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Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
Attracting Positive Media For Your School District
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Attracting Positive Media For Your School District

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Presented at the TASA Mid-Winter Conference in Austin on January 26, 2010.

Presented at the TASA Mid-Winter Conference in Austin on January 26, 2010.

Published in: Education
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  • 1. Attracting Positive Media For Your School District BRAD DOMITROVICH
  • 2. If you would like a copy of today’s presentation ... http://www.slideshare.net/braddomitrovich
  • 3. •  School districts face many challenges. •  The job of a school administration is even more difficult when faced with issues that divide your community. •  Bonds, boundary changes, school closings, standardized dress codes, curriculum, school finance, football, cheerleaders, etc.
  • 4. •  Gets your message out to parents, community, and employees. •  Allows you to clarify your goals and objectives. •  Provides a vehicle to dispel rumors.
  • 5. •  Public Relations plays an important role in creating a positive buzz about your school district with every one of your stakeholders.
  • 6. • Students • Parents • Taxpayers • Employees
  • 7. •  Something controversial. •  Something that is timely. •  Something that involves a lot of people. •  Something that’s important for the public to know. •  Something that is a first.
  • 8. Members of the media •  Are very competitive. •  Are not always out to get you. •  Can get the “truth” from somebody else. •  Are human beings!
  • 9. •  Influence concern about key issues. •  Increase public awareness. •  Increase public knowledge. •  Help the community form an opinion. •  Make school districts accountable for their actions or decisions.
  • 10. •  Keep community confidence level high. •  Avoid negative publicity. •  Deliver a positive message. •  Make their district stand out from the rest.
  • 11. •  An exclusive story. •  An interview with key individuals - not always the schlep. •  Something controversial because it sells! •  To be helpful.
  • 12. •  The best time to build a relationship is when their is no major story brewing. •  Stay current with names and contacts. •  Be proactive - don’t wait for bad news to begin developing relationships with the media.
  • 13. •  Don’t treat the media as if they were the enemy. •  Be cooperative. •  Respond in a timely manner. •  It’s OK to tell them if they misquoted you in the past or misrepresented you.
  • 14. •  Poor test results •  Great test results •  A divided school •  A school board board working together •  Poor financial •  Excellent financial management management •  Lousy facilities •  Great facilities •  Teacher doing •  Teacher doing something wrong something right
  • 15. •  If you are not the spokesperson for the district, politely tell the reporter you will have someone return their call.
  • 16. •  Know the facts. •  Anticipate questions. •  Set the ground rules. •  Rehearse your message. •  Anticipate contrary points of view. •  Avoid personal opinions.
  • 17. • Communicate first with your heart. • Your first words create an image. • How are you perceived? • Listen with your face. • It’s all about the kids. • Keep your message simple.
  • 18. •  Keep the energy up. •  Remember your audience. •  Remember your message. •  Create a sound bite. •  Always restate your message. •  Never say “no comment”.
  • 19. •  There is no such thing as off the record.
  • 20. • Chamber of Commerce • Ministerial Alliances • Convention/Visitors Bureau • Campus PTO Meetings • Advisory Meetings • Exhibits/Shows
  • 21. • Simple, factual, and innovative. • Timeliness and connection to major issues/controversies. • Get your side out first. • Factual, simple when it comes to Board Meeting recaps.
  • 22. • Should be your primary marketing tool. • Evolving website - nothing worse than a static site. • Train your audience to go there. • Promote your website always.
  • 23. • Fast, timely, cost effective. • Build your database through parent sign-ups, on-line forms, etc. • Some examples: ★ Electronic Newsletters, Updates, Board Briefings, Emergency News, etc.
  • 24. Social Media is empowering parents, students and schools.
  • 25. • Social media is more than social networking sites. • Some examples: ★ Blogs, Online forums, Podcasts, Really Simple Syndication (RSS), Network Services, Wikis, Twitter, and more.
  • 26. • Communities are using social media to: ★  See what other parents are saying about their school and its staff. ★  Get support and insight into educational and parenting issues. ★  Build awareness about an issue or cause.
  • 27. •  Gets your message out to parents, community, and employees. •  Allows you to clarify your goals and objectives. •  Provides a vehicle to dispel rumors.
  • 28. •  Public Relations plays an important role in creating a positive buzz about your school district with every one of your stakeholders.
  • 29. brad@domitrovich.com (830) 688-9912
  • 30. If you would like a copy of today’s presentation ... http://www.slideshare.net/braddomitrovich

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