Branding, Communication, Google, Marketing, Productivity, Tools, TSPRA

Are you new to school PR or building a new school PR program? These 5 documents can help you get started!

I was recently contacted by a newly hired school PR professional who is building a brand new PR program in her district. Having done that very thing 3 years ago, I was happy to offer my input and share my resources. With the help of MANY veteran school PR pros (thank you CASPRA, TSPRA, and NSPRA!), I’ve filled my toolbox and developed some documents that anyone can use to get a school PR program off the ground. I’m so happy to share those documents with you!

Please feel free to make copies of any of these documents and use them to develop your school PR program or share them with someone who can benefit! They’re all in Google Doc format, so you just have to go to File > Make a Copy to create your own version. Sharing is caring! We’re better together! 🙂

  1. Communications and Community Relations Plan – having a road map to guide communications efforts is incredibly helpful in beginning a new program, keeping it on track, and evaluating it annually for effectiveness.
  2. Annual School PR Tasks Checklist – I find that having a sort of “dashboard” for my annual and monthly tasks is helpful for big picture planning, prioritizing and making sure nothing slips through the cracks.
  3. Branding and Style Guide – I looked at dozens of style guides, some simple and some very in depth, before developing this one for our district. I settled on a simple and straightforward version, leaving room for the addition of details in the future, if needed.
  4. Communications Scorecard – each month I send this communications scorecard to my superintendent and our board of trustees. This is a great way for me to analyze our content and locate trends, as well as illustrate our growth and top efforts.
  5. Stay Connected with our ISD – this is a great publication for parents and the community to see all of the many ways they can stay connected with your schools!

In addition to the documents above, I also want to offer two presentations that I shared at TSPRA last year that may also be of interest/help. One contains ways in which we have engaged various stakeholder groups and the other is a presentation I also use internally to start a dialogue about branding and public education.

C4 Yourself! Cultivate Community, Communication & Culture – bit.ly/bisdc4tspra
Are you BrandED? – bit.ly/tsprabranded

Communication, Culture, Google

Customizable Bitmoji postcards you can use for almost any situation (my superintendent LOVES these!)

I have an awesome superintendent who totally understands the power of a handwritten note and he LOVES Bitmoji! Seeing as I aspire to only communicate with Bitmojis, I have had a blast putting these postcards together for multiple occasions. Staff members and students LOVE to receive these, and they are so easy to make using Canva.

I love sharing documents on this blog that you can use, so I took this concept to Google Slides so you can make a copy and create your own customized 4×6 Bitmoji postcards. Click here for the slides (go to File > Make a Copy to create your own!).

And just for kicks, I’m also including an easy-to-use format for thank you cards that we love. Print these front-to-back and cut into thirds and they fit right into a standard envelope. These are great for students, parents, volunteers, donors, and everyone in between. You can switch out the stock pictures with pictures of your events, campuses, and programs. Click here to get the cards (go to File > Make a Copy to create your own!).

Communication, Culture, Google

Help your staff stay informed and communicate better with this customizable planning document

Each summer I share this document with our campus and district administrators in an effort to keep them informed and help them communicate better with me and with the media. Although many of these tips and guidelines may seem like common knowledge to us, staff members outside of the school PR world need these reminders each year.

Click here to access the Google Docs version of this document. Simply go to File > Make a Copy to create your own version to use with your staff!

What publications do you use to foster an open line of communication with campus and district staff?

Communication, Productivity

I scream, you scream, we all scream for press releases! Use this press release request flyer with your staff!

I love to share good news about the awesome work our students and staff are doing, but sometimes I feel like I’m only getting part of the story. It can be difficult and time consuming to go back and forth trying to get adequate information for a complete press release. I recently found this press release request form from Austin ISD and immediately started developing something I could use in my own district. I am sharing a generic version of this flyer in case it’s something that might help you, as well! I shared this with our campus and district administrators, as well as put it out to all staff members in our district via our district intranet. Hopefully this will better inform our staff about the information necessary for a press release, and make our jobs a little easier!

Communication, Culture, Productivity

I tried to remove this word from my vocabulary 4 years ago and it’s been slowly creeping back in

Raise your hand if you’re guilty of saying phrases like…

“I’m up to my eyeballs.”

“I’m in the weeds.”

“I’m running around like a chicken with my head cut off.”

“Just trying to keep my head above water.”

On May 17, 2015 I blogged about the “culture of busy” and how I was going to try and remove the word “busy” from my vocabulary, but lately it’s been creeping back in. This time busy has been more covert, sneaking into my conversations in the form of “Oh, I’m good, just busy” or “You know, it’s a busy time of year.”

