School Communications
Why does getting the media to cover your school event seem like such a Herculean feat? It doesn’t have to be!
Effective school communication is essential to your school’s reputation, community support, and student success. Build your school communication plan using these simplified steps.
Use your school’s instructional videos and increase your public relations. Your students will learn better, resulting in healthy connections and more effective parent engagement. Find out how.
With so many communication avenues at our disposal, it is a miraculous time to be a school leader, but these avenues include pitfalls. Learn why hiring a communications coordinator for your school district might be a wise economical investment.
Parents are stressed, and like the “bad moms” of the movies, even the best moms and dads in your district act like “bad moms” at some point. So what is the most effective way your school can communicate with the majority of parents?
Are you a school board member, or do you know someone who is? Learn how the most effective governing board members help the schools they were elected to lead become more successful in meeting their goals.
The level of technological connectivity in today’s world is beyond anything we as digital immigrants have ever seen before. What can school leaders do to navigate these uncharted waters?
Your school and district websites are essential PR tools, but since they must reach a large audience that encompasses your entire community, they serve distinct purposes and functions. In contrast, the sole audience for teacher sites is current students and their families. You may ask, “Is a teacher website worth it for such a limited audience?” The answer is yes!
It’s the kind of news we never want to hear—a tragedy has struck. Unfortunately, in our world today, the news media daily reports the reality of violence, accidents, and death, and our schools are not immune.
Take a look at your school's communication strategies. Are you missing the point by maintaining the status quo?
Your school website and social media presence are public relations tools that help you build and nurture relationships with audiences that are already connected to you; a blog can do the same.
To be an effective educator, you must be a good communicator. To be a good communicator, you must break your messages down into their simplest form and change the way you talk about programs and educational systems. Let’s commit to replacing jargon with more relatable language and compelling, authentic stories.
Vacant expressions, glazed eyes, confusion—these are all classic side effects of “jargon monoxide” poisoning.
As academics and education professionals, there are terms and phrases that you use on a daily basis to which you possess a much deeper understanding than others outside educational circles.
As a parent in a busy family, one of my greatest struggles is getting the messages sent from schools. My children attend high school, junior high, elementary, and preschool, and staying au courant in our home is no small feat. So, if you can get my attention, you’re really doing something right.
Imagery is a timeless form of communication that engages audiences in various ways. Whether you recognize it yet or not, seeking to increase your use imagery as part of your school marketing is important, easy, and effective. Let’s look at the value of concrete imagery, such as pictures either on a printed page or screen
In today’s highly-connected world, it is more important than ever to establish trust. One of the main contributors to trust is creating a culture of transparency. To most of us, being transparent means you’re hiding nothing. You’re letting others look through a window into your world, throwing the blinds wide open.
Nearly every educator will agree that positive parent engagement improves a child’s educational outcome. Besides making common sense, many data-driven studies are proving what we all know intuitively.
A while back, our CEO, Bonnie Leedy, was invited to be a guest presenter at the annual conference for the Pennsylvania Association of Rural and Small Schools (PARSS). We asked participating PARSS administrators to submit a story about a time they successfully shared what was going on at their schools with the community. We chose one lucky winner to receive a copy of the Marketing Your School toolkit.
What is effective school communication? Most people would acknowledge that it is critical to the success of our school, but it is a broad topic and difficult to pin down.
It sounds simple enough, right?
Merriam-Webster says it is “the interchange of thoughts or opinions.” I think the use of the word “interchange” is significant, as it indicates mutual give and take.
Blogging shouldn’t seem like a new fandangled idea any more, especially as you delve into your position as school marketer. You might be hearing about it in conference sessions, in articles about school social media impact, or from other education blogs.
The question school marketers should be asking themselves is, "to blog or not to blog?"
Standardized testing—do these two words raise your blood pressure? It seems as though the school year all comes down to testing, doesn’t it? For administrators, your school grade, your school reputation, your school brand, all rely heavily on the results of how students from your school perform on test days.
If you’ve been following our blog for any length of time, you know that we believe communication is at the heart of every school’s success. That includes your school reputation, public relations, school marketing, customer service, and crisis management. In each of these areas, without rock solid communication strategies in place, you risk losing control of the situation.
Back-to-school jitters aren’t just for students and teachers; administrators certainly get their share of the stress that comes along with that first day.
Have you ever walked into a crowded room where a hundred little conversations are taking place all at once? It sounds a little like a beehive buzzing, doesn’t it?
In school communications we don’t throw the term “marketing buzz” around much—although maybe we should.
It's summer. Are you enjoying the quiet hallways, catching up on paperwork, and working on your summer maintenance? Taking time off for some outdoor adventures on your bucket list?
Working in a school can be a tough job. It is also one of the most important roles in American society.
Would you like to improve your school's communication? Start with your school webmaster's role. Learn what would be ideal in a perfect world and how you can make that a reality in your school.
