Public Relations for District Staff
Reprinted from CommLINK
The communications professional and superintendent aren't the only ones who speak with the community—bus drivers, food services, janitors, aides, and other employees come in contact with parents and community members every day.
Getting staff on board can be as simple as giving them a few pointers:
- Schools, like businesses, excel when they offer great customer service. The district's "customers" are students, parents, and community members. Encourage staff to adopt a “customer-friendly” attitude.
- Remind employees about the importance of confidentiality. A conversation about an irrational or annoying parent could be overheard or might get back to the parent. Likewise, gossip about coworkers is harmful to all parties.
- Ask that employees try to return phone calls and messages promptly. Often just acknowledging someone's concern in a friendly, understanding manner will go a long way toward finding a solution.
- Make sure all employees are in the loop on good and bad news affecting the district. You never know when someone might ask them about a situation, even if they aren't a decision maker. If you keep staff informed, they'll have accurate information to relay. Include what to say, or what not to say, in crisis situations.
- Cultivate teamwork as much as possible. Include support staff in events and trainings so that they have a vested interest in the success of the district. When you value every employee, it goes a long way toward keeping your team positive and upbeat.
Sources: Texas Association of School Boards, National School Public Relations Association
April 2010