Valuing School PR and Summer Timing

Earlier this week the Dallas ISD received some summertime media attention with their incoming superintendent setting the salaries for four chiefs in his cabinet including $185K for a Chief of communications.

I have no interest in debating whether or not this individual should or should not be paid this as a base salary for a school PR job mainly because I don't know the ins and outs of the DISD budget. Nor am I interested in the arguing the newsworthiness of the Dallas Morning News article that raised eyebrows because that education reporter was simply following the template of others: share salary of public official + compare it/share it = shock and disbelief  x  readers. Textbook.

No, I'm focused on two intriguing aspects of this situation from a school PR perspective:

(1.) An increase in the value of school communication professionals by superintendents and (2.) the timing of summer information releases.

Top-level value of school public relations
The article mentions that the new superintendent, Mike Miles, is bringing the district's communication position into the executive fold. 

DISD’s top communications position has not been a chief-level job, but Miles said the change was needed because there will be an increased focus on communication.

Honestly, I was surprised to read that communications was not previously an executive or cabinet-level position in Dallas ISD. By including his communications person among his chiefs, the new superintendent has shown how much he values strategic communications for his district administration. I sincerely hope DISD has found someone to help bring things along (or turn things around depending on where you sit) for the school communities. School PR should take note of how expectations for internal and external communication can be of value and service to a school district.

“We’re going to do communications differently,” Miles said. “Most people in the community will agree that our communications have to be better.”

I do, however, take exception to part of the Dallas Observer's post on the salary from their "Edumication News" section. (Yikes!) and his premise that anyone can do communications because it's a sales job. Joe Tone writes,

There are plenty of areas of public education that require a really specific set of skills. But communications isn't one of them. It's sales, basically, only for almost every customer you have, yours is the only product they've ever heard of.

Wrongo. What Joe Tone doesn't realize (or care to understand) is that strategic communications and school public relations does require a specific skill set just like other administrative functions. But that's ok, he's in the media. He can write what he wants. I may need to save that list for a future post.
 
Summer Timing
The other tactical aspect of this news story should be of interest to school PR pros as well. While the administration of school districts continue all year long, some of the stories for education reporters dwindles in the summer. While this salary brouhaha will cause a bit of bruising in the short-term for DISD, it won't have lasting effects since people move on to other things in their heads pretty quickly. Especially in the summer. If there was going to be a time for an OMG-look-at-what-they-are-paying article to come out, the summer is really the best time for it. Controversial news has a better chance of being managed internally and externally when released over the summer. I recommend information-gathering and using online statements as well as direct communication with the community in addition to working with the media. It's true during the school year and during the summer.

Photo credit: grbenching via Flickr Creative Commons

Getting the best PR outcome from a student protest

Oh what a difference a year makes. One year ago my school district had a lively (and ultimately positive) PR issue at end to the school year: a high school student protest at the administration building.

From our official statement:

On Friday, June 3, approximately 100 students from Timberview High School held a peaceful demonstration at the Mansfield ISD administration building voicing their concerns over the decision to transfer a staff member from their campus to another school within the District.

The Timberview staff member received notice of an administrative transfer to a middle school in MISD as a teacher and coach starting in the 2011-12 school year. To date, this individual is one of 75 Mansfield ISD employees who received such administrative transfers in our continuing efforts to save jobs in the District. (While other districts were cutting staff and eliminating positions, the Mansfield ISD administration and board committed to avoid personnel and student program cuts during the state of Texas' education budget uncertainty.)

The important thing to note is that in this situation is we were not surprised by the demonstration. The students tipped their hand through word of mouth and social media. The rumor-mill revved up during the last week of school about the students being upset that one of the teachers was being moved/fired/replaced/sent away/etc. (You know, the way the rumor-mill works, they only had a portion of the truth.)

Thankfully, I got wind of it pretty early because we aggressively monitor traditional media and social media for mentions, problems, topics related to the District and campuses. It wasn't long before the students took to Twitter and Facebook to rally support and organize the demonstration. Using Twitter search and a Boolean search string with hastags, campus name, the teacher's name and the 'OR' operator, I had a pretty good handle (and free look) into the conversation on that channel. The students also set up a Facebook Page to save the coach and pretty much left it wide open for anyone to see. This was good because we could observe as well.

