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. 2 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 3 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 5 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. 10 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. 11 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. 12 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 14 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. 15 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. 16 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. 17 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. 18 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 19 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 20 Getting Started Telling Your Story Planning Your Year Accountability Professional Development 21 Telling Your Story How Would You Tell Your Story? 22 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 23 Telling Your Story Sample Back to School Staff Presentation Sample Counselor Brochure for New Student Orientation 24 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? 26 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 27 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 28 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. 29 Getting Started Telling Your Story Planning Your Year Accountability Professional Development 30 Accountability How do YOU show ACCOUNTABILITY at your school? 31 Accountability Monthly Calendar Counseling Plan Telephone Log Walk-in Counseling Log Personal Reflection Notes Lesson Plans / Directed Teaching Activities Data Portfolio/Evaluations 32 Accountability SAMPLE COMMUNICATION LOGS – Telephone – Student / Parent 33 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 37 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 40 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 42