- Click on the images below to enlarge -
Tuesday, November 30, 2010
Celebrating the 2010 NSW Quality Teaching Award recipients
Recently, local and Catholic media have given great coverage to teachers in Catholic Education Office Sydney secondary schools who were recently awarded Quality Teaching Awards.
Tuesday, November 23, 2010
Search Engines: Google, YouTube, Twitter?
At the recent Digital PR and Coporate Communication Conference I attended, I was surprised to learn that Twitter was the third largest search engine after Google and YouTube (yes forget Yahoo, YouTube comes in at number 2!).
This means a couple of things for those in the education sector:
Firstly, a good Google ranking is obviously important, as is getting to the first page. I've noticed that our schools fare quite well in this regards as a search of a school name and suburb usually brings up the school in first or second spot on Google (usually after the local Parish for Catholic schools).
More importantly, with YouTube being the second largest search engine, those out there wanting to learn more about a particular school will probably also be doing so via YouTube. If school's don't yet have video on YouTube linked back to their website they may well be missing out. Rich, fast-loading, multimedia content is king and this is no exception for the education sector. Video content that schools should be thinking about uploading include online school tours, introductions from the Principal, student eLearning projects and special events. Busy parents who can't make their child's special event would definitely appreciate the opportunity to watch their child's feats through video (of course making sure all privacy concerns are addressed).
Now for Twitter. According to Fleishman Hillard's @ScottRhodie (his Twitter handle), Australians are leaders in social media and are commentators AND creators with a high involvement in Facebook, Twitter, blogging etc. I've set-up @CEO_IW on Twitter to announce school achievements and increasingly many schools are also using it share and build social networks, however Twitter's function as a search engine creates many more opportunities for school's to analyse their 'brand'.
Searching on Twitter will bring up real time comments about a particular issue. I analyse comments on Catholic education to see what is being said and this can be done for individual schools. As an example, a member of the public may use Twitter to search for Holy Cross College Ryde. Hopefully the school's official Twitter account @hccryde will come up, but other tweets with the same content will also be seen. Hopefully such tweets are saying nice things. Regardless of a tweet being positiev or negative, it presents an opportunity for the school to directly connect with the tweeter and engage them.
Plenty to think (and search) about.
This means a couple of things for those in the education sector:
Firstly, a good Google ranking is obviously important, as is getting to the first page. I've noticed that our schools fare quite well in this regards as a search of a school name and suburb usually brings up the school in first or second spot on Google (usually after the local Parish for Catholic schools).
More importantly, with YouTube being the second largest search engine, those out there wanting to learn more about a particular school will probably also be doing so via YouTube. If school's don't yet have video on YouTube linked back to their website they may well be missing out. Rich, fast-loading, multimedia content is king and this is no exception for the education sector. Video content that schools should be thinking about uploading include online school tours, introductions from the Principal, student eLearning projects and special events. Busy parents who can't make their child's special event would definitely appreciate the opportunity to watch their child's feats through video (of course making sure all privacy concerns are addressed).
Now for Twitter. According to Fleishman Hillard's @ScottRhodie (his Twitter handle), Australians are leaders in social media and are commentators AND creators with a high involvement in Facebook, Twitter, blogging etc. I've set-up @CEO_IW on Twitter to announce school achievements and increasingly many schools are also using it share and build social networks, however Twitter's function as a search engine creates many more opportunities for school's to analyse their 'brand'.
Searching on Twitter will bring up real time comments about a particular issue. I analyse comments on Catholic education to see what is being said and this can be done for individual schools. As an example, a member of the public may use Twitter to search for Holy Cross College Ryde. Hopefully the school's official Twitter account @hccryde will come up, but other tweets with the same content will also be seen. Hopefully such tweets are saying nice things. Regardless of a tweet being positiev or negative, it presents an opportunity for the school to directly connect with the tweeter and engage them.
Plenty to think (and search) about.
Wednesday, November 10, 2010
Key Learnings - Digital PR and Corporate Communication
Yesterday I attended Frocomm's Digital PR and Corporate Communication conference. It was a great day that focused on social media and how a number of organisations and PR Agencies are getting the most out of these new and emerging technologies. I was probably the odd one out at the conference, with the room filled with corporate in-house and agency PRs, however there were a couple of attendees from government and NFP organisations as well.
Key Learnings--->
I'm using this is blog entry as a summary sheet of what I picked up from the conference. I've included a few key points from each speaker. In subsequent blog entries I'll attempt to link alot of the content to possible uses in the education sector.
From Nick Baker's pres. (Executive General Manager, Tourism Australia)
70% of people trust recomendations from unkown users - 90% of poeple trust recommendations when they come from someone they know.