When the conversation moved to an actual organized protest for the last day of school, we were not taken by surprise and were able to anticipate their movements. Originally, they wanted to demonstrate at the high school, which was a bad idea because in addition to it being the last day of school it was also a finals day. Naturally, the concern here was a disruption in the academic process particularly for those students not involved or interested in this particular demonstration. But things changed.

What happened next? Since we were monitoring the conversation, we followed the news that the students decided against rallying at the high school and instead were going to gather and demonstrate at the District administration building. Great. Again, this was the last day of school but this was a better situation for us since we could contain things away from students taking finals.

As luck would have it, that same morning I was finishing up with an interview at another campus about a great story of teen from the district who had published her first novel when I got the first call from a local radio station about the high school student demonstration.

The radio station told me they had heard there were "300 students gathered at the stadium" to protest. Since we had anticipated the students' moves and had confirmation from District police, I was able to give her the actual numbers (approximately 50 kids at the time) and an updated location of our administrative complex. I told her to have the reporter meet me in the parking lot and we'd go from there.

And thus started the media relations side to this story.

As members of the local media began to arrive and get their b-roll of the students marching then coming over to get some interviews I took an opportunity to show a little strategic support for the students. I had our student nutrition department deliver cases of bottled water so we could distribute among the students during what was quickly becoming a hot Texas day. Ideally, I wanted the media footage to include us passing out the water. Yes, this was done on purpose from a strategic viewing benefit as well as simply being a case of us still being responsible for the students during a school day.

The media interviews went fine. Most of the articles and stories that aired were balanced and we were able to share the key messages that this was all a part of our District's job-saving measures during a time of state education budget cuts. In general, I still consider this a positive experience also because the students did a good job of staying focused and took the demonstration seriously instead of using it to act unruly, disrespectful, or cause problems for traffic or the general community. These were good kids, they didn't have a perspective beyond what they thought they knew. It was actually refreshing to observe an organized student protest for something they believe in even though we had to deal with the media fall-out from it and took a bit of a short-term bruising.

I've used this case study a few times over the past year, but figured it was time to put it down in a post so hopefully other school PR pros or administrators can benefit from some of the steps we took. Simply put, school districts must monitor the online conversations and when topics or issues arise, be ready to take action. Traditional media and social media monitoring are must-haves in a school PR pro's arsenal from an early-warning device to a part of the measurement practices.

I'll leave you with one of the local media stories on the protest:

Thank you, Instagram for adding an Android app

Confession time, I've become a huge fan of Instagram. I wouldn't say I'm quite to the point of addiction or anything, but I'll admit the reinvented photo-sharing is the bees-knees. Yes, I know, I'm all sorts of late to the party on this tool in large part because Instagram was previously behind the wall of the iPhone.

But then, it happened. Instagram launched an Android app.  

Woohoo! went the chorus of Android smartphone users who had privately (or publicly) been longing for the day when we too could enjoy the fun of sharing photos on one of the hottest, growing networks. Now we could join in the fun of sharing images and use photo-altering filters to change the look a bit on a whim. Admittedly, I thought this was going to be a little silly based on the images that I had previously seen in my Twitter and Facebook streams from friends (with iPhones) sharing their Instagram photos. But that was before I got to give it a go on the playground.

I was sold! The photos, filters, network, tagging, commenting, likes, etc. are wicked fun. I now completely get why Arik Hanson was so impressed with Instagram based on some informative and fun posts and from seeing his photos myself.

It's been just over a month since news spread far and wide about Facebook's acquisition of Instagram for a staggering $1 billion. After the announcement, there was much gnashing of teeth and tearing of garments by people lamenting Instagram selling-out to Facebook and what it might do to the photo-sharing service. But then again $1 billion for a tool with no ad-revenue was and is still pretty impressive for the Instagram team.

