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.
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.