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This was my presentation from the jEA/NSPA National High School Spring Journalism Convention in San Diego in 2014. In it, I give a variety of ideas to programs for creating and executing plans to publicize different media within the school and journalism programs as a whole.
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@Manfull #nhsjc
publicitycreating awareness
Aaron Manfull, Media Adviser | Francis Howell North High School | St. Charles, MoJEADigitalMedia.org| MediaNowSTL.com| Next26.com | AaronManfull.com
@Manfull #nhsjc
More than Awareness…
• Deciding who and what you are as a publication (your attitude)
• Creating ways to communicate that to your audience– What will make them want to develop a
relationship with your publication?– What do you have to offer them?
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experiencean
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Make Publicity Work for You – Two Steps to Get Started
define the
problemset the
goal
GOALMOVE YOUR AUDIENCE TO: READ ITWATCH ITSHARE ITBUY IT
WHYKNOW ABOUT IT
BUILD RELATIONSHIP: PRESENT WAYS TO INTERACT
GUT CHECKSFIVE
GOALMOVE YOUR AUDIENCE TO: READ ITWATCH ITSHARE ITBUY IT
EASYMAKE IT
WORTH ITMAKE IT
MEMORABLEMAKE IT
FUNMAKE IT
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FEED YOUR GOALMAKE IT
WHAT TO DO NOWWE PLAN.WE GUT CHECK.WE PLAN.WE GUT CHECK.WE PLAN.WE GUT CHECK.WE PLAN.
WE WIN!
SO…WHAT DO WE DO NOW?
HAPPENMAKE IT
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• Screensavers• Wallpapers• Buddy Icons• Music • Posters• Twitter and Instagram profiles• Mobile games, Online games• Phone wallpapers, ringtones, texts• Website with video, forums, blogs,
audio slide shows, contests, interaction, etc.
• eNews alerts
yournews
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YOUR publicity in
action
keeping it
simple,easy (and
cheap)
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Meet your audience where they are. Online, on their phones, in school or…in their car.
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• Sidewalk Chalk• Car paint• Posters • Flyers• Become a homepage for all
shared school computers• Tag your web site on all
school communication• Offer to flow names to
sports flyers• Hang a banner
with a URL in your gymnasium
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buildingmomentum
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• Utilize your Web site• Use your biggest asset – publication students!• Start working your freshmen early• Engage your audience• Send out newsletters• Make signs for the water fountains, business cards to hand
out• Create T-Shirts
for your publication – with school-wide appeal
This site was recommended to you
by a friend.
interaction with your audiencecontests
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Start Out Easy
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More Involvement
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Up the Game
• Maybe your publication is ready to move forward in contests. Consider sweetening the incentive with a prize.
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theLittleHawk.com• Cutest Couple• Cutest Pet• Cutest Pet• Best Spring Break Photo• Selfie Contest
• Publish a story on the web• Push it through Twitter and have students
submit photos on Twitter• Voting for best is done on Facebook
• Prizes are usually good, like $50 • Prizes are donated by local companies in
exchange for advertising
• Facebook traffic goes up by thousands, Twitter interactions by hundreds during a good contesthttp://goo.gl/ZThrmJ
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NilesWestNews.org
• Prizes offered• Voting uses WP-pollshttp://goo.gl/Mck7bq
http://goo.gl/jJGR4C
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How to get prizes
• Request items from large companies or those that advertise with you.
• You can exchange a product for some ad space.
• Get a contest sponsor• Gomoxie.org is also a website that sends your
publications free things that you may give out as prizes.
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keep in contact
eLetters
E-newsletter
The e-newsletter helps promote the publication and its web site.
Benefits?
Instead of receiving regular mail, with the e-news letter, subscribers are only a click away from being taken to the web site for an opportunity to interact with your publication.
Customize Your eNews
Content
• weekly updates help inform parents
• podcast teaser
• quick links go straight to the website
• Plus - people can pass it on to help publicize for you!
getting
social
Tips for Social Use
• Go with a 60/40 ratio• Work to have links go directly to your site (not
Youtube, Instagram, etc.)• Compose Tweets of roughly 100 characters.• Engage in conversations, share posts, be social• Avoid posting message blasting across
platforms
Cross Marketing combines the strengths of two or more groups for the benefit of both
crossmarketing
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Why Cross MarketCross marketing develops relationships with groups other; it also provides a partnership that can be called on in the future for prizes, favors and advertising opportunities.
QR Codeshttp://goo.gl
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measuring
success
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@Manfull #nhsjc
publicitybenefiting your
program
Aaron Manfull, Media Adviser | Francis Howell North High School | St. Charles, MoJEADigitalMedia.org| MediaNowSTL.com| Next26.com | AaronManfull.com
@Manfull #nhsjc
Your publications are what sell your program. Your people are what seal the deal.
@Manfull #nhsjc
Top Three Recruiting Methods• Individual Conversations
with students• Begin in 8th grade• Get the staff to help
For a full list check out Next26.com
@Manfull #nhsjc
publicitycreating awareness
Aaron Manfull, Media Adviser | Francis Howell North High School | St. Charles, MoJEADigitalMedia.org| MediaNowSTL.com| Next26.com | AaronManfull.com
