The document discusses strategies for communicating a district's technology vision and implementation to various stakeholders. It emphasizes the importance of ongoing public relations and provides tips for engaging with the media, parents, policymakers, and the community to garner support and manage any issues that may arise. The document also lists specific tools and strategies districts can use to effectively tell their technology story.

1. Telling the Technology Story Presented at SchoolDude University 2009 Vicki Smith Bigham President, Bigham Technology Solutions, Inc.

3. CoSN Essential Skill Area: Communication Systems Communicating with all members of the educational community Using technology-enhanced tools to support communication with stakeholders

4. Telling the Technology Story Public relations is a critical component of your district’s successful technology implementation— and it involves communicating on an ongoing basis with the range of stakeholders inside and outside the district. - from Telling the Technology Story: PR Strategies for School Leaders , Consortium for School Networking, 2006

5. Telling the Technology Story Includes . . . . Articulating, to both internal and external stakeholders, a systemic vision for where the district is headed

6. Telling the Technology Story Includes . . . . Connecting with the media Local and regional newspapers Education newspapers and publications Other local magazines Radio and TV, including cable and educational stations Local blogs and Internet news sites PTA/PTO newsletters

7. Telling the Technology Story Includes . . . . Using an array of district communication tools E-mail District websites Web tools Voicemail systems Others

8. Telling the Technology Story Includes . . . . Planning for surprises and having a crisis management/ preparedness plan

9. Do . . . . Don’t . . . . Get your facts together Say “no comment” Anticipate hard questions; be prepared with solid answers Speculate or assume Respond quickly with only what you know Use techno-speak Focus on only what is important Be defensive or point the finger Say important things first Make “off the record” remarks or assume any remark is off the record Try to deal with it only once Consider having one point person for media calls Be accessible to the media Return calls within their deadline Leverage good media relationships Be sure everyone is on the same page

10. Telling the Technology Story Includes . . . . Inviting parents and the community into your schools Share the “state of technology” at parent/teacher meetings Host a technology night or technology fair Have hands-on sessions for parents and community members

11. Telling the Technology Story Includes . . . . Keeping legislative partners and policymakers informed They need to hear your voice Help them understand how technology is transforming teaching and learning Share with them your good news Be aware of their challenges Band with other educators for advocacy

12. Advocacy Resources CoSN Advocacy, www.cosn.org/Advocacy/tabid/4181/Default.aspx ISTE Advocacy Toolkit, www.iste.org/advocacy/toolkit/ Ed Tech Action Network (ETAN), www.edtechactionnetwork.org/

13. Community Support Makes a Difference Source: Digital Leadership Divide , Grunwald Associates

14. Vicki Smith Bigham Bigham Technology Solutions, Inc. 8045-B Antoine #101 Houston, TX 77088 [email_address]