10.校長的專業知識解構

School Public Relations Strategies

HAIR RAZING EVENT BOOSTS WEB HITS

夷為平地( HAIR RAZING)事件提高了網站點擊數

At Orchard Hill Elementary School in South Windsor, Connecticut, area press has given some good coverage to the school's reading program. "The program invites community members who normally might not visit the school to read to children," explained principal Bridget Braney. "The visitors enjoy this program as much as the students."

在South Windsor, 康涅狄格州的Orchard山丘小學，學校的閱讀計劃已占了報章雜誌大幅的空間。校長Bridget Braney解釋 “此次活動邀請社區成員，其通常可能不會去學校讀書的孩子們”。 “喜歡這個活動的觀眾大多數是學生。

In addition to news coverage of special events, the community's newspaper, South Windsor Life, publishes a monthly school section. "A teacher who retired from the system collects articles from all the schools and submits them to the paper," said Braney.

除了新聞報導的特別活動，社區的報紙，South Windsor生活，每月一次的學校專欄。 Braney說 “一個退休老師從系統中收集的文章，從所有的學校，並提交他們的文章”。

Who knows a district's schools as well as a retired teacher? And who would be as good a judge of what is newsworthy? Many communities have a retired teacher who would love to continue to play an active role in getting good press for the schools. With some minor editing -- voila! -- the local news editor has a column that is sure to draw a lot of interest and eyeballs.

誰會知道一個地區的學校以及一個退休老師嗎？而誰又能擁有好的判斷什麼是具新聞價值？許多社區都有一位退休老師願意繼續在報章雜誌上為學校發揮積極作用。有一些小的編輯 - 瞧！ - 當地新聞編輯有一欄是一定要畫了很多的興趣和眼球。

"We have found that we also can use the Internet to communicate positive news and publicize our activities," added Braney. For example, one recent event at Orchard Hill didn't make the front page of the newspaper, but it did manage to pique a lot of community interest and drive a lot of traffic to the school's Web page. That happened when a long-time staff member offered an incentive to his students if they led in a school-wide goal of 3,000 hours of reading at home: he agreed to shave his beard. Needless to say, the motivation worked. "We posted a movie of the shave on our school Web site for students and parents to see," said Braney, adding, "Our Web site hits have increased significantly since posting it."

Braney補充說 “我們已經發現，我們也可以利用網際網路來傳達正面消息和宣傳我們的活動”。例如，最近的一次事件在Orchard Hill小學並沒有在報紙的頭版，但它並設法引起了很多的社會關注，也在學校的網頁得到許多流量。這發生在當資深成員提供了對他們學生一個誘因，如果學生達到學校要求的目標，在家裡3000小時的閱讀：他將同意剃鬍鬚。更不用說，工作的動機。 Braney說，“我們在學校的網站上發布了剃光的影片給學生和家長看” 還說：“我們的網站點擊數已大幅增加，因為發布它。”

PUT GOOD NEWS UP IN LIGHTS!

放些好的新聞在上面

The marquee that stands in front of many schools is another great spot for getting out the word about special events and recognitions. "We utilize our marquee and the marquees of our business partners throughout the community," said Jean Williams. If you don't think businesses in your community would be willing to post special congratulations on their marquees, then maybe you just haven't asked.

佈告欄or跑馬燈(marquee)是另一種許多學校用來表達特殊事件和識別的方法。 “我們利用佈告欄和我們合作夥伴的佈告欄來遍及社區” Jean Williams說。如果你不認為企業會在你的社區張貼特別祝賀願意在他們的佈告欄，那麼也許你只是還沒有問。

"Invitations and postcards go out to all our VIPs -- Very Important Partners-- for special events," added Williams, who currently is creating a brochure for her school. Business partners can be given a special spot on the school's Web site and in the school's brochure too.

“邀請和明信片寄給我們所有的貴賓 - 非常重要的夥伴 –其建立一個宣傳冊為她的學校” Williams說。企業合作夥伴可以得到在學校的網站的位置，並在學校的宣傳冊中。

GET ME TO THE CHURCH...

送我去教會 ...

