There’s No Such Thing As A
Guidance Counselor!
Public Relations: The Missing Piece
MSDE Counselor Summer Conferences
Presenters: Dr. Sonya L. Ford, NCC, NCSC, LCPC
Alicia A. Jones, Supervising Counselor, Charles County Public Schools
1
OBJECTIVE
A planned public relations effort has
benefits for both current and proposed
programs in schools. Public relations
improves the public’s understanding of
counseling through a planned program of
communication. Learn how to promote
your school counseling program.
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Defining School Counseling
 A profession that focuses on the relations and
interactions between students and their school
environment with the expressed purpose of
reducing the effect of environmental and
institutional barriers that impede student
academic success.
The Education Trust
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MOTIVATED YET?
Counselors
are the
HEART
of every school building!
In their own words…
Making a difference
A bridge to student success
Our First Lady
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SCHOOL COUNSELORS ROCK!
Motivating
the
Motivator
WE WILL ROCK YOU
Hey I’m a counselor
Ain’t life sweet
Gonna work real hard for low pay
I got parents in my face
Teachers on my case
Yet I still work miracles all over the place
WE WILL - COUNSELORS WILL - ROCK
YOU
WE WILL - COUNSELORS WILL - ROCK
YOU
WE WILL ROCK YOU
Hey I’m a counselor
Handlin’ it all
Paperwork, duties, and phone calls
I got principals in my face
No time to waste
300 plus students at a hectic pace
WE WILL - COUNSELORS WILL - ROCK
YOU
WE WILL - COUNSELORS WILL - ROCK
YOU
WE WILL ROCK YOU
Hey I’m a counselor
Reachin’ for the sky
Life is a journey and I’m the guide
I got students winning the race
Big smile on my face
I’m a counselor and I’m taking my place
WE WILL - COUNSELORS WILL - ROCK YOU
WE WILL - COUNSELORS WILL - ROCK YOU
What Is The Difference Between
THEN and NOW?
Traditional
Role Descriptors
New Vision
1. Counseling
1. Leadership
2. Consultation
3. Coordination
Role Descriptors
2. Advocacy
3. Teaming & Collaboration
4. Counseling & Coordination
5. Assessment & Use of Data
Based on the work of Courtland C. Lee, Ph.D.
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A Shift in Focus
INDIVIDUAL FOCUS
• Works in Isolation
• Works with Individual
Student Problems
• Involved Mostly in
School Counseling
Activities
SYSTEMIC FOCUS
• Teams and
Collaborates with All
Stakeholders
• Works to Make
Systemic Change
• Involved Extensively as
a Leader in School and
Community
Based on the work of Courtland C. Lee, Ph.D.
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Three Imperatives for Change
1. CHANGING DEMOGRAPHICS
We are not educating the same
children today as yesterday
2. STUDENTS GRADUATE AT
DIFFERENT RATES
We are not graduating all students
3. THE GAP REMAINS WIDE
Achievement is flat
Based on the work of Courtland C. Lee, Ph.D.
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Specific Strategies to Spur
Systemic Change
Challenging Low Expectations
Influencing Course Enrollment Patterns
Providing Needed Supports for Student
Learning
Raising Student Aspirations
Influencing Instructional Programs
Supporting Accountability
Based on the work of Courtland C. Lee, Ph.D.
13
Leadership is About…
 Voicing the Need for Necessary Change
 Presenting the Data That Tells the Story
About the Current Situation in Your
School
 Not Being Afraid to Talk About Attitudes
and Beliefs About Students
 Knowing How to Problem Solve and
Advocate for Systemic Change
 Creating a Climate That Leads to
Increased Achievement for All Students
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Based on the work of Courtland C. Lee, Ph.D.
The old question was…
“What do counselors do?”
The new question is…
“How are students better off
because of what school
counselors do?”
Based on the work of Courtland C. Lee, Ph.D.
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From Entitlement … to Performance
From a program that:
 Focuses generally on the
number of activities
 Measures the amount of
effort
 Attends to the process of
doing work
 Works to maintain the
existing system
To a program that:
 Focuses on outcomes and
improved results
 Measures impact related
to goals
 Attends to goals,
objectives, and outcomes
 Changes and adapts to be
more responsive
Based on the work of Courtland C. Lee, Ph.D.
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From Entitlement … to Performance
From counselors who:
To counselors who:
 Focus on good intentions
 Focus on
 Talk about how hard they
accomplishments
 Talk about effectiveness
work
 Generally feel little need
to change their behavior
or approach
 Know their future rests on
accomplishments
 Communicate goals and
objectives
Based on the work of Courtland C. Lee, Ph.D.
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From Entitlement … to Performance
From a program that:
 Focuses generally on the
number of activities
 Measures the amount of
effort
 Attends to the process of
doing work
 Works to maintain the
existing system
To a program that:
 Focuses on outcomes and
improved results
 Measures impact related
to goals
 Attends to goals,
objectives, and outcomes
 Changes and adapts to be
more responsive
Based on the work of Courtland C. Lee, Ph.D.
