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George Pawlas's
PR for PRincipals...

Trumpet Your School's Good News


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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Explore this series of nine articles by George Pawlas:
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  • 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
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