Sometimes it takes unique methods to get out the "good word" about schools. Web sites, marquees, and brochures are great tools to use, but have you thought of taking your message to the churches in your community? Principal Betty Peltier did just that.

有時需要用獨特的方法來獲得關於學校的美言佳句。網站、佈告欄和宣傳冊都是良好的工具，但你有沒有想過把你的訊息在社區中的教會來傳達？Betty Peltier校長就是這樣做的。

"We are a school with a parent-involvement problem, so one Sunday I visited four church services to encourage parent participation in our school," said Peltier, principal at Southdown Elementary School in Houma, Louisiana.

“我們有學校與家長參與的問題，所以在星期天，我訪問了四個教堂服務來鼓勵家長參與我們的學校，“小學校長Peltier說。

That Sunday was an excellent example of the power of the it-takes-a-village concept, because church is such an important part of many families' lives. The safety and sense of community many people feel in church can be used to build bridges to schools. "All the pastors were eager to have me speak during their services, and the results were very positive," Peltier added.

在那星期天是一個很好的案例，因為教堂是許多家庭的生活中非常重要的一部分。社區的安全性和意識讓很多人都覺得在教堂裡可以用來建立與學校之間的橋樑。 “所有的牧師們踴躍發言，其結果是非常正面的，”Peltier說。

※“校長們知道和使用證明過公共關係做法的學校，其士氣高，家長參與，學生有驕傲的感覺。良好的溝通是任何友誼的關鍵，它在學校是沒有什麼不同的。”- Jim Dunn， NSPRA候任總統主席

文獻來源：

http://www.educationworld.com/a_admin/admin/admin357.shtml

• 心得

這段文章與我和淑娟投稿的文章有相似處，在探討學校公共關係與行銷，然而提出我們文章中的結論與建議，如下：

一、教育政策推廣要有教育信念

行銷是一種溝通跟說服的過程，教育政策也需要行銷。由教育高層透過宣布程序，隨後執行教育政策的時代已經過去了。無論是中央政府層級的教育政策，或是各級學校自己擬定的學校政策，皆攸關教育成敗，教育政策未經溝通即貿然實施的失敗案例，實已不勝枚舉。如果不能透過溝通及說服，將不能將教育信念深植人心，自然無法取得認同及肯定。要推廣教育政策就要先行銷教育信念(吳珮君，2004)。

二、發展差異化策略，成為紫牛學校

相較於目前的教育環境，各個學校的同質性頗高，若學校能發展出不同的特色，則能打造建立一個品牌學校與其他學校競爭，在課程與教學上獨具巧思，在服務上做到與家長、社區建立良好的互動，提供學生一個多元的環境，用心辦學，必能成為一所紫牛學校，吸引學生。

三、善於利用多媒體行銷工具

善於運用多元的方式呈現其品牌的核心精神，甚至只是單一產品的行銷，也可運用多元方式行銷，以達成其效果。

除了以發行學校刊物傳遞學校訊息，或是利用大眾媒體進行學校活動報導，可用網際網路的傳播方式更是具有多重優點，除了無國界限制之外，散播速度極為快速，並造成其話題或熱潮，不僅成本低，而且方便，網路傳播的優勢明顯。善於應用有效而經濟的傳播媒介，更能為保持學校的競爭優勢(吳珮君，2004)。

四、創造話題、善用事件行銷

若是學校為了打響知名度，也可以透過舉辦校內活動，製造話題成為媒體有興趣焦點事件，也可以達到效果，但是在進行此行銷手法時也需注意到事件行銷所要製造的話題： 第一，事件是否具有足夠的話題力？所謂的話題力，簡單的說就是創新性或新聞性，和平高中以。如果話題的吸引力不夠，則產生的媒體效應會變弱，炒不熱的新聞，很難期待有行銷的奇蹟出現。 第二，是否和訴求對象的生活型態或心理需求產生切身的關係？是否使用消費者習慣的語言。

隨著教育環境之開放，學校已成為全民與社區之事，不宜視學校公共關係與行銷只是一種交際應酬之手段或校長、主任之工作(陳慧玲，1994)。學校公共關係與行銷本身在學校經營中為相輔相成、缺一不可的重要概念與手段。