Public relations counsel – Provides public relations counsel, taking a proactive stance. Anticipates problems and provides solutions.

Communication with internal and external publics – Handles all aspects of the school district’s publications such as its external and internal newsletter, among others.

Media relations – Writes news releases for all local newspapers/TV/radio; works to get media coverage of school district news. Serves as the media’s liaison with the school district.

Budget/bond issue campaigns – Stays closely attuned to the entire budget-making process and promotes community input. Develops budget/bond issue campaigns and publications.

Communications planning/crisis communications planning – Writes/develops a communication plan for the district, detailing how to reach its internal and external publics; writes/develops a crisis communications plan for reaching publics, gathering facts, and dealing with the media in a crisis.

Public relations research, surveys, polls, informal research – Conducts formal and informal research to determine public opinion and attitude as a basis for planning and action.

School district imaging and marketing – Promotes the district’s strengths/achievements, and its solutions to problems.

Student/staff recognition – Vigorously publicizes student and staff achievement; develops staff and retirement recognition programs.

Information station for the district – Answers public and new resident requests for information; maintains extensive background files; keeps district’s historical and budget passage records; and plans for school district anniversary celebrations.

Public relations trainer – Provides public relations training to staff and PTA’s in areas such as talking to the media, communicating in a crisis, and recognizing that non-teaching staff are part of the PR team.

Community relations liaison – Serves as the district’s liaison with community groups such as civic associations and service clubs; helps plan/publicize district’s parent, senior citizen, and community service programs. Develops ways to bring the community into the schools.

The “I’s” are crucial – True communication is a two-way process of both inflow and outflow of information. A school PR person helps keep both “I’s” of the district open, and works to keep the public both “I”nformed and “I”nvolved in the schools.