Public Relations Chair Information
PUBLIC RELATIONS AND THE PTA
Public Relations…
is winning public understanding and support for PTA goals and programs. Public relations is a carefully designed program of publicity and personal contacts. Finding out what the “public” thinks about PTA and then providing them with what they want and need to know is the main task of the Public Relations Chairman/Committee.
Publicity…
is the method your PTA takes to make or find news and process it. Publicity is researching the program or idea, writing the message, selecting the appropriate target audiences and using the proper medium to send the message.
The key to promoting PTA is to build a solid public relations program from the ground up, realizing that the image of PTA depends on the performance of the group as a whole. Every single PTA member -- whether a president, chairman, or committee member -- reflects the actions and views of PTA. Attitude and performance count in PTA!
How well we communicate our message to each other and to outside target audiences depends on: the quality of our service to children and youth; the manner in which we provide that service; and our publicity and information methods.
Public relations is an important part of your efforts and, when used in a successful manner, will result in increased membership, increased attendance at meetings and positive attention.
MAKE PUBLIC RELATIONS AN IMPORTANT PART OF YOUR PROJECT…HOW?
Here are some public relations ideas that will work for you:
1. Hold school visitation days
2. Try “key communicator”
3. Supply fliers for church/business newsletters
4. Use happy grams and sunshine calls
5. Send lots of thank you notes for parents, students, and teachers
6. Advertise new program instruction
7. Submit examples of student work to local newspapers
8. Use a media tip sheet
9. Provide TLC for substitute teachers
10. Have good news about school ready for casual conversation
11. Make the staff lounge open to all staff
12. Offer school tours for business people
13. Try an “end of the day” classroom summary
14. Get parents involved – parenting classes, parent newsletters
15. Use senior citizen resources
16. Use testimonials – “thank you” notes at every opportunity
17. Conduct a student survey
18. Hold a “visitors’ day” for prospective students and their parents
19. Use the National PTA slogan “everychild.onevoice”
20. Hold a community “let’s talk it over” session
21. Publish a resolution and publish those passed by State/National PTA
22. Have a lunch with staff/students
23. Appear before public bodies
24. Promote PTA programs: Reflections, Safety, Citizenship, etc.
25. Maintain student and teacher speaker bureau
26. Take classes into community
27. Invite civic club to school for lunch
28. Encourage building-level community newsletters
29. Issue “real” invitations to come visit school
30. Send out personal thank you notes at every opportunity
31. Start neighborhood “home” meetings with representatives from school staff attending
32. Make student absentee calls
33. Try a student leader advisory committee
34. Hold a forum
35. Attend the National and State Conventions, Legislative Conferences; Summer Leadership Training
36. Develop a community calendar
37. Issue PTA reactions to budget cuts or curriculum changes
38. Encourage parent/community volunteers
39. Advertise instruction – “9th Graders are studying participles”
40. Ride-a-bus once a month (if allowable by the school system)
41. PROMOTE CHILDREN – BE AN ADVOCATE!
Taken from presentation by John H. Wherry, Ed.D., President, The Parent Institute, and from PTA materials. Reprinted by permission.
CAREFUL PLANNING…THE KEY TO SUCCESS
Appoint A Public Relations (Publicity) Committee:
Make certain that your PTA unit/council has a separate committee whose sole responsibility is to coordinate the publicity efforts of your PTA. Choose a chairman who has an interest in seeing news in print, who has a good command of the English language, and who can work well with a variety of people. Other members of your Public Relations Committee can include someone interested in artwork and design, a volunteer photographer and members who like to write and type.
Hold Early Planning Meetings To Become A Goal-Oriented PTA:
Public relation’s is everyone’s responsibility. Schedule board meetings in July and August prior to the opening of the school year, include all committee chairmen and officers at these meetings, and determine what the goals of your PTA will be for the upcoming year. Do you want to increase your membership totals? Or do you want motivated volunteers? Will your membership concentrate on a particular issue, such as a resolution recently adopted by the State or National PTA? Which projects will you sponsor in your school to improve the education and welfare of all children? Encourage your board members to take a serious and objective look at what your PTA has to offer the school and the community. As your goals are defined, your public relations program will fall into place.
