The Craft of Communication A former journalist

The Craft of Communication

Former journalist shares advice for PR rookies

by Matthew Prosser Communications Director Longview ISD

Coming from the world of journalism into the "dark side" of public school communications/marketing, I had a few built-in assumptions about what the work would entail. But it took walking in the well-worn shoes of a PR professional to understand how best to serve my district and my community.

Recently, I had lunch with a former colleague who was "switching teams," so to speak, and he was interested in any advice I might have. The first thing I told him was that the most important lessons would have to come on the job. There's no better teacher than experience. But with that said, I offered my top five tips for newbies that I will share here.

It's business, not personal

Most of the time, the difficulties you face are not rooted in personal animosity but are a direct consequence of a breakdown in communication on some level. The angry parent who peppers you with questions on Facebook isn't angry at you; they're angry about a situation. Address their problem, not their emotions. If you find a way to work out the former, the latter will take care of itself.

You're never "off the clock"

Most of you probably have that little phrase in your contracts: "other duties as assigned," and I quickly learned that it meant that I would receive random phone calls, texts and emails from staff and local stakeholders at all hours of the day. Weekends. Holidays. On more than one occasion I've had to step aside from a family function to take a phone call from an overzealous reporter looking to break a story. So, I've learned to set clear boundaries for my availability and understand which information requests truly are urgent.

Stay ahead of the trends

Years ago, I was the first reporter at my newspaper to have a Twitter account. Today it's considered compulsory. When I first began working in marketing and public relations, I would occasionally check out what other schools were doing, but these days I read multiple trade publications and network with others in my field. I may not

be the most talented or dynamic professional in our industry, but I can apply myself to being an early adapter. I want to understand how people communicate and engage, so I can best position my organization to reach them.

Understand the art of the pitch

Imagine you're a reporter and some PR person just asks you to come to take pictures of a group of grade-schoolers about a fundraiser. Yawn. Instead, begin with a news hook: "To help local families afflicted by the recent storms, a group of Anywhere Elementary students saved up their lunch money to donate to charity." Now that is a story with traction. When pitching your organization to the media, always lead with an angle. It can be hard news or fluffy human interest, but it's got to be content they can use.

Think of your school's news as a product that you've got to help package to reach a broader audience.

There's always more to learn

I can think of no better illustration of this fact than our regular TSPRA conferences.

They only last a few quick days, but I come away with such a deeper understanding of so many varied facets of this job. It's a sentiment I've heard from colleagues who have been doing this job since I was in grade school.

No one of us has all the answers, but by working in collaboration and communication, we can all share from our varied experiences and benefit from our diverse areas of expertise. Every time I speak with a TSPRA peer, I learn something new. My only regret is that, due to how busy I often am on the job, I don't take enough time to do so.

As I look back on the few short years I've spent in public school communications, I realize that it is a craft. You are limited only by your ambition and humility. Ambition will drive you to succeed, yes, but humility will give you the grace to ask for help. Both are needed in this field.