Image Builders or Breakers Presented by. Dorreen Dembski Director of Public Information West Bend...

Image Builders or Breakers

Presented by

Dorreen Dembski Director of Public Information

West Bend School District

Mabel G. Schumacher, Ph.D.WSPRA Executive Director

Oconomowoc School Oconomowoc School DistrictDistrict

September 28, 2007September 28, 2007

There is not a guaranteed There is not a guaranteed future for public schoolsfuture for public schools

“Every institution exists at the will of the

people. If those people are not satisfied, there is

no guarantee that the institution will continue.”

- John Wherry, PresidentThe Parent Institute

Competition Competition

is here to stay!is here to stay!

We serve a changing We serve a changing clienteleclientele

1970—4 million more school-age children than adults

Today—136 million more adults than school-age children (According to 2000 US Census data)

Today the average American adult

can go a full week without a single

contact with a child under the age

of eighteen.

Strategic Inflection Strategic Inflection PointPoint

…when change is so powerful that it fundamentally alters the way business is done.

--Andy Grove Former CEO Intel Corporation

CrCreating the right image eating the right image is everyone’s jobis everyone’s job

What is Image?

½ -Perception of how your publics see you

½ -Perception of how you see yourself

An image gap is created when these are out of alignment

Why is image so Why is image so important?important?

The brain cannot hold two images simultaneously.

Image comes from…Image comes from…

Price/Value Program/Product Place People

You market your schools You market your schools every day!every day!

Your district can’t publish enough

articles or capture enough airtime to

make people think your schools are

great

Trust and confidence build relationships

Relationships build the image

YOU ARE THE KEY!

Who is the most credible

person in

your school district?

Being on the Front Being on the Front Line...Line... Secretary Custodian Food Service Bus Driver School Nurse Teacher/Teacher Aide Principal Superintendent School Board Member

Source - National School Public Relations Association

Being on the Front Line...Being on the Front Line...

“The schools belong to the public. They exist to serve the public, not to tell it what to do or dictate what is best for it. But if the public is not informed about education, its ignorance can destroy the schools.”

--Patrick Jackson

Public Public relations is relations is everyone’s everyone’s

job!job!

PR…People RelationsPR…People Relations

Individual

Classroom/Office

District

School Building

Community

Emotion SellsEmotion Sells “We’ll leave the light on for you.”

“You’re in Good Hands…”

“The Toughest Job You’ll Ever Love.”

“When You Care Enough to Send the Very Best.”

“I Don’t Want to Grow Up…”

“What Happens Here, Stays Here.”

“Zoom, Zoom, Zoom…”

“Be All That You Can Be.”

Marketing…Marketing…

“It’s the right message to the

right people through the right

media at the right time resulting

in action.”

-Deede Sharpe

Image of Public Image of Public EducationEducation

Customer Service Customer Service InventoryInventory

The Worst List three businesses you have

personally used which you

believe need tremendous help with customer service.

What makes their service so poor?

Customer Service Customer Service InventoryInventory

The Best List three businesses you

personally use which you believe epitomize quality customer service.

What makes them so outstanding?

What do people expect What do people expect from public schools?from public schools?

High Standards Safe Schools People who really care about kids Strong basic skills instruction Open, inviting school environment

--Public Agenda

Customer CareCustomer Care

Basically, customers want:Friendly, caring serviceFlexibility

Problem Solving

Recovery (admit when we've made a mistake)

The school business

is a service

business

Research tells us…Research tells us…

That on any given day, 20% of the community are unhappy with the job we are doing.

That means that 80% of the community are happy.

Research also tells us Research also tells us that…that…

Neutrals—tell no one about it

Positives—tell 2.5 people about it

Negatives—tell 12.5 people about

it

People form opinions

through experiences—their

own and those of the

people they know.

Every time you interact with someone is an opportunity to build your personal image and the image of your school, your district, your community.

Why Customers QuitWhy Customers Quit

1% die 3% move away 5% because of their friends 9% for competitive reasons 14% because of product

satisfaction 68% because of a negative

personal experience

Be glad they told you…Be glad they told you…

96% of unhappy customers never complain

91% of those who don’t complain will not do business again with the business that offended them

The average unhappy customer will remember the incident for 23 ½ years

We expect high quality We expect high quality serviceservice

An employee having a bad attitude at a fast food restaurant is one thing.

An employee having a bad attitude when you’re 35,000 feet in the air is another matter entirely.

You want people who love their jobs flying that plane.

You want people who love their jobs teaching and caring for your children.

You want people throughout your school system who love their jobs enough to…

……promote:promote:

Their school

Their district

Their community

Infuse customer delight Infuse customer delight into everything you dointo everything you do

Be There

Choose Your Attitude

Make their Day

Play

Source: FISH! Charthouse Learning Corporation

Where do you fit in?Where do you fit in?