Tourism Australia is not just relying on big print media. They shifted from power of advocacy of one person 'Paul Hogan' to power of many eg recent "My Australia" campaign. Through this they are building atmosphere and anticipation surrouding teh 'adventure' aspect of travel to Australia.
Harnessing the power of other people's messages about your brand is key. This is also the concept behind the most recent TA campaign.
Bought/Owned/Earned: Nick introduced the concept of Bought, owned and earned media. Bought media includes things like advertising, Owned includes things such as a compnay website, while Earned Media is the most recent form of media through online social media and enables consumers to create and share their experiences.
From Kristen Boschma's pres. (Head of Online Communicaitons and Social Media, telstra) @Kristen_Boschma
Who are your industry's super-influencers?
Emerging media focuses on reaching key influencers immediately and letting the 'cascade effect' take hold until teh message is distributed. This is different to Traditional media (TV, Print) that focuses on reaching a huge number of people immediately.
Honesty and transparency were key to Telstra's HTC Desire compeition and this would also be true for any online competition you were running.
From Greg Savage's pres. (CEO Firebrand Recruitment) @Greg_Savage
You cannot isolate blogging from other media. An integrated approach w other media is required.
Subscribers are much different to other mailing lists. "Please send me stuff I love you," is what a subscriber is telling you.
Make the most of blog mailing lists - Greg nominated MailChimp and Add to Any as great plug-ins.
From Scott Rhodie's pres. (VP Digital Media, Fleishman - Hillard) @ScottRhodie
'You are the publisher, Google is the editor'
Australia's use of social media reaches 90% o population, with social media being used as a shopping tool for both utilities and entertainment.
Australians are commentators AND Creators - we have high involvment in social media.
Social media is not 'free' it requires time, a team and tech. know how.
It is important to listen to social media before taking the plunge. Target influencers, not just consumers and build a presence before you can drive a return (ROI)
Twitter is the 3rd largest search tool after Google and YouTube
From Matthew Gain's pres. (Head of Digital, Edelman) @matthewgain
Edelman likens social media 'spaces' such as twitter, facebook, YouTube to embassies. The spaces are not 'owned' in much the same way a country's embassy in another country is not 'owned' and there are rules to their use provided by the 'host country'.
online community managers either on-staff of througha partnership must be articulate, social, professional, adaptable, enthusiastic, connected and organised.
if value is being provided consistently and authentically, it doesn't matter whether your commuity manager is on staff or is workign through a partnership.
location based social media eg 4Square, must add value or will quickly become redundant/obsolete/boring
Key Learnings--->
I'm using this is blog entry as a summary sheet of what I picked up from the conference. I've included a few key points from each speaker. In subsequent blog entries I'll attempt to link alot of the content to possible uses in the education sector.
From Nick Baker's pres. (Executive General Manager, Tourism Australia)
70% of people trust recomendations from unkown users - 90% of poeple trust recommendations when they come from someone they know.
Tourism Australia is not just relying on big print media. They shifted from power of advocacy of one person 'Paul Hogan' to power of many eg recent "My Australia" campaign. Through this they are building atmosphere and anticipation surrouding teh 'adventure' aspect of travel to Australia.
Harnessing the power of other people's messages about your brand is key. This is also the concept behind the most recent TA campaign.
Bought/Owned/Earned: Nick introduced the concept of Bought, owned and earned media. Bought media includes things like advertising, Owned includes things such as a compnay website, while Earned Media is the most recent form of media through online social media and enables consumers to create and share their experiences.
From Kristen Boschma's pres. (Head of Online Communicaitons and Social Media, telstra) @Kristen_Boschma
Who are your industry's super-influencers?
Emerging media focuses on reaching key influencers immediately and letting the 'cascade effect' take hold until teh message is distributed. This is different to Traditional media (TV, Print) that focuses on reaching a huge number of people immediately.
Honesty and transparency were key to Telstra's HTC Desire compeition and this would also be true for any online competition you were running.
From Greg Savage's pres. (CEO Firebrand Recruitment) @Greg_Savage
You cannot isolate blogging from other media. An integrated approach w other media is required.
Subscribers are much different to other mailing lists. "Please send me stuff I love you," is what a subscriber is telling you.
Make the most of blog mailing lists - Greg nominated MailChimp and Add to Any as great plug-ins.
From Scott Rhodie's pres. (VP Digital Media, Fleishman - Hillard) @ScottRhodie
'You are the publisher, Google is the editor'
Australia's use of social media reaches 90% o population, with social media being used as a shopping tool for both utilities and entertainment.
Australians are commentators AND Creators - we have high involvment in social media.
Social media is not 'free' it requires time, a team and tech. know how.