Know Where To Find PTA Facts:
The Public Relations Committee must gather facts about PTA – what it is and what it stands for. Facts about PTA can be obtained from the National PTA website (www.pta.org), the National PTA Annual Resource Guide for PTAs, and the “Our Children” magazine. Many facts may also be found in the Tennessee PTA Bulletin, the periodic mailings from the State Office, and on the State PTA handbook CD; in the Local Unit Packet distributed during the Summer Leadership Training from the State PTA you can also find separate committee chairmen information. The National PTA also offers “Public Relations, A Practical Guide for PTA Leaders” designed specifically for Public Relations guidance. The public library has sources written by professionals in the field of Public Relations. The Associated Press or United Press International publishes style books for writing styles.
Match Each Objective With The Appropriate Target Audience:
Once your objectives are in place, think of the groups of people you want to reach for each project. “Target” your message to the specific audience you would expect to respond to your message. Your PTA might want to reach parents (members and non-members), teachers, students, school administrators, school board members, legislators, community groups, and the media.
GETTING YOUR MESSAGE ON PAPER
Keep sentences short and simple. Break long sentences into two, taking out the connecting word. Avoid beginning a sentence with the same word the preceding sentence ended. Avoid “There will be….” Glance over a finished release and make certain that two succeeding paragraphs do not begin with the same word.
Avoid editorializing (“a good time was had by all” or “a delightful meeting”). State the facts. Highlight discussions or quote others so readers can see how interesting a topic is.
WHO: Who is the authority? Who is making the announcement? Who is involved in the project? Who supports the claims being made? Who can be the PTA or individuals.
WHY: Detail the whys. The whys can be the most important elements in the release because they back up the reason for sending a release in the first place. Think of some statistics (PTA resolutions, etc).
WHAT: What is the purpose of the news releases? “What” needs to be described in a way that the editors will not need to ask for additional information. What is the primary idea you are promoting? What can someone learn from your PTA? What is the origin of your work?
WHEN: When does or when did the event take place? Pinpoint a date. Date your release so the editor will know when it was sent.
WHERE: Where did or where will the event take place?
HOW: More details again. How did the event come about? How will the plan or program work?
REMEMBER: Your message may not be delivered word for word. It is always subject to rewrite or interpretation by an editor, or the editor may include opinions on the same subject from others. Clear, concise writing is essential.
WORKING WITH THE MEDIA
Know the media in your area:
Read and study local newspapers to see what kind of information is used and how stories are reported. Listen to the radio and watch television stations to see how news stories and public service announcements (PSA’s) are handled.
Contact the media:
Before the school year begins, write or call the newspapers, radio and television stations in your area to introduce yourself as the public relations contact for the PTA at your school. Let them know you will be sending PTA news to them throughout the year and ask for the name, title, telephone number, fax number, and email address of the person who will be handling your PTA news. Inquire about deadlines and the proper way to submit photographs, PSA’s, etc.
Develop and maintain an accurate media list:
Write down the names, addresses, telephone numbers, fax numbers, and email addresses of your media contacts. Keep your list up to date at all times. Keep this information in your Public Relations procedure book.
Provide service to the media:
News people rely on and cooperate with those organizations that can provide timely and interesting stories when the media needs them and in the form the media can use them most readily.
Treat all media fairly and honestly:
The news of your PTA should be based on fact, not rumor. To build confidence and goodwill for PTA, your public relations program must be based on accuracy, integrity, and performance.
