Communicate, You Will

Picture of Yoda with Communicate You WillI was paid one of the highest compliments at last week’s California School Public Relations Association (CalSPRA) conference: “You’re like the Yoda of school PR.”

Wow. As a Star Wars fan, I felt like I’ve reached a career pinnacle when hearing that.

But, like Yoda, I really needed to go within to process this. Because, what does being a Yoda of school PR mean? Here are some of Yoda’s greatest qualities: intelligence, wisdom, and skills. He also has the ability to absorb and deflect Force lightning, devoted to the light side of the force.

I realized that I was surrounded by about 300 Yodas of school PR at this conference. Working with a school PR pro means that you’re working with someone who has the intelligence, wisdom and skills directly related to school PR. Need someone to communicate the LCAP in understandable ways to your community? A school PR pro can do that. Need someone who understands the intricate and delicate relationships between labor and admin, and how to communicate without stepping on a landmine? A school PR pro can do that. Need someone who can write a statement or press release in less than 10 minutes, ID people to interview, and navigate relationships with the media? A PR pro can do that (and even deliver a whole story package to the media).

From bringing order to chaos, to calmly communicating about just about any topic, school PR pros have the intelligence, wisdom and skills to ensure that schools, school districts and county offices of education keep the relationships with their publics at the forefront of everything they do. And let’s just say that the past two years have been a constant state of absorbing and deflecting lightning and being a force of good. School PR pros aren’t just great story tellers–they identify which story to tell, how to tell it, who needs to hear or see it, and when.

There are approximately 600 Yodas of school PR who are members of CalSPRA–and many others across the country. And if your district or COE hasn’t already hired one–either as an employee or a contractor, your communications isn’t operating as well as it should (and you probably already know that). We can help you use the force of communication for good.

About Heather McGowan

Heather McGowan increases public confidence in public education and improves opportunities for non-profit organizations to succeed through proactive communication and marketing. She provides strategic marketing and communication services that exceed her clients’ unique goals and delivers results that motivate audiences to act, change, and/or otherwise change behaviors for a greater good.

Leave a Reply

Your email address will not be published.

Share Your Comments and Feedback: