Public Relations in

School Counseling

Kierston Beets & Mark Scherschligt

Why Public Relations?

Increased challenges for counselors when role is not understood
Public relations helps clarify role
80% time in student services (ASCA)

Advocate for program and counseling profession

Public relations assist in showing purpose of program
(Dockery, 2011)

Provide important program information and resources

School Counselors are leaders

Publicizing data and standards

Sharing Standards and ASCA Model
Positive impact on perception

Data use to show positive impact of program

Outcome data useful
Process data can also be utilized

Providing training to admin. on counselor role

Teachers also could benefit from training

Social Media
Twitter
Instagram
Pinterest
Facebook
Snapchat
Gauge your students
Elementary-Facebook for parents
Middle/High-Instagram or Snapchat for students

National School Counseling Week

National School Counseling Week 2016
#NSCW16
Monday Happy National School Counseling Week
Tuesday Put the School in School Counselor
Wednesday Passion
Thursday Appreciation
Friday Reach Higher

Website
College/career Information
Scholarships, career fairs, college visit days, financial aid, etc.

Academics
Program of Studies, links to standards, school mission statement, graduation requirements

Community Resources
Personal/social resources
Groups, resources

Counselor Calendar and contact information

Community Outreach
Serving on the SITE Council
Opportunity to advocate for program

Active in volunteer organizations

Organizing service learning

Job shadowing/work study opportunities

Community Agencies
Prevention Task Force
Health Department

Programs in School
Peer leadership groups
Yellow Ribbon
Character Education
Healthy Schools
After-school programs
Bullying/Violence prevention
Mindfulness
PBIS

Activities in School
Career Day
College Fair
Last day of school!
BBQ
Track and Field Events

Presenters
Financial aid night
Transitions

Board Presentation
Promote the program/position
Tell the board what you are doing for the school/district

Bring data
They want to see that proven growth

Short, sweet and to the point

Involve the administration
Know the board
And what their goals are

Advisory Council
Great place to get ideas
Different backgrounds for members
Achieve goals
Including PR

Use as a resource for community connections

Work to find ways to reach stakeholds

Writing
Journals
Magazines
Blogs
Write about what you know

Press
Newspaper
Local and school

Establish relationship with local TV and radio

stations
District/school Newsletters

Professional Development
American School Counselor Association
Kansas School Counselor Association

American Counseling Association

Kansas Counselor Association

Association for Counselor Education and Supervision

American School Health Association
National Mental Health Association
Conferences

Resources
National School Counseling Week https://www.schoolcounselor.org/school-counselors-members/about-asca-(1)/natio
nal-school-counseling-week
Potential organizations to be involved in https://www.schoolcounselor.org/school-counselors-members/asca-resource-center
/association-websites
Article about promoting the program https://www.schoolcounselor.org/magazine/blogs/march-april-2016/promote-your
-program

Resources
Counseling Blogs/Websites https://www.mastersincounseling.org/best-school-counseling-sites.html
Marketing your program https://www.schoolcounselor.org/magazine/blogs/march-april-2014/make-your-ma
rk

References
American School Counselor Association. (2012). ASCA national model: A framework for school
counseling programs (3rd ed.). Alexandria, VA: Author.

Dockery, D., J. (2011). Promoting school counseling through marketing programs and roles. American Counseling Association
Conference. New Orleans, LA, March 26.