When Pigs Fly: Building athletics-like community support for academics Brad Hughes Kentucky School Boards Association
When Pigs Fly Two big communications failures by school districts
When Pigs Fly A. Failure to maintain their images and messages in front of the public.
When Pigs Fly Ø No public awareness programs Ø Event-only public awareness programs Ø Taking only what the news media gives Ø Doing the same thing, year after year Ø No planned, structured feedback
When Pigs Fly B. Failure to keep the internal audiences – the “family” – aware of matters that may not affect them but do affect their role in message delivery.
When Pigs Fly Marketing isn’t the same as • • public relations, media relations, community engagement or parent involvement
When Pigs Fly Let’s define “marketing” as: Delivering selected content / message Through a selected communications tool To a selection target audience
When Pigs Fly Rule #1: Every communications product has more than one possible use. Don’t limit the impact of a message delivery tool with a single use.
When Pigs Fly In the district tool box: Press releases Videos Photo essays Newsletters Websites E-mail blasts Local media stories Speakers’ bureau Opinion leaders Public forums Online polls Social media
When Pigs Fly Stories of your district to tell: Test scores? Yes, but also…… Ø Graduation rates, ranking Ø Attendance rates Ø Volunteers, hours, numbers Ø Student/teacher ratio Ø Teachers w/ advanced degrees Ø College scholarship values Ø Updated facilities Ø Professional development
When Pigs Fly Rule #2: Everybody isn’t a target audience. Different people see, hear, remember messages at at difference places. “Everybody” isn’t a target audience
When Pigs Fly Rule #3: Look for opportunities that the calendar provides every month, every year
Good stories you can plan for Aug. : Back to School, new key people/rules/options, test results Sept. : Grandparents, Labor, literacy, constitution, Play-Doh days Oct. : Computer Learning, school lunch, school safety, bus safety Nov. : American Ed Week, Thanksgiving , Veterans, parent involvmnt Dec. : Christmas, Human Rights, hand washing awareness day Jan: Back to School, mentoring, school nurse, school board, MLK Feb: Black history, Presidents Day, Inventors Day, Random Acts March: Read Across America, children’s poetry, teenagers’ day April: Earth Day, testing, world health, honesty, first kindergarten May: Graduation, prom, teacher, school nurse, KY Derby June: Stand for Children, Flag Day, Environment Day, grad class data
When Pigs Fly Board meetings Halftime celebrations games Student awards ceremonies Civic group meetings Videos for the district web sites
When Pigs Fly: Building athletics-like community support for academics Things that Communities/local governments can do: Signs on roads entering west Kentucky town “Home of the Purchase Area Quick Recall Team Championship Team” Banners stretched between light poles in north Kentucky city “Make it a ‘Straight A’ year, students!”
When Pigs Fly: Building athletics-like community support for academics Things that Businesses can do: Marquees Congrats to Middle School Math Team – District Champs Schedules/Calendars Event sponsorships Salutes in regular newspaper or radio advertisements
When Pigs Fly: Building athletics-like community support for academics Things principals, teachers, building leaders can do: Pre-test pep rally Assembly to recognize major academic team/student achievements Student artists’ banners and posters Reserved parking spots
When Pigs Fly: Building athletics-like community support for academics Things that central office staff can do: Insure clear academic messages in all publications Help set up a speakers bureau to make talks about academics Promote academic presentations to the local media Suggest academic-focused feature stories/ photo ops to media
When Pigs Fly: Building athletics-like community support for academics Things that Superintendents can do: Seek opportunities to talk about academics at civic group meetings Send letters of commendation to schools, PTA, parents, students to mark significant academic achievement Encourage staff ideas for new ways to promote support of academics throughout the community
When Pigs Fly: Building athletics-like community support for academics Things that School boards can do: Learning demonstration / student achievement recognition at EVERY board meeting Board resolutions honoring special academic achievements Attend academic competitions and speak to students / teachers
When Pigs Fly: Building athletics-like community support for academics Things that Parents can do: Frequently ask and encourage achievement Help prepare for big test just like a big game Their presence at academic contests is as appreciated as is their attendance at a sports event Most teens crave praise, even if they claim the contrary
When Pigs Fly: Building athletics-like community support for academics Things that Academic Booster Clubs can do: If you don’t have one, formally establish one Copy what the athletic booster clubs do that meets your needs Make a presentation at athletic booster club Seek the business endorsements previously mentioned
When Pigs Fly: Building athletics-like community support for academics Five Fabulous Formulas for working with your local news media: #1: Never assume someone else is going to get them the information.
When Pigs Fly: Building athletics-like community support for academics Five Fabulous Formulas for working with your local news media: #2: Find out deadlines for news, feature submissions, photos and School News Page.
When Pigs Fly: Building athletics-like community support for academics Five Fabulous Formulas for working with your local news media: #3: Have your message in mind and on paper when you call…what you want the reporter to do, when and where the event takes place, the names of the students, etc.
When Pigs Fly: Building athletics-like community support for academics Five Fabulous Formulas for working with your local news media: #4: NO today doesn’t mean NO the next time. Remember – PR stands for perseverance rewards.
When Pigs Fly: Building athletics-like community support for academics Five Fabulous Formulas for working with your local news media: #5: Be realistic. Don’t expect an academic section to rival the sports page. Or student scholar spotlights to take the place of broadcast sports reports.
IAK It’s About Kids
When Pigs Fly: Building athletics-like community support for academics Your Ideas: Encouraging pigs to fly in your community Task A: Local support outlets – who can we call as partners Task B: Resources – what can we provide in-house, existing & new Task C: Information – what we can say & what we need to know
When Pigs Fly: Building athletics-like community support for academics Team Reports Team A: Local support outlets – who can we call as partners ______________________________________________________________________ ______________________________________________________________________
When Pigs Fly: Building athletics-like community support for academics Team Reports Team B: Resources – what can provide in-house, existing and new ______________________________________________________________________ ______________________________________________________________________
When Pigs Fly: Building athletics-like community support for academics Team Reports Team C: Information – what we can say & what we need to know ______________________________________________________________________ ______________________________________________________________________
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