What are your personal assets and opportunities--how would customers describe you?

1, 2, 31, 2, 3

You Are the Image You Are the Image of the Schoolsof the Schools

……Wherever You Go

Place of worship

Athletic events

Grocery stores and the mall

In the neighborhood

At the local coffee shop

Who are our publics?Who are our publics?

Internal those with whom we work those in our building

External those outside our building those who do not have regular

contact with our school

44

Key Opinion LeadersKey Opinion Leaders

Someone with an interest in a subject

They have a following

They are positivists—“Can-Do” People

The are activists

They “Get Around”

Others come to them for advice

They are trusted

Key Opinion LeadersKey Opinion Leaders

+5 - 5

40 40

8-10

Always on board

Reasonably positive; but not influential

Reasonably negative;

not influential

Negatives; people

don’t listen for

long

Lead and influence

others

ABC’s of Customer ABC’s of Customer ServiceService

A = Attitude

B = Behavior

C =

Communication

AttitudeAttitude

“People don’t care how much you know until you show how much you care.”

Ritz-Carlton HotelsRitz-Carlton Hotels

The Ritz-Carlton provides the finest personal service and facilities throughout the world. The atmosphere is warm and relaxed and the ambiance embraces the uniqueness of the local culture. The variety of services offered will enable you to create your own experience.

--Ritz-Carlton Home Page

Practice at Ritz-CarltonPractice at Ritz-Carlton

Be the first to give a warm greeting

Ask about the guest

Call them by name

Know things about the guest

Give them a fond farewell

What is the practice

at your school?

BehaviorBehavior

“It’s not just WHAT you

do,

but HOW you do it.”

BehaviorBehavior

5 P’s for good service Be Proud Be Professional Be Polite Be Prompt Be Personal

BehaviorBehavior

Treat everyone as a customer

Greet people with a smile—in

person or on the telephone

BehaviorBehavior

Treat everyone as if you had to

live with them in a very small box

for the next 30 days

Remember, over time the content

fades but the relationship remains

CommunicationCommunication

“You never get a second chance to make a first impression.”

“Each impression you make will—temporarily, at least — be your last. So make it strong.”

Harry Beckwith, Harry Beckwith, Selling the Selling the InvisibleInvisible


Using key messages

The MessageThe Message

Communication is two-way

Talk/Write

“People need to listen at least as much as they need to talk. Too many people fail to realize that real communication goes in both directions.”

--Lee Iacocca

Listen/Read


MIND + FACE + BODY

What we say How we say it

The DeliveryThe Delivery

Nonverbals Facial Expressions

Gestures

Proxemics

Paraverbals Tone

Cadence

Volume

I did that yesterday.

The Delivery…The Delivery…

Four physiological faces…1. Smile

At every opportunity2. Closed

Frown, eyes narrowed “You’re angry

3. Neutral Nothing moves but the mouth

4. Open Intentionally create horizontal lines

by raising eyebrows slightly “I care”


“A gesture is the communicator’s equivalent of a handshake or a

hug.”-Arch Lustberg, Communication

Consultant

The four “NO” positions1. Fig Leaf2. Hands in pocket3. Hands behind back4. Arms crossed


Proxemics = personal space {An area around the body (18-30 inches) that is considered an extension of the body.}

To honor another person’s personal space: Stand a leg length away Stand at a 90 degree angle Keep hands visible

How you say it mattersHow you say it matters

7% of your message comes from

the words themselves


the speaker’s tone


your non-verbal signals

The Challenges…The Challenges…

Angry parents

Questioning parents

Protective parents

Critical parents

Chronic complainers

The Challenges…DOThe Challenges…DO

Approach parents with an attitude

of respect and a willingness to

listen.

Remain calm. A calm response can

defuse an upset individual.

Use the individual’s name.

Be attentive.

The Challenges…DOThe Challenges…DO

Address specific complaints with ideas about what you can do together to find a solution.

Exercise empathy. Try to gain an understanding of his or her perspective.

Be honest.

Focus on the child.

Document.

The Challenges…DON’TThe Challenges…DON’T

Let it become personal.

Leave things unresolved—set a time for

another meeting; agree to something.

Speculate.

Confidentiality is Confidentiality is CriticalCritical

It’s the law: FEPRA, HIPPA, Special Education regulations

Ask yourself: Who needs to know? Why?