Now that you are headed into the second half of the school year, it’s a good time to refocus on how to best reach and engage parents in this new year.
You’ve worked hard all year long to build up a strong relationship with school families; if you want that relationship to remain strong, you have to nurture it.
The primary task of your school’s website is to facilitate effective communication. If done right, it can not only keep everyone informed, but it will improve morale and create staff, parent, and student enthusiasm for the school.
The primary task of your school’s website is to facilitate effective communication. If done right, it can not only keep everyone informed but will improve morale and create staff, parent, and student enthusiasm for the school.
Take note, today’s staff members want to be asked for feedback and to be heard.1 I think we also recognize that in addition to more frequent communication, how we communicate can mean the difference in how effective we are as leaders. This means better listening skills.
I’ve been preaching for years that content is king. I’ve written numerous articles espousing this recommendation. However, I’m kind of old-school and I actually read content—on the Web, in books, in ads, etc.
Have a great school event planned? Want to get some positive media coverage? Find out how to engage your local media.
Do you feel like the local media is out to get your school or that the coverage you do get is always negative? It doesn't have to be that way. Find out how to change that!
Just like the office of your school or school district, school websites are a hub of activity. The experience your website provides matters—to your visitors and to you.
Your school's website is a powerful communications tool. Are you using yours to its best advantage?
School website management boils down to creating a memorable, inviting, and emotionally engaging experiences. The benefits are worth the effort!
How can teachers help bridge the gap between home and school? Consider an effective teacher website!
What if you could get your parents more engaged in their child's education? You can. Here's how.
You hear it everywhere: “Tell your school’s stories.” But, how do you go from understanding the value of storytelling to actually do so? Find out here.
School public relations carries more clout than advertising or marketing, and is often less expensive. Are you implementing strategic public relations at your school?
Are you struggling to get engagement on your school social media posts? Find out what you should be doing to create and manage successful school social media.
It’s not easy to be a risk-taker. After all, “risk” involves the possibility that something unpleasant or unwelcome may happen. But risk also includes the possibility of something wonderful or amazing happening. What kind of school leader are you?
In part 3 of this customer service series, let’s look at some healthy, guiding principles to follow in order to establish your school as dependable and committed to good communication habits–both face-to-face and written.
Learn how to use the power of words to improve your school customer service in part one of this 3-part customer services series for schools.
Successful schools communicate to their parents and students that they are part of a team, not just observers whose presence matters very little. If you inspire a student with a school program, activity, initiative, etc., your efforts will be multiplied by their enthusiasm to the get the word out to their family and friends. Increased parent engagement through your students is a crucial part of successful school public relations and marketing.
Here are some simple ways your school’s office personnel can contribute positively to your student enrollment efforts.
Telling deeply satisfying, meaningful stories isn’t just a tool or device to use once in a while; it’s an essential strategy in communication and in marketing your school.
In Part 2 of Inbound Marketing for Schools, learn how to create and manage your effective and affordable marketing for your school.
Join us as we talk about inbound marketing, what the benefits are, and how schools can make use of this marketing strategy to increase enrollment and establish a respected school brand.
As a school administrator entrusted with the education of youth and fostering a positive school brand to current and potential families, your job is not easy. Take comfort in the reality that powerful components for your school’s success already exist in your school—the valuable relationship of teachers and parents.
We often look for ways to lighten the burdens of those around us. Have you ever thought about giving the gift of accessibility?
Your school’s website is that critical intersection between public relations, customer service, marketing, media relations, communications, and branding. Website management is the process that makes this a reality.
In an effort to save money, has your school considered using a do-it-yourself software like WordPress? If so, weigh the pros and cons first.
As school marketers, we sometimes become distracted by all the wonderful tools we have at our disposal—the website, Facebook, Twitter, Instagram, and whatever the next new social media trend will be—that we sometimes don’t give one of the most efficient tools in our arsenal the attention it deserves. I’m talking about your district and school calendars.
October is Red Ribbon Month, and schools typically celebrate Red Ribbon Week during the last week of October. This year, Red Ribbon Week is October 23–31. Whether your school pulls out all the stops for Red Ribbon Week or you’re throwing together a last-minute plan, don’t miss the opportunity to market your school.
This month our social media team reminded us that school social media can (and should!) be so much more than the same old, tired news post or calendar reminder on our social media streams. With a little extra investment and the courage to be personal, schools can turn their social media into a truly unifying force with their overall community.
A strategic communications plan for your social media can improve relationships with parents, build trust, and encourage engagement. When it comes to school communication, parents want important information such as events and meetings, policy changes, and news that affects the education of their child. However, this is information better suited for e-mails, newsletters, and the school website.
