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School Communication in the 21st Century
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School Communication in the 21st Century

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This presentation discusses how technology can transform public relations in school districts. It sites specific examples from my school district. It also discusses the importance of a communication …

This presentation discusses how technology can transform public relations in school districts. It sites specific examples from my school district. It also discusses the importance of a communication plan while giving advice on human relations.

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  • 1. John David Son  Chief Information Officer  Marshall County School District Marshall County School District 
  • 2. Biography Graduate of Marshall County  ž Graduate of Marshall County  Bachelors / Masters from Murray State  ž Bachelors / Masters from Murray State  High School Teacher for 1.5 years  ž High School Teacher for 1.5 years  th  ž 5  year as CIO for the MCSD  st  year as Public Relations Director ž 1  year as Public Relations Director 
  • 3. Communication Plan Make sure your district has a  ž Make sure your district has a  communication plan – – CDIP  What do you do in the event of an  ž What do you do in the event of an  emergency?  How do your key personnel  ž How do your key personnel  communicate during emergency?  Using all forms of media to  ž Using all forms of media to  communicate to the public
  • 4. Technology 2 Transform PR How has technology changed the way ž How has technology changed the way  we communicate?  — Internet  — Email  — Text Messaging  — Instant Messaging  — Social Networking  ○  Twitter  ○  Facebook / Myspace  ○  Blogs / Wikis
  • 5. Technology 2 Transform PR How has the Marshall County School  ž How has the Marshall County School  District utilized technology to  communicate with our stakeholders?
  • 6. Technology 2 Transform PR ž District News Email  ž District Website  Alert Now Notification System  ž Alert Now Notification System  ž MC Connection  Recruiting Commercial ž Recruiting Commercial  ž SAVVY Newsletter  ž Blogs
  • 7. Global Communication 2009 school year the  ž During the 2008­2009 school year the  MCSD has published media in the  following locations:  — You Tube  — Kentucky Teacher  Leading and Learning with Technology  — Leading and Learning with Technology  — Tech & Learning  Infinite Campus Quarterly — Infinite Campus Quarterly
  • 8. Challenges For A School District ž Time factor  Multiple platforms of media in play  ž Multiple platforms of media in play  Traditional Methods (TV, Radio and Newspaper)  — Traditional Methods (TV, Radio and Newspaper)  Digital Methods (Email, Websites, Phones)  — Digital Methods (Email, Websites, Phones)  Global Methods (Blogs, Social Networking) — Global Methods (Blogs, Social Networking)  ž Budget  ž Securing information
  • 9. Challenges For Building Leaders You are the PR Director for your school  ž You are the PR Director for your school  Share information with the district ž Share information with the district  — Academic  — Extra Curricular  — Athletic  — PTO  ž Time  ž Money
  • 10. Advice on Human Relations The SIX most important words:  ž The SIX most important words:  I admit that I was wrong.  — I admit that I was wrong.  The FIVE most important words:  ž The FIVE most important words:  — You did a great job.  The FOUR most important words:  ž The FOUR most important words:  — What do you think?  The THREE most important words: ž The THREE most important words:  — Could you, please?
  • 11. Advice on Human Relations The TWO most important words:  ž The TWO most important words:  — Thank you.  The MOST important word:  ž The MOST important word:  — We  The LEAST important word: ž The LEAST important word:  — I  ­Bill Marriott
  • 12. Questions? John David Son  Chief Information Officer  MCSD  270­527­8628  john.son@marshall.kyschools.us  http://cio­corner.blogspot.com  corner.blogspot.com

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