Proving the Value of School Public Relations - NSPRA's Communication Accountability Project began in 2004 as a quest to answer critics of the school PR function if it is a legitimate and valuable expenditure of taxpayer dollars. It is concluding now with a new benchmarking study that explores best practices in such areas as school-parent communication and internal communications. Information about the complete Communication Accountability Program (CAP) is available on the NSPRA website at www.nspra.org/cap
. To purchase a copy of the benchmarking project/rubric for comprehensive communication planning, internal communications and parent/family communications, go to the NSPRA store at http://www.nspra.org/store/school-communication-benchmarking
Starting a School Public Relations Program - For those school districts who do not yet have a school public relations program or professional on staff, NSPRA offers some guidelines to consider at www.nspra.org/getting_started
Public Relations Planning Process - To be effective, a school or district communication program should be based upon a strategic communication plan. NSPRA suggests the use of the RACE model (Research/Analyze or Plan/Communicate or Implement/Evaluate). The research phase should include a SWOT analysis (Strengths/Weaknesses/Opportunities/Threats). More information on developing a strategic plan is available at www.nspra.org/node/49
Resources for Inexpensive Research - Additional information about research and planning is available on the NSPRA website at www.nspra.org/research_in_progress
What is a Communication Plan? The communication plan should be a detailed account of messages, audiences, media channels, timelines and staff communication responsibilities tied in to a district's goals, vision and mission. It should include the communication strategies that will be used to impart information on the district's goals and actions as it relates to improving student performance in the classroom.