第一屆香港校長研討會第一屆香港校長研討會E21 直資學校與家長

講者：陳家偉校長

直資學校與家長直資學校與家長直資學校的資助是按照收生人數的多寡直資學校的資助是按照收生人數的多寡而訂，因此而訂，因此 ,, 家長是否願意報讀家長是否願意報讀 ,, 是直是直資學校的關鍵。家長可以是學校的助力，資學校的關鍵。家長可以是學校的助力，也可以是阻力，因此怎樣與家長溝通也可以是阻力，因此怎樣與家長溝通 ,,建立優良的家校合作之化最為重要。家建立優良的家校合作之化最為重要。家長是學校最佳的親善大使，他們的口碑長是學校最佳的親善大使，他們的口碑可以提升校譽。另外，家長報讀直資學可以提升校譽。另外，家長報讀直資學校不受校網限制，但除了讓他們行使選校不受校網限制，但除了讓他們行使選擇權擇權 (parental choice)(parental choice) 外，還要給空外，還要給空間他們參與間他們參與 (parental participation) (parental participation) 建立校本管理的文化。建立校本管理的文化。

PP

PhilosophyPhilosophy PolicyPolicy PowerPower ParticipateParticipate PartnerPartner PromisePromise PlanPlan ProcessProcess ProgramProgram ProudProud

RR

ResourceResource ResistantResistant RelationshipRelationship RightRight ResponseResponse RewardingRewarding

Parents

StudentsTeachers

Others

•Close System•Open System

Resources Resources 開源開源 FreeFree FlexibleFlexible UnlimitedUnlimited 財與才財與才 Financial resource’s expertiseFinancial resource’s expertise Internal Communication Image Internal Communication Image

P.R.P.R.

Public relations (PR) is a Public relations (PR) is a deliberate, planned and deliberate, planned and sustained effort to establish and sustained effort to establish and maintain mutual understanding maintain mutual understanding between an organization and its between an organization and its public.public.

ImageImage

It has been estimated that It has been estimated that enhancing or building up a enhancing or building up a school’s image takes five to ten school’s image takes five to ten years depending on how well years depending on how well known it is, but its deterioration known it is, but its deterioration can be rapid because of a short can be rapid because of a short burst of adverse publicity.burst of adverse publicity.

ImageImage

A school’s image is the result of A school’s image is the result of the interaction of all experiences, the interaction of all experiences, impressions, beliefs, feelings and impressions, beliefs, feelings and knowledge people have about it knowledge people have about it and involves reinforcing positive and involves reinforcing positive messages about the institution messages about the institution itself.itself.Pupils are often a school’s best Pupils are often a school’s best PR agentPR agent

Internal marketing’s Internal marketing’s communicationcommunication The success of a school’s marketing is The success of a school’s marketing is

critically dependent upon the critically dependent upon the effectiveness of its internal effectiveness of its internal communicationcommunication

Staff are key participants in public Staff are key participants in public relations and personal selling and fund-relations and personal selling and fund-raising.raising.

Pupils are the school’s ambassadors Pupils are the school’s ambassadors and represent in effect its end product.and represent in effect its end product.

Parent contribute to school marketing in Parent contribute to school marketing in a variety of ways, word-of-month a variety of ways, word-of-month recommendation, actively supporting recommendation, actively supporting school events and offering professional school events and offering professional expertise when expertise when requiredrequired..

Leadership

Constant innovation

Care of customers

Peopleorientation

Corporation leadership should at the same time be externally focused, and remain adaptive and sensitive to market and environment alike. This means that people at all levels in the organization should spend time listening to, empathizing and staying in touch with customers, distributors and innovators alike.

Peter and Austin’s excellence model

Company

Employees Customers

InternalMarketing

ExternalMarketing

InteractiveMarketing

Three Types of Marketing in Service Industries

Parents

School Students

Vision and Mission

Quality Policy

Quality Objective

優才優才 (( 楊殷有娣楊殷有娣 )) 學校學校品質政策品質政策我們以學生為本，重視多元智能，讓每個學生都在愉快的環境中健康成長，發展才華。我們重視家校合作，共育優才。我們的抱負是培養有愛心、具創意、肯勤奮的優秀人才。我們的使命是培養品德、提高學養。 為達成抱負和使命，學校教職員共同發揮團隊精神，努力不懈，積極求進，力臻完美。我們將以 ISO 9001管理系統為基礎，制定清晰明確的教育目標，推動重視教育質素的文化。各科組在制定各項工作計劃時會訂出可量化的質量目標，切實執行，嚴格監控，定期評估，總結績效及持續求進，以不斷改善我們的教育素質。

G. T.(Ellen Yeung) SchoolG. T.(Ellen Yeung) SchoolQuality PolicyQuality Policy

We are student-centred and take account of multiple-intelligences. We will assist students to grow healthily and develop their potentials in a pleasant environment. We strongly believe that having parents as our educational partners is key to success.The vision of our school is to develop caring, creative and diligent citizens. Our mission is to help our students to cultivate morality and to enhance learning ability. To achieve our vision and mission, all personnel in school will work as a team to strive for performance excellence. We will adopt the ISO 9001 quality management system, develop specific and measurable educational goals and promote quality culture in education. We will set measurable objectives in planning, execute the plans verily, monitor their implementation strictly, verify their outputs regularly, review results and commit to continual improvement to enhance the quality in education.

