Meet Brian Woodland - School PR Pro

Brian Woodland, APR
Director of Communications & Community Relations

1. How did you get you start in education and School PR?

A long time ago. As #teenson would say "before the light bulb"!

After obtaining a masters in political science, I found a government grant job in 1983 working on a program to create an adult literacy hotline in Hamilton, Ontario.  I chose the tasks that interested me: doing media, advertising, fining new grant funds. I loved it.

And when the hotline was fully funded, I was the program coordinator.  As coordinator, I wrote a report that was fairly critical of the job local school boards did in terms of adult literacy. One of those boards said that they found it refreshing and so I applied and starred working in 1985 at the Hamilton Wentworth Catholic School Board as Manager of Communications in Con Ed. It was a great opportunity. That led to a Communications Officer role in the Halton Board-District of about 43,000.  I was there six years. It was an amazing opportunity for an under 20 year old not trained in public relations. 

Then, over 20 years ago, I moved to the Peel District School Board. It's the second largest school district in Canada with about 150,000 students. And I love it here. Hence the 20 years

2. What is your favorite part of the job?

First: the opportunity to make a difference every day. Our team mission is "what have you done for students today?" and it truly guides our work and inspires me no matter what the obstacles. I particularly love this work in a district that is highly diverse.

Second: my astounding, talented, caring and powerful team. They never settle for good work, never hesitate to innovate and truly focus on students.

Third: got to say I do love media relations and public affairs. Really.

3. What piece of advice can you give other School PR pros?

Don't limit yourself to PR: be in the operational, the real work of your district.  And be the powerful, endless, determined voice for real inclusion in your district. We have influence. We need to use it for good.  With great power....

4. What are three things you think will change the landscape of School PR the next five years?

Evolving nature of media.  You need to be organizationally and personally authentic on social media (not a robot). And the complicated, challenging and sometimes daunting task of building genuine inclusion for all staff and students. Including LGBTQ. In the future we will be judged on our success-or failure- to do so.

5. Where can people find out more about you? Twitter? Blog?

Always on Twitter. Always. Brian_Woodland.

Meet Carla Pereira - School PR Pro

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
 

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.