New standards for the school PR profession

“Raising the Bar for School PR” . . . That’s the title of a 20-page document (PDF) offered for download by the National School Public Relations Association (NSPRA). “If the organization has no planned public relations, then chances of having effective communication and postitive relationships with key audiences will be pretty much hit or miss — with a stronger emphasis on the ‘miss,'” the authors write. The document present detailed and ambitious standards for preparing school PR professionals, for comprehensive school PR programs, and the financial support needed. This is a really good read. It also addresses professional development, program assessments, audience segmentation, and ethics, among other things.

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