Communications BOOTCAMP Steffie Corcoran, Deana Silk, Annette Price & Erin Jasmer

Media 101: General Do’s & Don’ts

DO… Factcheck and proofread everything.

Seriouslly, EVERYTHING.

DO…

Make sure everyone is

on message.

DO… Consider your audience. Keep education jargon and, FWIW, acronyms, to a minimum.

DO…

Establish a common-sense social media policy. If there are missteps, address them.

Dealing With the Media

The right way… The wrong way…

DO…

Be as transparent as possible.

• Honesty is the best policy.

• Hiding during a crisis only leads to bad press.

• Provide useful information.

• Tell the media what you DO know – give them something.

• Know your message, but be flexible.

You don’t want to sound like this:

You don’t want to sound like this… Play video:

https://vimeo.com/227099353/b8b30bfd7b

DO…

Train your spokesperson – and let him or her train YOU.

• If you have a communications person, make sure he or she is prepared when media calls.

• If you do not have a communications person, choose the best person to speak to the media and have a backup.

• In most cases, this will be the superintendent or principal.

Don’t let the way you respond to the media become the story!

Don’t let the way you respond to the media become the story… Play video:

https://vimeo.com/227095461/9c4330959c

DO…

Establish an ongoing relationship.

• Reach out to reporters; develop a relationship.

• Share positive story ideas with them.

• When a crisis arrives, that reporter will be more likely to reach out to you for verification and will often be amenable to making corrections.

DO…

• Parents/staff are turning to you for answers and reassurance.

• Be the voice of reason – do not add to an already stressful situation.

• Take time to gather your thoughts before a public appearance or on-the-record conversation.

• The media can and will wait until YOU are ready.

Stay Calm!!!

You don’t want to sound like this… Play video:

https://vimeo.com/227102623/492c3dc60e

DON’T…

Treat the media as an enemy.

• This is a common reaction but an unwise one.

• Do not view the media as a threat.

• The more a school shuts out the media, the more the media speculates on what is happening; reporters will find someone to talk to – better you than a disgruntled patron.

DON’T….

Say “No comment.”

• This will often lead to bad press and may become the story.

• Reporters will look for sources inside and outside a school.

• If you’re not talking, reporters will find SOMEONE who is.

• Control what is being said about a situation involving your school.

Never do this….

Or this… Play video:

https://vimeo.com/227096999/c325a79028

DON’T…

Overspeak/say too much/use too many words/be verbose, etc.

• In some crisis situations, information may be limited.

• Rely on other agencies (police, fire) to fill in the blanks where the school/district shouldn’t.

Digital Communication 101

…this way to increased community engagement and

information sharing!

Why YOU Need a Digital Plan

The importance of digital messaging has

snuck up on all of us!

Meet my cat, Digital Communication.

Isn’t he cute?!

Did you know?

2000: 1% of U.S. adults had home internet access.

2016: 73% of U.S. adults have home internet access.

69% of U.S. adults use social media daily.

What’s Holding You Back? 1. “I don’t have time or resources.”

2. “I don’t have a huge number of

followers, so why bother?”

3. “I have a website. Now you want

me to update it? Regularly??”

4. “Social media is for young people.”

5. “Bah, humbug!!”

How to Get Started

1. Don’t freak out.

2. Now that you’re calm, identify your goals.

3. Create a realistic plan that will work for you.

4. Commit to consistency.

5. Identify one or two people to handle

website updates and social media posts.

Creating a Better Website

2. Update, update, update!

3. Regularly check your links.

1. Use your website as a

comprehensive information hub.

4. Make it easy for your users.

▪ Declutter.

▪ Include contact information.

▪ Don’t assume your users know information.

▪ Use short paragraphs and a highly readable font.

▪ Link directly to other content.

The Role of Social Media

▪ To inform and build a sense of

community around your school or

district.

▪ Foster feelings of positivity around your school,

district or public education in general.

▪ Who better to sing your school’s praises than you?

▪ Remember your individual goals.

▪ Refer users to your website for more detailed info.

Anatomy of a Successful Facebook Post

Short,

positive text

ALWAYS

include a

visual image!

Link to

more

information

Facebook Tips & Tricks

DO

Remember

your

audience.

DON’T

Try to do too

much in one

post.

DO

Use humor

when

appropriate.

DON’T

Feed

the trolls.

DO

Share positive

stories and

successes.

DON’T

Overemphasize

Sports.

DO

Include

photos!

DON’T

Forget to

check your

spelling and

grammar.

Email and eNewsletters

WHAT?

A successful eNewsletter program…

• Includes a call to action.

• Features a simple color palette.

• Uses clear, concise subject

lines.

• Uses targeted messaging.

• Prioritizes list management.

• Offers the option to unsubscribe.

• Focuses on quality vs. quantity.

• Is sent on a regular basis.

Your Digital Plan: Bringing It All Together

Top 10 tips for writing a press release

Why write a release?

• Spread the good news about your school.

• Give your teachers and kids the spotlight.

• Clarify; give parents information they need.

1. Hang it on a news peg.

Timeliness makes your story more relevant.

• Seasonal ties

• Coincides with current events

• Happened recently or about to happen

2. Shoot a photo.

Instead of a group shot, look for

• Close-ups

• Action

• Color

• Emotion

3. Write a captivating lead.

Immediately grab the reader’s attention.

HOLDENVILLE – In a cramped space behind the stage of Reed Elementary in Holdenville, school secretary Diane McCoy and four students discuss the whys of the letter Y. Her many tasks in the office are on hold while she attends to more important business: boosting kids’ reading skills in a targeted intervention program that has helped propel the school’s report card from a D to an A+.

OKLAHOMA CITY – Creative, layered lessons based on classic philosophical ideas are emerging to challenge students to examine the complexities of race, identity and culture through core subject areas – now with an Oklahoma twist.

4. Say it in a nutshell.

A nut paragraph is like a thesis statement.

… The scene is much the same across the school for a half-hour block, four mornings a week. Students leave their classrooms to join small groups strategically placed in every pocket of the school. Nearly every adult on staff huddles with a group of kids during the Walk to Read program. …

… The Ralph Ellison Foundation is leading the way with the launch of a new curriculum that makes it easier for high schoolers to study the work of the Oklahoma native who became a world-renowned author. …

5. Stick with the classic 5 W’s and H.

Information basics:

• Answer most, if not all, of these questions in your nut paragraph.

• These answers keep the story relevant.

6. Keep it brief.

Use plain, simple language:

• No more than 20-25 words per sentence

• No more than 600 words in a typical news story

• Usually 2-4 sentences per paragraph

7. Prioritize by importance

Readers want the gist first.

• Readers have short attention spans.

• When stories are shortened for length, editors typically cut from the bottom.

• Many readers don’t follow the “jump.”

8. Spotlight the local angle.

Local newspapers thrive on local news.

• Develop a relationship with your community newspaper.

• Know your newspaper’s deadlines.

• If you live in a metropolitan area, seek out the metro section editor,

9. State fact, not opinion.

Editors look for stories that are:

• Fair

• Balanced

• Professional

10. Double-check for accuracy.

Common mistakes include:

• Dates & times

• Numbers

• Names

• Grammar & spelling