THE PROPER PUBLICITY TECHNIQUE
Although the written news release is a common form of communication with the media, your PTA can choose other publicity methods. Consider some of the following ways to target a specific audience:
Public Service Announcements
Power Point Presentations
Bulletin Boards
Interviews: radio, TV, press Phone Trees
Talk Shows: radio, TV
Banners
Displays
Posters
PTA newsletters
Pamphlets
Community Calendars
Brochures, Flyers
Panel Discussions
Letters to the Editor
Feature Stories
School Volunteers
Direct Mail
Hotlines
Home Room Reps
Media Contacts and Kits
Speakers Bureau
Seminars
News, Feature Stories
Media Centers
Billboards
Coalitions
Website
Selection of the proper publicity method should be based on PTA goals, abilities, time schedule and budget
THINGS TO KNOW ABOUT INTERVIEWS
Sooner or later a reporter will call PTA to follow up on a news release. Or your PTA can generate interest in an interview by approaching producers and reporters with a rundown of a story idea. Interviews are the basic tool for gathering news, and reporters advance a story by interviewing people involved.
Getting on Air:
It is up to PTA to convince radio and television producers and news reporters that our topic is of interest to their listening and viewing audiences. Write a one-page “pitch” letter to the public affairs director, outlining your basic idea and follow-up a few days later with a phone call. Be prepared to “package” your ideas, telling your contact about applicable brochures, charts or other visuals that can be used.
Your Responsibilities:
See or listen to the program beforehand to familiarize yourself with the format and interviewer’s style. Arrive at the studio at least thirty minutes before the designated time so that you will feel familiar with your surroundings. Dress appropriately, avoiding white or very light colors, herringbones, small stripes, and bright, flashy or noisy jewelry.
Your Rights:
Help to determine the time and location of the interview. You can ask about the topic to be covered and who is doing the interview. You have the right to know if other guests will be appearing and what the nature of their role will be. You have the right to be treated courteously and to feel physically comfortable, unthreatened by too close microphones or hand-held lights.
Before You Are Interviewed:
Do your homework and use National PTA, Tennessee PTA, region and local committee reports to provide you with background information that will be of interest to the listening or viewing audience. Anticipate key questions and prepare key answers. Practice answers out loud. Be prepared with some thought-provoking questions, visual aids, brochures or news clippings applicable to the subject matter. Inform others that PTA will be on the air.
On The Air:
Get your positive points up front. Practice the 30-second drill beforehand, so that you can summarize your major points quickly. Respond to questions with words other than “yes” and “no”, but do keep your answers brief. Incorporate part of the question into your answer and respond immediately with the PTA point. Do not quote off the record. Look directly at the interviewer or at another person who might be responding to a question. Appear to be relaxed and informal, responding to questions in a down to earth manner.
Newspaper Interview:
Newspaper interviews can be a little tricky at times since quotes sometimes depend on context and the understanding of the reporter doing the interview. Again, know the interviewer and the subject material.
It is perfectly acceptable to tell an interviewer, especially if telephoned for a response, that you will get back to them with your answer. This will give you a moment to collect your thoughts and find out what the PTA stance is on the subject. Be sure to follow through with the promise to call back as soon as possible.
TV Tips
PREPARE:
Write down possible questions and answers. Do not ever say, “Oh, they would never ask that.” Have an answer anyway.
BE BRIEF:
Practice your answers so they can be said within 10 seconds. (The average news clip from an interview is 9 seconds!) If you have more time (as on a talk show), then you can elaborate. But get that 10 second answer out first in case you are cut off.
PICK YOUR POINTS:
Pick three points you absolutely want to make and then make them. Even if you are not asked a direct question, practice answers to questions that can lead into other information you want to tell.
BE IN COMMAND:
Remember, the media called you because you have information they want. Show confidence. What you have to say is important.
KNOW THE OTHER SIDE:
Be aware of arguments or information that may be contrary to the PTA point of view. Ask who else will be included in an interview so you can be prepared to respond to other opinions. By the same token, know with whom the PTA agrees and be ready to supplement those viewpoints with additional information that will help you make your case.
KNOW THE MEDIA:
Watch a variety of news and talk shows. Watch shows that you are booked to appear on as much as possible before you are interviewed. Get to know the style of the interviewer and what the set looks like (if the interview is in the studio), so you will feel comfortable in that setting.
