Summer Sizzle – part I

Cultivate Relationships

I hope you are relaxing a bit this summer. After all as the Gershwin lyrics proclaim, “Summer time and the living is easy…”

The classic Broadway hit contains a PR truth. August presents a wonderful opportunity for savvy educators and administrators to gain free media coverage for their schools. Sounds counterintuitive, I know. Yet, think about it. School is out, many business slow down. Nevertheless, radio and TV stations have to fill airtime, and newspapers must fill pages. Editors who feel the dearth of stories don’t want to sacrifice their credibility by running boring fillers. That’s where you can step in, fill the void, cultivate relationships with the media, and create a win-win situation.

What’s Your Story?
We discussed the importance of pitching stories strategically in past issues. While it’s nice to gather clips; they are not your only goal. 
If you missed What’s Your Story, a PR pitching primer, click here.

Summer Sizzle
Your smiling graduation pictures along with lists of your high school/seminary/yeshiva in Israel/Gap Year/College acceptances have appeared in the local news. Wondering what else to pitch? Here are some story ideas to make your schools summer PR sizzle.

 Promote an educational goal such as reading or reinforcing a foreign language
“Nothing, it’s summer!” was the clear response I received the other day when, after buying lemonade from my entrepreneurial ten-year old neighbor, I asked, “Read any good books lately?” Ask your reading specialist to provide five summer reading tips for different ages. Be sure she mentions community resources such as your local library’s summer reading program. In fact, pictures of your students at the library demonstrating how day school students are part of – not apart from – your community may be important to your school’s particular perception, recruitment, and retention challenges.

 Reinforce a foreign language
Many foreign language teacher say, “Use it or lose it.” And while daily Tefilah, weekly Parsha review and other studies, are probably part of your students’ lives; they do not reinforce Modern Hebrew language skills. Ask one of your Hebrew teachers to offer Five Easy Ways to Reinforce Language Skills. If you are pitching to a non–Jewish newspaper be sure to ensure your article’s universal appeal by making it clear that the skills described apply to all foreign languages.

 Enable high school students to build their brag sheets
Meaningful, interesting, and even quirky extracurriculars help high school students stand out from the crowd when applying to competitive colleges. While a summer stint doesn’t replace long-term commitment, it offers students time to explore new possibilities. Even students who worked at summer jobs often find themselves with down time in late August before school starts. Editors might appreciate your list of five suggestions to jump-start your High School Brag Sheet!

Click here to read To Summer Sizzle – part II

Should you have any questions about PR Pitches, developing and implementing a winning PR and fundraising plan, or about any of my cost-effective day school services, please feel free to send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman

Summer Sizzle – part II

Think Healthy
Editors are always on the lookout for savvy, easy-to-implement health ideas. Wondering what you can contribute?

 Enlist a science teacher, school nurse or alum to submit a health article with a summer angle. Or, ask one of your budding journalist students to research and write the article.

 Skin Safety
Efficient tips about reducing exposure to the sun’s harmful rays are always welcome. How about deconstructing the sunscreen aisle?

 Summer Foods
Submit an article about summer foods that can help boost moods and reduce stress.

Provide easy to cook with your children summer recipes. For an educational spin, incorporate the hands-on math and science lessons that can be learned from each recipe. Keep it lighthearted and fun!

Warm Welcomes! Don’t wait until September to roll out the media welcome wagon to welcome new faculty members.

If you wait, the local papers might only have space for a headshot and a few lines head about an auteur nest Science teacher. In early August, however, the chances are better of running your entire story about her plans for each sixth grader to complete an original “green” project. Be sure to get double exposure from these “welcome aboard” articles: Post them on your website and distribute them to your parents in September.

Turn Holiday Time into Your Time.
Labor Day is labor free for most people – but not for radio and TV editors.

Editors still need guests. Let them know that you are available to be interviewed on Labor Day. A few weeks in advance, submit a few transitioning back to school ideas and chances are excellent that you’ll be on the news!

Look back…look ahead
Of course, this is always a good time to sum up the year’s challenges, innovations, and accomplishments. You’ll also want to introduce exciting new ventures for the next year.

Click here to read To Summer Sizzle – part I

Should you have any questions about PR Pitches, developing and implementing a winning PR and fundraising plan, or about any of my cost-effective day school services, please feel free to send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman

To Love Your Fellow Jew – part I

Lag b’Omer Memories

My childhood memories of Lag b’Omer are of days filled with plain old-fashioned fun. No classes, a bagged picnic lunch, and games outdoors. And… if my bangs were in my eyes… that was the day to get them trimmed. (Yom Haatzmaut or Rosh Chodesh, in that case, would have been missed opportunities.)

