PR to Create A Competitive Advantage
In 2010, Our Lady of the Lakes Catholic School became a VPK Provider. In a highly competitive geographic area filled with "A" rated public schools and reputable preschools, public relations became an integral part in creating a competitive advantage.
Since the website was not ready at the time the program was being launched, a Facebook 'url' quickly helped provide an online link to up-to-date information. Today, OLL stands by its reputation of academic excellence and each year fills 3 PreK classes and a waiting list.
Sending out a press release to announce the launch of a new program is imperative. Showcase what your organization does best; analyze the community's needs and provide it (if you can); hold a public information workshop.
Archdiocese of Miami News Source/Florida Catholic (this news also ran in the Miami Herald, Community Newspapers, and the Miramar Gazette.
Holding a community workshop allows an organization to list its event and venue in many different media sources and widen the market reach.
Make the workshop event interesting and informative plus something that your target market can relate to. At this event, the teachers decided to invite a speaker.
"Bridging the Gap - Helping Your Child Adjust to His/Her New School Environment and How to Establish Vital Connections Between Educator, Child, Parents, and Caregivers" - Miami Herald Events
Use editorial opportunities to publicize your project.
I "ghost" wrote this 2 page editorial for Padres Magazine - the English affiliate of South Florida Parenting (95,000 copies are distributed throughout Miami-Dade, Broward, and Palm Beach counties.) The article was translated by the OLL Principal. This effort took us approximately 6 weeks work.
Once your new program is "up and running," continue to showcase what you do best. Being new is always good news.
But, being new is not good enough. Live up to what you promise to do, and use "public relations" to spread the good news. The best PR starts from within the organization and radiates outward. In this case, the teachers, students, and parents are OLL's best source of information.
Miami Herald Neighbors (6/2/2011)
