This presentation was given by Aaron Manfull and Jordyn Kiel at the JEA/NSPA National High School Journalism Convention in Orlando, Florida, in 2015. The presentation gives ways for staffs to promote their work and their program.

1. publicity
creatingawareness
Aaron Manfull & Jordyn Kiel, Advisers
Francis Howell North High School | St. Charles, Mo

3. publicity
creatingawareness

4. More than Awareness…
Deciding who and what you are as a
publication (your attitude)
Creating ways to communicate that
to your audience
What will make them want to develop a
relationship with your publication?
What do you have to offer them?

5. Publicity is Not New

6. publicityin action

8. DATABANKEVENTSVIDEO SOUNDBOARD CRAWL CREATOR FAN ART

10. MOBILE GAMES

12. EVENTS WITH MLB
PRESS INTERVIEWS
FAN ORGANIZATIONS
CALL TO ACTION

13. publicitynowanecessityforallmediaoutlets

15. Publicity: A Process
define the
purpose
set the
goal

16. create an
ACTION PLAN
stop and
EVALUATE

17. - Build Relationships
- More Interaction
- Sell more yearbooks
- Be more visible
- Get students invested
- Gain a following
- Should be driven by your
purpose
- Make it specific
- Be sure it’s measurable

18. GUT CHECKS
MOVE YOUR AUDIENCE TO:
 READ IT
 WATCH IT
 SHARE IT
 BUY IT

19. MAKE IT
Don’t make your
audience do the
work. Keep it easy
and cheap.

20. What do they get out of this
MAKE IT

21. MAKE IT
Get them hooked
to keep them hooked

22. MAKE IT
You ARE fun. Show them.

23. Make it worth something.
MAKE IT

25. YOUR PUBLICITY IN
action

26. usingTECH

28. IC HIGH
SNAPCHA
T

29. 5 Social Tips
1. Write for the medium you
are communicating within.
2. Use the image/video space
whenever possible.
3. Work to link back to your
site.
4. Don’t always link to your
site.
5. Be THE source for
information at your school.

31. 5 Texting Tips
1. Make sure to stay within the
140 characters.
2. Text relevant information.
3. Texting links on occasion is
ok.
4. Make sure to quadruple
check editing before you
send.
5. Send 3-5 texts per day.

33. 5 Email Tips
1. Work to avoid sending more
than one newsletter a week.
2. Work to vary the content of
the newsletter from week to
week. Push interesting web
content and important info.
3. Work to get parent emails
from your guidance office.
4. Write unique, relevant,
catchy subject lines
5. Use the account to push
things like registration and
yearbook sales deadlines.

34. HALLWAYS
in the

35. Meet them where they are…
Students spend an average
of 180 days per year in
school. Take advantage of it!
Let them see you.
– Hallways
– Parking Lots
– School Events
– Classrooms
– The list goes on

36. Publicity on the Inside
• Be the home screen for
school computers
• Hang posters, flyers and
banners
• Yearbooks at lunches
• Create recognizable,
school friendly shirts
• Make use of your mascot
• Get your publication news
in school intercom
announcements
• Create Videos

38. Publicity on the Outside
• “Parking Tickets”
• Big banners/Signs
• Car Paint
• Sidewalk Chalk

39. interaction with your audience
EVENTSAND CONTESTS

40. Existing Events
• Carnivals
• Homecoming
• Prom
• Spirit Weeks
• Assemblies
• Club Photo Day
• Valentine’s Day
• Holidays

41. Grand Blanc High School

42. Create your own events
and contests
• Focus Groups
• Exclusive events for clubs and sports
• Polls
• Lunch with a mascot/mascot events
• Halftime shows

44. UP THE GAME
Maybe your publication is ready to move
forward in contests. Consider sweetening
the incentive with a prize.

45. How to get prizes
• Request items from large companies or those
that advertise with you.
• From your classroom closet: tshirts, stickers
and yearbooks
• You can exchange a product for some ad
space.
• Gomoxie is also a website that sends your
publications free things that you may give out
as prizes.
• Talk with clubs for tickets to events
• Contact school boosters for discounts

46. Cross Marketing combines the strengths of two or
more
groups for the benefit of both
cross
marketing

47. Cross marketing develops relationships with groups
other; it also provides a partnership that can be
called on in the future for prizes, favors, and
advertising opportunities.
Why Cross Market

48. There are three ways for high school
publications to cross market:
1) Cross Market with other parts of your program.
2) Cross Market with other school clubs or events.
3) Cross Market with the school itself
Ways to cross market

49. In your department
• With so many things to keep in mind it’s easy to
overlook what’s right in front of you
• Newspaper promote and market with yearbook,
broadcast, online, etc.
• Keep your department one unified group
Ways to cross market

50. With school clubs, and events
• By volunteering to give an update on your broadcast or
website of a clubs meeting you can help get your name
known throughout the school
• Be available
• Treat everyone fairly
• Make clubs and team feel like they matter to you
Ways to cross market

51. With your school itself
• Get to know your administrators and office staff
• Find out what you can do for them
• Be reliable
• Check in on a regular basis
• Don’t make promises you can’t keep
Ways to cross market

52. recruiting
staffers

53. theNext26.com 6 Recruiting Tips
1. Allow students of all grade
levels to be part of the
program.
2. Speak to guidance
counselors about your
program.
3. Make a video to promote
your program.
4. Talk to students individually.
5. Work to get individual
staffers to help lead the
recruiting effort in high
school and middle school.
6. Work to get Honors credit for
your course through your
district.

54. publicity
creatingawareness
Aaron Manfull & Jordyn Kiel, Advisers
Francis Howell North High School | St. Charles, Mo