Communication professionals share five things they wish they knew when they first started school communications AMY PAWLAK, CPC
Public Relations Coordinator Bullard ISD
It’s OK to ask questions There is a lot to learn in school communications (processes, acronyms, policies and more!). You don’t have to act like you know it all already. It is OK to ask questions. In most cases, you will find others do not always know the answers either. The fastest way to learn is to ask! More than information School communications is multifaceted (media relations, volunteers/partnerships, external and internal communications, marketing/advertising, sponsorships and more)! It is essential to understand how these areas all work together to be effective. Own it and move forward Unfortunately, mistakes happen. As soon as you hit the send button, that darn typo on the email/ press release/newsletter you reviewed multiple times (and sent to three people to proof) will appear as big as day! Or, the script you prepared for your director to read aloud during a board meeting included the wrong school name. Eeek! Mistakes will happen. The important thing is how you respond to them. Always own your mistakes, learn from them, give yourself grace and move forward. 58
Winter 2021 | www.TSPRA.org
Accuracy first With any type of messaging that goes out, accuracy will always be more important than speed. When you feel the pressure to get something out quickly, be sure to take a moment to ensure all the information is accurate. You are not alone Building a support system is crucial! I have gained so much knowledge from professional organizations, social media school pr groups, and my local school PR colleges. They are always there when I call with a question or when I need to bounce ideas. I really don’t know what I would do without them!
HAILEE FOJTASEK, MBA, CPC
Community Engagement & Marketing Specialist Northwest ISD
If you don’t build trust with your community, they will be less inclined to believe what you communicate. Make it a priority to be an engaged member of your community and listen to what your community is telling you. You can achieve trust by being an authentic, relatable and transparent member of the community. This will help you out in the long run when you need community support.
