Increasing school image with the help of mass information application

Metka Uršič
[email protected]
OŠ Bršljin

Polonca Tratar Božič
[email protected]
OŠ Bršljin

Boštjan Papež
[email protected]
OŠ Bršljin

Predstavitev

Povzetek

Prispevek predstavlja učinkovit model za izboljšanje ugleda javnega zavoda. Kako komunicirati z javnostjo javnega zavoda in posredno nanj vplivati tako, da bi si ta zgradila pozitivno mnenje o njem, v literaturi nismo zasledili, zato je šola predstavljena kot korporacija. Zaradi negativne konotacije, ki jo ima OŠ Bršljin, smo se odločili vzporedno zgraditi novo, pozitivno identiteto šole, ki bo izvirala iz presežkov, nadstandardov, kakovostnega in strokovnega dela, pohval in nagrad ter drugih dejavnosti, ki potekajo v šoli. Naš cilj je spremeniti mnenje o šoli in dvigniti ugled šole v luči naše javnosti v pozitivno smer.
Za uresničitev cilja smo izbrali Jefkinsov šeststopenjski model načrtovanja odnosov z javnostmi. Po opredelitvi javnosti šole smo izbrali orodje, ki je namenjeno podjetjem za e-poštni marketing in urejanje list naročnikov, MailChimp, s pomočjo katerega smo našo javnost informirali in nanjo vplivali na oblikovanje podobe o šoli. Opravljena analiza s pomočjo ankete, izvedene med naročniki spletnih sporočil, je pokazala, da je način obveščanja z elektronsko pošto všeč vsem anketirancem; vsi anketiranci so bolje obveščeni o dogajanju na šoli; pri 48 % anketiranih nam je uspelo dvigniti ugled šole, kar dokazuje, da je pot prava in jo je smiselno nadaljevati.

Ključne besede: spletno komuniciranje, naslovljena e-pošta, ugled, MailChimp.

Abstract

The article represents an effective model for improving the image of a public institution. In the literature we did not find how to communicate with the public as a public institution and indirectly influence it so that the general opinion would become more positive, that is why the school is presented as a corporation. Because of the negative connotation that the Primary School Bršljin often faces, we have decided to build a new parallel, positive identity of the school, which will be taken from surpluses, higher standards, quality professional work, accolades and awards, and other activities that take place in our school. Our goal is to change the general opinion of the school and raise school’s image among our public in a positive direction.
To achieve the aim we have chosen Jefkins’ six-stage model of public relations planning. After defining the public of our school, we have chosen a tool that is used in companies for e-mail marketing and managing client list, MailChimp. Through it we inform our public and influence their image of our school.
The analysis of the survey carried out among on-line communication subscribers, shows that all respondents like the method of e-mail notification; all respondents are better informed about what is happening at school; with 48% of the respondents we were able to raise the image of the school, which proves that the path is right and it is reasonable to continue it.

Key words: on-line communication, addressed e-mail, image, MailChimp.