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Public Relations Is…
 COMMUNICATING your vision of the school counselor’s




role.
YOU working to inform and influence your publics.
WORKING TOGETHER with fellow counselors to
interpret the objectives and accomplishments of your
counseling program.
A PROCESS of working cooperatively within your school
or school system to achieve your public relations goals.
A PLANNED PROGRAM of providing insights into the
values of the counseling program for all students.
Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association
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Who Are Your Publics?
 In the School System
– School Committee/Board
– Other Central Office
Administration
– Superintendent
– Principal
– Other Pupil Personnel Staff
– Teachers
– Students
 Outside the School System
–
–
–
–
–
–
–
–
–
Parents
Legislators
Community-at-Large
Business and Industry
Church-related Organizations
Mental Health Organizations
Civic Organizations
Service Clubs
Other individuals and groups
important to your community
Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association
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Getting Started
Telling
Your
Story
Planning
Your
Year
Accountability
Professional
Development
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Telling Your Story
How Would You Tell
Your Story?
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Telling Your Story
 Internal Methods
–
–
–
–
–
–
Staff Presentations
One-to-One Conferences
Small Group Meetings
Bulletin Boards
Exhibits
Printed Materials
(newsletters, personal
letters, manuals, flyers,
postcards, buttons)
 External Methods
–
–
–
–
–
–
–
–
Cable Television
Newspaper Articles
Parents’ Nights
Community/Service Club
Presentations
Phone Messages through
Automated System
Video Presentations
Counselor Recognition
Activities
Web Page
Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association
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Telling Your Story
Sample
Back to
School Staff
Presentation
Sample
Counselor
Brochure for
New Student
Orientation
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Getting Started
Telling
Your
Story
Planning
Your
Year
Accountability
Professional
Development
25
Planning Your Year
LET’S MAKE A CALENDAR!
– What are some important events for each
month?
– What are some MUST-HAVE activities?
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Planning Your Year (continued…)
Monthly Themes*
 August/September
 October
 November
 December
 January
Expected Behaviors
Bully Prevention
Career Awareness
College Awareness
Getting Along with Others
*ASCA Public Relations Themes
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Planning Your Year (continued…)
Monthly Themes*
 February
 March
 April
 May
 June
 July
National School
Counseling Week
Academic Advisement
Feeder School Collaborations
Mental Health Matters
Transition
Personal & Professional
Renewal
*ASCA Public Relations Themes
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Planning Your Year
Public Relations and Advocacy
– Author: American School Counselor
Association
A Year of School Counseling: Tools and
Techniques for K-12 Themes
Throughout the Year
– Author: Barbara Muller-Ackerman, ed.
Public Relations Toolbox
– Author: Barbara Muller-Ackerman, ed.
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Getting Started
Telling
Your
Story
Planning
Your
Year
Accountability
Professional
Development
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Accountability
How do YOU show
ACCOUNTABILITY
at your school?
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Accountability
Monthly Calendar
Counseling Plan
Telephone Log
Walk-in Counseling Log
Personal Reflection Notes
Lesson Plans / Directed Teaching
Activities
Data
Portfolio/Evaluations
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Accountability
SAMPLE COMMUNICATION LOGS
– Telephone
– Student / Parent
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Accountability
Finding Useful Data
–
–
–
–
Attendance Rates
Failures / Grades
Behavior
Retention
34
Accountability
Evaluations
– Portfolios (Charlotte Danielson Domains)
• Save samples of all of your work throughout the
school year
– SAMPLE Electronic Portfolio
35
Getting Started
Telling
Your
Story
Planning
Your
Year
Accountability
Professional
Development
36
Professional Development
 MSCA
 ASCA
 NCC
 NCSC
 LCPC
 C.E.U.’s
 Webinars – ASCA & College Board (FREE)
 Conferences
 Workshops
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Summary
The quality of your public relations
activities will depend on the time, effort,
and professional skill you bring to the job.
To be effective, you should plan to
participate in the workshops and special
training opportunities offered by your
local, state, and national associations.
Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association
38
Summary (continued…)
You are first and foremost a counselor.
However, if counseling is to maintain its
role as a vital school service, public
relations must be treated as a necessary
and important part of your job.
Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association
39
Summary (continued…)
While good public relations may begin
with a good counseling program, doing an
excellent job is not enough – you must
also communicate that fact.
Adapted from "Public Relations Handbook for Guidance Counselors" as prepared and distributed by the Massachusetts School Counselors Association
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THANK YOU!!!
Thanks for all you do to make a difference
in the lives of the students you serve!
For More Information…
Contact:
Contact:
Dr. Sonya L. Ford, NCC, NCSC, LCPC
Matthew Henson Middle School
3535 Livingston Road
Indian Head, Maryland 20640
301-753-1784
301-753-2094 (Fax)
slford@ccboe.com
Twitter: @DrSonyaSays
Alicia A. Jones
Charles County Public Schools
Supervising School Counselor
5980 Radio station Road
La Plata, Maryland 20646
301-934-7314
aajones@ccboe.com
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