Marketing Your PTA-Begin With The End In Mind

The PTA has experienced more than 100 years of success in our nation as the premiere advocate and champion for our children.
Indeed it was the PTA who fought and succeeded with creating the child labor laws and it was the PTA who started the hot
school lunch program. But there is a list that goes on and on of the things that, as a powerful force for the good and well being of
children, PTA has been vital in protecting the rights of the children. In today’s world there is more need for PTA than ever before
as our educational system faces huge challenges. The need to promote our mission has never been greater. There are increasing
demands on our families and on their time to volunteer and yet study after study shows the vital impact of family engagement on
the success of a child. We need to use our PR campaigns as a call to action for parents to help in the most important thing to the
future of our communities, that of parent and family engagement. Our children are 100 % of our future. We need every voice so
that the strength and power of PTA can still make the necessary changes for good.

PLANNING A SUCESSFUL PUBLIC RELATIONS CAMPAIGN

Begin with the end in mind: When Alice meets the Cheshire cat in the well known children’s book by Lewis
Carroll, Through the Looking Glass, she is at a fork in the road that she has been traveling down. She asks the
cat, “Would you tell me please which way I ought to walk from here?” The cat answers, “That depends a good deal
on where you want to get to.” Alice responds, “I don’t much care where-.” “Then it doesn’t matter which way you
walk,” said the cat.

Have a specific goal you want to accomplish: You have just been asked to put together a 1,000 piece jigsaw
puzzle. Having done many such puzzles before, you are excited to get started. You pour out all 1,000 pieces,
spreading them out across a large table. You then pick up the lid to the box and look at what you are putting
together. But there is no picture! It’s blank. How will you ever be able to finish the puzzle without knowing what it
looks like, you wonder? Without a picture you have no clue where to even start. Have you ever tried to put together
a jigsaw puzzle without a picture? It is possible but takes a lot longer and creates a lot of frustration. Any PR
campaign has to have a clear picture of what message you want others to receive.

These principles are taught in the National Best Seller book by Sean Covey, The 7 Habits of Highly Effective Teens.
 

Start with setting realistic goals:
   

How will you reach them:

        Decide what you want to accomplish
        Write down your goals
        Determine how results will be evaluated
        Any PR campaign should be tied with increasing membership

Decide whom you want to reach:

        Current members
        Parents of all students at the school
        Teachers and administrators
        Businesses
        Potential Partners
        Local Civic Leaders
        Others in the Community

How will you reach them:

        Media
        Newsletters (electronic and paper)
        Community posters
        Display exhibits
        Town hall meetings
        Awards
        Internet- Web Sites and e-mail
        Presentations
        Social media (Facebook, Twitter etc.)
        Faculty meetings
        City council meetings

Delegate responsibility:

        Develop a public relations team or committee
        Assign specific tasks to be accomplished
        Report regularly

Determine if your goals were met
        Refine your campaign to increase
        Productivity and maximize communication