Working smarter requires an investment of time – time to plan, explore and experiment with what works best. But that investment pays dividends. From simple solutions to the more complex, NSPRA members who work smarter deliver more bang for the buck.

Outsourcing for Support

Tim Carroll, APR, director of information services for the Allen (Texas) Independent School District, contracts for services to improve efficiency and save money. He recommends using a provider to manage external e-mail services and using inexpensive online survey options. In addition, the use of a voice-messaging notification system can save staff hours and deliver consistent messages to thousands of stakeholders within minutes. Mailing services also save time and money. He notes that by using barcodes and implementing simple changes, a good mail service can pay for itself from the savings in postage.

Many members outsource for graphic design, web site development, or other support services. Whatever your need, resources are likely available in your area.

Improving Work Flow

Organizing the office for efficiency takes planning, but once accomplished, the payoff is immediate. “We use a Monday meeting of about 15-20 minutes to track projects with a dynamic list that is kept current by my assistant,” said Carroll. “In addition to better time management, the resulting project history demonstrates accountability.”

Carroll also recommends getting photos organized for easy search and retrieval. You can use software designed for this purpose, or you can simply name and date folders that contain photos from events and activities. In addition, Carroll suggests using college interns or high school photographers to increase the capacity of the PR office. Although student interns require oversight, the additional support can be worth the effort.

Holly Brooker, community relations coordinator for the Ulster BOCES in New Paltz, N.Y., established systems and uses technology to manage services provided to multiple districts.

All requests for communications support, except those from her immediate supervisors, must be written on specific carbonless (NCR) “Request for Services” forms. The form, which must be approved by a director before work begins, tracks the entire project, and colored NCR copies serve as records for the requester, the director, and the communications office once the project is completed.

In addition to the stack of completed project forms given to directors, Brooker can produce detailed reports at year’s end that are generated through a simple and relatively inexpensive web-based time and project tracking system. When work begins on a request, a project is opened within this online system that keeps up with the tasks and time involved. The resulting data reports are used by her team to examine the year’s work and identify areas where the effort expended may not equal the return.

“Having the data available has enabled us to rethink the way we do things, or abandon certain tasks all together, allowing us to work smarter,” said Brooker. “This has become an instrumental tool in gauging effectiveness and opening our own, as well as the top-level leadership’s, eyes as to how much work goes into things we do.”

Mary Anne Byrd, director of communications for Kershaw County School District in Camden, S.C., also uses technology to improve efficiency, but she finds that investing in relationships multiplies her capacity by building a PR army. “We have a Teacher Forum Committee of the county’s Teachers of the Year who help me do things that I wouldn’t have enough resources to do alone,” said Byrd. “The teachers assist in planning and executing events and they serve as lead ambassadors in the schools, welcoming new employees and championing the PR banner.”

Leveraging Executive Communications

Vincent Rhodes, communications manager and clerk of the Board for Norfolk (Va.) Public Schools, crafts speeches as part of strategically planned communications. Each year’s theme supports the district’s world class vision so staff doesn’t get jaded by the “new bandwagon” syndrome. And the content of the speeches is repurposed – used in various ways – so that the extensive prep time pays off.

Rhodes knows that leaders of successful transformation efforts use all existing communications channels to broadcast the vision throughout the organization. He develops compelling narratives that illustrate the vision and the reasons change is needed. And, although data is referenced and available, the message is embedded in a story, not just statistics.

“Conventional wisdom is that people must get a message seven times in seven different ways before they truly accept and adopt it,” said Rhodes. So, include the vision in parent letters, put it on the marquee, and talk about it at faculty and PTA meetings. But then, go beyond the basics.

“One of our first pushes was to unify our annual theme,” said Rhodes. “Each major superintendent speech, from the administrators’ opening convocation in July to the state of the schools address, has the same theme, customized for the particular audience.”

For example, this year’s theme, “Exceeding Expectations,” crosses multiple events. For administrators, the message is to lead by exceeding expectations. Staff members are asked to exceed expectations through service. And, community members are asked to engage with the district so they can exceed expectations together.

The content is then used in new ways via multiple formats:
– Post the speech on the web site, perhaps with a blog or “feedback” e-mail option.
– Podcast the speech or speech excerpts.
– Write an opinion column.
– Create a digest of the speech to print and share with key stakeholders.
– Create a principal’s connection kit that includes slides, talking points, etc., to share with faculty.

“Like a political stump speech, key elements are repeated,” said Rhodes. “For non-politicians this seems a bit repetitive. You just need to remind them that the audiences will be different and that repetition is necessary.”

Getting Started Today

To work smarter, consider which outsourcing options may work for you, decide what tactics could help to improve your work flow management, and focus your efforts to repeat your key messages in all that you do. The pay off in efficiency and productivity will be worth it.

For more information, review the following sessions from the 2007 NSPRA National Seminar:
– The Office: Strategies for a Smooth-Running PR Operation, presented by Tim Carroll, APR
– The Strategic One-Person Communications Office: Practical Advice for Expanding Your Capacity, presented by Mary Anne Byrd
– Beyond the PR Skills: Tools to Run Your Communications Office, presented by Holly Brooker
– Leveraging Executive Communications, presented by Vincent Rhodes

Audio from these sessions is available from AVEN at www.aven.com/conf.cfm/cid/1017.