Adopt-a-School Public Relations Plan

The Local Section Public Relations Guide provides a very detailed description of how to publicize a program including the suggested timeline below.

Adopt-a-School Program Overview

Adopt-A-School fosters a better understanding of the community's school system, strengthens and improves school programs and curricula, and creates a sense of personal involvement and interaction between organizations and schools.

Adopt-A-School programs do not generally require financial support from the sponsor.  Neither party in the adoption is the sole beneficiary.  The adopter derives a sense of satisfaction in service and benefits from excellent public relations throughout the community.  The adoptee reaps benefits when the organization makes a commitment to assist in the development of the full educational potential of a school.

Adopt-A-School Talking Points

  • Fosters a better understanding of the community's school system
  • Strengthens and improves school programs and curricula, and creates a sense of personal involvement and interaction between organizations and schools.
  • A strong public school system is basic to the health and growth of a community.
  • The schools benefit from the increased community support and professional assistance.
  • Students benefit through receiving additional enrichment, reinforcement of skills, expanded learning opportunities, motivation towards excellence, and a better understanding of the business world.
  • Business and industry receive better-trained future employees, positive public relations, and participation and ownership in education.
  • The community gains an understanding of the educational process and becomes involved in a joint effort that benefits the school, the home, and the community and promotes educational excellence.

PR Timeline

6 months before program begins:

Determine site for project

  • Take “before” pictures – What did site look like before the program?
  • Determine the message (e.g. outreach, education, partnerships, service)
  • Determine the audiences (local media, national media, partner’s outlets for media)
  • Prepare materials (media release(s), invitations, signage, t-shirts, online products)

2 weeks before program begins:

  • Invite the public through media outlets (television, radio, newspaper, Internet)
  • Identify the spokesperson and key messages
  • Gather sample data from site to use in key messages
  • Depending on the news outlet timing send media release
    (Note: do not ignore local media)

2 days before program begins:

  • Make follow-up phone calls to the media

Day of the Event

  • Send summary of the event and photos to the media
  • Upload summary of the event and photos to the SOP webpage

After the Event

  • Send notes of appreciation to participants and organizers.