SPEAK SIMPLY:
Not everyone who is watching has a Doctorate Degree (PhD). Avoid PTA jargon that only you and other PTA members might understand. The best rule of thumb is to speak as though you are addressing a sixth grade class (most newspapers write for a sixth grade reading level). Think of how to make your points in the fewest and simplest words possible without talking down to your audience.
DO NOT ARGUE OR LOSE YOUR TEMPER:
Remain calm no matter what. You can still make your points without shouting or appearing to lose your composure. Sometimes reporters will play devil’s advocate even if they do not agree with that viewpoint. It is their job. So, do not take it personally. They may be just as uncomfortable asking the question as you are answering it.
AVOID MANIPULATION:
Be aware of trick or leading questions. “What if…” questions can cause problems. Stick to the facts and situations as they are. Do not speculate. Listen carefully to how questions are worded.
SAY YOU DON’T KNOW:
It is perfectly acceptable to say you don’t know the answer to a question. Do not try to guess or speculate an answer. Offer to get the answer for the interviewer if appropriate.
DO NOT HIDE:
It is better to tell the truth than to stonewall or cover-up. The information will come out sooner or later and you are better off making sure that you are able to tell your story in your own way. This will help develop trust between you and reporters.
AVOID ASKING THE INTERVIEWER QUESTIONS:
This can backfire if the interviewer does not answer the way you anticipate.
TURN A NEGATIVE INTO A POSITIVE:
Acknowledge a negative question, but try to point out whatever positive points you can make.
PRACTICE:
Stand in front of a mirror, tape record your voice or have someone videotape you. Notice your movements and voice inflections. Be honest with yourself and make improvements where needed. Try to get a tape of actual interviews and critique your performances (or have someone else be brutally honest).
BE A LOUD MOUTH:
Speak with authority. If you have a naturally soft voice, practice speaking more loudly. A louder voice may sound unusual to you, but it will come across well on TV.
BE ENTHUSIASTIC:
If you are not excited about your subject, others will not be either. Let your enthusiasm show in your voice, face and body language.
USE YOUR HANDS:
Avoid folding your hands in your lap. It takes the focus away from your face and what you are saying. Practice making hand gestures above your chest line. This may feel strange at first, but notice where the television screen cuts off speakers – either just below or just above the chest. You want your hands to be seen in the screen. Use them to emphasize special points. But do not overdo it.
USE STATISTICS SPARINGLY:
A startling statistic may help you make a point. But avoid stringing a long list of statistics together. It is too difficult for the audience to grasp. If you must talk about numbers, try putting statistics into terms that people can easily visualize – such as “more than half” instead of 54% or “almost all” instead of 89%.
TRY NOT TO WEAR GLASSES:
If you feel comfortable without your glasses, it is best not to wear them. However, if you are too uncomfortable without them, wear them.
SIT COMFORTABLY:
Find a position that is comfortable for you and stay there. Do not move around too much or you may appear nervous. Lean forward to emphasize a point or use your hands. Avoid crossing and uncrossing your legs or shifting in your seat.
USE NOTES:
It is perfectly okay to take notes with you if you feel it is absolutely necessary. Write the points you want to make on 3x5 cards. Lay them in your lap or on a desk or table if you are sitting at one, but do not fidget with them during the interview. Leave them there unless you really need them. Or, you could hold them in one hand. However, it is always best to appear without notes.
USE EYE CONTACT:
Always direct your attention to the interviewer, or to whomever is speaking. When you speak, look directly at the interviewer. Show you are interested in what others are saying and command their attention when you are speaking. This will also help you concentrate on what is being said without being distracted by cameras or crew.
KNOW WHEN YOU ARE ON:
Consider that you are being interviewed the moment you walk into a studio or when a reporter or camera crew walks in your door. Whatever you say and do is fair game for them to use. Be careful about what you say to other interviewees prior to air time, too.