So what does this have to do with public relations? I'm interested in some examples of ways professional communicators can use Instagram, but right now I'm in the experimenting phase. I'd  love to know what you think either personal or professional use of Instagram. As always, the comments are yours.

Photo credit: Me, via Instagram because I love UNT and the Mean Green.

Related articles

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• Facebook Admits Instagram Acquisition May Be Delayed 

Public Relations has Biblical roots

Did you know that an important PR role of being an official spokesperson has its roots in the Bible? I was pleasantly surprised to find it when looking at the story of Moses. In the story there is a clear example of a leader needing someone to speak for him.

First, let's set the stage in Exodus Chapter 3. God just appeared before Moses in the form of the burning bush and told him to lead the Israelites out of Egypt. He told Moses what to say and how to say it. He even provided signs for Moses to use (including the ability to turn his staff into a snake and the whole turning the water from the Nile River into blood) to help persuade them.

But Moses was not convinced that he'd be able to pull it off. So it is here that we pick up the story in Exodus Chapter 4 (NIV):

10 Moses said to the Lord, “Pardon your servant, Lord. I have never been eloquent, neither in the past nor since you have spoken to your servant. I am slow of speech and tongue.”

11 The Lord said to him, “Who gave human beings their mouths? Who makes them deaf or mute? Who gives them sight or makes them blind? Is it not I, the Lord? 12 Now go; I will help you speak and will teach you what to say.”

13 But Moses said, “Pardon your servant, Lord. Please send someone else.”

14 Then the Lord’s anger burned against Moses and he said, “What about your brother, Aaron the Levite? I know he can speak well. He is already on his way to meet you, and he will be glad to see you. 15 You shall speak to him and put words in his mouth; I will help both of you speak and will teach you what to do. 16 He will speak to the people for you, and it will be as if he were your mouth and as if you were God to him. 17 But take this staff in your hand so you can perform the signs with it.” (emphasis added)

To be clear, I am in no way attempting to be blasphemous or make light of what I consider to be a remarkable story in the Bible. I think there are a couple of things compelling about this often overlooked detail in the story of Moses. He was at first, a reluctant leader who knew his limitations and realized he needed someone to help with the spoken word for his audience. Moses also accepted the assistance of his brother, Aaron as his spokesperson in order to accomplish the goals set before him.

There is much more to the story to read and explore. I just think that it was interesting to read about what could be the first recorded example of an official spokesperson. Plus, it's kind of cool to think that the brother of Moses had a PR role.
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Check out the infographic from PRWeb that chronicles the Evolution of a PR Pro tracing elements of public relations back to Caesar.
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Photo credit: wallyg via Flickr Creative Commons

What's #HAPPO-ning: Rock your summer PR internship

On Thursday, April 26, the latest installment of the HAPPO Twitter chats will take place to cover tips on how to rock your summer internship.Here's a primer on the chat from Deanna Ferrari (the moderator):

Everyone remembers his or her first internship – the first real foot in the door for landing a career. With college graduations right around the corner, summer internships will be starting up all over the U.S. in the next few weeks. That’s why us HAPPO Champs (you know, “Help a PR Pro Out,”) have decided the timing is just right to do our next live Twitter chat to get you ready for your summer internship.

Participate: Hop on to Twitter at 2 PM EST on Thursday, April 26 and follow the #HAPPO hashtag. Make sure you follow @helpaprproout and this chat's moderator, Pittsburgh HAPPO champ, Deanna Ferrari to see the chat questions. I suggest you ask questions and actively participate through replies and RTs in addition to sharing your tips and advice. (If you need a way to follow and participate in Twitter chats, try using Tweetchat. It's super-easy and keeps the flow manageable.)

Tips: I think tips for summer internships is a fantastic topic for HAPPO not just because of the timing but because there is a wealth of knowledge ready to be mined by students and shared by pros. I really like what Jason Mollica shared earlier this week in his video about the chat for prospective interns -- be a sponge and write as much as possible.

