Public relations plan




Today, In the 21st century “communication and community relations have been identified as one of the nine most important skills to master…and like our students, today’s parents are also evolving in the tools they use each day as moms and dads. Technology-and social media specifically—has arrived” (Sheninger, 2014, p. 78).  After analyzing our mission statement, a needs assessment will help us determine what is working and what needs change.

One of the changes will be the implementation of twitter and facebook. We know that these platforms are widely used, and our stakeholders are going to be present there too. As leaders, we must not only be proactive about the evolving needs of the student body, but with the parents as well. Twitter is a microblogging free resource that can provide instant and “to the point” communication (Sheninger, 2014) . This includes school cancellations, no-school-day reminders and event locations and updates.
Facebook, another free resource to promote the achievements and needs of the school. These resources are available 24/7 and provide instant information updates which our stakeholders have become accustomed to.
This public relations and communication plan will use Facebook and Twitter to develop a professional learning network to build home/school partnerships and community trust and recognition. These social media tools can be linked so less time is spent updating on each platform. This enhanced communication plan will also utilize other technologies, such as adobe connect. This allows for parents to be present at meetings from the comforts of home, or on a mobile device (Whitehead, 2013).
We also recognize that this plan has pros and cons. The pros are that we can reach more stakeholders immediately. “Twitter makes it easy for school leaders to capture, curate, and share student achievements and successes as they happen in a way that can be accessed by stakeholders no matter where they are” (Hamilton, 2015).  The con is that “socioeconomic disparities in Internet access can make such digital-outreach efforts challenging and even divisive, however; some parents have many options for connecting digitally, and others don’t” (Fleming, 2016). Our plan includes training and resources to our stakeholders so they not only can get connected, but become active participants in their child’s education.
This public relations plan is taking responsibility by applying valuable digital tools. Just like our students who use technology to generate new ideas and build a culturally diverse perspective, we can also engage stakeholders with similar experiences. Online collaboration goes beyond the community center, and creates an authentic way for stakeholders to learn, not only what is going on at home, but what is taking place at other schools, creating a cross-national sharing network (Hamilton, 2015).  
Last, it is important to recognize that community building has to be done through active partnerships. The library, recreation center, food kitchen, and clothing donation centers make a large impact on the quality of life and experience at school. We support these efforts by partnering with these small organizations in return. This public relations and communication plan holds this truth, Proverbs 16:3 “commit thy works unto the LORD, and thy thoughts shall be established” (KJV).
References

Fleming, N. (2016, May 11). Schools are using social networking to involve parents. Retrieved April 05, 2017, from http://www.edweek.org/ew/articles/2012/11/07/11digitalparent_ep.h32.html

Hamilton, B. (2015). Integrating technology in the classroom. Eugene, Oregon: International Society  for Technology in Education
Sheninger, E., & Zhao, Y. (2014). Digital leadership: changing paradigms for changing times.              Thousand Oaks, CA: Corwin, A SAGE Company.

Whitehead, B. M., Jensen, D. F., & Boschee, F. (2013). Planning for technology: a guide for                 school administrators, technology coordinators, and curriculum leaders (2nd ed.).                  Corwin Press.

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