Target Potential New Twitter Followers With This Trick

Do any of your schools run their own separate, official Twitter accounts? What about PTAs and student groups? It’s likely that the people who are interested in the schools and therefore follow those accounts would also be interested in information from the district level. But perhaps they don’t know your account exists. The trick is …

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 …

How our community’s mass shooting changed my mind about Twitter

This week’s shooting at the Clackamas Town Center mall happened in the heart of our school district. One of our students was shot and remains in serious condition. Another student’s uncle was killed. Untold numbers of our students, staff and their families were among the 10,000 holiday shoppers and employees in the mall at the …

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 …