Summary of the presentation 'PR for Principals: Managing the Vibe' by Denis Masseni of The sponsor-ed Group and hosted by The Victorian Principals Association, October 26, 2016
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PR for Principals: Managing the Vibe
1. PR for Principals:
Managing the Vibe
Summary of the presentation by Denis Masseni of The sponsor-ed Group hosted
by the Victorian Principals Association – October 26, 2016
2. Agenda
1. The architecture of communications
2. The history of school communications
3. Managing the Vibe
20. PR is about being on message, repetitious
and giving your message carriers the words
to propel into the community. When you
measure your ‘vibe’ these keywords should
be coming back at you.
21. First let’s look at the website, example of
a leading teacher’s content
23. Even our teachers never stop learning
Congratulations to Margaret Masseni on completing her
Masters of Education – Student Wellbeing. It was 2 years
of study giving up many nights and weekends following
her passion. “I love learning. It’s been a life long ambition
of mine to study at Melbourne Uni. I’m very fortunate to
have married such a wonderful husband as Denis whose
intellect has been a beacon of inspiration to me.” Said
Margaret choking back the tears.
Can you pick the key word/phrase?
here it is
25. Implementation
Plot a plan: what kind of publisher will you be in 12 months
Break down the steps into term by term goals
Write using PR for Principals
Halve your content output
Double your content frequency
Optimise for mobile
Find your publishing sweet-spot
26. Improving PR effectiveness
Repetition of key messages using a consistent language in an optimised
environment
Key Message Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk9 wk10
1 Principal ✔ ✔ ✔
2 Teachers ✔ ✔ ✔
3 Wellbeing ✔ ✔ ✔
4 Technology ✔ ✔ ✔
5 Parents ✔ ✔ ✔ ✔
6 Performance ✔ ✔ ✔
27. Sponsor-ed Consulting
PD: Development of Key Messages/Words
Publishing mix analysis and strategy
Communications Audits: Managing the Vibe
PR for Principals: PD/Workshop
W: sponsor-ed.com.au
E: denis.m@sponsor-ed.com.au
P: 1300 755 010
28. A place to start
Technology
Use the homepage as the ‘new’ newsletter
Push spontaneously
Scoop up cyclically (weekend)
Volume
PR: Equivalent of 1 news story a day
Logistics: When need arises (with reminders in cyclical publishing)
Content Type
Develop key messages to inform writing and to manage perceptions
Notes de l'éditeur
Tried to find a logic, methodology
Tried to find a logic, methodology
Tried to find a logic, methodology
This is a good thing. Accessible but provides usability challenges in terns of volume of text
Based on that the system tells you are doing the right thing
Based on that the system tells you are doing the right thing
Show before and after DEMO2016 & SPGTEST4
SLOW BURNERS. Even if you get it wrong, you won’t know
Often we look at the message for what it is not what it does
Often we look at the message for what it is not what it does