Written information

Conversations

On the telephone

On the computer screen

Effective Effective CommunicationCommunication

Builds trust

Establishes positive relationships

Is tied to student performance results and accountability

Creates and maintains a welcoming climate in your school

Mass CommunicationMass Communication Mass-produced, non-personal letter Brochure or pamphlet (direct mail

piece) Article in newsletter, magazine News carried in popular press Advertising in newspapers, radio,

TV, magazines Listserv, group e-mail, blast fax Web site Cable access Other (billboards, pens,

‘giveaways’)

InterpersonalInterpersonal CommunicationCommunication

One-to-one, face to face

Small group discussion/meeting

Speaking before a large group

Phone conversation

Handwritten personal note

Typewritten, personal letter

Computer-generated personalized letter

E-mail communication

One-on-OneOne-on-One

“Research has proven that we cannot change

attitudes with the printed word. It is only through interpersonal communication,

two-way, one-on-one, that we build trust,

changeattitudes, and ultimately behaviors.”

--Patrick Jackson

PeoplePeople Programs Programs

Beat Beat PaperPaper Programs Programs

Every Time!Every Time!

Building RelationshipsBuilding Relationships

It takes significantly more time to acquire a new advocate than it does to take action to keep a current advocate.

Most parents sever ties because of poor relationships, not educational results.

Dissatisfied people tell more people about bad news than satisfied people spread good news.

How communities make How communities make decisions…decisions…

3% From printed materials

7% From talking with others

90% From talking to people inside your school system

TheThe ToolkitToolkit

Toolkit contentsToolkit contents Telephone tips Frontline communication tips Survival kit Basics of good PR Looking at the climate Dealing with angry or difficult

people Dealing with complaints E-mails Newsletters

Telephone TipsTelephone Tips Answering the phone Your voice Your language Your approach Transferring calls Taking messages Voice mail Speaker phoneToolkit-pages 1-3

Frontline Communication TipsFrontline Communication Tips

Knowledge Attitude Behavior Communication

Tool Kit – page 4

Survival KitSurvival Kit Map of district / attendance areas List of significant people

Administrators Board Members Department Chairs Club Sponsors

School Calendar Current Enrollment Information

Total school Grade levels

Tool Kit – page 6

Basics of Good PRBasics of Good PR

Creating the climate Listening

Listening versus hearing Blocks to listening Keys to good listening

Projecting a positive image

Tool Kit – page 7

Take a look at the Take a look at the climateclimate

Conduct a “communication walk” through your building

Tool Kit – 8-9

They arrive at YOUR They arrive at YOUR door…door…

Within the first ten seconds:

What do they see?

What do they hear?

How do they feel?

Toolkit – pages 8-9

The “Communication The “Communication Walk”Walk”

Appearance Personnel Building Grounds

Communications Verbal Non-verbal

Confrontation Dealing with the “difficult”


Dealing with Dealing with ComplaintsComplaints

Gathering Information Procedure Research Personal Contact Keep a Record

Dealing with Dealing with ComplaintsComplaints

Responding Timing Factual but friendly Vocabulary Positive approach No promises

Dealing with Difficult orDealing with Difficult orAngry PeopleAngry People

Attitude…your approach is critical

Listening…be active and attentive

Responding…be aware of all levels of response



Attitude Calmness Acceptance No joke! Protect yourself (don’t

personalize)



Listening Attentive

Active

No interruptions

What do they want?



Responding Know your options Language Small talk No promises


Proven Stress ReducersProven Stress Reducers

Planning

Reducing stressors

Your approach to work

Positive attitude

Coping strategies

Toolkit – pages 13

PR for the School PR for the School ProfessionalProfessional

Profile

Social savvy

Communicator

Juggler!

Tool Kit – page 16

Perfecting E-mailsPerfecting E-mails

Critical How-to’s No bad news

No “flaming”

Limit the length

Clear desired action

Easy response

Tool Kit – pages 17-20

Perfecting E-mailsPerfecting E-mails Clean up your writing

Natural language Short sentences Headings Active Voice Important information first Check grammar/spelling Sign from a real person



Outgoing e-mail Relevance Less is more E-mail newsletter?

– Links– Subscriber comments– Opportunity to unsubscribe



Incoming e-mails Don’t forget personal attention Answer e-mails Remember—e-mails are a LEGAL

DOCUMENT! Develop a system of filing folders

to organize


E-mail EtiquetteE-mail Etiquette

Keep business communicationbusiness-like

Choose your words carefully Favor clarity over complicated

responses


Newsletters…Newsletters…

Publish on a regular schedule. Aim it toward interesting

readers. Write in language people can

understand. Design it clean and simple. Use pictures. Distribute widely. Build in feedback method.

Tool Kit – page 21

The Next StepThe Next Step

Key positive messages about your school

A month from this date My Personal PR Plan...

Workbook- page 5-7

With special thanks to:With special thanks to:

Charthouse Learning Harry Beckwith Patrick Jackson Deede Sharpe Jackie Price National School Public Relations

Association Mary Pat Pfeil, WSPRA Past President Mary Ellen Marnholtz, WSPRA Past

President

Thank you Thank you for your for your

participationparticipation!!

www.wspra.orgwww.wspra.org

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