1. 
Engaging
the
Community
Who
is
the
75%
?
Debbie
Alberico
Communica8on
Consultant
Clermont
County
ESC

2. Engage
the
Community

3.
Targets
 Internal
stakeholders
 External
stakeholders
 Senior
ci8zen
groups
 Service
clubs
 Realtors
 Churches
 Veterans
 Parents
of
kids
in
private
/
parochial
schools
 Parents
of
kids
in
charter
schools
 Tradi8onal
media

4. Tell
Your
Story
 Find
the
posi8ve
stories
–
get
photos!
 Pitch
to
tradi8onal
media
 Tell
the
story
 Post
to
social
media
 Inform
internal
stakeholders
 Post
to
web
site

5. Find
the
story
 Explain
newsworthiness
to
those
who
need
to
know
 Timing:
Topics
which
are
current
are
good
news.
Old
news
is
quickly
discarded.
A
story
with
only
average
interest
needs
to
be
told
quickly
if
it
is
to
be
told
at
all.
If
it
happened
today,
it’s
news.
If
the
same
thing
happened
last
week,
its
no
longer
interes8ng.
 Significance:
The
number
of
people
affected
by
the
story
is
important.

6. Find
the
story
 Proximity:
Localize
na8onal
stories.
If
STEM
is
a
big
topic
na8onally,
find
a
STEM
story
in
your
district
and
8e
it
to
the
na8onal
vibe.
 Prominence:
Instruc8onal
leaders
must
tell
certain
stories.
Make
sure
you
get
the
right
person
in
front
of
the
reporter.

7. Find
the
story
 Human
Interest:
Human
interest
stories
appeal
to
emo8on.
TV
news
oYen
place
a
humorous
or
quirky
story
at
the
end
of
the
show
to
finish
on
a
feel-­‐good
note.
Newspapers
oYen
have
a
dedicated
area
for
oeat
or
interes8ng
items.

8. Find
the
story
 David
vs.
Goliath:
In
many
stories,
there
is
a
“big
guy”
and
a
“li`le
guy.”
Since
the
media
oYen
view
their
role
as
being
the
protector
of
the
exploited,
the
li`le
guy
usually
receives
more
sympathe8c
coverage.

9. Tell
Your
Story
 Find
the
posi8ve
stories
–
get
photos!
 Pitch
to
tradi8onal
media
 Tell
the
story
 Post
to
social
media
 Inform
internal
stakeholders
 Post
to
web
site

10. The
Pitch
 Build
rela*onships
by
being
responsive
and
accessible
 Face
to
face
rela8onships
ma`er;
meet
for
coffee
or
a
drink.
 Timely
responses
to
a
reporter’s
email
and
phone
calls
make
a
difference
when
you
need
something.
 Be
friendly,
be
honest—even
if
it’s
only
to
acknowledge
the
inquiry.
 Connect
on
LinkedIn,
Twi`er
(Facebook
can
be
too
social).

11. The
Pitch
 An*cipate
a
reporter’s
needs;
pitching
isn’t
necessarily
about
the
district’s
needs
 Deliver
a
sharp
story
angle
that
will
be
of
interest
to
the
reading
or
viewing
public.
 Do
the
reporter’s
homework—include
facts,
figures,
photos,
video,
trends
and
your
contact
info.

12. The
Pitch
 Target
the
right
reporters
by
doing
your
research
 Review
the
reporter’s
stories
and
those
in
the
publica8on
to
understand
audience
and
angles.
 Pick
5
to
20
reporters
that
might
realis8cally
cover
your
news;
don’t
spam
500
with
a
generic
email.
 Show
that
you
are
a
resource
and
want
to
help
educate
their
readers,
listeners
or
viewers.
 Build
a
custom
pitch
list
for
each
story
or
news
release.

