EPS 634 Class # 4 Susan Stillman, Ed.D. November 5, 2009 Class # 4 Susan Stillman, Ed.D. November 5, 2009

Today’s agenda  Guest Speaker Jo Ann Gelormine, MUSD  Project 3 Group Work  Presentation of Your Implementation Projects  PR presentation- Dr. Susan Stillman  Chapter and Tech reports  Planning for IEP discussion next week  “Working the System” Presentation -if time permits  Final questions…comments…appreciations :-)  Guest Speaker Jo Ann Gelormine, MUSD  Project 3 Group Work  Presentation of Your Implementation Projects  PR presentation- Dr. Susan Stillman  Chapter and Tech reports  Planning for IEP discussion next week  “Working the System” Presentation -if time permits  Final questions…comments…appreciations :-)

The importance of a PR strategy: Where does it fit in the Model?

Twittering on the House Floor Public Relations  Last year’s National School Counselor Week ASCA Resources for National School Counselor Week

Why Elementary Counselors? Use materials provided by ASCA

 “ We do different ideas to get the point across about what we do and why we do it and why we do it the way we do it ”  Scarborough, J., & Luke, M. (2008). School counselors walking the walk and talking the talk: A grounded theory of program implementation. Professional School Counseling, 11(6),

Goals of PR  Change perceptions  Let people know what you do  A “high-quality” customer-friendly experience  Facilitate access and appreciation of program

School Public Relations Strategies  Should address people’s feelings  Should provide knowledge and information  Determine need and provide value for stakeholders  Should address people’s feelings  Should provide knowledge and information  Determine need and provide value for stakeholders eReq=TSSLearningGuidance

Some PR strategies  Brochure  Newsletter  Website  Calendars  Video or pod cast  Faculty presentations  Parent meetings/open house

Use advisory committee  Consisting of leaders of publics you serve  Helpful in planning and implementation

PR Planning Process  Perception Survey and data  Establish goals, objectives, strategies  Establish time frame

Identify target populations  Students  Teachers  Parents  Administrators  School Board  Referral agencies  Community leaders

ASCA Website Working with Parents is great PR

Working with Boards of Education

Use data to identify  Current perceptions  What people think you should be doing  What needs clarification

Establish objectives  Informing parents  Getting referrals from teachers  Generating support from administrators  Showing school board your results reports

Identify existing and new resources  Brochures  PTA newsletters  School website  Principal’s report  Radio talk shows  Community press  School board meetings  District committees Bolton online school newsletter A wasted opportunity:

PR is an integral part of the counseling program’s continual improvement process  Outline steps for completion  Assign responsibilities  Establish time frame  Use data whenever possible

Overcoming negative perceptions  Talk with partner about what image you want to convey as a school counselor  If you are going to be powerful, what kind of power do you want to wield?

The best and worst school counselor image  The value of “Agreeableness” & “Competence”  Do not project “Ruthlessness”  Davies, Chubn, Da Silva, & Roper, as cited in Gysbers & Henderson (2005)

School Counseling Program Image  Shaped by public perception  Image depends on the different subjective experiences of the people who interact with the services  Good image is critical  Shaped by public perception  Image depends on the different subjective experiences of the people who interact with the services  Good image is critical Public Relations Toolkit. Retrieved January , from PageReq=TSSLearningGuidance

The value of timing and quality in PR  Have materials ready  Inform, engage, implement  Present, participate, publish, report, attend, share  Use technology  Communication is ongoing  Have your name on all materials

Some examples of tech use for PR  PowerPoints for students and staff  Spreadsheet of agencies  Publicize databases, websites, and chat rooms on mental health issues  Bank of communication letters  Wikis, blogs, counselor websites

Tech Time  ASCA Scene report  Wiki report  Skype progress?

Chapter reports  Ch 1,2,3, done  Who wants to go next?  We need to do Ch. 13, 14, and ??

Q & A time  IEP Panel/ Discussion Planning  Taskstream Paper due to me by next week  PR paper, 2-3 pages and handout or tech presentation to group (also on wiki)  Other questions, business, etc.

Final words on PR  Show change in targeted data to show impact on student success  Celebrate results  Recognize and applaud collaboration

Closing Activity  What’s a question that’s still on your mind?  Quiet reflection on a new idea. Share something you’ll do differently as a result of our discussion.  Evaluation: One good thing about our class today? What could we do better or differently next time?  Appreciations :-)