Want to share your favorite memories? Please click here. I would love to share them in my Shavuot issue.

The holiday holds several PR messages– in fact in a past Lag b’Omer issue, I shared 33 ways to promote your message on Lag B’omer.

To Love Your Fellow Jew
This year, however, I want to focus on only one Lag b’Omer message. It is one that can speak to all your constituents loudly and clearly. I admit, it may seem too simple, too sweet, but here it is: (with attribution to Chabad.org).

The Talmud relates that in the weeks between the Jewish holidays of Passover and Shavuot, a plague raged amongst the disciples of the great sage Rabbi Akiva,  “because they did not act respectfully towards each other.” These weeks are therefore observed as a period of mourning, with various joyous activities proscribed by law and custom. On Lag b’Omer the deaths ceased. Thus, Lag b’Omer also carries the theme of the imperative to love and respect one’s fellow Jew (Ahavat Israel).

So… how can you use this theme to recruit and retain students? Read on!

Click here to read To Love Your Fellow Jew – part II

Should you have any questions about marketing, resource development, assessing present materials, crafting compelling stories, utilizing data-driven research to present your case, or any of my day school services, please feel free to send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman

To Love Your Fellow Jew – part II

Promote Compassion and Integrity

Yeshiva parents are certainly concerned about their school’s academic track record. They also want to raise children who have stellar values. Therefore, a parent needs to know that the place where their child lives for close to 40 hours a week, the school that their child attends, is a partner with the parent in promoting values. As Rabbi Zvi Bajnon, the former menahel of my children’s alma mater often asserted: not every student can earn academic honorable mention… but every child can be a mentsch.

Let your parents know how you promote compassion and integrity. Document that your environment is a healthy one where sinat chinam is not an option.

Share information about your:

 Anti-bullying program
 Derech Eretz curriculum
 Honor code

Show them that chesed is not limited to “community service activities,” but rather that kol yisarel areivim zeh le zeh is integrated not only into daily lessons but also into daily life. In fact, show them that community responsibility extends out of your own insular community as well.

How? Compelling stories and hard data.

If you want to learn more about how to craft compelling stories and use data driven research to make your case, please send me an email.

On a deeply personal note, I am thrilled to wish mazel tov to my children Netti and Ari Herman on the birth of a son. I pray that through being raised in a home where Torah values rule the day, zeh ha katan gadol yihiyeh. May his parents raise him to Torah, chuppah, and maasim tovim.

Click here to read To Love Your Fellow Jew – part I

Should you have any questions about marketing, resource development, assessing present materials, crafting compelling stories, utilizing data-driven research to present your case, or any of my day school services, please feel free to send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman

Better Safe then Sorry! – part I

Unexpected Occurences

As you probably know, I am a New Yorker. That means that lately I’ve been feeling cold, very cold. I yearn to go outside without layers of clothing, boots, scarves, and gloves. I‘m finding it challenging to appreciate the fleeting beauty of pristine snow falling because I know it will morph into piles of snow that need shoveling, slush, and traffic conditions. But as my mother-in-law always told me: you can’t control the weather!

Those words made me think about other things that we can’t control. I often advise people who are in varied states of anxiety or even panic about situations beyond their control, that they can control their reactions. But – as school administrators you can, in fact, assert control over unexpected potentially dangerous situations. You can prepare for emergencies.

Sure, you have your annual fire and student emergency cards. But how prepared are you? Are students, staff, and parents all familiar with your clearly articulated, comprehensive emergency plans? A self-assessment is a good first step. 

A meeting with a security professional may be a critical second step. I asked Dr. Joshua Gleis co-founder and vice president of Slingshot Security, LLC to share his five top tips for day schools, read on to learn more!

Click here to read Better Safe then Sorry! – part II

Should you have any questions about marketing, resource development, assessing present materials, or any of my day school services, please feel free to send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman

Better Safe then Sorry! – part II

Top Security Tips

Five top security tips for day schools, provided by Dr. Joshua Gleis co-founder and vice president of Slingshot Security, LLC:

Operational Security – Focus on your human capital, not your financial capital
You can have the best bomb proof doors in the world, but if your staff leave the doors open or unmonitored they are all worthless. Too many institutions spend money they raised or received for grants on products they do not really need or are not that important. The best move is to focus first and foremost on operational security – it is the cheapest and most effective use of your resources. It requires little money (see #2), as it focuses on training staff and students how to identify and properly handle potential threats before they become emergencies, and how to properly act in an emergency if one does occur. Improving day-to-day security operations, running drills for staff and students, ensuring security guards are following proper procedures and protocols are all important. Having a solid risk assessment that serves as a blueprint and roadmap of your immediate and long term operational and target hardening needs is an important first step. Developing a solid operational plan is also critical.

