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There’s No Such Thing As AGuidance Counselor!Public Relations: The Missing Piece
MSDE Counselor Summer Conferences
Presenters: Dr. Sonya L. Ford, NCC, NCSC, LCPC
Alicia A. Jones, Supervising Counselor, Charles County Public Schools
OBJECTIVE
A planned public relations effort has benefits for both current and proposed programs in schools. Public relations improves the public’s understanding of counseling through a planned program of communication. Learn how to promote your school counseling program.
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Defining School Counseling
A profession that focuses on the relations and
interactions between students and their school
environment with the expressed purpose of
reducing the effect of environmental and
institutional barriers that impede student
academic success.
The Education Trust
MOTIVATED YET?
Counselors
are the
HEART
of every school building!
In their own words…
Making a differenceA bridge to student successOur First Lady
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SCHOOL COUNSELORS ROCK!
Motivating
the
Motivator
WE WILL ROCK YOU
Hey I’m a counselor Ain’t life sweetGonna work real hard for low payI got parents in my faceTeachers on my caseYet I still work miracles all over the place
WE WILL - COUNSELORS WILL - ROCK YOUWE WILL - COUNSELORS WILL - ROCK YOU
WE WILL ROCK YOU
Hey I’m a counselor Handlin’ it all
Paperwork, duties, and phone calls I got principals in my face
No time to waste300 plus students at a hectic pace
WE WILL - COUNSELORS WILL - ROCK YOUWE WILL - COUNSELORS WILL - ROCK YOU
WE WILL ROCK YOU
Hey I’m a counselor Reachin’ for the sky
Life is a journey and I’m the guide I got students winning the race Big smile on my faceI’m a counselor and I’m taking my place
WE WILL - COUNSELORS WILL - ROCK YOUWE WILL - COUNSELORS WILL - ROCK YOU
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What Is The Difference Between THEN and NOW?
New Vision
Role Descriptors
1. Leadership
2. Advocacy
3. Teaming & Collaboration
4. Counseling & Coordination
5. Assessment & Use of Data
TraditionalRole Descriptors
1. Counseling
2. Consultation
3. Coordination
Based on the work of Courtland C. Lee, Ph.D.
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SYSTEMIC FOCUS
• Teams and Collaborates with All Stakeholders
• Works to Make Systemic Change
• Involved Extensively as a Leader in School and Community
INDIVIDUAL FOCUS• Works in Isolation • Works with Individual
Student Problems
• Involved Mostly in School Counseling Activities
A Shift in Focus
Based on the work of Courtland C. Lee, Ph.D.
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Three Imperatives for Change
1. CHANGING DEMOGRAPHICS We are not educating the same children today as yesterday
2. STUDENTS GRADUATE AT DIFFERENT RATES
We are not graduating all students
3. THE GAP REMAINS WIDE Achievement is flat
Based on the work of Courtland C. Lee, Ph.D.
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Specific Strategies to Spur Systemic Change
Challenging Low ExpectationsInfluencing Course Enrollment PatternsProviding Needed Supports for Student
LearningRaising Student AspirationsInfluencing Instructional ProgramsSupporting Accountability
Based on the work of Courtland C. Lee, Ph.D.
14Based on the work of Courtland C. Lee, Ph.D.
Voicing the Need for Necessary ChangePresenting the Data That Tells the Story
About the Current Situation in Your School
Not Being Afraid to Talk About Attitudes and Beliefs About Students
Knowing How to Problem Solve and Advocate for Systemic Change
Creating a Climate That Leads to Increased Achievement for All Students
Leadership is About…
15Based on the work of Courtland C. Lee, Ph.D.
“How are students better off because of what school counselors do?”
The old question was…
“What do counselors do?”
The new question is…
16Based on the work of Courtland C. Lee, Ph.D.
To a program that: Focuses on outcomes and
improved results Measures impact related
to goals Attends to goals,
objectives, and outcomes Changes and adapts to be
more responsive
From a program that: Focuses generally on the
number of activities Measures the amount of
effort Attends to the process of
doing work Works to maintain the
existing system
From Entitlement … to Performance
17Based on the work of Courtland C. Lee, Ph.D.
To counselors who:
Focus on accomplishments
Talk about effectiveness
Know their future rests on accomplishments
Communicate goals and objectives
From counselors who:
Focus on good intentions
Talk about how hard they work
Generally feel little need to change their behavior or approach
From Entitlement … to Performance
18Based on the work of Courtland C. Lee, Ph.D.
