School Publicity

1. School PublicityTraining WorkshopHosted by Susan Hale, Communications Department 404-763-6830communications@fultonschools.org

2. Housekeeping • Start on time = end on time • Bathroom locations • Cell phone on silent or vibrate • Materials online (booklet has URL) • Ask questions at any time

3. Understanding the Media • Newspapers, TV and radio stations are “mass media” • They communicate to the masses • They focus on what is new, unique or has impact • They provide a community service, but… • Are also driven by the bottom line… profits, market share and ratings

4. Understanding the Media • It is news if… • It has significance to the general public • It is timely • There is human interest • It is unique or it is something new to the area • There is nothing else going on that day

5. 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

6. 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

7. Your Role • Let’s hear from some veterans

8. Writing Tips • Do: • 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

9. 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

10. Who Gets It? • Atlanta Journal-Constitution • 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”

11. 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 happily accepts submitted photographs

12. Who Gets It? • Television 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

13. When to Send It • Before 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

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

15. FCSS “media” • Rapport Online (employee news) • Your school/PTA newsletter • Business Partner’s newsletter • Your school’s web site • Fulton County Schools web site • FCSTV

16. Reaches 100,000 families Reaches all of Fulton County, except cities of Atlanta and Roswell Excellent way to promote your school/students/activities www.fultonschools.org/FCSTV – Comcast Channel 24

17. 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 – Comcast Channel 24

18. 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 Email to FCSTV@fultonschools.org – Comcast Channel 24

19. www.fultonschools.org • Your school’s web site vs. FCSS web site • Goal of publicity is to build relationships • Your web site should be an information resource for parents and community • Communicate with your parents and your community first • Communicate with the rest of the world second

20. 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?

21. www.fultonschools.org • What gets posted • 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

22. 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

23. 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”

24. Email Tips • Attaching photos • Select 1-2 of the BEST photos • Attach in original JPEG format • Donot “embed” or insert photo into Word document • Renders the photo unusable • Be mindful of photo size (i.e. how many KB, MB)

25. 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

26. Other Questions