The task of telling your school or system’s story can be a daunting challenge—especially if you are a one-person shop. But just because only one person has the job title doesn’t mean you can’t recruit others to help. Look among your administrators and teachers who are already active on social media and get them in the game too!
These employees can help personify your organization by sharing their perspective. And let’s face it: sometimes it takes someone who knows what they are looking for to tell the story a professional PR practitioner can’t. For instance, if you came to school PR from either a news or public relations background, you might look at a classroom setting and miss what is jumping out at a teacher.
Take a look at the photo featured in this tweet from Terry Roller, director of high school education for the Tuscaloosa (Ala.) City Schools:
My background as a news reporter would have made me miss the story, but @tuscaloosahsdir didn’t. With 99 characters and a photo, he provided context for followers.
Before you start sending DMs to anyone with the same email domain as you, consider these points:
- Find folks who have a comfort and a familiarity with the social channel
- Enlist people who are subject-matter experts in your school or district
- Train them in the social media strategy you are using
- Encourage the use of photos, video and commentary to explain what the viewer is seeing and why it’s important
- Use hashtags to connect what they see to the district’s and school’s message
By changing your perspective on who is responsible for positive PR, you can expand your idea of just how big your department really is and provide a different perspective for you and your stakeholders.