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DOCUMENT RESUME ED 333 427 CS 212 868 AUTHOR Donaldson, Frank TITLE Catholic School Publications: Unifying the Image. INSTITUTION National Catholic Educational Association, Washington, D.C. REPORT NO ISBN-1-55833-074-7 PUB DATE 91 NOTE 69p. AVAILABLE FROM National Cattmlic Educational Association, Suite 100, 1077 30th Street, N.W., Washington, DC 20007-3852. PUB TYPE Guides - Non-Classroom Use (055) EDRS PRICE MF01/P003 Plus Postage. DESCRIPTORS Catholic Educators; *Catholic Schools; Desktop Publishing; Elementary Secondary Education; *Fund Raising; Higher Education; Planning; *PLblic Relations; *School Publications IDENTIFIERS *Institutional Image ABSTRACT This booklet discusses school publication goals and processes, explaining hoW to identify and unify a school's image, and then how to project the image through a broad range of printed pieces. The booklet's 10 chapters are as follows: (1) Introduction; (2) The Importance of School Publications and Public Relations; (3) Creatdng and Securing a Unified Image through Publications; (4) Imparting an Understanding of Development within the Unified Image; (5) Setting Up a Publications Plan; (6) The Essential Publication: The School Newsletter; (7) The Core Publications; (8) The Auxiliary Publications; (9) Desktop Publishing; and (10) Conclusion. Eight appendixes (including sample planning sheets, attitudinal survey, publicatims information chart, newsletter production schedule, and sample profile sheet), a list of resources (books, periodicals, and software), and a glossary of terms conclude the booklet. 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Catholic S hool Publications: Unifying the Image by Frank Donaldson Ate National Catholic NJ morEducational 3 Association 0 1991, National Catholic Educational Association ISBN 1-558q-074-7 Iktge of Contents About the Author iv Foreword v Acknowledgements vi Introduction Chapter I. 1 The Importance of School Publications Chapter II. and Public Rdations 3 Chapter III. Creating and Securing a Unified Image through Publications 9 Imparting an Understanding of Chapter IV. Development within the Unified Image 15 Setting up a Publications Plan Chapter V. 19 Chapter VI. The Essential Publication: The School 27 Newsletter 35 Chapter VII. The Core Publications Chapter VIII. The Auxiliary Publications 41 Desktop Publishing Chapter IX. 45 49 Conclusion Chapter X. Appendices 51 62 Resources 65 Glossary 5 About the Author Frank Donaldson is the director of development at Mercy Academy in New Orleans, Louisiana. Mercy Academy is an all-girl high school with an enrollment of 250 students. The school, owned by the Sisters of Mercy, is located in the garden dis- trict next to Tulane University and Loyola University Mr. Donaldson's education includes a Bachelor of Arts and an Master of Arts in English from the University of Southwestern Louisiana. At Mercy Academy he teaches journalism and is the editor of the school's quarterly neletter, month!y parent newsletter, biannual case statement, recruit- publications. Mr. ment materials and other informational Donaldson is also the author of Catholic School Development, of the elementary a quarterly publication for the principals schools and high schools in the Archdiocese of New Orleans. He teaches a course in research and technical writing at Delgado Community College in New Orleans. In the spring of 1990, Mr. Donaldson started the Institute of School De- velopment, a workshop and consulting program that is offered four times a year. A well-known speaker on development topics, Mr. Don- aldson has made presentations at the National Catholic Educational Association Convention, the National Catholic Development Conference and the Catholic Educators Con- vention in New Orleans. He also works in a consultant capacity with individual elementary schools, high schools, parishes and dioceses. f; iv ikoreword Combining his expertise as a journalism teacher, development director and development consukant, Mr. Donaldson brings a clear and convincing plan for a comprehensive, united approach to school publications. He explains how to identify and unify the school's image, and then how to project the image through a broad sporadically range of printed pieces. Whether a school only sends newsktters to parents or whether it produces a mul- ticolored quarterly newsletter, Mr. Donaldson's Catholic will bring new in- School Publications: Uniffing the Image sights about the school's publication goals and processes. While earlier booklets in the new development series addressed the student recruitment and the fund-raising facets of development, this sixth book concentrates on the public relations