13. Tell
Your
Story
 Find
the
posi8ve
stories
–
get
photos!
 Pitch
to
tradi8onal
media
 Tell
the
story
 Post
to
social
media
 Inform
internal
stakeholders
 Post
to
web
site

14. Tell
Your
Story
 Create
talking
points
 Share
with
superintendent
and
board
 Go
to
the
site
of
the
interview
 Review
with
the
person
doing
the
interview
 Prepare
teachers
and
students

15. Tell
Your
Story
 Check
media
restric8on
lists
for
the
school
involved
 If
students
are
on
the
restric8on
list,
they
may
not
be
photographed
or
video
taped.
The
videographer
or
photographer
will
need
to
know
who
they
are
so
that
they
can
avoid
them.
 If
no
one
is
on
the
restric8on
list,
you
are
good
to
go.

16. Tell
your
story
 Offer
to
Fact
Check
a
Story:
Offering
to
fact
check
a
story
is
different
than
reques8ng
to
see
a
story
prior
to
publica8on.
Whereas
asking
a
reporter
to
see
a
story
in
advance
suggests
a
controlling
execu8ve,
making
yourself
available
to
check
an
ar8cle’s
key
facts
is
usually
regarded
as
helpful.
They
may
call
you
to
review
a
single
fact
or
email
you
a
key
sec8on
of
the
ar8cle
for
review.

17. Tell
your
story
 You
Can
Limit
The
Time
of
The
Interview:
Limi8ng
the
8me
of
an
interview
can
help
you
prevent
the
conversa8on
from
turning
into
a
harmful
fishing
expedi8on.
If
you
believe
a
reporter
is
primarily
interested
in
digging
for
dirt,
tell
the
reporter
you’d
love
to
talk,
but
only
have
a
fiYeen
minute
window
available.
Although
this
can
be
a
useful
tool
in
certain
situa8ons,
make
it
a
rare
excep8on
to
the
rule,
not
your
standard
opera8on
procedure.

18. Tell
your
story
 Never
Say
No
Comment:
There
is
no
phrase
more
damning
in
a
spokesperson’s
lexicon
than
“no
comment.”
The
public
regards
a
person
who
u`ers
those
words
the
same
way
they
view
a
person
who
shouts
“I
did
it!”
into
a
megaphone
in
a
crowded
park.
That
doesn’t
mean
you
have
to
tell
a
reporter
everything,
but
it
means
that
you
should
use
the
technique
of
commen8ng
without
commen8ng:
Offer
a
response
that
explains
why
you
cannot
answer
the
ques2on.

19. Tell
your
story
 Back
in
June
2010,
President
Obama
appeared
on
CNN’s
Larry
King
Live
to
discuss
immigra5on
reform.
He
deflected
one
ques8on
by
commen8ng
without
commen8ng,
 Larry
King:
“You
met
with
the
Arizona
governor
today.
Will
the
Administra8on
bring
a
legal
challenge
to
this
law?”
 President
Obama:
“I’m
not
going
to
comment
on
that,
Larry,
because
that’s
really
the
job
of
the
Jus8ce
Department
and
I
made
a
commitment
early
on
that
I
wouldn’t
be
punng
my
thumb
on
the
scales
[of
jus8ce]
when
these
kinds
of
decisions
are
made.”

20. Tell
your
story
 You
Cannot
“Approve”
a
Story:
Many
high-­‐
powered
execu8ves,
accustomed
to
direc8ng
subordinates,
instruct
reporters
to
send
them
a
draY
of
their
ar8cles
before
publica8on.
Most
reporters
will
not
only
reject
that
request,
but
will
resent
that
the
execu8ve
treated
them
like
an
employee
requiring
approval.
Journalists
have
no
obliga8on
to
share
their
final
story
with
you,
so
don’t
ask.

21. Tell
your
story
 You
Can
Request
Ques*ons
In
Advance
(some*mes):
PR
pros
disagree
on
whether
or
not
it’s
appropriate
to
request
ques8ons
from
reporters
in
advance.
I’d
avoid
asking
the
major
news
outlets
for
the
ques8ons,
but
reporters
working
for
smaller
news
organiza8ons,
soY
trade
publica8ons,
or
the
entertainment
press
are
oYen
willing
to
share
their
ques8ons
with
you
prior
to
an
interview.

22. Tell
your
story
 You
Can
Tape
The
Interview:
I
advise
against
recording
more
straighqorward
interviews,
since
taping
can
create
a
defensive
environment
before
you
even
get
started.
You
may
consider
taping
your
raw
interviews
with
reporters,
especially
if
you
expect
it
to
be
hos8le,
just
tell
the
reporter
you’re
recording.

