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This archived webinar focuses on telling your story to the press and the community. Visit the K-12 Blueprint to view the webinar on demand: http://www.k12blueprint.com/content/pr-101-communicating-your-message-right-way
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PR 101: Communicating Your Message the Right Way
August 22, 2013
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Visit us at: www.K12Blueprint.com
Follow us on Twitter @IntelK12Edu
Enter questions for the speakers in the question box on the right. (Press SEND)
Tweet using the hashtag #EdPR101
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POLL QUESTION #1
How would you describe your own level of expertise at planning PR?
I’ve had great success with the media and getting the word out.
I’m ok but could certainly use help.
I’m clueless when it comes to PR.
Respond using the poll form that appears on your screen.
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PR 101: Communicating Your Message the Right Way
Judy Salpeter Tech&Learning
Paige Johnson Intel
Dana Watson North of Nine
Maria Culp North of Nine
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What We’re Talking About Today Why Is PR Important?
Part I: Planning • Determining Your Objective & Audience • Developing Your Messaging • Building Your Assets • Identifying & Preparing Your Spokespeople
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Part II: Implementing Your Planning
• Creating Your Press Materials • Identifying the Right Media • Talking to the Media & Relationship
Building
Part III: Social Media & Other Approaches
• Communicating & Extending Your News
• Twitter & Facebook
Part IV: Conclusion • 3 Main Takeaways • Q&A
What We’re Talking About Today
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Why Is PR Important?
“If I was down to my last dollar, I’d spend it on public relations.” – Bill Gates
If you don’t tell your story, someone else will
People act based upon their perception of facts
PR is not about manipulating something or
hiding the facts
PR is about how you communicate your message in a clear way
so your audience can understand
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Part I: Planning
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Determining Your Objective & Audience
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Determining Your Objective & Audience
ob•jec•tive [uh b-jek-tiv] noun something that one's efforts or actions are intended to attain or accomplish; purpose; goal; target
au•di•ence [aw-dee-uh ns] noun a regular group of people who are interested, supportive and enthusiastic; a following
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Determining Your Objective & Audience
Three Key Questions: 1. What do you want to communicate? 2. Why do you want to communicate it? 3. Who do you want to persuade?
Important to Remember: 1. Everything you do maps back to your objective & audience 2. Establish these components early on
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Developing Your Messaging
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Key messages make it easy for you to tell your story and easy for others to remember it
Important to Remember: • At least one, no more than four • Internal and external • Clear, concise, memorable, consistent • Align with your objective • Review and update constantly • No technical jargon
Developing Your Messaging
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Project RED, a research initiative led by the One-to-One Institute, offers a practical, research-based method to effectively integrate technology into school districts.
Project RED, a national research and advocacy plan to investigate how technology can help us re-engineer our education system, uses its national survey of technology programs in 1,000 schools, which is the first and only research focusing on academic results and the financial implication of education technology, to show that if effectively implemented, technology programs can lead to improved student achievement and significant return on investment.
Weak Message:
Strong Message:
Developing Your Messaging
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Words to Lose & Words to Use
Words to Lose Words to Use Innovation Effectiveness Investing in Technology Investing in our kids’ futures Technology Initiatives Technology Solutions Digital Resources Tools for Learning Relevancy-Based Active Engagement Disruptive Innovations Technology-Empowered Classrooms
Integration of Technology into Classroom Instruction
Technology-Enhanced Learning
Un-Tethered Flexible Technology-Enabled Common-Sense Solutions Digitally-Rich Learning Experiences Interactive Learning Experiences
Credit: Frank Luntz, Intel Visionary Conference 2012
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Building Your Assets
People Love Visuals • Build your database of photos and videos • Action shots are always good
Relevant Case Studies • Develop a few specific studies you can have on hand • Hone in on unique, success stories about individual students
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Identifying & Preparing Spokespeople
Important To Remember: • Ensure the spokespeople know
the reporter & publication
• An interview is an opportunity for you to tell your story; it doesn’t have to be a Q&A
• Provide examples
Who will be the voice of your organization?
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Part II: Implementing Your Planning
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Your Tools: Creating Press Materials
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Your Tools: Creating Press Materials
Key Press Materials: • Press release • Media alert • Backgrounder/fact sheet
Letters to the Editor/ Op Eds.
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Trade National Local
Identifying the Right Media
Important to Remember: • Compile a list of media outlets • Review articles and identify relevant reporters • Know your story and be realistic
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Talking to the Media & Relationship Building
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Talking to the Media & Relationship Building
Talking to the Media • Be friendly, but professional. Get to the point. Offer a unique
angle. • Don’t expect a response. Follow up. Be prepared for
rejection. • Grab their attention. Tailor your outreach.
Relationship Building • Media relationships are sensitive and take care. Be careful to
avoid reporter fatigue, irrelevant outreach, etc. • Follow the reporters. Read, comment on and share their
work. • Build your relationship before you have news. Conduct a
general interview with a local education reporter to establish the contact.
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Part III: Social Media & Other Approaches
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POLL QUESTION #2
Which of the following technology tools do you use on a regular basis to communicate with students, families and
the community as a whole?
YouTube
A K-12-oriented social networking tool
District website
Respond using the poll form that appears on your screen.
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Communicate your story across multiple channels
Communicating & Extending Your News
Channels Might Include: • Website • E-newsletter distribution • Blogs • Handouts to parents • Social media
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Twitter & Facebook
Important to Remember: • Establish a strong presence on Twitter and Facebook • Build a following • Engage with your followers • Respond to comments on your posts
Social Media Policy: Check out K12 Blueprint’s Education Technology Policy Toolkit
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Part IV: Conclusion
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Three Main Takeaways
1. Communicating your story is important. Good, upfront planning can help you achieve your goals.
2. A strong objective and clear key messages are the foundation of clear communication.
3. Engagement is essential – with your audience, with the media, and with your social media community.
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Q&A
If you have a question, click on the Q&A icon, type your question into the text box and press “send.”
Visit www.k12blueprint.com in the future for resources on planning technology implementations and personalizing learning.
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Thank You
Visit www.k12blueprint.com for resources on planning technology implementations and personalizing learning.
#K12blueprint
Follow us on Twitter @IntelK12Edu
For Tweets about today’s webinar: #EdPR101