A Successful PR & Marketing Program
Starts at Home
Superintendents’ Summer Academy 2016
June 8, 2016
School Safety
Transportation Issues
Accountability
Cafeteria Food
Graduation Concerns
Teacher Evaluation Systems
Arianna Vazquez-‐Hernandez
Director, Communications/Public Information
PSJA ISD
Amanda Odom
Coordinator, Public Relations & Marketing
South Texas ISD
Josephine Torres
Communications Specialist
Lyford CISD
Ronnie Zamora
Coordinator, Communications and Marketing
Los Fresnos CISD
Annette S. Garcia
Specialist, Communications & Marketing Support
Region One ESC
A Look Ahead
•
What is public relations?
•
What is marketing?
•
School Public Relations-‐-‐Is School Public Relations something new?
Why Public Relations & Marketing Are
Important
•
Today’s schools
are
a business
•
New options for parents
•
Public Schools are not the
only
choice
•
Charter Schools
•
Private Schools
•
Home Schools
The Relationship Between
Public Relations & Marketing
Public Relations
Management function that
establishes and maintains mutually beneficial
relationships
between an organization and the publics on whom its success or
failure depends.
Effective Public Relations. 10
th
Edition. Cutlip, S. Center, A. and Broom, G. (2009) p. 8
The Relationship Between Public Relations
& Marketing
Marketing
Management function that
identifies human needs and wants
,
offers products and
services to satis
fy those demands, and
causes transactions
that deliver products and
services in exchange for something of value to the provider.
Effective Public Relations. 10
thEdition. Cutlip, S. Center, A. and Broom, G. (2009) p. 9
The Relationship Between Public Relations &
Marketing
•
Discovering, defining, and delivering what people need & want.
•
Helping people see things that they haven’t seen before.
•
The purpose of marketing is to create and keep a customer.
Marketing
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.”
American Marketing Association
*** Internal Marketing ***
Benefits of Public Relations
Benefits of Marketing
PR
stimulates awareness
of (and hopefully) demand
for your company.
Establish
brand recognition
PR
strengthens your company’s image
and
how it is
perceived.
Increase
customer interaction
PR can, through broadened awareness and different
perception,
increase visibility
Increase in contact to
customer conversions
Public Relations
Management function that
establishes and maintains mutually beneficial relationships
between an organization
and the publics on whom its success or failure depends.
Effective Public Relations. 10
th
Edition. Cutlip, S. Center, A. and Broom, G. (2009) p. 8
Marketing
Management function that
identifies human needs and wants
,
offers products and services to satisfy
those
demands, and
causes transactions
that deliver products and services in exchange for something of value to the
provider.
Effective Public Relations. 10thEdition. Cutlip, S. Center, A. and Broom, G. (2009) p. 9
School Public Relations
“Educational public relations is a planned and systematic management function
«
to help improve the
programs and services of an educational organization. It relies on a comprehensive two-‐way
communications process
«
involving both internal and external publics, with a goal of stimulating a
better understanding of the role, objectives, accomplishments and needs of the organization
«
.”
National School Public Relations Association
A Specialized Public Relations
•
The first school public relations
course was taught at the University of Michigan in 1925.
•
The first school public relations textbook
was published two years later.
Kowalski, Theodore J., “Public Relations in Schools” (2011). Educational Leadership Faculty Publications. Paper 49.
But not until……
A Nation at Risk
published in 1984 changed the idyllic perception of public schools.
And even today….
Despite reforms in schools, perception of public schools as “failing” remains.
And we find ourselves in that “defensive mode”.
School PR Today
•
Today, there are 731
members of Texas School Public Relations Association (TSPRA)
Full Time PR Professionals in Region One
•
Brownsville ISD
•
Harlingen CISD
•
La Feria ISD
•
Los Fresnos CISD
•
Point Isabel ISD
•
Rio Hondo ISD
•
San Benito CISD
•
Santa Maria ISD
•
Santa Rosa ISD
•
South Texas ISD
•
Donna ISD
•
Edcouch-‐Elsa ISD
•
Hidalgo ISD
•
La Joya ISD
•
La Villa ISD
•
McAllen ISD
•
Mercedes ISD
•
Mission CISD
•
Monte Alto ISD
•
PSJA ISD
•
Progreso ISD
•
Sharyland ISD
•
Valley View ISD
•
Weslaco ISD
•
Jim Hogg County
•
Rio Grande City CISD
•
Roma ISD
•
San Isidro ISD
•
Laredo ISD
•
United ISD
•
Webb CISD
•
Lasara ISD
•
Lyford CISD
•
Raymondville ISD
•
San Perlita ISD
“You can dream, create, design, and build the most
wonderful place in the world…..but it requires people to
make a dream a reality.”
Walt Disney
Are your people on board?
Is your community part of your team?
How do you enlist these internal & external public
and have them work
with
you?
Texas School Public Relations Association
www.tspra.org
National School Public Relations Association
www.nspra.org
Action 4 News
KRGV
or
KVEO
Amy Martinez
Telemundo
Angelina Armendariz/Isamar Terrazas
The McAllen Monitor
Tammi Cupples
Valley Morning Star
Fernando del Valle
Brownsville Herald
Gary Long
Annette S. Garcia
Office of Communications & Marketing Support
Region One Education Service Center
(956) 984-‐6011