Share: If you are so inclined, pass this post along or perhaps copy/paste one of these below from Deanna,

Summer internships are around the corner. Join the next #HAPPO chat for tips on how to rock it! Thurs, 4/26 @ 2pm ET http://wp.me/pzcY7-CH

We want up & coming pros to succeed - the first step is that summer internship! Next #HAPPO chat is Thurs 4/26 @ 2 ET http://wp.me/pzcY7-CH

About HAPPO: Help a PR Pro Out is a nationwide movement that seeks to use social media to leverage relationships and help connect those seeking a job in the PR industry with employers. It’s lead by co-founders Arik Hanson and Valerie Simon. I serve as the HAPPO champion for Dallas/Ft. Worth.

Highlights from Simon Salt's "Conversing with Consumers"

Last week, Simon Salt (@incslinger) spoke at the Greater Ft. Worth Chapter of PRSA April luncheon with his presentation, "Conversing with Consumers." He covered the types of conversations that consumers are already having about your brand, plus how you can join in and more importantly, when it's appropriate. These are the highlights:

The social consumer has a much larger network from which to gather advice/guidance for purchases. The old sales paradigm was relatively simple: your brand has product(s)/service(s) and you exchange those for money. The new sales paradigm includes social capital. Simon explained that the social consumer expects more from the exchange. They want a way to accrue goodwill from a brand and be rewarded for leveraging their network.

You need to know where they are sharing
Salt reaffirmed the reality that social media is not the silver bullet or the center of the universe. Social consumers share IRL (in real life); face-to-face, over the phone, etc. Are they using social media tools? Yes, of course. But bear in mind the influence is still very much a relational activity. Using a grid of opportunity and engagement, Salt touched on mobile and brand property compared to face-to-face and social media for relevant reach.

He gave the stat that 70% of brands fail to respond to negative tweets and that if you'd do that small thing, you'd be outpacing much of the competition. He also is a proponent of leveraging Yelp with the caveat that customers don't know how to rate you. Rating are not the end of the conversation, just the beginning. (I think this could be an area for deep-dive for retailers, restaurants, and other service-industry types.)

You need to know why they share
"There are no wallflowers in social media," stated Salt on using social media to share all of the details of your day. "Your life isn't really that interesting." I think he's right since being an Internet celebrity often seems to be the name of the game for some especially those that go way overboard on the 'personal branding' kick. It goes back to having a motivation to improve social capital. He also said do not dismiss the fact that some people may be paid to bash your brand by other brands. (This concept seemed to shock some attendees.) Look for the sharer's deeper motivation.

On monitoring, Salt listed and touched on a few of his favorites like Google Alerts, Social Mention, Lithium, Viralheat, Radian6 and Visible Technologies. (Personally, I've been using BurrellesLuce Workflow with Engage121 for traditional media and social media monitoring and have kicked the tires on Meltwater.) Bottom-line for PR pros, you need to have ways to listen to the conversation, filter and respond appropriately.

At this point, Simon Salt shared a breakdown of the Conversation Triage likening it to emergency response color-coded tape for dealing with injuries:

RED - Critical; YELLOW - Urgent; GREEN - Non-Urgent; and BLACK - Non-responsive

I was particularly intrigued by this concept and asked him to explain it again after the meeting. Here's his response:



He gave some quick advice on what to do with typical interactions in social media. If you/your brand gets:

• Praise - Say 'thank you'
• Question - Route it to the appropriate person and respond as necessary
• Complaint - Apologize

Simon gave a funny tongue-in-check response to the concept of viral: "The secret to getting something to go viral, piss people off."

--> Content strategy must be a part of the planning. <--

He shared some thoughts on working with influences and fans plus the idea of having brand advocates as defenders. They will defend your brand if you empower them.

Simon Salt closed with the three keys to giving your content greatest opportunity to spread:

1. Make it Fun - Humor works. (Self-deprecating humor is best. Don't make fun of your customers.)
2. Repeatable
3. Shareable

His parting example was a Nike-inspired video. Trust me, it's awesome. You'll want to watch it. (The hashtag #makeitcount is also pretty neat. )
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Attendees can get Simon Salt's slide deck here: incsl.gr/PRSAFW after submitting a name/email for follow-up and e-newsletter sign-up.

