1. Public Relations in School Counseling
Kierston Beets & Mark Scherschligt

2. Why Public Relations?
Increased challenges for counselors when role is not understood
Public relations helps clarify role
80% time in student services (ASCA)
Advocate for program and counseling profession
Public relations assist in showing purpose of program
(Dockery, 2011)
Provide important program information and resources
School Counselors are leaders
Increases collaboration
With other professionals and stakeholders
Inform community on counselor’s role and significance
Board members, admin., parents, teachers, often have different ideas about the role of the counselor
Often can lead to neglect of significant parts of counseling program due to varying expectations
Often difficult to spend 80% of time in direct and indirect student service when role is not understood
Advocating for profession helps counselors be allowed to focus on counseling duties vs clerical/admin duties
Provide info such as resources, scholarships, etc. to serve program goals

3. Publicizing data and standards
Sharing Standards and ASCA Model
Positive impact on perception
Data use to show positive impact of program
Outcome data useful
Process data can also be utilized
Providing training to admin. on counselor role
Teachers also could benefit from training
Studies show that when teachers and administrators are exposed to the standards and expectations of the ASCA model they are more supportive of appropriate counselor roles.- Promoting School Counseling Through Marketing Programs and Roles (p. 3).
“Professional school counselors are encouraged to continue to use data to indicate ways in which students are positively impacted by counseling programs and activities” (p. 4).
Outcome data helps show the impact of the program
Process data also shows role of counselor

4. Social Media Twitter Instagram Pinterest Facebook Snapchat
Gauge your students
Elementary-Facebook for parents
Middle/High-Instagram or Snapchat for students
Engage students, parents, and community in program
Provide important resources and information
Needs to be handled professionally and securely

5. National School Counseling Week
#NSCW16
Monday ‘Happy National School Counseling Week’
Tuesday ‘Put the School in School Counselor’
Wednesday ‘Passion’
Thursday ‘Appreciation’
Friday ‘Reach Higher’
Monday - Activity Day. Have an activity set up somewhere central in the school that students and staff can participate in.
Tuesday - Promote school counselor. Maybe have something students/staff can pick up that says school counselor over guidance counselor
Wednesday - Why do you do what you do? Ask teachers and other staff to write on their board (or elsewhere) why the love teaching, being a paraprofessional, principal, etc. See if there is a time in the day students can also write about their passion (ie. Advisory/homeroom)
Thursday - Goodies. Bring goodies for the staff/students that day
Friday - College Day. Have students wear their college gear and take a selfie and post it with the hashtag #NSCW15 #ReachHigher and any other school hashtag

6. Website College/career Information Academics Community Resources
Scholarships, career fairs, college visit days, financial aid, etc.
Academics
Program of Studies, links to standards, school mission statement, graduation requirements
Community Resources
Personal/social resources
Groups, resources
Counselor Calendar and contact information
Counselor Standards/ASCA Model
Counseling program mission statement
Program outcome data
MHS example-
Know what your students need

7. Community Outreach Serving on the SITE Council
Opportunity to advocate for program
Active in volunteer organizations
Organizing service learning
Job shadowing/work study opportunities
Community Agencies
Prevention Task Force
Health Department
Police/Fire Departments
When planning activities/programs reach out to those who can assist
I.e. Career Day - Ask parents, but also ask students and reach out to the community when parents to meet the need

8. Programs in School Peer leadership groups Yellow Ribbon
Character Education
Healthy Schools
After-school programs
Bullying/Violence prevention
Mindfulness
PBIS
Red Ribbon Week

9. Activities in School Career Day College Fair Last day of school!
BBQ
Track and Field Events
Presenters
Financial aid night
Transitions

10. Board Presentation Promote the program/position Bring data
Tell the board what you are doing for the school/district
Bring data
They want to see that proven growth
Short, sweet and to the point
Involve the administration
Know the board
And what their goals are

11. Advisory Council Great place to get ideas
Different backgrounds for members
Achieve goals
Including PR
Use as a resource for community connections
Work to find ways to reach stakeholds

12. Writing
Journals
Magazines
Blogs
Write about what you know

13. Press
Newspaper
Local and school
Establish relationship with local TV and radio stations
District/school Newsletters

14. Professional Development
American School Counselor Association
Kansas School Counselor Association
American Counseling Association
Kansas Counselor Association
Association for Counselor Education and Supervision
American School Health Association
National Mental Health Association
Conferences
Summer Camp!
Speaking at district PDs

15. Resources
National School Counseling Week - counselors-members/about-asca-(1)/national-school-counseling-week
Potential organizations to be involved in - counselors-members/asca-resource-center/association-websites
Article about promoting the program - your-program

16. Resources
Counseling Blogs/Websites - counseling-sites.html
Marketing your program - mark

17. References
American School Counselor Association. (2012). ASCA national model: A framework for school
counseling programs (3rd ed.). Alexandria, VA: Author.
Dockery, D., J. (2011). Promoting school counseling through marketing programs and roles. American Counseling Association Conference. New Orleans, LA, March 26.