From the 2010 Texas School Public Relations Association (TSPRA) Conference in Austin, TX "The rapidly changing communication landscape presents numerous challenges for PR professionals. Organizations depending on traditional media outlets to be the main and preferred communication channel to reach and influence audiences are often finding it harder to have their stories expand their reach with shrinking newsrooms. PR pros must be adept at effectively integrating and managing the communication channels at their disposal. These new challenges provide us with new and exciting ways to leverage traditional PR techniques along with social media skills to help our organizations and clients remain visible and connected with key audiences."

1. Media, Shmedia:
be your own newsroom
Richie Escovedo | Mansfield Independent School District

2. Let's talk about...
The media landscape
Why should you care?
Thinking like a publisher
http://www.flickr.com/photos/paurian/3552530403/

3. http://www.flickr.com/photos/bettinatizzy/2304286560/
I. The media landscape

4. News Paradox
Shrinking newsrooms and
the expanding news landscape (print,
local TV, Niche media, Radio, New
Media, etc.)
I. The media landscape

5. In 2009 over 290 papers folded, 45 launched - nine of
those being online or Web-first. Major newspapers had
a combined 421 layoffs and buyouts.
Vocus2010 State of the Media
I. The media landscape

6. I. The media landscape

7. I. The media landscape

8. In local television, news staffs, already too small to
adequately cover their communities, are being cut at
unprecedented rates.
2009 State of the News Media Report Pew Projectfor Excellence in Journalism
http://www.flickr.com/photos/sharynmorrow/18753251/

9. Audience migration to the Internet accelerating.
Traffic to the top 50 news sites rose 27% in 2008.
2009 State of the News Media Report Pew Projectfor Excellence in Journalism
http://www.flickr.com/photos/mgrap/2324906096/

10. however...

11. "...while the news landscape has
rapidly expanded, most of what
the public learns is still
overwhelmingly driven by
traditional media—particularly
newspapers...
How News Happens ~ Pew Research Center’s Project for Excellence in Journalism
"New technology was more
prevalent as a way for media—
both traditional and new—to
break news more quickly. The
Web is now clearly the first place
of publication."

12. February 18, 2010

13. February 18, 2010

14. Journalists depending on
Social Media for Story Research
89% Use Blogs
65% Use SocNets
52% Use Microblogging
From survey conducted by Cision and
Don Bates of The George Washington
University’s Master’s Degree Program in
Strategic Public Relations

15. February 19, 2010

16. Say hello to the crowd (they're probably online right now)
(they are
http://www.flickr.com/photos/partsnpieces/255319188/

17. why is this important
for school PR?

18. Districts are brands and
communities are buyers
II. For School PR

19. What do school districts sell?
http://www.flickr.com/photos/rakspassion/4287819064/

20. School districts sell trust
For effective relationship with community, stakeholders must trust
provide safe learning environments;
teachers' instructional standards and expectations;
all students given every opportunity to succeed and achieve;
parents are wanted and integral;
technology and instruction will not be mutually exclusive;
when things go wrong, the district will be open and honest
when communicating and work to mitigate future issues;
tax dollars will be used with sound fiscal judgment;
facilities will be constructed and maintained; and
the best interest of students' education will be the guide.

21. Our stakeholders are buyers
We want them to buy our messages
about information, events, elections,
changes, celebrations, discussions,
policies, crises, etc.

22. III. Think like a publisher
http://www.flickr.com/photos/jmtimages/1065000916/

23. http://www.flickr.com/photos/8692813@N06/3793541781/
can you communication channel-surf?

24. Public Relations > Media Relations
Public Relation(ships)
"PR/communications and its
essential premise of storytelling
and relationship-building is like
the earth—land, shall we say.
Social media is like the tectonic
plates shifting to create
mountains, valleys, earthquakes.
It’s still land, but the way we
traverse it is different." - Albert
Maruggi

25. Be honest. Think about how
your audience wants to receive
the information and messages.
Determine which communication
channels are going to effectively
reach your publics. Listen to
what your stakeholders have to
say about your actions.
III. Think like a publisher

26. What will you say? How and where will you say it?

27. Media types
Owned media
Paid media
Earned media
Participatory media
http://blogs.forrester.com/marketing/2009/12/defining-earned-owned-and-paid-media.html

28. Media types
Owned media
Paid media
Earned media
Participatory media

29. Media types
Owned media
Paid media
Earned media
Participatory media

30. Media types
Owned media
Paid media
Earned media
Participatory media

31. equalizes the balance of power,
providing a dedicated platform
that gives voice to the consumer
and a channel for their ideas