component. Mr. Donaldson's text details proce- dures, offers encouragement and challenges schools to ust, the opportunity to tell their good news to a variety of au- diences. I wish to thank the tbllowing critical reviewers of this publication tbr all their efforts: Mr. Brian Boston, NCEA Secondary School Department; Sister Elizabeth McCoy, ACJ, Principal at Ancillae-Assumpta Academy in Wyncote, PA; Miss Patricia A. Mullen, Development Director at Wah- lert High School in Dubuque, IA; and Sister Kathleen Col- lins, A.ssojate Executive Director, NCEA Elementary School Department. Mary V. Burke, SNJM Director Associate Executive Secondary School Departmem Acknowledgements Orleans In 1979, I started a musical group in the New arca known as CELEBRATION!, which xx'as very sim- ilar to the Up With People concert group but on a local level. After having pet-timed over 400 shows over the past 11 Years, we have stayed financially alive because we learned some key development functions: how to build an image, how to put together gcxxi public relations materials, how to seek grants and how to recruit new members, Al- though it was a part-time, nonprofit venture. I would never have cultivated such an exciting interest in devekpment had it not been tbr this group, which is still alive today I also want to acknowledge two people who have given me a great deal more in this field of devekyment than I can Hardcastle, ever give back to them. In 1986, Sister Mary Ann RSM, offered me the job of development director at Mercy supported my work in the Acadenw She believed in me and beginning Years, and her faith lus made all the ditference in what I am now doing. I-krb Montalbanoi public rdations and Starting in 1978, advertising executive here in New Orleans, has suppc.rted and also at Mercy with CELEMAIION! nw in my work Acadenw He has taught me much about the fidd of public rdations and communications. Because of his guidance, involved have maiw of the projects with which I have been been successful. 1 I. Intmduction Communicat- Webstcr's Ninth Nen, Collegiate Dictionary defines ing an Image "image" as "a reproduction or imitation of the form of a person or thing," "a tangible or visible representation," and "a mental conception held in common by members of a group and symbolic of a basic attitude and orientation." A "school image" is the sum total of attitudes, beliefs, perceptims, feelings and impressions that people have of the sclu )01. is clearly it Each school has an image. In some eases, defined and serves the school well in presenting a clear and organized picture of its mission and purpose. In other cases, the image is not clearly defined, and the school is not able to capitalize om the strengths of presenting itself in a profits- simul manner. In today's increasingly competitive market, it is important fix a Caholic school to understand its mission, Catholic spirit and academic strengths, and then to communicate these to all the people it serves. The image that it presents should represent the real heart of the school: the key parts that make it so outstanding. Catholic The leadership, the t.iculty: the students, the parents, the Schools arul alumni, the internal and external environment, and the Communica- school's curricular and cocurricular programs all contribute tions is im- to people's perceptions of the school. Therethre, it portant that a Catholic school clearly define, unit and then wmmtmicate the image it wishes to project. 1 his becomes the job of everyone who works with the school. This unified image may be presented in mam ways: the appearance of the grounds, the school nuscot, the type of play the drama club presents, the look of the bulletin boards, the tone . iii emphasis in a teacher\ note. All of these communicate .m image. Vie key to niarketing success is ensuring that all communkatitm YvlUdes are speaking tlw same language and 9 telling the same wonderful story about the school. This can plan that begins to start with an organized publications unify the image. At- In development, the cornerstone to success is people. Community- tracting people to invest their time, abilities and money in a lions and takes school becomes the key to this success. This process Development in time, patience and a strong communication program which everyone speaks the same positive language. Many Catholic schools are doing a wonderfill job of offering qual- be- ity education; however, very few people know about it, sporadically tells the story The com- cause the school only munication process must be one of the first areas addressed office or, if by a school, usually through the development the school does not have a development office, through the principal's office. 2