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

2. Housekeeping Start on time = end on time Bathroom locations
Cell phone on silent or vibrate
Materials online
Ask questions at any time

3. Introductions Your name and school
Something new you want to learn today

4. Your Role Collect and send out school news Find newsworthy items
New, unique programs
Stories that are unusual or quirky
Student and staff awards/recognitions
Activities that tie in with holidays, historical events, milestones or current events

5. Your Role Collect news from school staff and school leaders
Create an easy way for them to contact you
Encourage colleagues to give you good news and achievements
Make sure they know you’re “The One”
Establish a process
Ensure media releases are on file

6. Your Role Let’s hear from some veterans
What has helped you be successful?
Proud publicity moment?

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

8. Writing Tips Don’t: Abbreviate school names (BES, OES, PES)
Leave out first names (Miss Hale)
Use unexplained acronyms (AYP, IEP, EIP)
Use educational jargon
Forget to give a contact name and phone number

9. Who Gets It? Atlanta Journal-Constitution What they want
Daily newspaper
AJC rarely uses submitted photographs but sometimes will
What they want
“Story so unique we'll want to make room for a story on it”
“Story so important that it would be of interest to readers and/or parents outside of Fulton County as well”

10. Who Gets It? Community Newspapers
Neighbor Newspapers (South Fulton, Northside, Roswell/Alpharetta)
Alpharetta Revue, Johns Creek Herald, Roswell Beacon, Sandy Springs Reporter
Published weekly
Smaller staff; not always able to personally attend event
But accepts submitted photographs

11. Who Gets It? Television stations Radio stations
Stories are generally 30 seconds to 1½ minutes
News topic MUST be visual AND timely
WXIA’s Class Notes hosted by Donna Lowry
Radio stations
Occasionally will run announcements and public service announcements

12. When to Send It Before the event During the event After the event
Send out information
Be mindful of deadlines and give leadtime
During the event
If the media doesn’t show, grab your camera!
After the event
Rewrite the information into the past tense
Write a caption for photos, if you have any

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

14. School System “Media” Your school/PTA newsletter
Business Partner’s newsletter
Your school’s web site
FCSTV
Fulton County Schools web site
FCSS Employee Portal

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

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

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

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

19. www.fultonschools.org What gets posted What doesn’t
Stories that relate to the system as a whole
Stories with GREAT photographs
Stories and photos that convey “school life”
Generally active for 7 days, then archived
What doesn’t
Individual student or staff news
These should be posted on your school’s web site

20. Employee Portal
Replaces “Rapport Online”

21. Parent Consent Forms For newspapers, TV and radio
Make sure there is a signed consent form on file
Use when students are easily identifiable
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”

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

23. Email Tips Put text of article INSIDE email message
Cut-and-paste from Word document
Or, type information directly into message
Makes it quicker and easier for reporter to read

24. Email Tips Give message a catchy subject line
Make them want to read your message
Example
“Hale Elementary School sends students into space”
Avoid generic subject lines
Doesn’t generate interest; easily overlooked
Examples
“Article from Hale Elementary” or “School News”

25. Email Tips Attaching photos Select 1-2 of the BEST photos
Attach in original JPEG format
Do not “embed” or insert photo into Word document
Renders the photo unusable
Be mindful of photo size (i.e. how many KB, MB)

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

27. Online Resources
Communications Department

28. Other Questions