Would you like to know what Apple’s recent announcement means?
We’re going to veer off the main road first.
(…like I’m even capable of staying on it, anyway!)
With last week’s release of Apple’s new iOS9 mobile operating system software, a big hue and cry arose over its unique ad-blocking feature.
Now we school communicators can identify a real “hue and cry” when we see one, as they often come in the shape of a crisis, confrontation, or controversy – the three areas that typically push us into uncomfortably close contact with our local media.
I’ve linked the article here if you want to learn more about it.
My round-a-bout today actually relates to school district marketing and communications, a topic I know a smidgen more about than mobile software operating systems.
I checked in right awaywith Grand Master Marketer Supreme Seth Godin, who had his own take on all of the fuss surrounding “ad blocking.”
His views on the subject were contained in his recent blog post entitled Ad Blocking.
(And dang it… I’d love to have his confidence in composing short headlines!)
Oh well, he’s known for shooting straight and “shipping” fast.
And Godin’s Ad Blocking blog post is the one I
stole – pilfered – swiped researched painstakingly to connect with what we do in our schools.
In reading Godin, I agree with his contention that all of the current yapping over ad blocking is misguided.
He said that people have been blocking ads for years – by just ignoring them!
While it may be tempting to add our own bluff and bluster to the yapping, our limited “thinking and planning time” would probably be better used if we wrestled with how to effectively reach our intended audiences in the first place.
And remember, our intended audiences are made up of very busy people who have schedules and priorities very much different than what we’d like for them to be.
This is why they’re so crazy hard to reach.
We’re forced to ground ourselves in solid marketing and communications principles.
Because of this fact, I will share with you – today through Friday – a few reflections that might sharpen your own notions about school PR and communications.
These reflections come with this disclaimer.
I believe that no one understands your community, your school district, and your organizational culture better than you.
For sure, I’d probably have difficulty finding the best place in your community to stop in for a hamburger and a beer. (And after our latest family discussion about one of my daughter’s upcoming wedding expenses, I might even have trouble paying for it!)
So here’s the rundown of the thoughts that popped up in my Godin-inspired mind.
And in case you’re wondering, we’re still loopdie-looping through the detour.
DAY ONE – Monday
School PR and Communications Reflections
DON’T FRET ad blocking… or any other gimmicks.
CONCENTRATE on enhancing your school messaging via the basics.
And here’s the first of the seven questions I will raise.
Q1 – What’s the best advertising for our schools?
Developing and delivering the best product or service to the people we serve.
While the question in bold above looks simple, and indeed does evoke a speedy-kwik answer, we all know the magnitude of the challenge when it comes to delivering “the best.”
Your district’s PR and communications effectiveness are directly tied to the excellence and reputation of your programs and services.
This point is worth some of your future “think time”– an activity that Cindy reminds me to do more than I do.
(Remembering to close the garage door at night before going to bed is another one she gets after me about.)
The six other school PR and communications reflections coming up this week are these:
Q2 – What’s the best approach for schools to take?
Q3 – What’s the best way to build your district’s brand?
Q4 – What’s the #1 best communications channel to grow?
Q5 – Where do you find the best “stories to tell?”
Q6 – What’s the best way to win in a competitive environment?
Q7 – What’s the best measurable for school PR?
Hope you’re ready!
Hope I’m ready…
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