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February 11, 2019 General Membership Meeting & Dinner
February 11, 2019 @ 6:30 pm - 9:00 pm
More than a Number: How to Talk About School Rankings with Data-driven Parents
A school is so much more than a 1-10 ranking can express, but in a consumer-driven society where shoppers use electronic data and numeric rankings to select everything from restaurants to cars, how do we get parents to weigh a broader set of criteria when choosing a school? Understand why parents turn to apps like GreatSchools.org, what rankings do and do not tell them, and how to discover the real questions they have about your schools. Learn to re-frame the discussion about what makes a school great, and how to answer tough questions such as “will my child learn if their classmates don’t speak English?”
Speaker: Naomi Hunter
Naomi Hunter is an accredited public relations professional (APR) with 25+ years of experience in strategic communications and public relations in the public, private and non-profit sectors. She served as Director of Communications for the Redwood City School District (RCSD) for more than 10 years before launching Naomi Hunter Communications in 2017. She currently provides communication services to several school districts in San Mateo County, including a continuing role at RCSD, where she recently served as an advisor and facilitator on the Planning for Our Future community engagement process that resulted in a major reconfiguration of the district’s schools.
Naomi is a passionate advocate for a more holistic approach to evaluating schools that goes far beyond the private-party ranking apps used by so many parents and realtors. During her time as Director of Communications for RCSD, she designed and executed the Meet, Choose, Love RCSD marketing campaign, for which she won an award of merit from the California School Public Relations Association in 2017. Naomi is currently implementing a marketing campaign for Buena Park School District in Orange County. Naomi currently serves on the Board of the California School Public Relations Association (CalSPRA) and served as President of Public Relations Society of America, San Francisco Chapter (PRSA-SF) in 2014.