ERIC Number: ED407556
Record Type: Non-Journal
Publication Date: 1992-Nov
Reference Count: N/A
Getting the Most PR for Your School. NHSC Occasional Paper Number 8.
Welch, Sally R.
All National Home Study Council (NHSC) schools need public relations (PR) programs that are focused on the success of the school's graduates and the educational rigor and quality of its instruction rather than on the school owner's personal success or the success/size of the school. PR can be handled by schools' marketing departments. PR programs can be more effective than advertising because people usually put more credence in "editorial" matter than in advertisements. Among the steps that PR directors can take to promote their schools are the following: time announcements to coincide with community events; become familiar with news media deadlines; develop mailing lists; create press kits on new/existing courses; and coordinate PR activities with development of the school newsletter. News releases are probably the best known PR tools. Writers of news releases should do the following: ensure that stories are newsworthy; keep releases short; include a contact person and release date; use the inverted pyramid formula when writing; and maintain a "news" style. When designing their PR campaign, schools should make the best use of their NHSC accreditation. (Sample news releases for a new course, program graduate, and new facilities are included.) (MN)
Descriptors: Administrator Role, Adult Education, Correspondence Study, Distance Education, Home Study, Information Dissemination, Institutional Advancement, Material Development, Organizational Communication, Public Relations
Distance Education and Training Council, 1601 18th Street, N.W., Washington, DC 20009-2529; http://www.detc.org ($5).
Publication Type: Guides - Non-Classroom
Education Level: N/A
Authoring Institution: National Home Study Council, Washington, DC.