My friend once shared that she thinks we say these things because we’re afraid if we don’t TALK about how busy we are, people around us will think we’re not working hard. I think she’s right, but I also think it’s just our culture. ESPECIALLY in school PR where there’s always something to keep us occupied.

Dang. I just did it again. It’s easy to make the assumption that your own position or industry or department is the only position or industry or department that is spread too thin, understaffed, over capacity, etc. Can we all just agree that we’re ALL BUSY … the baseline is BUSY … it’s a given that we’re BUSY … so there’s really no need to state it.

How many of you have really paid attention to how often you say you’re busy?

When I started really paying attention to how often I tell someone I am busy, I WAS EMBARRASSED! Not only do I TELL people, I include it in my EMAILS! NO ONE NEEDS TO KNOW HOW BUSY I AM! It’s obnoxious! EVERYONE is busy! I’m not the only one!

So, I am trying to hit the busy reset button. I am in busy therapy. I am again working to replace emails like “I am so sorry I have taken so long to respond. It’s a busy time. Let me check my calendar to see when we can get together” with responses like “Good morning! I am happy to help you solve that problem. When is a good time to meet?”

So…who’s with me?!! Let’s help each other remove the “culture of busy” statements from our interactions and instead focus on strengthening our “culture of caring” vocabulary. Let’s refocus on WHO we serve instead of trying to out-serve each other.

Branding, Communication, Culture, TSPRA

Guiding staff to build a better brand and engaging a diverse community – discussions and presentations from TSPRA19

Last week I attended the 2019 Texas School Public Relations Association conference, an amazing experience full of learning and leading together with my Texas school PR family! I had the pleasure of facilitating 4 roundtable sessions about branding, and presented a full session on culture and community. I took lots of notes during the discussions at the roundtable sessions and created a quick Google Docs flyer to share with you. I am also sharing the culture and community presentation in case you are looking for some new ideas. The presentation has links to all of our planning documents and materials for each initiative.

Are your teachers and staff brandED?

A strong brand can increase effectiveness, improve engagement, and positively impact climate. How can you guide staff to build a better brand and deliver results?

Click here for the Google Docs file. Go to File > Make a Copy to create your own version.

C4 Yourself! Cultivate Community, Communication & Culture

Come hear how one rural district is igniting systematic change and engaging a diverse community. Get simple strategies that break down barriers, change public perception, and build a community of public school supporters. No budget? No worries! Most of these strategies can be achieved with even the smallest departments and budgets. Leave this session with ideas you can implement immediately to maximize your resources and get a big return on your investment!

TSPRA

Day 1 of TSPRA19 did NOT disappoint! Here are my 10 favorite moments, plus all of my day 1 notes!

It was an AWESOME day at TSPRA19 and I am so thankful for the TSPRA organization, all of the event planners, and the sponsors. Amazing content, incredible attention to detail, and all of the little touches really made today’s experience one to remember. Here are my 10 favorite moments from today!

  1. Getting a sweet new pair of Maui Jim sunglasses at the TSPRA President’s Reception for helping with conference planning. (Ok, that was technically from yesterday, but it was AWESOME!)
  2. Lynne Wester (@DonorGuru) sharing her expertise during opening session this morning and telling the story of how Team Rubicon knocked it out of the park with donor follow-up efforts.
    1. P.S. Lynn says you need to thank a donor 7 different times before you ask them for money again!
  3. Hearing the “BOY” method for donor communications … “Because of you…” What a simple way to frame the message to communicate the importance of giving and show the impact it makes!
  4. Being introduced to the “Anatomy of a Podcast” by Christie Goodman with IDRA. They’ve been podcasting since 2006! Check out their Classnotes Podcast.
    1. bumper –> standard podcast intro –> episode intro –> transition music –> body –> transition music –> outro –> standard podcast exit
  5. Learning about using Anchor for easily creating podcasts – definitely see some podcasting in my future!
  6. Learning about Digital Juice subscription service for royalty-free content FOREVER.
    1. P.S. They’re having a 50% off sale right now!!
  7. Eating “tot-chos” and smores for lunch to fuel up for an afternoon of learning!
  8. Getting a great idea from the Riverside Unified School District website – showcasing statistics in a scrolling banner at the bottom of the homepage.
  9. Getting another great idea from Cy-Fair ISD to use consistent hash-tagging (ex: #CFISDsafety or #CFISDfunrun) to help with branding and recognizability.
  10. BY FAR, the best part of today was having Steven Anderson (@web20classroom) give a nice shoutout to Brenham ISD for our communication plan! Couldn’t believe my good fortune to be sitting in that session to see that! Click here to get our plan in Google Docs (just go to File > Make a Copy to create your own version.)

Click here to access all of my notes from today!