Strategic communications in school PR

INSPRA tips & tactics Feb. 2012

INSPRA Tips & Tactics

Infusing Strategy into Planning, Advising and Internal Communications

Faith Behrwww.behrcommunications.com


Infusing Strategy into Planning and Advising


• Informing• Creating awareness

• Advocating

Strategic Communicationsvs. Strategic Marketing


Avoid being the publicist

Be your own boss Don’t please everyone

Spend time on what matters


How do we move our organization forward?

Content: Robust Strategic Meets communication goals


Gallup poll


Finding your brand and your goals

Do your research Message boards Comments on social media Online surveys SWOT analysis Environmental audit Interviews


Create brand and goals

Brand – long-term messageCommunication goals – change every

year


Activate message goals


Conduct content audit

Why? Only after uncovering the full scope of what exists can you begin to evaluate it, see patterns, learn the processes.

Develop topic buckets By channel Across all types


Consult your audience

Develop persona for each audienceSurvey audience yearly – what do they want to read?

Survey audience habits Read school district materials Cross check articles Time on social media


Content topics

Develop topics for each personaConsult content auditNSPRA survey


NSPRA survey

http://www.nspra.org//files/Counselor--Surveyresults-08232011.pdf


Create master plan

Identify content holesIncorporate into content creation planCreate an editorial calendar

Timing Delivery mode Key messages Content/Story ideas Audience


There is noise everywhere

Attention is worth more than ever before.

Develop content that is worthwhile Earn readers’ trust


Strategic delivery

You have control over how content is delivered

Where is your audience? If you post it, will they come?


Differentiate content

Differentiate content Traditional channels

Complex topics Analysis

E-news

Social media Sneezers 24/7


Social media


Timing

24/7 news cycle

Administrative approvals

Timing more important than ever before


Consistency and coordination

Google factorTransparencyBalance


Trust

School Districts are often on top of mind: we’re a line items on tax bills, a logo on your child’s assignment notebook, an emblem on your soccer t-shirt. We are not marketers. We don’t need to just be noticed. We need to be trusted.


Questions?

Contact info:

Faith Behr

[email protected]

@faithbehr

www.behrcommunications.com

P: 630-416-3258

Education

Strategic communications in school PR