I caught up with Tim Carroll, APR from the Allen ISD to ask him what he thought are some ways school PR people can help themselves keep their jobs:
- Contribute in areas that benefit the school district financially or that clearly address goals and objectives. Find the things that are important to the district leadership.
- Get a seat on the superintendent's cabinet. You need to be/become a trusted advisor to management.
- Become the go to person for strategic communication needs. Go beyond being the camera, press release, newsletter person.
- Get out of the office. It's just a good idea to spend time at campuses to see what's going on so you can tell good stories and remind yourself why we do what we do. (It's for the kids.)
- Seek additional responsibilities that fit into your skill set. Staff reductions will leave gaps that need to be filled.
In addition to being the Director of Public Information for the Allen ISD, Tim Carroll, APR is the 2011 President of the Texas School Public Relations Association and a 31 year PR veteran. He sums up two of the best reasons I concur for why school communications pros should be a part of professional organizations like TSPRA or the NSPRA; (one) networking with other PR pros and (two) access to shared resources.
What do you think of these tips? What would you add? As always, the comments are yours.
(Photo credit: zawtowers via Flickr Creative Commons)