To a program that: Focuses on outcomes and
improved results Measures impact related
to goals Attends to goals,
objectives, and outcomes Changes and adapts to be
more responsive
From a program that: Focuses generally on the
number of activities Measures the amount of
effort Attends to the process of
doing work Works to maintain the
existing system
From Entitlement … to Performance
Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association 19
Public Relations Is…
COMMUNICATING your vision of the school counselor’s role.
YOU working to inform and influence your publics. WORKING TOGETHER with fellow counselors to
interpret the objectives and accomplishments of your counseling program.
A PROCESS of working cooperatively within your school or school system to achieve your public relations goals.
A PLANNED PROGRAM of providing insights into the values of the counseling program for all students.
Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association 20
Who Are Your Publics?
In the School System– School Committee/Board
– Other Central Office Administration
– Superintendent
– Principal
– Other Pupil Personnel Staff
– Teachers
– Students
Outside the School System– Parents
– Legislators
– Community-at-Large
– Business and Industry
– Church-related Organizations
– Mental Health Organizations
– Civic Organizations
– Service Clubs
– Other individuals and groups important to your community
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Getting Started
Telling
Your
Story
Planning
Your
Year
AccountabilityProfessional
Development
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Telling Your Story
How Would You Tell Your Story?
Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association 23
Telling Your Story
Internal Methods– Staff Presentations
– One-to-One Conferences
– Small Group Meetings
– Bulletin Boards
– Exhibits
– Printed Materials (newsletters, personal letters, manuals, flyers, postcards, buttons)
External Methods– Cable Television– Newspaper Articles– Parents’ Nights– Community/Service Club
Presentations– Phone Messages through
Automated System– Video Presentations– Counselor Recognition
Activities– Web Page
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Telling Your Story
Sample Back to School Staff Presentation
Sample Counselor Brochure for New Student Orientation
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Getting Started
Telling
Your
Story
Planning
Your
Year
AccountabilityProfessional
Development
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Planning Your Year
LET’S MAKE A CALENDAR!– What are some important events for each
month?– What are some MUST-HAVE activities?
*ASCA Public Relations Themes 27
Planning Your Year (continued…)
Monthly Themes*August/September Expected BehaviorsOctober Bully PreventionNovember Career AwarenessDecember College Awareness January Getting Along with
Others
*ASCA Public Relations Themes 28
Planning Your Year (continued…)
Monthly Themes*February National School
Counseling WeekMarch Academic AdvisementApril Feeder School CollaborationsMay Mental Health Matters June Transition July Personal & Professional
Renewal
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Planning Your Year
Public Relations and Advocacy– Author: American School Counselor
AssociationA Year of School Counseling: Tools and
Techniques for K-12 Themes Throughout the Year – Author: Barbara Muller-Ackerman, ed.
Public Relations Toolbox– Author: Barbara Muller-Ackerman, ed.
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Getting Started
Telling
Your
Story
Planning
Your
Year
AccountabilityProfessional
Development
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Accountability
How do YOU show ACCOUNTABILITY
at your school?
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Accountability
Monthly CalendarCounseling PlanTelephone LogWalk-in Counseling LogPersonal Reflection NotesLesson Plans / Directed Teaching
ActivitiesDataPortfolio/Evaluations
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Accountability
SAMPLE COMMUNICATION LOGS– Telephone– Student / Parent
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Accountability
Finding Useful Data– Attendance Rates– Failures / Grades– Behavior– Retention
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Accountability
Evaluations– Portfolios (Charlotte Danielson Domains)
• Save samples of all of your work throughout the school year
– SAMPLE Electronic Portfolio
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Getting Started
Telling
Your
Story
Planning
Your
Year
AccountabilityProfessional
Development
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Professional Development
MSCAASCANCCNCSCLCPCC.E.U.’sWebinars – ASCA & College Board (FREE)ConferencesWorkshops
Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association 38
Summary
The quality of your public relations activities will depend on the time, effort, and professional skill you bring to the job. To be effective, you should plan to participate in the workshops and special training opportunities offered by your local, state, and national associations.
Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association 39
Summary (continued…)
You are first and foremost a counselor. However, if counseling is to maintain its role as a vital school service, public relations must be treated as a necessary and important part of your job.
Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association 40
Summary (continued…)
While good public relations may begin with a good counseling program, doing an excellent job is not enough – you must also communicate that fact.
THANK YOU!!!
Thanks for all you do to make a difference in the lives of the students you serve!
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For More Information…
Contact:Dr. Sonya L. Ford, NCC, NCSC, LCPC
Matthew Henson Middle School
3535 Livingston Road
Indian Head, Maryland 20640
301-753-1784
301-753-2094 (Fax)
Twitter: @DrSonyaSays
Contact:Alicia A. Jones
Charles County Public Schools
Supervising School Counselor
5980 Radio station Road
La Plata, Maryland 20646
301-934-7314