April 17, 2016
When funds are tight, public relations programs are often the first to be cut and sometimes even eliminated. What districts should remember is that communication is how you will garner support for future projects, votes & community partnerships. Without strong positive messaging, your school is at risk of even further budget cuts and a lack of alternative resources.
For schools facing a tight budget, there are several ways to share your key message at little or no expense. Using these cost-effective strategies will help stretch your communications budget while reaching your core audience.
Build Your Media Relations
Your local newspaper, radio stations and television stations are all looking for local content. Find a go-to contact at each media outlet and build that relationship. Call/email them with new stories at least weekly. These stories should cover innovative programs, student achievements, upcoming school activities and, of course, consistent focus on your key messages. Offer to write a regular guest column or to be interviewed. Local media focuses on local news — this is your opportunity to shape the conversation!
Public Service Announcements (PSAs)
The Federal Communications Commission requires that broadcast media operate “in the public interest”. PSAs are a way that TV stations fulfill that requirement. There is strong competition to get your PSA to air so make sure your PSA is short (about 30 seconds long), interesting & informative and that it meets the standard requirements for a news story: who, what, when, where and why. Submit your recorded PSA to the station’s public service or program director.
PEW Research Center estimates that 74 percent of all internet users visit social media sites. There is no cost to join social media but you do need to be creative and strategic in your approach to your social media plan so that you are efficient, reaching your target audience and encouraging engagement. We always encourage our clients to start with Twitter — it is easy, mobile-friendly and works in “real time”. Facebook, Instagram, YouTube and many other platforms will help compliment and distribute your content and encourage feedback and further distribution among your followers.
Adding a blog to your school’s website allows you to communicate directly with your community on your own terms and in your own words. Make sure to use social media to drive traffic to your new blog posts in a coordinated effort.
By transitioning your monthly newsletter to be email-based, you can eliminate postal and printing costs. You can either use a desktop publishing program and convert the file to a PDF to attach to the email or use a newsletter web-based service such as MyEmma or Mailchimp to create a newsletter with photos and simple email-friendly designs to send directly to your community’s inboxes.
Take advantage of the communications departments of your local government and libraries. Make sure to share important information prior to publication of newsletters and other regular communications so that they can include updates on your district and your current needs. You can also coordinate with their social media and website teams to share activities, news and upcoming meetings.
Town Hall Meetings
No matter how many tweets you send, you can’t beat the impact of a face-to-face meeting with your community. Town hall meetings empower districts to put a face to the policy, to reinforce their brand and to build real support for school initiatives. Answering questions in real time can help dispel myths, grow enthusiasm and make important issues personal for the community-at-large.
There are many tools and resources available to school districts that will help you share your message effectively and at little cost. Don’t let budget issues keep you from growing support for your school and important initiatives. Be creative and be open to new opportunities and new relationships. You’ll be surprised how much your strategy will pay off — and how impressed your community will be with your financial stewardship and ingenuity!