School Publicity Training Workshop School Publicity Training Workshop Hosted by Susan Hale, Communications Department

Collect and send out school news Collect and send out school news Find newsworthy items Find newsworthy items Collect news from school staff and school leaders Collect news from school staff and school leaders Encourage colleagues to give you good news and achievements Encourage colleagues to give you good news and achievements Ensure media releases are on file Ensure media releases are on file Your Role

What is News? It is news if… It is news if… It has significance to the general public It has significance to the general public It is timely It is timely There is human interest There is human interest It is unique or it is something new to the area It is unique or it is something new to the area

Atlanta Journal-Constitution Atlanta Journal-Constitution Television stations Television stations Radio stations Radio stations Community Newspapers Community Newspapers Patch.com Patch.com Who Gets It?

Your school/PTA newsletter Your school/PTA newsletter Business Partners newsletter Business Partners newsletter Your schools web site Your schools web site FCSTV FCSTV Fulton County Schools web site Fulton County Schools web site FCSS Employee Portal FCSS Employee Portal FCSS News Magazine FCSS News Magazine School System Media

Reaches 100,000 families Reaches 100,000 families Reaches all of Fulton County, except cities of Atlanta and Roswell Reaches all of Fulton County, except cities of Atlanta and Roswell Excellent way to promote your school/students/activities Excellent way to promote your school/students/activities Submission guidelines: Submission guidelines: – Comcast Channel 24

What are we interested in? What are we interested in? Videos Videos Sporting events Sporting events Field days Field days Video yearbooks Video yearbooks News shows News shows Student productions Student productions Bulletin Board Graphics Bulletin Board Graphics Announcements Announcements Awards Awards Interesting or unusual activities Interesting or unusual activities – Comcast Channel 24

Technical Specifications Technical Specifications Interesting Content Interesting Content Videos Videos Student Media Releases on file Student Media Releases on file No copyright violations No copyright violations Technical quality – DV tape or DVD Technical quality – DV tape or DVD Bulletin Board Graphics Bulletin Board Graphics PowerPoint is easy creation tool PowerPoint is easy creation tool Keep text large and limited Keep text large and limited to to – Comcast Channel 24

Criteria used for the FCSS web site Criteria used for the FCSS web site Similar to how news media selects their stories Similar to how news media selects their stories Is it unique? Or does every school do it or have it? Is it unique? Or does every school do it or have it? Is there a good, eye-catching photo? Is there a good, eye-catching photo? Does this story positively represent FCSS? Does this story positively represent FCSS?

What gets posted What gets posted Stories that relate to the system as a whole Stories that relate to the system as a whole Stories with GREAT photographs Stories with GREAT photographs Stories and photos that convey school life Stories and photos that convey school life Generally active for 7 days, then archived Generally active for 7 days, then archived What doesnt What doesnt Individual student or staff news Individual student or staff news These should be posted on your schools web site These should be posted on your schools web site

News Magazine

For newspapers, TV and radio For newspapers, TV and radio Make sure there is a signed consent form on file Make sure there is a signed consent form on file Use when students are easily identifiable Use when students are easily identifiable Depending on news item, can rely on the general publicity form included in Student Code of Conduct booklet Depending on news item, can rely on the general publicity form included in Student Code of Conduct booklet If a more sensitive issue, use the Specific Event Media Release If a more sensitive issue, use the Specific Event Media Release Parent Consent Forms

Always have a consent form on file Always have a consent form on file If a picture is posted If a picture is posted Do not use first and last names (Can use Susan H. or Susan) Do not use first and last names (Can use Susan H. or Susan) If no picture is posted If no picture is posted Can use full names Can use full names Student Pictures on Web Sites

Do: Do: Answer the 5 Ws and 1 H Answer the 5 Ws and 1 H (Who, What, When, Why, Where and How) Proofread and re-check your information Proofread and re-check your information Write as though your audience has never heard of this topic before Write as though your audience has never heard of this topic before Describe it through facts, not feelings Describe it through facts, not feelings Writing Tips

Dont: Dont: 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 jargon Use educational jargon Forget to give a contact name and phone number Forget to give a contact name and phone number Writing Tips

Give message a catchy subject line Give message a catchy subject line Make them want to read your message Make them want to read your message Example Example Hale Elementary School sends students into space Hale Elementary School sends students into space Avoid generic subject lines Avoid generic subject lines Doesnt generate interest; easily overlooked Doesnt generate interest; easily overlooked Examples Examples Article from Hale Elementary or School News Article from Hale Elementary or School News Tips

Put text of article INSIDE message Put text of article INSIDE message Cut-and-paste from Word document Cut-and-paste from Word document Or, type information directly into message Or, type information directly into message Makes it quicker and easier to read Makes it quicker and easier to read Attaching photos Attaching photos Select 1-2 of the BEST photos Select 1-2 of the BEST photos Dont imbed photos in Word document Dont imbed photos in Word document Attach as JPEG Attach as JPEG Be mindful of photo size Be mindful of photo size Tips

Create an distribution list Create an distribution list Newspapers, TV and radio stations Newspapers, TV and radio stations School newsletter editor School newsletter editor School webmaster School webmaster Business partner CEO or PR contact Business partner CEO or PR contact Your principal and administrative team Your principal and administrative team Area Superintendent and Board member Area Superintendent and Board member Communications Department Communications Department FCSTV FCSTV Tips

Before the event Before the event Send out information Send out information Be mindful of deadlines and give leadtime Be mindful of deadlines and give leadtime During the event During the event If the media doesnt show, grab your camera! If the media doesnt show, grab your camera! After the event After the event Rewrite the information into the past tense Rewrite the information into the past tense Write a caption for photos, if you have any Write a caption for photos, if you have any When to Send It

Newspapers Newspapers 5-10 days before event 5-10 days before event Television Television 2-3 days before event 2-3 days before event first, but follow-up by calling or faxing information the day of event first, but follow-up by calling or faxing information the day of event When to Send It