It is important to listen to social media before taking the plunge. Target influencers, not just consumers and build a presence before you can drive a return (ROI)
Twitter is the 3rd largest search tool after Google and YouTube
From Matthew Gain's pres. (Head of Digital, Edelman) @matthewgain
Edelman likens social media 'spaces' such as twitter, facebook, YouTube to embassies. The spaces are not 'owned' in much the same way a country's embassy in another country is not 'owned' and there are rules to their use provided by the 'host country'.
online community managers either on-staff of througha partnership must be articulate, social, professional, adaptable, enthusiastic, connected and organised.
if value is being provided consistently and authentically, it doesn't matter whether your commuity manager is on staff or is workign through a partnership.
location based social media eg 4Square, must add value or will quickly become redundant/obsolete/boring
Monday, November 1, 2010
Digital PR & Corporate Communication Conference
Next Tuesday I will be attending the Digital PR and Corporate Communications Conference as part of the Sydney Bloggers' Festival 2010. I'm really looking forward to this conference as I think it will further develop my use and appreciation of social media as a public relations and communciation tool within the education sector.
I have a particularly keen interest in Twitter, setting up @CEO_IW last year, and helping two Catholic high schools in my region set-up their accounts @HCCRyde and @DLSAshfield. @CEO_RE, the Religious Education and Evangelisation department of the CEO also set-up a Twitter account, which assists their team distribute key messages.
Obviously blogging will be a key part of the Conference and I'm glad I established EduCommsMedia well before the conference so that I can use it as a case study. The Catholic Education Office Sydney is very keen on using Web 2.0 as a teaching and learning tool for teachers and students, offering the Web 2.0 course for teachers to complete, while promoting #ceoelearn and ilearning days to share best-practice web 2.0 in the classroom. However my work is obviously not primarily focused on teaching and learning in the classoom, instead trying to reach parents, prospective parents, the wider community and also teachers in our school.
The conference will feature speakers from some of Ausralia's leading PR agencies including Fleishman-Hillard, Edelman, Text 100, and Boston Digital, while Tourism Australia and Telstra will also be represented. Some of the content they will deliver will focus on the Challenges and Opportunities of Online Communications, Strategic Approaches to digital communication, and Facebook and Twitter for business.
As an aside, for those who think education isn't a business, the increasing competitiveness for enrolments in schools, and their branding and reputation demonstrates and suggests otherwise. At a very base level, education is about delivering a certain product (the student) and ensuring customers (parents) are happy. Throw in a whole lot of other government, public and private stakeholders and key publics and you have a 'business'.
I will try to tweet from the conference using #SBF2010 however more than happy to share my learnings upon my return.
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Tuesday, October 12, 2010
Newsletters
Newsletters are, of course, one of the most important communication tools a school has with their parent community. These flyers take many forms and are considered gold by many a parent wanting to stay in touch with their school. Most school newsletters inform parents and the community about upcoming events, sports results, canteen rosters and uniform supplies. In many faith-based schools such as those of the Catholic Education Office, there will also be reference to the week's scripture and parish news.
A well-laid out newsletter is a fantastic communication tool when done right. It will usually reach current parents, unless it is found 10 weeks later at the bottom of the school bag squished up against a rotting black banana, and will most defintely reach the hands of prospective parents wanting to find out more about the daily and weekly routines of a school.
Unfortunately, newsletters, by there very nature, don't allow much space for delving deeper into some of the stories a school may wish to promote. Holy Innocents' Primary School Croydon has begun work to address this by publishing a quarterly newsletter which is still only two pages, that delves just that little bit deeper into stories, giving readers more of an insight into the school's programs, pedagogy, and teaching and learning. Queen Street News provides just that little bit more and although printed and distributed through traditional channels, schools with a limited budget may just want to think about solely publishing online and sharing the link through the regular newsletter or via social media.
A well-laid out newsletter is a fantastic communication tool when done right. It will usually reach current parents, unless it is found 10 weeks later at the bottom of the school bag squished up against a rotting black banana, and will most defintely reach the hands of prospective parents wanting to find out more about the daily and weekly routines of a school.
Unfortunately, newsletters, by there very nature, don't allow much space for delving deeper into some of the stories a school may wish to promote. Holy Innocents' Primary School Croydon has begun work to address this by publishing a quarterly newsletter which is still only two pages, that delves just that little bit deeper into stories, giving readers more of an insight into the school's programs, pedagogy, and teaching and learning. Queen Street News provides just that little bit more and although printed and distributed through traditional channels, schools with a limited budget may just want to think about solely publishing online and sharing the link through the regular newsletter or via social media.
Friday, September 3, 2010
Students blazing an online news trail at Clancy Catholic College, West Hoxton
Last week I had the pleasure of visiting Clancy Catholic College. The new school is truly a 21st Cetury learning environment. My visit there was not just to appreciate the learning environment, but to meet a few members of Clancy Catholic College's Media Team. Seven remarkable, media-savvy students are blazing an online news trail for themselves and their school.
