1. School Publicity Training Workshop School Publicity Training Workshop Hosted by Susan Hale, Communications Department 404-763-6830 communications@fultonschools.org

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

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

4. 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 There is nothing else going on that day There is nothing else going on that day

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

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

7. Lets hear from some veterans Lets hear from some veterans Your Role

8. 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

9. 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

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

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

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

13. 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

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

15. Rapport Online (employee news) Rapport Online (employee news) Your school/PTA newsletter Your school/PTA newsletter Business Partners newsletter Business Partners newsletter Your schools web site Your schools web site Fulton County Schools web site Fulton County Schools web site FCSTV FCSTV FCSS media

16. 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 www.fultonschools.org/FCSTV www.fultonschools.org/FCSTV www.fultonschools.org/FCSTV – Comcast Channel 24

17. 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

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

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

20. 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? www.fultonschools.org

21. 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 www.fultonschools.org

22. Put text of article INSIDE email message Put text of article INSIDE email 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 for reporter to read Makes it quicker and easier for reporter to read Email Tips

23. 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 Email Tips

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

25. Create an email distribution list Create an email 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 Email Tips

26. Other Questions