HKQAA

香港品質保証局

Internal MarketingInternal MarketingGoalsGoals Gain the support of key decision makerGain the support of key decision maker

s and facilitators;s and facilitators; Change attitudes among those employeChange attitudes among those employe

es who deal with customers;es who deal with customers; Obtain employees’ commitment to maObtain employees’ commitment to ma

king the marketing plan work by involking the marketing plan work by involving them in the ‘ownership’ of the plaving them in the ‘ownership’ of the plan and by rewarding them on the plan’s n and by rewarding them on the plan’s attainment;attainment;

Train staff to allow them to develop neTrain staff to allow them to develop new skill that will contribute to the effectw skill that will contribute to the effective implementation of plans.ive implementation of plans.

Internal MarketingInternal MarketingIn 1982, Peter and Waterman published their book In In 1982, Peter and Waterman published their book In Search for Excellence in which they focused upon Search for Excellence in which they focused upon high performing organizations and attempted to high performing organizations and attempted to identify the sorts of characteristics which contributed identify the sorts of characteristics which contributed to excellence performance. It recognized the real to excellence performance. It recognized the real value of staff and made a conscious and sustained value of staff and made a conscious and sustained effort both to maximize and make full use of their effort both to maximize and make full use of their potential.potential.The creation of shared values led to the idea of The creation of shared values led to the idea of internal marketing.internal marketing.Internal marketing refers to any form of marketing Internal marketing refers to any form of marketing within an organization which focuses attention on the within an organization which focuses attention on the internal activities that need to be changed in order internal activities that need to be changed in order that marketing plans may be implemented.that marketing plans may be implemented.Internal marketing is concerned with the creating the Internal marketing is concerned with the creating the sort of culture and climate within organization in sort of culture and climate within organization in which there is a far clearer understanding among all which there is a far clearer understanding among all staff of the objectives, the key values and the sorts of staff of the objectives, the key values and the sorts of implementation issue that need to addressed.implementation issue that need to addressed.

In view of this complexity, In view of this complexity, GronroosGronroos has has argued that service marketing requires not argued that service marketing requires not only 4P traditional external marketing but only 4P traditional external marketing but two other marketing thrusts, namely, two other marketing thrusts, namely, internal marketing and interactive internal marketing and interactive marketing.marketing.

Internal MarketingInternal MarketingIt describes the work done by the company It describes the work done by the company to train and motivate its internal customers, to train and motivate its internal customers, namely its customer-contact employees and namely its customer-contact employees and supporting service personal, to work as a supporting service personal, to work as a team to provide customer satisfaction. team to provide customer satisfaction. Everyone must practice a customer Everyone must practice a customer orientation.orientation.

Interactive MarketingInteractive MarketingIt describes the employees’ skill in It describes the employees’ skill in handling customer contact.handling customer contact.

質量質量 由服務對象定義的由服務對象定義的 符合使用的目標符合使用的目標 由不斷進步得來的由不斷進步得來的 由預防失誤做的由預防失誤做的 一開始就要做得對一開始就要做得對 可以量化的可以量化的尊重和滿足服務對象的感尊重和滿足服務對象的感受和需要受和需要

七個要點七個要點 我有足夠渠道向學校表達意見我有足夠渠道向學校表達意見 學校樂意聽取家長的意見學校樂意聽取家長的意見 學校透過不同渠道 例如家長通告 家教學校透過不同渠道 例如家長通告 家教會 學校網頁等 讓我知道學校的重要活會 學校網頁等 讓我知道學校的重要活動和最新發展動和最新發展 家教會能促進家長與學校的溝通家教會能促進家長與學校的溝通 學校時常邀請家長參與學校活動學校時常邀請家長參與學校活動 我積極參與學校的活動我積極參與學校的活動 我與學校的關係良好我與學校的關係良好

Theory of AdequacyTheory of Adequacy

““An adequate person makes an adAn adequate person makes an adequate partner, and an adequate equate partner, and an adequate parent”parent”

Samuel RowerSamuel Rower

This is an ongoing process. The Foundation is to be nurtured as an adequate person.