Your website is accessible and complies with WCAG 2.0. Now that you can finally breathe a sigh of relief, the World Wide Web Consortium (W3C) recently updated success criteria and now recommends WCAG 2.1 as the standard for accessibility.
Here at School Webmasters, we believe that effective school communications are a part of good customer service. One doesn’t happen without the other. And, one aspect of school customer service (aka good communication) includes telling others thank you.
A few weeks ago, my 15-year-old daughter competed in a music festival. I was so excited to see that her band teacher posted about it on the school Facebook page! When she got home that day, I said, “Did you see the nice FB post about the competition?” She stared back blankly. That’s right, I remembered, she doesn’t have a Facebook account. Neither do most of her friends.
If you’re hashing out marketing and school public relations on your own, then a full-blown strategic communications plan can feel overly complicated and time-consuming. Sometimes looking at complex processes in different ways can help with understanding and executing and, thereby, simplifying the process. In this blog, let’s look at your school marketing plan like a roadmap—complete with simple, stops along the way to help you reach your goal.
When it comes to school social media management, there are those who outsource and those who prefer to learn what they need to keep things in-house.
Benefits are a huge motivator. And whether we realize it or not, much of our day-to-day actions are motivated by benefits. School marketing has incredible benefits such as approval, trust, investment, support, involvement. These benefits are worth your time at least a few hours every week.
Despite what you may have heard, the Facebook world is NOT coming to an end. Still, with a term like “Facebook Apocalypse” being thrown around, we felt it best to spend a little time chatting with you about what Mark Zuckerberg’s recent announcement concerning the changes Facebook will be making to their algorithm means for you.
Imagine a scenario involving two parents, Laura and Sue, who live on opposite ends of the city and in different school districts. Each has a child in elementary school. It’s early in the new school year, and on this particular evening, both women realize they need to download a copy of the school lunch menu. But here is where their stories diverge.
Marketing is usually a word used by for-profit businesses and shunned by educators. Most of us don’t enjoy being “marketed” to, so we don’t like the thought of having to market ourselves when we have dedicated our lives to one of service. We might feel we should be exempt from all that nasty marketing/sales stuff. But, we may need to rethink this!
How would a first time visitor to your school describe its atmosphere? Is it warm and inviting? Or is it cold and unwelcoming? From the grounds, signage, and parking lot to the front office and the website, your school atmosphere is evident. Is it the message you want to present?
Who could forget Seinfeld’s 1995 version of “the Soup Nazi”? He served the best soup on the planet. So good that his customers had to follow his ordering procedure (step into the store, move to the right side, proceed directly to the counter, order without comment, and step to the left) to get what they wanted, or they would hear the dreaded words, “No soup for you!”
Website design trends come and go. But, schools don’t typically do a complete website redesign to reflect fads, simply because of the complexity and expense involved. However, there are some trends that are not simply a fad and are moving from trend status to best practices status.
Let's eat grandpa.
Let's eat, Grandpa.
This is one of my favorite examples of how punctuation can drastically affect the meaning of a sentence. An errant or missing comma has the potential to completely change its meaning. Its misuse as well as misspellings and typographical errors have resulted in extreme losses—some measurable, others not as measurable but nonetheless actual.
You’ve tried everything—pictures, video, funny memes, poignant quotes, carefully planned-out social media campaigns, calls to action, links to thought-provoking articles from education organizations and experts in your field, even shameless begging—and still, crickets. Is anybody out there? What more can I do to get people to respond to my school’s social media posts?
Doing more with less is a beautiful concept. It allows you to simplify processes, be more productive, and use resources most effectively. For schools especially, the notion of doing more with less should be particularly appealing given stretched budgets, sparse staff, and ever-increasing to-do lists. Let me tell you how our friends at Ridgefield Public Schools (RPS) are managing their to-do list all while saving staff time and staying within their budget.
“The very things that held ya down are gonna carry you up and up and up.”
These profound words were said to Dumbo by Timothy Q. Mouse when he was encouraging him to fly. They may also apply to the possible changes with the incoming Trump administration regarding School Choice.
Marketing is a key communications function for schools, and it’s one that is often underutilized or sometimes completely ignored.
Because we think school marketing needs to be a priority this year (and every year), here are three steps that will help you not only make but keep this new year resolution!
What’s the secret to guiding your audience along a path in your school website? The answer: Copywriting with a destination in mind! With almost 15 years of experience, we’ve learned a few important lessons about writing school website copywriting tips that we’re happy to share with you.
So, you’ve finally seen the light and made social media a part of your school’s communication strategy. Congratulations! You've read blogs and e-books, watched DIY videos, and your school social media pages are up and running. Now what?
It's not too late to make a lasting good impression. Whether your school has already begun or has yet to open its doors, there are some important topics that you should address to make sure you are starting each school year off right.
Your school’s students, parents, staff, and prospects are already using social media to stay involved. So choose your platform, set up your pages, and get involved!
