Five ways to persuade your team that social media is a good idea

This month I started a new job with a school district that has never had a public relations program before. Like many districts, they are so focused on education they have not tried using social media to communicate with parents. Only three of us on the district leadership team are social media users, so I …

Five ways to take the pulse of your community

PR professionals always have an ear to the ground. Issues anticipation is about sensing and understanding public opinion, then using what you learn to navigate strategically and transparently through times of change and challenge. Twitter and Facebook are essential tools in this work, providing windows on the world into the concerns and priorities of school …