Do it Right the First Time – Hire a Professional
Too many times I have come to schools and found that they have squandered their money on security products they either did not need or were not relevant for their facility. Take CCTV security cameras for example. They can and do play an important role, but one must do a cost-benefit analysis of the usefulness on spending the bulk of a DHS grant on security cameras when there are other high priority products and services you may need. Remember that these cameras are predominantly used for investigations after an attack takes place. CCTV systems will not deter most active shooters, terrorists, or other deadly attackers. Even actively monitored cameras often miss crimes being committed or are discovered too late – look up the statistics for yourself. Too often the CCTV systems purchased are the wrong systems for the facility at-hand and are positioned in incorrect locations, which is why a complete risk assessment outlining exactly what you need is so key. A do-it-yourself or free law enforcement risk assessment is definitely better than nothing, but there’s only so much you can learn off the internet, and only so much law enforcement can give you for free. I’ve had many clients that were advised to have blast proof window film installed on their windows, but they were not told what thickness or how it should be installed. The result has been that they were sold the wrong products – safety film, not blast film – which is too thin to provide intruder prevention or true blast film qualities. The result: living with a false sense of security and money needlessly spent. Hire a trusted professional with a proven track record – it will save you a lot of time and money in the long run.

Spend your money wisely – Purchase security services and products with a specific purpose in mind: Saving lives
Often times the simplest products are those that are most critical. Too many schools conduct lock down drills without having working locks on their classroom doors. Or they buy high-tech security products that automatically disengage, by law, by the simple pull of a fire alarm. Focus on products that will most immediately save lives. Then build from there. Having a solid access control system, a working Public Address (PA) system, and proper blast proof window film are some examples of good security products.

You get what you pay for – Not all security guards are created equal
A casual observer should not know what guard is armed and what guard is unarmed. Security guards should be trained in counter-surveillance. They should mix up their routine and conduct visible patrols throughout the day. They should often be standing outside, not sitting inside. Don’t spend your money on a security guard just for the sake of saying you have “security.” If you have a doorman-type security guard, you may want to consider a better use of your money by investing in a good access control system and hiring better guards during more critical parts of the day.

Increase Your Awareness and Cooperation with Law Enforcement
We are blessed to live in a country where you know you can rely on law enforcement to reply effectively in the event of an emergency. But there is much you can do to assist law enforcement. Security is everyone’s responsibility, and the more reporting you provide of suspicious activity, and cooperation you show to your local, county, and state law enforcement agencies, the better they can help you. Having your local police and fire officials be familiar with your facility in the event of an emergency can literally mean the difference between life and death. Consider opening up your facility on off-hours or quiet days to these local departments. Make sure officials have updated blueprints of your buildings and grounds. The more functions and drills they hold at your school, and the more information that they have, the better they will be able to respond in the event of an emergency.

Dr. Joshua Gleis is co-founder and vice president of Slingshot Security, LLC; a boutique security consulting firm that specializes in operational training, security design, political risk analysis, risk and threat assessments, and perimeter security products. Slingshot’s clients run the gamut from schools and houses of worship, to government agencies, politicians, investors, and investigative and security firms. Joshua is the security consultant and recommended vendor for a number of cooperatives that encompass over 300 participatory organizations.

Joshua is the author of Withdrawing Under Fire: Lessons Learned from Islamist Insurgencies (Potomac Books, Inc.), and lead co-author of Hezbollah & Hamas: Politics, Terrorism & Irregular Warfare in the Arab-Israeli Conflict (Johns Hopkins University Press, Fall 2012). He received his PhD and Masters in international relations from the Fletcher School of Law & Diplomacy – the nation’s oldest school of international affairs. Joshua has published multiple articles in books and journals, and has advised U.S. government agencies on topics related to counter-insurgencies, counter-terrorism, and public diplomacy.