BE AWARE OF YOUR BODY LANGUAGE:
Be conscious of what you are doing while others are speaking as well. You never know when you will be on camera. A common mistake is to nod your head in recognition of an opposing viewpoint, which could appear to the audience as a nod of agreement.
BE A FAST TALKER:
Use pep in your voice. Slow speech is often boring and difficult to listen to. Your point may be lost because your delivery is lumbering along too slowly. If you do not normally speak with a quick pace, practice.
ANTICIPATE:
Think of all possible questions an interviewer might ask. But do not answer them before they are asked.
SUBMIT QUESTIONS:
It is perfectly acceptable for you to suggest questions to an interviewer. Submit them ahead of time and explain why they are important, if necessary.
KNOW WHERE YOU ARE GOING:
Make sure you have complete directions to the studio or interview location. Leave enough time to get there. Arrive a few minutes early so you can collect your thoughts, step into the washroom and relax. If you are delayed for any reason, call your contact, even if you are on the road and realize you will not be on time.
KNOW YOUR INTERVIEWER:
You have the right to know, in advance, who will be interviewing you. Watch that person before the interview to get a feel for his or her style.
DON’T GET LOST IN THE CROWD:
If you are being interviewed with others, make sure you get equal time. If you feel you are being slighted, you do not have to wait until questioned. Politely jump in if you have something to contribute to the conversation. If someone says something with which you disagree and the interviewer does not ask you for a reply, say you would like to respond.
STAY ON THE RECORD:
Avoid “off the record” comments. If you feel it is necessary, make sure you have a verbal agreement from the reporter before you say anything you do not want reported.
ASK FOR WHAT YOU NEED:
You are entitled to be comfortable in your interview surroundings. If lights are bothering your eyes, say so. Ask for a glass of water, if necessary. Let the crew know what you need; they are not mind readers.
GET AN APPROPRIATE INTRODUCTION:
If an interviewer introduces you wrong, it is appropriate to politely correct them before answering any questions.
KNOW HOW LONG THE INTERVIEW WILL LAST:
Knowing how long the interview will last will help you prepare. You know if you only have five minutes you will need to make your points quickly, while a 20 minute interview may allow time for more explanation.
VISUALIZE THE INTERVIEW:
Paint a mental picture of the interview. It will help you feel more comfortable when the time comes. If the interview is for a news segment and you know it will be edited, try to think of how you would do the story if you were a reporter. Suggest any additional visuals that may help you make your points.
WHAT SHALL I WEAR?
Something comfortable, both physically and psychologically.
Something that projects the image and message you want the audience to receive. Generally, a suit for men, a business dress or suit for women is appropriate.
Nothing solid black or white on top; patterns, herringbone, polka dots are out. Blues and earth tones are best.
No bangle bracelets that will make noise. No jewelry that will reflect the lights or take attention away from you and what you are saying. Keep jewels to a minimum.
Something that will hold a clip-on microphone. Flimsy silk blouses are out. Jackets or a shirt with buttons down the front are best.
No extremes – like large padded shoulders, ruffled necklines, and wild color combinations.
Taken from: National PTA Leadership Development
PUBLIC SERVICE ANNOUNCEMENTS – PSAs
Public Service Announcements (PSAs) are an effective way to (1) increase visibility for the PTA and (2) increase knowledge about the PTA’s programs and activities. They should be used together with other membership or program efforts for a comprehensive campaign to reach your goals.
WHAT IS PUBLIC SERVICE?
Television and radio stations are no longer required by the Federal Communications Commission to air a specified amount of public service programming. However, because broadcast stations are generally licensed to serve the community, they offer public service programming for their constituencies. This may take the form of full-length talk shows, news and information programs or public service announcements, among others.
Television:
Television stations may accept pre-taped PSAs (like those from the National PTA), scripts with TV-critical slides, or they may even tape your PSAs for you.
PRE-TAPED PSAs: Send the cassette to the station with a one-page letter telling what is on the tape, what the purpose of the spots are, how they might benefit the community, when they can begin airing them and a paragraph saying the PTA is a non-profit organization. Also enclose copies of the scripts. You may want to include a self-addressed reply post-card similar to the one used by the National PTA.
