Director of Communications at the Ministry of Education
, Dr. Charlene Ashley
, in her
presentation, spoke about the principals' role in public relations in the school environment.
Encouraging them to create a marketing plan, she
pointed out that principals must employ marketing strategies to create the desired image and maintain their identity.She
outlined a blue print, involving a number of steps, such as understanding the school's stakeholders and what is important to them, and how to make them listen to the school's message, as there are competing messages.She
argued that a school's best marketing tools are its students, and how they behave in and out of school determines the image of the school.As an additional marketing tool, she
recommended the use of telephones, which she
stressed, must be answered and in a certain way, as parents can become upset and this can affect the image the school is attempting to build.Dr. Ashley
also stressed that standards and boundaries be maintained, group psychology used, critical influencers chosen, and balance maintained between good and bad publicity.