This how-to guide is intended for use in Adult & Community Education programs. It outlines the processes and tools needed to promote an organization's programs and successes. The guide should be used as a tool to help practitioners promote their schools in an effective manner.

Whether or not someone has overseen an institution's publicity efforts in the past, this guide will help that person handle them in the future. Marketing is easier than it looks – to GET A MESSAGE OUT…one just needs to know the basics.

What is Public Relations?

Very simply, the practice of public relations is interaction and communication with the public. Good public relations must be ongoing and every person involved with the organization should be aware of the role they play in creating its public image.

What Can Public Relations do for an Organization?

• Prove that an organization exists
• Educate the public who might benefit from programs provided by the organization
• Gain support for the organization when it is needed the most

What is Marketing?

Marketing is communication with various audiences, primarily the people who use the services of an organization. For adult and community education programs, there are multiple audiences:

• Students
• Businesses
• Community
• Schools

While it's important for individuals who specialize in marketing to follow guidelines for effective communication, it is crucial that everyone in the organization is aware of good public relations and marketing techniques:

• The actions of all involved speak for the group (i.e. the friendliness and helpfulness of the receptionist is just as important as a well-written press release)
• The personal contact of volunteers and staff, talking to others about the organization – even in social situations – is invaluable.

THE TRICK TO EFFECTIVE MARKETING IS TO MAKE EACH GROUP
FEEL LIKE YOU ARE SPEAKING DIRECTLY TO THEM!