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School PublicitySchool PublicityTraining WorkshopTraining WorkshopHosted by Susan Hale, Communications Department 404-763-6830 [email protected]
Collect and send out school newsCollect and send out school news
Find newsworthy itemsFind newsworthy items
Collect news from school staff and Collect news from school staff and school leadersschool leaders
Encourage colleagues to give you good Encourage colleagues to give you good news and achievementsnews and achievements
Ensure media releases Ensure media releases are on fileare on file
Your RoleYour Role
What is News?What is News?
It is news if…It is news if…
It has significance to the general publicIt has significance to the general public
It is timelyIt is timely
There is human interestThere is human interest
It is unique or it is something new to It is unique or it is something new to the areathe area
Atlanta Journal-ConstitutionAtlanta Journal-Constitution
Television stationsTelevision stations
Radio stationsRadio stations
Community NewspapersCommunity Newspapers
Patch.comPatch.com
Who Gets It?Who Gets It?
Your school/PTA newsletterYour school/PTA newsletter Business Partner’s newsletterBusiness Partner’s newsletter Your school’s web siteYour school’s web site FCSTVFCSTV Fulton County Schools web siteFulton County Schools web site FCSS Employee PortalFCSS Employee Portal FCSS News MagazineFCSS News Magazine
School System “Media”School System “Media”
Reaches 100,000 familiesReaches 100,000 families Reaches all of Fulton County, Reaches all of Fulton County,
except cities of Atlanta and Roswellexcept cities of Atlanta and Roswell Excellent way to promote your Excellent way to promote your
school/students/activitiesschool/students/activities Submission guidelines:Submission guidelines:
www.fultonschools.org/communicationswww.fultonschools.org/communications
– – Comcast Channel 24Comcast Channel 24
What are we interested in?What are we interested in? VideosVideos
Sporting eventsSporting events Field daysField days Video yearbooksVideo yearbooks News showsNews shows Student productionsStudent productions
Bulletin Board GraphicsBulletin Board Graphics AnnouncementsAnnouncements AwardsAwards Interesting or unusual activitiesInteresting or unusual activities
– – Comcast Channel 24Comcast Channel 24
Technical SpecificationsTechnical Specifications Interesting ContentInteresting Content
VideosVideos Student Media Releases on fileStudent Media Releases on file No copyright violationsNo copyright violations Technical quality – DV tape or DVDTechnical quality – DV tape or DVD
Bulletin Board GraphicsBulletin Board Graphics PowerPoint is easy creation toolPowerPoint is easy creation tool Keep text large and limitedKeep text large and limited Email to Email to [email protected]
– – Comcast Channel 24Comcast Channel 24
Criteria used for the FCSS web site Criteria used for the FCSS web site Similar to how news media selects their Similar to how news media selects their
storiesstories Is it unique? Or does every school do it Is it unique? Or does every school do it
or have it?or have it? Is there a good, eye-catching photo?Is there a good, eye-catching photo? Does this story positively represent Does this story positively represent
FCSS?FCSS?
www.fultonschools.orgwww.fultonschools.org
What gets postedWhat gets posted Stories that relate to the system as a Stories that relate to the system as a
wholewhole Stories with GREAT photographsStories with GREAT photographs Stories and photos that convey Stories and photos that convey
“school life”“school life” Generally active for 7 days, then archivedGenerally active for 7 days, then archived
What doesn’t What doesn’t Individual student or staff newsIndividual student or staff news These should be posted on These should be posted on
your school’s web siteyour school’s web site
www.fultonschools.orgwww.fultonschools.org
News MagazineNews Magazine
For newspapers, TV and radioFor newspapers, TV and radio Make sure there is a signed consent Make sure there is a signed consent
form on fileform on file Use when students are easily identifiableUse when students are easily identifiable Depending on news item, can rely on the Depending on news item, can rely on the
“general publicity” form included in “general publicity” form included in Student Code of Conduct bookletStudent Code of Conduct booklet
If a more “sensitive” issue, use the If a more “sensitive” issue, use the “Specific Event Media Release”“Specific Event Media Release”
Parent Consent FormsParent Consent Forms
Always have a consent form Always have a consent form on fileon file
If a picture is postedIf a picture is posted Do not use first and last names Do not use first and last names
(Can use ‘Susan H.’ or ‘Susan’)(Can use ‘Susan H.’ or ‘Susan’)
If If nono picture is posted picture is posted Can use full namesCan use full names
Student Pictures on Web SitesStudent Pictures on Web Sites
Do:Do: Answer the 5 Ws and 1 HAnswer the 5 Ws and 1 H
(Who, What, When, Why, Where and How)(Who, What, When, Why, Where and How)
Proofread and re-check your informationProofread and re-check your information
Write as though your audience has never Write as though your audience has never heard of this topic beforeheard of this topic before
Describe it through facts, not feelingsDescribe it through facts, not feelings
Writing TipsWriting Tips
Don’t:Don’t: Abbreviate school names (BES, OES, PES)Abbreviate school names (BES, OES, PES)
Leave out first names (Miss Hale)Leave out first names (Miss Hale)
Use unexplained acronyms (AYP, IEP, EIP)Use unexplained acronyms (AYP, IEP, EIP)
Use educational jargonUse educational jargon
Forget to give a contact name and phone Forget to give a contact name and phone numbernumber
Writing TipsWriting Tips
Give message a catchy subject lineGive message a catchy subject line
Make them want to read your messageMake them want to read your message ExampleExample
““Hale Elementary School sends students into Hale Elementary School sends students into space”space”
Avoid generic subject linesAvoid generic subject lines Doesn’t generate interest; easily Doesn’t generate interest; easily
overlookedoverlooked ExamplesExamples
““Article from Hale Elementary” Article from Hale Elementary” or “School News” or “School News”
Email TipsEmail Tips
Put text of article Put text of article INSIDEINSIDE message message Cut-and-paste from Word documentCut-and-paste from Word document Or, type information directly into Or, type information directly into
messagemessage Makes it quicker and easier to readMakes it quicker and easier to read
Attaching photosAttaching photos Select 1-2 of the BEST photosSelect 1-2 of the BEST photos
Don’t imbed photos in Word documentDon’t imbed photos in Word document Attach as JPEGAttach as JPEG Be mindful of photo sizeBe mindful of photo size
Email TipsEmail Tips
Create an email distribution listCreate an email distribution list Newspapers, TV and radio stationsNewspapers, TV and radio stations School newsletter editorSchool newsletter editor School webmasterSchool webmaster Business partner CEO or PR contactBusiness partner CEO or PR contact Your principal and administrative teamYour principal and administrative team Area Superintendent and Board memberArea Superintendent and Board member Communications DepartmentCommunications Department FCSTVFCSTV
Email TipsEmail Tips
Before the eventBefore the event Send out informationSend out information Be mindful of deadlines and give leadtimeBe mindful of deadlines and give leadtime
During the eventDuring the event If the media doesn’t show, grab your If the media doesn’t show, grab your
camera!camera!
After the eventAfter the event Rewrite the information into the past Rewrite the information into the past
tensetense Write a caption for photos, if you have anyWrite a caption for photos, if you have any
When to Send ItWhen to Send It
NewspapersNewspapers 5-10 days before event5-10 days before event
TelevisionTelevision 2-3 days before event2-3 days before event Email first, but follow-up by calling or Email first, but follow-up by calling or
faxing information the day of eventfaxing information the day of event
When to Send ItWhen to Send It