Photo credit: fragmented via Flickr Creative Commons

PR Roles explained through Baseball Positions

In honor of the start of the 2012 MLB season and excitement I have for my favorite team, Texas Rangers, I thought it was time to repost something from a few years back: a list of the roles and functions for public relations pros explained using baseball positions.

1. Pitcher (P) - In baseball, the pitcher is the player who throws the baseball from the pitcher's mound toward the catcher to begin each play, with the goal of retiring a batter who attempts to either make contact with it or draw a walk. In PR, the pitching role is one where the professional attempts to garner publicity or attention through effective media relations.
2. Catcher (C) - Positioned behind home plate, the catcher can see the whole field; therefore, he is in the best position to direct and lead the other players in a defensive play. In PR, this is the role of strategy. Like a catcher, the PR professional sees the big picture where they understand that actions will lead to specific reactions.
3. First baseman (1B) - A first baseman is the player on the team playing defense who fields the area nearest first base. In PR, this is the role of first response. The initial response to problems and/or crisis will make or break the situation.
4. Second baseman (2B) - The second baseman often possesses quick hands and feet, the ability to get rid of the ball quickly, and must be able to make the pivot on a double play. In PR, this role is of measured quickness. A public relations professional helps to protect reputation and vital relationships when an organization is under attack.
5. Third baseman (3B) - Third base is known as the "hot corner", because the third baseman is relatively close to the batter and most right-handed hitters tend to hit the ball hard in this direction. In PR, this is the role of coordination and quick reactions that comes with experience from having to catch hard line drives or difficult internal communication challenges.
6. Shortstop (SS) - Shortstop is often regarded as the most dynamic defensive position in baseball so naturally the PR role is one of adaptability. The one constant is that things change, it is up to the public relations professional to be aware and keep up with the broad and shifting landscape of the PR profession, media, and organizational industry.
7. Left fielder (LF) - Outfielders must cover large distances, so speed, instincts, and quickness in reacting to the ball are key. They must be able to learn to judge whether to attempt a difficult catch and risk letting the ball get past them, or to instead allow the ball to fall in order to guarantee a swift play and prevent the advance of runners. In PR, this role can be equated to good judgment. Professionals need to understand when not doing or saying something will provide the best benefit to the organization.
8. Center fielder (CF) - The center fielder has the greatest responsibility among the three outfielders for coordinating their play to prevent collisions when converging on a fly ball, and on plays where he does not make the catch, he must position himself behind the corner outfielder in case the ball gets past him. In PR, this role is made up of the credibility a professional must possess in order to be an effective communicator to both internal and external audiences. Just like a center fielder, the PR professional needs excellent situational awareness, vision and depth perception.
9. Right fielder (RF) - Of all outfield positions, the right fielder often has the strongest arm, because they are the farthest from third base. However, oftentimes, as in lower-levels of baseball, right field is the least likely to see much action because most hitters are right-handed and tend to pull the ball to the left field and center. In PR, this is the role of monitoring and measurement. Unfortunately, many professionals are not as up to speed in this area (me included) as we should do whatever it takes to learn how to measure. Thankfully, there is a greater push in PR measurement these days, so I consider this is a bright spot for the future of our profession. It requires additional work and research, but it is one of reward, sales, leads and maybe even justification for jobs well done.

Additional Positions

• Designated Hitter (DH) - The designated hitter is the official position in the American League to bat in place of the pitcher. In PR, this is the role that the professional understands the usefulness of social media for listening and engaging an organization's community. We are well past the time of whether or not a PR pro needs to know how to use social media tools. They are indispensable tools in the toolbelt. The PR professional needs to fully grasp various aspects and nuances of the social web to reach audiences including, at times, as a way to by-pass the mainstream media.
• Manager - A manager controls matters of team strategy on the field and team leadership. In PR, it's the same thing; strategic coordination of play and tactical movements are integral for successful public relations.

Play Ball!


Photo credit: ESPNDallas