32. http://www.flickr.com/photos/caribb/98956768/
IV. Rethink Press Releases & Newsrooms

33. Social Media Release
The structure of the social media release is:
News headline
Keyword-rich introductory paragraph that provides
relevance and context - this helps with finding the release
through search
Supporting facts - data, stats, research
Quote(s)
Embeddable video, audio and images
RSS for organization news
Related links
Comments
Share this - Twitter, FriendFeed, Tumblr, Posterous,
GoogleReader, Delicious
Digg, Reddit, StumbleUpon and other relevant news
aggregators and communities
Blog and email this link
Bookmarks
Post in - Facebook, Beebo, MySpace, or a relevant social
network for sharing -
Contact: hcard, vcard, LinkedIn, Facebook
http://www.conversationagent.com/2009/08/creating-the-desire-for-news.html

34. that sounds hard...

35. District Press Release Revisited
Try this with your releases:
News headline
Keyword-rich copy that provides relevance
and context (SEO)
Supporting details and quote(s)
Place links within release to send buyers to
other relevant areas in your site
Leverage video, audio and photos
Offer related information
Options for sharing to extend your reach
Let releases be a stand-alone news items

37. newsrooms
function vs. form
here to communicate
not decorate
not just for media
but don't ignore
media
hosting
considerations
one of many digital
outposts

38. "Nothing beats knowing what you
want to say, why it matters, and
to whom. You still have to do
your homework and you still have
to write something compelling
(meaning well written.)"
~ Brian Solis

39. As news is posted faster, the official version
of events from your organization is vital
http://www.flickr.com/photos/bekahstargazing/318930460/

40. http://www.flickr.com/photos/eyeline-imagery/4342543312/
V. Ethics, Transparency and Listening

41. The education PR
professional shall:
Be guided constantly by
pursuit of the public interest
through truth , accuracy ,
good taste and fairness;
follow good judgment in
releasing information; not
intentionally disseminate
misinformation or confidential
data; avoid actions which
lessen personal, professional
http://www.tspra.org/about-tspra/mission-a-vision/code-of-ethics
or organizational reputation.
Ethics

42. How important is it?
Transparency

43. "Be open, be clear, and be honest.
False views have a way of coming
back to haunt you when you least
need or expect them to – truth and
transparency are the perfect foils to
any and every misquote. Keep it
simple and keep it honest and you’ll
find the respect of your audience,
targeted and otherwise."
~ Danny Brown
Transparency

44. The "Suck" or "Die" Factor
"[District] + sucks"
"[School] + sucks"
"Die + [District]"
"i+hate +[School]"
http://www.flickr.com/photos/grimages/1098988039/

45. Monitoring:
Perspctv http://www.perspctv.com/
IceRocket http://www.icerocket.com/
Twitter Search http://search.twitter.com/
Google Alerts http://www.google.com/alerts
Backtype http://www.backtype.com/connect
Much more (free and paid)
http://wiki.kenburbary.com/social-meda-monitoring-wiki
http://www.flickr.com/photos/emilybean/1216468104/
Listening

46. Sources & Additional Resources
http://www.stateofthemedia.org/2009/index.htm
http://www.journalism.org/analysis_report/how_news_happens
http://nextcommunications.blogspot.com/2009/08/school-districts-sell-trust.html
http://mashable.com/2010/02/11/social-objects/
http://blogs.forrester.com/marketing/2009/12/defining-earned-owned-and-paid-media.html
http://www.conversationagent.com/2010/02/trust-in-media-down-good-news-for-experts.html
http://www.pr-squared.com/index.php/2010/02/trail-of-breadcrumbs
http://www.pr-squared.com/2008/04/social_media_release_template.html
http://www.conversationagent.com/2009/08/creating-the-desire-for-news.html
http://wiki.kenburbary.com/social-meda-monitoring-wiki
http://www.slideshare.net/bnixon/public-relations-during-times-of-crisis-presentation
http://nextcommunications.blogspot.com/2009/10/facebook-fan-page-rules-for-school.html
http://prsarahevans.com/2010/01/how-to-set-up-a-free-online-monitoring-system/
http://www.briansolis.com/2008/11/reinventing-crisis-communications-for/
http://delicious.com/rescovedo/online-pressrooms

47. Contact Me
Richie Escovedo
Director of Media and Communications
Mansfield Independent School District
E-mail: richie.escovedo@gmail.com
Twitter: http://twitter.com/vedo
Blog: http://nextcommunications.blogspot.com/
LinkedIn: http://www.linkedin.com/in/rescovedo
Delicious: http://delicious.com/rescovedo