Why do school needs PR?

My writing this time is actually based from my Special Topics in PR assignment on Education's PR. For your info, according to National School Public Relations Association (NSPRA) professionals definition, Educational PR (EPR) is a planned and systematic management function to help improve the programs and services of an educational organization. It relies on a comprehensive 2-way communications process involving both internal and external public with a goal of stimulating a better understanding of the role, objectives, accomplishments and needs of the organization.

Educational PR programs assist in interpreting public attitudes, identify and help shape policies and procedures in the public interest and carry on involvement and information activities which earn public understanding and support. Well, too factual isn't it? "Class, you need to understand the meaning of EPR then you can express your writing for this topic by relating to the case study", this is what my lecturer always advise to us as a Mass Comm. PR student.

There's 2-types of PR in education sector; School PR and University PR. Yup...the main question are still unanswered yet. Why the need for PR in school districts? First, F.Y.I this is the media age. Therefore, school communication needs have increased dramatically and become more complex. A school district needs a professional PR person to develop and execute its communication plans through both print/electronic media and face-to-face communication, and to handle relations with the multitude of media that call school districts weekly.

Second, education is under attack!! By whom? Probably from taxpayers, business groups and it could be anybody. A school district needs a professional school PR person to publicize the positive news about student/staff achievement and programs, and to develop a coordinated proactive, rather than reactive, approach that anticipates problems before they develop. If there is no positive communication from the school district, the critic's voices are only ones that will be heard.

Third, the scope of successful school public relations has expanded greatly. How? There's a greatly increased need for face-to-face communication with the many public in our community. A professional school PR person needs to schedule community relations programming, orientations, open day, etc. to build informed support and solid community relationships.

Most of us, when the issue been raised about PR in school many don't have a clear picture on what does/can  a school PR professional do for a district. In my writing for this paper, I've include several EPR's main roles and functions in brief as follow:

• PR counsel - Provides PR counsel, taking a proactive stance. Anticipates problems and provides solutions.
• Communication with internal and external public - Handles all aspects of the school district's publications such as its external newspaper and internal newsletter, among others.
• Media relations - Writes news releases for all local newspapers/TV/radio; works to get media coverage of school districts news. Serves as the media's liaison with the school district.
• Budget/bond issue campaigns - Stays closely attuned to the entire budget-making process and promotes community input. Develops budget/bond issue campaigns and publications.
• Communications planning/crisis communications planning - Writes/develops a communications plan for the district, detailing how to reach its internal and external public; writes/develops a crisis communications plan of reaching public, gathering the facts and dealing with media in a crisis.

Instead school, there's also Universities Public Relations. Like in some universities in the U.S. the PR Department is housed under the University Relations Department. Typically, the department has a news bureau, government relations, community relations, public affairs as well as marketing communication units.

Compare to most universities in Malaysia, the PR Department in housed under the Corporate Communications Department. For example, in UiTM the Corporate Communications Department comprises of the PR Unit, the Information and Publications Unit, Broadcasting and Multimedia Unit and Web Media Unit.

Its roles and functions also different with the PR for school district. Among others, the University PR identify issues of concern to the university and develops communications strategies as needed; handles public and media issues for the Board of Trustees; and processes public records requests. This is only a few, there's many more.

Actually there's a main reason why PR are needed in school. Especially when stumble with a serious situation like what has happen in the U.S. I'll post my case study on "Crisis Communications & The Media" regarding on EPR. You'll be surprise when you relates on why do school needs PR.

- next post to be cont. -