1	La Joya ISD Public Information Office Building Confidence In Education
2	What is School Public Relations? Educational public relations is a planned, systematic management function, designed to help improve the programs and services of an educational organization. -National School Public Relations Association
3	"It relies on a" It relies on a: comprehensive, two-way communication process involving both internal and external publics with the goal of stimulating better understanding of the Role • Objectives • Accomplishments • and Needs of the organization. -National School Public Relations Association
4	"Educational public relations programs assist..." Educational public relations programs assist in interpreting public attitudes, identify and help shape policies and procedures in the public interest, and carry on involvement and information activities which earn public understanding and support. -National School Public Relations Association
5	Two Main Purposes of a School Public Relations Program To foster student achievement (by establishing a positive school climate and involving parents and other citizens), And to build citizen knowledge and understanding that leads to adequate financial support -Albert E. Holliday editor and publisher of the Journal of Educational Public Relations
6	Our Mission It is the mission of the La Joya ISD Public Information Office, to develop and maintain informational communication supportive of the district’s programs through various media within the school community, and with the external print and broadcast media, thereby creating a positive and supportive environment where all students can, and will, succeed.
7	Department Structure
8	Summary of Functions 1- Media Liaisons 2- Community Relations 3- Marketing Consultants 4- Officer for Public Information
9	Media Liaisons PIO serves as district spokesperson* Write for the media (press releases, media advisories, pitch letters) Establish media contacts Establish district experts * Except in issues involving criminal investigations or security issues, or as approved by the Superintendent.
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12	Community Relations Build positive internal climate through Coyote Connection (employee newsletter) Communicate success of school programs/initiatives/policies through the Noticiero (community newsletter)
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17	Marketing Consultants Design and coordinate the publishing of district promotional/resource items (planning calendar, telephone directory, crisis manual, department brochures) Design and coordinate the publishing of printed materials for district events (invitation, programs, agendas, advertisements)
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30	Officer for Public Information • Attend and keep public record of school board meetings. “Requests made by facsimile or electronic mail must be addressed to the Officer for Public Information or the chief administrative officer in order to trigger an obligation under the Public Information Act.” -Attorney General of Texas Greg Abbott
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34	Standard Operating Procedures Media Relations The PIO serves as the primary contact for media to facilitate the placement of La Joya ISD in news stories. All communication with external media must be approved/coordinated by the PIO. Media may not visit schools/departments without prior approval from the PIO.
35	Standard Operating Procedures Community Relations Collect news stories from campus/department public relations representatives for use in newsletters. Campuses/departments notify the PIO about events or activities for news coverage. Create advertisements for district events to promote public participation.
36	Standard Operating Procedures Marketing Consultants Participate in initial planning of district events. Meet with administrators to design layout and establish content of items requested. Work with marketing vendors to ensure the best value to the district in the publishing of materials.
37	Standard Operating Procedures Officer for Public Information Public Information Officer and Public Information Specialist alternate and attend board meetings and work sessions. Keep the minutes/notes and audio tape recordings of meetings. Submit minutes for board approval. Coordinate the release of board meeting records.
38	Goals & Objectives 1- Increase positive visibility of La Joya ISD 2- Increase awareness of district policies, functions, and initiatives 3- Be more responsive to community’s needs
39	Increase Positive Visibility… Ensure communication with the media is newsworthy and tailored to the publication’s style to increase its potential of being used. Publish series of paid advertisements to promote students, staff, and programs. Publish Board Construction Updates
40	Increase Awareness… Clearly align news stories with La Joya ISD’s mission, goals, and objectives Create internal marketing campaign to promote La Joya ISD’s mission, goals, and objectives Create staff development opportunities to train key personnel on handling the media
41	Be More Responsive… Establish Key Communicator program to learn the public’s image of La Joya ISD and create a targeted public relations campaign to: “intensify existing favorable attitudes toward education, convert those who are on the fence, and negate attitudes that are negative.” -Edward L. Bernays author of Crystallizing Public Opinion
42	Annual Projects/Campaigns
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