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Trumpet Your School's Good News


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When it comes to your school's PR, no news is bad news. If no news is coming out of your school, the only media coverage you will be seeing is that published when things go wrong.

The remedy to that situation is simple: school leaders need to spend time getting the word out about the good things going on in their schools.

  • Remember what is news. Be sure the story items you share with the media will interest at least half of the reading and listening public.
  • Start the story with the most important idea. By doing that, you will lure readers into the article.
  • Keep the story brief. One typed, double-spaced page is enough because a short news story stands a greater chance of being used than a longer one.
  • Choose the right time to release the news. Timing is important.
  • Know who the members of the media are, and be nice to them.

My career found me in leadership positions at several schools. At each of the schools where I worked, I invited the education reporter to visit and tour the school before I submitted any story ideas. On each of those visits story ideas were "uncovered" as the reporter and I walked the school campus and talked about what was happening in the school. So that is my final piece of advice: Invite the reporter in -- and see what surfaces.

Read more practical tips from George Pawlas

Pawlas on PR
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More Articles by George Pawlas
Explore this series of nine articles by George Pawlas:
  • Share the Pride: Six "Pride Statements" Get Year Off to a Great Start
  • Getting the Most Out of Parent-Teacher Conferences
  • Newsletters: An Essential Tool for Every Principal
  • Building Positive Relationships With the Media
  • The Benefits of Being an MBWA Principal
  • More Tips for Great Newsletters
  • 50 Million Students Can't Be Wrong: Improving Perceptions of Your School
  • Support Personnel Are P.R. People Too
  • Create a School Profile Brochure

Meet Dr. George E. Pawlas

George E. Pawlas has written the book on PR for school principals -- literally! In The Administrator's Guide to School-Community Relations, Pawlas presents a treasury of practical tips and strategies for principals. The book includes hundreds of principal-tested ideas, illustrations, and templates to help you
  • create successful school newsletters and other communication tools;
  • use the media to your school's advantage;
  • enhance parent and family involvement;
  • work with the community and local businesses;
  • deal with crisis situations; and
  • much more.

    Pawlas has been an educator for nearly four decades. He has served as an elementary school teacher and principal, a district administrator, and a state education department consultant. Currently he is a professor of educational leadership at the University of Central Florida. In addition, Pawlas has authored dozens of articles and coauthored three editions of a book on educational supervision. He is a frequent presenter at local and national conferences.

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