23. Tell
your
story
 You
Can
Declare
Certain
Topics
Off-­‐
Limits:
But
I
wouldn’t.
Reporters
oYen
disclose
such
agreements
to
their
audience,
and
that
disclosure
will
probably
make
you
look
guilty.
 It’s
important
to
understand
what
reporters
consider
newsworthy.
You
can
oQen
propel
your
story
from
important
to
newsworthy
just
by
highligh2ng
a
different
angle.

24. Tell
Your
Story
 Find
the
posi8ve
stories
–
get
photos!
 Pitch
to
tradi8onal
media
 Tell
the
story
 Post
to
social
media
 Inform
internal
stakeholders
 Post
to
web
site

25. Social
Media
Get
the
password
to
the
filter
so
that
you
can
access
SoMe
plaqorms

26. Social
Media
Reform
Support
Network,
US
DOE

27. Social
Media
 Innova8on
Engagement
 U8lizing
the
Voice
of
Chiefs
 Messages
from
superintendents
/
principals
to
parents
 Guest
columns
in
newspapers
 Try
New
Plaqorms
 Connect
more
directly
and
use
less
formal
formats

28. Social
Media
 Engage
directly
with
non
-­‐
tradi8onal
media
 Monitor
educa8on
blogs
 Keep
it
social
-­‐
and
fun
 Post
content
that
others
find
so
compelling
and
interes8ng
they
will
share
it
with
their
followers
 Twi`er
Ed-­‐chats
are
fun!

29. Social
Media
 Build
Capacity
 Ask
mul8ple
employees
to
create
content
for
SoMe
pos8ngs
 Create
“beat
reporters”
within
the
district
 Keep
internal
stakeholders
informed
of
the
content
on
SoMe
 Encourage
internal
stakeholders
to
connect
with
district
SOMe
plaqorms

30. Social
Media
 Policies
and
Guidelines
 User
guides
are
essen8al
 Lists
specific
ac8ons
that
can
lead
to
the
dele8on
of
comments
or
posts
on
its
social
media
pages
 WCSD
 Edutopia
How
to
create
a
social
media
policy
for
your
school

31. Social
Media
 Measure
Success
 Track
followers,
fans
and
figures
using
Facebook
analy8cs
and
HootSuite
 Determine
what
type
of
stories
your
followers
like
 Determine
the
most
popular
8me
to
post
 Ask
yourself:
Is
the
messaging
off,
Is
the
8ming
is
off,
Is
the
delivery
is
off.

32. Tell
Your
Story
 Find
the
posi8ve
stories
–
get
photos!
 Pitch
to
tradi8onal
media
 Tell
the
story
 Post
to
social
media
 Inform
internal
stakeholders
 Post
to
web
site

33. Tell
Your
Story
 Find
the
posi8ve
stories
–
get
photos!
 Pitch
to
tradi8onal
media
 Tell
the
story
 Post
to
social
media
 Inform
internal
stakeholders
 Post
to
web
site

34. Tell
Your
Story
 Find
the
posi8ve
stories
–
get
photos!
 Pitch
to
tradi8onal
media
 Tell
the
story
 Post
to
social
media
 Inform
internal
stakeholders
 Post
to
web
site

35. REFERENCES
 1.
www.MediaCollege.com
 2.
2015
Phillips
Media
Rela8ons,
LLC.
All
Rights
Reserved.
Powered
by
Wordpress.
Mr.
Media
Training.
h`p://
www.mrmediatraining.com/2011/02/11/advanced-­‐skill-­‐comment-­‐
without-­‐commen8ng/
 3.
Steve
Goldstein,
(2014).
11
Media
Pitching
Tips
for
PR
Pros.
PR
News.
h`p://www.prnewsonline.com/water-­‐cooler/2014/11/12/11-­‐media-­‐
pitching-­‐8ps-­‐for-­‐pr-­‐pros/
 4.
Reform
Support
Network,
SEA
and
LEA
usage
and
best
prac8ces