You might call the station before sending the tape to learn what format they prefer to receive their spots in – ¾ inch, 1 inch or 2 inch.
SCRIPTS AND SLIDES: You can also select an appropriate photograph or artwork and have it made into what is called a “TV critical” slide. Any photography center should be able to make one for you. Include the name of your PTA on the slide. Send a 10, 15, 20 and/or 30-second script with the slide, along with a letter (as mentioned above).
TAPING: Some stations select local organizations for which to produce PSAs. Contact the Public Service Director or Director of Community Programs to see if your stations offer this service. Be prepared to tell them your goals for a PSA and the message(s) you want to deliver. They may even help you write them, but you should have a script in mind and suggestions for visuals.
Radio:
Radio stations will accept either pre-taped PSAs or scripts their announcers can read. You will probably be using scripts, which can be sent to the station with a letter explaining your PTA is non-profit and encouraging the use of the spots. Pick stations whose audiences would be most responsive to PTA messages.
AIR TIME: Do not be discouraged if you do not see or hear your spots on the air. You cannot be watching or listening all day. But rest assured that if the station says they are airing, people are seeing or hearing them.
Do not underestimate the value of PSAs aired during the midnight to six a.m. time slot. They are still valuable to the PTA. You would be surprised how many people are watching and are likely to take notice of your spots. However, you should know that in recent years National PTA television spots have aired repeatedly during daytime and primetime hours.
DO NOT FORGET TO SAY THANKS:
It is always helpful to send a thank you note to stations that air PTA advertisements. A simple expression of appreciation will do. Do not send gifts.
HINTS AND TIPS
When preparing script copy to send with video, CD or cassette tapes, be sure to include a contact name and phone number should the public service director or announcer have questions concerning the material. The script should also include the PTA logo or other appropriate visual for identification.
If you are having duplicate copies of the television tapes made, use a reliable videotape supplier. You want to be sure your copies are up to broadcast standards.
It is better to send a reply post-card for stations to return to you than to call to ask if your spots are going to air. The station does not have time to look up when every PSA is used and may resent such a request. If you do not hear from the station after a month, you might want to call to make sure the spots were received (if you mailed them). Chances are they were lost in the station mailroom and never reached the public service director. If they have the spots, simply let them know you hope they will be able to use them and leave it at that. It is then up to the station to decide if they want to use them.
Television stations may tell you the quality of the tape is not good enough for their station. This may be because the tape is bad or it may just be that the tape does not work well on the station’s equipment. In the case of the latter, there is not much you can do, but do check to see if another tape format might work better for the station.
Cable television offers additional opportunities for promoting PTA. Check with your local cable company for more information concerning public programming and how to utilize it for PTA.
SAMPLE PUBLIC SERVICE ANNOUNCEMENT (PSA) SCRIPTS
THE NATIONAL PTA
541 North Fairbanks Court, Suite 1300
CHICAGO, ILLINOIS 60611-3396
(312) 670-6782
Release:
Contact:
Name:
Phone number:
ANNOUNCER COPY
10 seconds
Here’s a public service reminder. Dads, forget that old idea that the PTA is just for moms. Your kids are counting on you, too. Get involved in their education. Join the PTA.
15 seconds
Parents, children learn their attitudes about school from you. You cannot just tell children that school is important. You have to show them. Get to know their teachers and take an interest in their school work. Call the PTA for more ways to get involved in education. Remember, kids are counting on you.
30 seconds
Here is a public service reminder from the National PTA. Parents, if you want your children to get a good education, you not only have to tell them school is important, you also have to show them. Attend parent-teacher conferences, PTA meetings and school events. Kids notice when you do. Little things like taking an interest in what they learn each day makes a big difference. If you are not sure how to help your children in school, ask your PTA for information. Our kids count. You can count on the PTA.
**Information from TNPTA.ORG