, yet effective tools will ultimately set you apart from your competition. Take it from us, if you do these small things your results will be sweet. Now, that’s being one smart cookie!
Photo from othersideoftheplanet.com
As the school year draws to a close, so does our first year as the outsourced communications department for The Bucyrus City School District. As far as we have been able to research, the partnership between Rock Solid Media LLC and The Bucyrus City Schools marks the first time a school district in Ohio has outsourced typical "in house" communication efforts.
We started with the basics, a few releases regarding new building dedications and some slideshows to run during the open houses for the buildings. What ensued over the next year was anything but routine for rural school districts in Ohio.
Let's start with Facebook. Launched in September, the district's Facebook fan page currently has over 565 fans, has received over 7,938 page views, 287 video views and 1171 picture views! But better than all those stats is that 78% of all our fans are age 25 and up! What does that mean? It means we are reaching our target audience, it means that we don't have a bunch of students who are "fans" of the district, but that we are actually reaching important district stakeholders. For districts that don't have the financial assets to build out a specific communication website, Facebook provides a free place to publicize information, pictures and videos.
After Facebook was up and running we turned our attention to creating a monthly Superintendent's video series. Using the video hosting site Vimeo, instead of Youtube, we were able to create professional looking videos specifically branded to the Bucyrus City School District. The stats weren't anything to write home about, but we did manage to get over 225 different people to watch at least one of Dr. Nichols' videos. Here is an example of one of the videos we produced.
While these videos won't win an Oscar, they allow district stakeholders to feel like their Superintendent is actually a person. It allows the audience to hear directly from the administration what important things are going on within the district.
Last but certainly not least, I want to touch on the district's deployment of email marketing. Today over 2,150 emails have been sent to over 340 different people in the district's database. Members of the database can choose 8 different categories of information they wish to receive, ranging from athletics to strategic plan updates. Across the industry email marketing typically sees a 15%-20% open rate, the average open rate for the district's email marketing campaign is 51%. Email marketing can serve as a typically low cost communication tool for school districts looking for new ways to reach a very specific target audience.
There you have it! Are our results earth shattering? Probably not. The only thing we can say for sure is that the district is taking their communication efforts places they have never been. Only time will tell whether or not the partnership between Rock Solid and Bucyrus will be mutually beneficial, but after a review of year #1, I think it is headed in the right direction!
No, Disney's newest feature film doesn't highlight the inner workings of
school district communications in the twenty-first century. Quite frankly, I doubt even Disney could turn that subject into a hit movie. However, one of Disney's most famous flicks helps put into perspective the kind of relationship school superintendents should have with their communication team.
At this point you are probably struggling over just which Disney story I am referring to. If you guessed Lion King, Cinderella, Snow White, Little Mermaid, Aladdin or Peter Pan, you would be incorrect. When trying to think about the film that provides guidance for school district superintendents, "Let your conscience be your guide."
Still guessing? When discussing the best practices for communication between a school superintendent and his communication team, Pinocchio and Jiminy Cricket laid the foundation long ago.
Throughout Pinocchio's journey, Jiminy Cricket gives Pinocchio the advice he needs to help become a real boy. Sometimes Pinocchio listens, and sometimes he doesn't. It isn't that Pinocchio doesn't care what Jiminy has to say, it's just that he has a lot going on in his life, and Jiminy's message is often lost amongst all the other hustle and bustle going on around him.
This is very similar to the relationship between a school superintendent and his communication team. Superintendents are busy people. With student achievement, building projects and professional development taking up most of their time, communication often gets placed on the proverbial "back burner." Much like Pinocchio, superintendents don't mean to brush off Jiminy's advice, in this case, the suggestions and requests for permission from their communication team. They simply don't hear the message amongst the hustle and bustle of their chaotic schedules.
Much like Jiminy, it is easy for communication teams to become discouraged and feel like their ideas and requests fall on deaf ears. When these feelings arise, simply take a step back, and remember Pinocchio's journey. No matter what was going on in Pinocchio's life, Jiminy was always able to see the big picture. In much the same scenario, superintendents are often so focused on student achievement and improving test scores that they can't see the district's communication needs. This isn't to say that superintendents are inept, it simply shows just how much goes into running a successful school district. The reason superintendents have a communication team is because they are smart, and they know they don't have the time to devote to develop effective communication strategies.
To bring our Disney tale full circle, the model for communication between a superintendent and his communication team has been right in front of us all along. As superintendents go through their daily grind, trying to help their district reach its potential and become "a real boy," it is important for communication teams across the country to be their conscience. Remember that all of your ideas will not be seen through to completion, but eventually your message will be heard. Remember that although superintendents are great at what they do, there is a reason they hired a communication team. Every now and then, they need a "conscience" to be their guide. That's where you come in!
Photo courtesy of mydogbarchs.blogspot.com
Change is difficult, especially when dealing with creatures of habit. And those of us with experience in education know there are no greater creatures of habit than school administration and personnel. That being said, not all change is for the worse. Making the decision to bring new technology into your district or not, should be just like making any other decision, well researched and thought out. The big problem many school districts face is they are not sure how or why they should use social media and other interactive marketing outlets.
1) Identify Your Needs - School districts are as unique as the communities and students they serve. What works for similar sized districts might not be the best approach for yours. The first question you need to ask yourself is simple; how can we better communicate with all of our stakeholders? From parents, to businesses, to senior citizens, all of a district's audiences need to be taken into consideration when identifying communication needs within a district. Other questions to ask yourself during this step include: Are our current communication efforts effective? How do we know if those efforts are effective? What do our stakeholders expect from our district in regards to communication?
2) Do Some Research -This may sound like a simple step, but it is the step that will make or break the whole process. Over the past 4 years, countless social media outlets have emerged, everything from basic outlets such as Facebook and Twitter, to more niche outlets like Yelp and Foursquare. The important thing about this step is to try to and keep it simple. There is no reason for schools to use unique outlets just because they are the "flavor of the month." Stick to what you think would work best for your district. Our suggestion; a multi-faceted approach. Facebook allows districts to set up their page as an extension of their district website. If it is important enough to have on the district site, it is probably worthy of being mentioned on the district's Facebook page. However, that is simply our suggestion. Remember, your district is unique!
3) Make A Decision - Your needs are identified, and you know what you want. Maybe your district has decided to keep it simple and just launch a Facebook page, or maybe your district wants to try and bring in everything but the kitchen sink. Either way, you need to make a decision! In dealing with school administration, decisions often take long periods of time to turn into results. The earlier your district can make a decision to use new marketing outlets, the sooner that decision can result in action.
4) Hire The Right Help - If you have made it this far don't negate all your hard work with the wrong help. When trying to decide what kind of help to hire, look to the amount of technology and marketing outlets you have decided to utilize. If your district is keeping it simple, paying a district staff member to take on the extra work may be the right direction to go. However, if your district plans on undertaking a communication overhaul, you should probably look at hiring a person or persons from outside the district. There are many firms beginning to break into the education industry with specific concentration on communications and marketing. Like everything else in this process, your help is specific to your district and your fiscal situation.
5) Stick It Out - This change is not going to yield earth-shattering results over night, it will not save your district from a financial disaster and it will not improve test scores. It will, however, ensure improved communication within the district, open two-way communication between the district and its' shareholders and do it all in a very cost-effective manner.