Click here to read Better Safe then Sorry! – part I

Should you have any questions about marketing, resource development, assessing present materials, or any of my day school services, please feel free to send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman

Faster then a Speeding Bullet

Cultivate Parent Promoters

What’s faster than a speeding bullet, more powerful than a locomotive, and able to leap tall buildings in a single bound? Answered that one? Try this: what is a more effective recruitment tool than a state-of-the-art facility, stellar high school and college admissions, and relatively affordable tuition? Parents! A compelling data-driven report, LEARNING FROM PARENT VOICES How to Turn Positive Perception into Enrollment Growth, developed by Measuring Success and PEJE, documents the critical importance of parent perception – even over academics, STEM, and college acceptances – in terms of recruitment. Simply stated, “Word of mouth blows advertising out of the water.”

Solid parent ambassadors can enhance positive perception and dispel myths. Not only can they can encourage potential parents to visit an open house, they can stay in touch during the decision making process – providing warmth, encouragement, and solid information. They can make your job easier and your results more successful!

Click here to read additional articles of interest

Love the ideas, but wondering how to implement them? Feel free to call me at 516.569.8070 or send me an email for cost effective mentoring. Best wishes for a successful year!

Kol tuv,

Candace Plotsker-Herman

Healthy Days Ahead – part I

Promoting Health

Last month I attended the Jewish Communal Service Association (JCSA) conference. This group of dedicated professionals whose wildly diverse yet firm dedication to Judaism guides their lives and professions, always energizes me. The conference’s theme was Our Value(s) @ Work: In the Field, With Each Other, and For Ourselves.

I was fascinated by the decision to devote the lunchtime panel to a discussion of health issues from varied perspectives. Health issues? Not marketing, collaborative management, understanding generational shifts, or any host of other concepts that would affect most, if not all, of the attendees? Actually for a group of hundreds of dynamic Jewish professionals focusing on values, nothing could have made more sense! While the discussion included key points about social corporate responsibility, the bottom line was that corporations / institutions / employers who are committed to Jewish values should put their policies where their mouths are. Once we acknowledge the Jewish mandate to care for our bodies… our policies, as Jewish day schools, MUST facilitate good health.

Click here to read Healthy Days Ahead – part II

Should you have any questions about creating a cohesive, consistent marketing, recruiting, retention, and/or resource development plan, please send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman

Healthy Days Ahead – part II

Healthy Basics
So… to add to summer homework, I humbly suggest that you think about your school and health.

Surely, you can check the boxes and then some. You have:

 Immunization and health forms

 Emergency contact numbers

 Lice checks before school and after vacations

 Policies about children returning to school after illness

 Nutrition Week

Healthy Strides
But – after you check off these health basics, do your day-to-day policies encourage good health?

Do you still have candy and soda machines?
When you choose a student fundraising activity do you opt for a candy sale or a walkathon?
Do you encourage students and teachers (if it is feasible) to walk or ride bicycles to school?

Nigel Savage of HAZON shared that in his office, they don’t only advocate bicycle riding – as a healthy and green transportation option – they provide indoor bicycle racks!

Healthy Standards
Other health promoting ideas through possible systemic change:

Do you encourage teachers to use the stairs not the elevators?
Do you provide extra physical activity opportunities for students and teachers to exercise – or at least walk around the building?
Do you have stress-reducing systems in place to mentor new teachers and provide continued support for veteran instructors?
Do you offer teachers decent heath care benefits and sufficient sick days so they don’t come to work when ill?

So, while you are relaxing on the beach, with sunscreen of course, take a few minutes to analyze your schools policies in terms of promoting good health.

Enjoy the rest of the summer… in good health!

Click here to read Healthy Days Ahead – part I

Should you have any questions about creating a cohesive, consistent marketing, recruiting, retention, and/or resource development plan, please send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman

PR Pitches in 33 Seconds – part I

Counting. Between Pesach and Shavuot, multiple alerts arrive in my in-box reminding me to count, count, count. So far, every evening, I’ve remembered. (Full disclosure: my iPhone plays an 8:30 pm reminder.) This focus on counting makes me suggest that you use numbers to help your parents, donors, and the media understand how your work “counts.”

Newspaper editors loves love user-friendly PR pitches. Busy parents crave transparent information. They want to know what’s happening in our classrooms (and boardrooms), but often don’t have the time read lengthy articles.

You know what your constituents’ main concerns are. While these vary from school to school, there is no doubt that parents and donors want to be sure you are being fiscally responsible and proactive while providing a stellar Jewish and General Studies education.

Click here to read PR Pitches in 33 Seconds – part II

Should you have any questions about marketing, resource development, or about any of my day school services, please send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman