Carla Pereira, APR
Manager of Communications - Peel District School Board
1. How did you get you start in education and School PR?
While I was in university/college (I attended both at the same time), I had two free days in my schedule. Understanding that volunteering would help me secure future employment, I decided to volunteer two days a week in the Communications department at the Peel District School Board. I chose to volunteer in a school district because the work mattered to me, and it still does. Supporting student success in your own community? There could be no greater volunteer opportunity.
After I graduated, I went to work for a public relations agency in Toronto and worked with clients like Procter & Gamble and Hasbro. Although developing and delivery marketing communications plans for toys and shampoo was fun and great learning, I went back to my roots after four years.
I returned to the Peel District School Board as a School Communications Specialist in March 2003 and am now the Manager of Communications.
2. What is your favorite part of the job?
I love my job so choosing a "favourite part" is difficult. Up high on the list would be generating student engagement using social media. My personal PR philosophy is "Relationships are everything." At times, we can get caught up in serving other audiences--parents, community members, staff--and we forget that students are one of our key audiences. How they're feeling and what they say about their school experiences drive student attraction and retention strategies. More importantly, if we respect them as a key audience, they will feel valued and share in our district pride. This positively impacts student well-being and success.
3. What piece of advice can you give other School PR pros?
Don't forget the students. Meet them where they are...on social media. Seek their input. Implement their suggestions. Speak their language, bruh.
4. What are three things that will change the landscape of School PR in the next five years?
a) increased focus on storytelling to impact change
While I was in university/college (I attended both at the same time), I had two free days in my schedule. Understanding that volunteering would help me secure future employment, I decided to volunteer two days a week in the Communications department at the Peel District School Board. I chose to volunteer in a school district because the work mattered to me, and it still does. Supporting student success in your own community? There could be no greater volunteer opportunity.
After I graduated, I went to work for a public relations agency in Toronto and worked with clients like Procter & Gamble and Hasbro. Although developing and delivery marketing communications plans for toys and shampoo was fun and great learning, I went back to my roots after four years.
I returned to the Peel District School Board as a School Communications Specialist in March 2003 and am now the Manager of Communications.
2. What is your favorite part of the job?
I love my job so choosing a "favourite part" is difficult. Up high on the list would be generating student engagement using social media. My personal PR philosophy is "Relationships are everything." At times, we can get caught up in serving other audiences--parents, community members, staff--and we forget that students are one of our key audiences. How they're feeling and what they say about their school experiences drive student attraction and retention strategies. More importantly, if we respect them as a key audience, they will feel valued and share in our district pride. This positively impacts student well-being and success.
3. What piece of advice can you give other School PR pros?
Don't forget the students. Meet them where they are...on social media. Seek their input. Implement their suggestions. Speak their language, bruh.
4. What are three things that will change the landscape of School PR in the next five years?
a) increased focus on storytelling to impact change
b) instagramming of PR - rise of visual communications to convey your story - images and SHORT videos
c) decentralization of PR role - with a smartphone and social media network, everyone in your district is an ambassador and journalist - School PR professionals need to be prepared for this and seek to provide guidance and model appropriate use of social media
5. Where can people find out more about you? Twitter? Blog?
Best place is Twitter @Carla_Pereira2. Very quickly people will get that I love basketball, Cristiano Ronaldo, messages of hope and resilience, and that I am #PeelProud.
5. Where can people find out more about you? Twitter? Blog?
Best place is Twitter @Carla_Pereira2. Very quickly people will get that I love basketball, Cristiano Ronaldo, messages of hope and resilience, and that I am #PeelProud.
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