In some schools it is clear, from the moment you enter the building how important the music program is, or, in other schools, how unimportant music is. Everything that happens outside of the critical work that takes place in your music rehearsal classroom has bearing on the culture of the school and the stature of the school in the community. In this article I will suggest many of the ways you can improve the visibility and stature of your music program beginning with the your students, extending to the parents, school community and your town.

Before taking any initiative toward developing public relations, check with your principal or district official to see what you are allowed to do and how much support you can expect. Some districts have strict regulations regarding how much student information you can post publicly. Many districts have developed “refusal options” whereby parents may opt out of having their child’s name or image posted publicly. Be sure to adhere to these regulations for your own safety!

Let’s start in your rehearsal or classroom and work outwards to the larger audience. It is important to know which audience you are trying to reach and to craft your message accordingly. What you have to say to your students and the school community may be different from the message you want to send to parents or the general community.

Make the music experience enjoyable!

Your students are your front line. The attitude they take with them from your classroom has a consequential impact on the school culture. Are they excited about their musical experience? Is music class cool? Are they engaged and encouraging their friends to participate? The good feelings they take back to their classrooms, the cafeteria and playground are critical. Make music exciting!

Consider joining with colleagues to start a Tri-M chapter (high school) or Junior Tri-M chapter (middle school) to get students involved in using music to promote community service. (see NAfME.org for ideas.)

Highlight music throughout the school.

*Create a bulletin board in a visible area of the school such as the lobby with pictures of music students with instruments or singing. Have a “student recognition” such as student of the week or month.

*Have students submit articles to the school newspaper sharing their musical experiences. See about having a regular column highlighting the music department.

*If students are accepted for all-county or all state, consider featuring their picture in a prominent, and possibly permanent place in the school, making a “wall of fame.”

*Have announcements made on the PA system about concerts, achievements and special music events.

* Make sure that the music ensembles are well represented in the annual yearbook.

Connect with parents.

*Connect with parents on a personal level as much as you possibly can, giving them personal updates on their child. Make positive calls home as well as calls of concern.

*At Back-to-School Night have parents sign up for an email list for music department updates. If possible, arrange an opportunity to meet with music parents.

* Start a Facebook account for your ensemble. (Make sure to adhere to district guidelines here.)

*Have students available to perform in small ensembles at Back to School night as parents enter the building.

*Use Twitter, FaceBook and other social media to announce concerts and other special events.

*Start a monthly or seasonal newsletter that you can copy and send home with students giving music updates as well as informative articles and reprints.

*Consider starting a Parent Music Boosters organization. NAfME has a great publication to assist you in this regard.

Connect with the Community. Much of this activity will not produce visible results but will have a huge effect on how the music program and the school are perceived.

*Connect with your local newspaper’s education editor. Give her/him a call to introduce yourself and let her/him know that you would like to send press releases.

*Write and submit concise press releases (with district approval) highlighting music events and happenings. Include Who, What, Where, When & Why! Always include a photo!

*Invite community members to join the social media connections you have established.

* Invite community members (who are not parents) to concerts.

* Consider starting a program offering senior citizens free tickets to the high school or middle school musical production. Once they have a reconnection to the schools and see what is going on they may be more inclined to support the school budget.

*Keep in touch with alumni members for their ongoing support.

Utilizing some of these suggestions will help you to develop a music culture in your school. The benefits will include greater school, parent and community support and hence, a stronger music program.

John C. McNeur (09.21.2017)