Publisher's Synopsis
How can your school best be promoted? Effective PR and marketing means targeting the right people with the right message at the right time. However, achieving this is a challenge for both the experienced and the uninitiated.
Every school needs to develop and build a good reputation within its community. Once established, it must take steps to ensure that this is protected and enhanced. A school with a good reputation will have the ability to recruit more pupils which is the ultimate key to success. To achieve this a school must have a clearly defined marketing and public relations strategy which is regularly updated.
From the School Management Solutions Series, Public Relations & Marketing in Schools will help your school develop an effective school marketing and public relations strategy. It explains why marketing a school is very different from marketing a commercial product and looks at the vital role you as a head teacher must play in communicating a vision for your school. It shows you how to:
- communicate a vision for your school and draw up a mission statement
- draft a prospectus and other promotional material (including marketing on the Internet)
- encourage staff, parent and governor participation
- involve the community, including developing business links (plus tips on fundraising)
- promote your school in the press, on the radio and TV, and handle the media in a crisis
- monitor, test and develop your marketing and PR plan.
Each chapter within this activity-based manual covers a particular topic, providing you with a range of photocopiable resources including; templates, worked examples, case studies, checklists and individual and group activities. Written by Tim Devlin, a specialist in marketing and public relations, Public Relations & Marketing in Schools is essential reading for all head teachers, deputy head teachers, heads of department and governors.
"Public Relations & Marketing for Schools is a must for all those involved in running schools.... it is thoroughly up-to-date, highly relevant, well structured, very reasonable, packed with practical advice ..... it can improve the ways in which schools manage their public relations and marketing.... I only wish this excellent manual had been available years ago".Mrs M Ribbins, Woldingham School, Surrey
Contents include:
SECTION 1 - GENERAL PROMOTION
- Introduction to marketing and public relations
- Public relations strategy
- Drafting the prospectus
- Your school's ambassadors: Internal communications
- The school tour and open days
SECTION 2 - PEOPLE TO INVOLVE IN PROMOTION
- Encouraging staff participation
- Getting parents on board
- Harnessing pupil power
- Admissions' secretaries - Your vital role
- How governors can help
SECTION 3 - NETWORKING
- Feeder school links
- Involving the community
- Business partnerships
- About advertising
- So you have been appointed press officer
- Appearing on radio and television
- Handling media in a crisis
SECTION 4 - TESTING
- Helping boarding schools
- Triumph over adversity
- Monitoring
APPENDICES
- Workshops and additional materials
- Case histories
- Organisations mentioned
- Publications mentioned