By understanding the reasons people talk and following these four simple rules to influence word-of-mouth marketing, you are well on your way to being the hot topic of conversation in your community.
School website management can be a huge advantage to your school’s branding and communication efforts. Find out what works and why.
Are the words you are using undermining your school’s intended messages? The words used in all forms of communication can be some of the strongest branding taking place at your school.
As an educational leader, one of your significant challenges is to develop strategies that deliver a positive message about your school to the community. Good public relations and positive perceptions are critical aspects of a successful school (and a successful administrator).
Your school website is your primary communications and marketing resource. Success isn't about software but about your strategic process.
In this blog, we will consider various ways you can share your school's success, thereby adding value to your school.
Here are six tips for building strong school public relations. We’re going to help you get out of your comfort zone and look at some school communication risks that can vastly improve your school’s public relations.
Is your school website doing the job that it needs to do? Only if it is helping you do the job that parents want to hire your school to do. Find out what jobs-to-be-done a school website needs to do.
Empower your school's CTO to use their technical expertise to improve student outcomes.
In part 2 of our school customer service series, we’ll take a look how to deal with difficult or upset persons as well as how to deliver constructive criticism.
Do you ever feel like your school public relations plan is missing something? Take a look at your school-parent community partnership. How often do your students’ families come to your school? Do they have reasons to look forward to their time on your campus?
What is your school culture like? How would your students describe it? What about your staff? How can you improve it? Here are some ideas!
Marketing your school is essential in today’s competitive educational environment. The good news is that there are so many effective ways to do it—you just need to get started. So, here are 51 ideas to get you moving in the right direction.
Telling school stories that inspire, excite, entertain, and encourage your school community is at the heart of successful school marketing. Stories educate, inspire, and entertain us. They carry with them underlying themes connecting us to the organization and people involved. Storytelling and its scientific background affirms its relevance as a powerfully simple tool in school branding. Let’s look at how you can use this tool in your school
Whether or not it’s a conscious effort, we seek to imitate people we admire or view as successful. This carries over into the business world as well. While careful not to infringe on anyone’s copyrights, we look to others for inspiration. When you undertake a website design, do you look at other school websites to see what they are doing? So how about seeking inspiration for your school marketing approach too?
While backpacking recently with my family, I was reminded of the value and refreshing nature of trusted sources. We hiked deep into the Grand Canyon along a popular trail. While water was everywhere, and we certainly enjoyed every minute playing in the turquoise blue pools and staring at the spectacular red rock backdrop, there were really only a few places to access clean drinking water.
One of the most powerful tools a school has when it comes to implementing effective school communications is the school website. It’s like that indispensable Swiss Army knife that has nearly every possible tool in one convenient location.
Feeling a bit overwhelmed with the amount of information you have to absorb each day? Beginning to think you are merely roadkill on the side of the information superhighway? Are you inundated with far more information coming in than you can assimilate? Well, you are not alone.
Implementing change is like flying solo for the first time. It scares the crap out of you when you look down at the runway, but once you land, you can’t wait to get back up into the sky.
Because our work here at School Webmasters bridges the world of education and the world of business, it is easy for us to see similarities and differences. Here’s what we’ve learned.
No matter what kind of school you run—public school, private school, charter school, or faith-based school—these three pillars of an effective marketing plan should support your school communications. These elements will not only help you transition throughout the year from one focus to the next, but they’ll bring all your efforts together to strengthen your school brand and messaging and improve your public relations.
Your school website should be the hub of communications for your school. We understand when complications arise—like ADA compliance—some schools would like to throw the towel in and give up on their online presence altogether. But in today's mobile world and climate of school choice, you cannot ignore your school website—especially if your school is struggling.
School choice and the many possible options available to K12 education have created an environment of competition that was nonexistent even a decade ago.
If your school website were to get a grade, how would it fare? Does it come out on top in the various subject areas like communications, customer service, marketing, branding, telling your school’s stories, or highlighting your successes? Find out how to bring up those grades and move to the top of your class.
Find out what our secret weapon is for managing a successful website development project--and it's not what you might expect!
As you practice school public relations, you’ll improve your school brand, connect with your community, and boost your marketing efforts. Consistent, strategic messaging with the end goal of creating and nurturing relationships with your publics is key to your school's success.
It's summer and if you're like most educators, you're enjoying the quiet hallways, catching up on piles of paperwork, and working on your summer maintenance projects. While your school is getting whipped into shape with new coats of paint and clean carpets, don't forget that your website needs some summer TLC as well.
Learn how your school’s website can serve your audience needs while cultivating a positive school reputation using these principles.
“You don’t need to brag; when you do a good job, people will notice.”
Dear readers, this is a lie!
As a baby boomer, I am not exactly proud of the fact that my generation is stereotyped as rebellious when it is also associated with self-centeredness.