Below is an excerpt of my report. Check out the team's Website, YouTube Channel and of course, follow them on Twitter @CCCMediaGroup.
...Meeting every Tuesday to work on angles and plan for upcoming events, the group then chase stories across the campus, writing web copy, scripting interviews, editing video and tweeting to keep students and families in the loop. Besides the weekly meeting, all this work is completed in the student’s own time and doesn’t interfere with regular class work.
Publishing online at Clancy College News (CCN), the team covers everything happening at the high school. Sport, current events, entertainment, student work, spirituality and technology are all diligently reported on. The school’s recent celebration of the Feast of the Assumption was reported, giving the school a greater appreciation of Clancy College student’s faith from the student’s perspective.
Although they don’t directly contribute content to the school’s newsletter they do admit that they are following angles that will both interest students and the general public. The current members of the CCC Media Group will pass the baton to the incoming Year 10 students at the beginning of next year in order to focus on their senior studies. The current members have set a benchmark that will challenge the next team, however the group will be supported by diligent teachers and an experienced mentor group.
Below is an excerpt of my report. Check out the team's Website, YouTube Channel and of course, follow them on Twitter @CCCMediaGroup.
...Meeting every Tuesday to work on angles and plan for upcoming events, the group then chase stories across the campus, writing web copy, scripting interviews, editing video and tweeting to keep students and families in the loop. Besides the weekly meeting, all this work is completed in the student’s own time and doesn’t interfere with regular class work.
Publishing online at Clancy College News (CCN), the team covers everything happening at the high school. Sport, current events, entertainment, student work, spirituality and technology are all diligently reported on. The school’s recent celebration of the Feast of the Assumption was reported, giving the school a greater appreciation of Clancy College student’s faith from the student’s perspective.
Although they don’t directly contribute content to the school’s newsletter they do admit that they are following angles that will both interest students and the general public. The current members of the CCC Media Group will pass the baton to the incoming Year 10 students at the beginning of next year in order to focus on their senior studies. The current members have set a benchmark that will challenge the next team, however the group will be supported by diligent teachers and an experienced mentor group.
Wednesday, August 25, 2010
Results of sample media release
I just thought I'd share the results of the sample media release I posted recently. This story, for a World Youth Day 'One year to go' event at Holy Cross College Ryde was published in the Northern District Times this morning.
As you can tell from the photo, the Times sent a photogapher out for the event's lunch session as advised in the sample media release. It's always a good thing to include the best times for photo opportunities, especially as this event ran all day.
As you can tell from the photo, the Times sent a photogapher out for the event's lunch session as advised in the sample media release. It's always a good thing to include the best times for photo opportunities, especially as this event ran all day.
- click on the image for a larger version -Tuesday, August 17, 2010
Creating an event
This morning I attended the launch of St John's Primary School's new website. Nothing too exciting you may think, but what is remarkable is that they turned an otherwise simple and perhaps even 'boring' occasion into an event. They even got the local paper to send a photographer along and, unless there is a major news story that may bump their piece, the website launch story should get a run next week.
Normally, launching a website isn't going to produce much fan fare, and you have to be careful when promoting such a thing as 'news', so how did they do it?
1. They made it an event.
It sounds simple, but instead of announcing that the school has a new website through the newsletter, they set a time and date to host a grand unveiling of the site. And they didn't just unveil the website after short introduction either, they started with a Welcome to Country, a prayer (which was developed by the students using IT resources) and played the well-known 'Did You Know' video to frame the importance of the web and online literacy. They also made the computer lab available afterwards for interested parents to jump on straight away and discover the site.
2. They invited some VIPs.
They invited the local MP, the school's Regional Director, the website creator and the school's IT advisor. The local MP pulled out the night before, however these VIPs added some'weight' to the event and helped attract the attention of the local paper.
3. They invited parents.
Regardless of getting some good publicity, approximately 25 parents were present at the launch which occurred immediately after morning assembly. Getting parents along helped create community and will hopefully get parents spreading the news through word of mouth (the best PR there is).
4. They gave the media a week's notice.
A media release went out to the local paper last week (not last night, or heaven forbide, tomorrow after the event).
By the way, if you haven't seen the website yet, hop to it - it is seriously fantastic!
Normally, launching a website isn't going to produce much fan fare, and you have to be careful when promoting such a thing as 'news', so how did they do it?
1. They made it an event.
It sounds simple, but instead of announcing that the school has a new website through the newsletter, they set a time and date to host a grand unveiling of the site. And they didn't just unveil the website after short introduction either, they started with a Welcome to Country, a prayer (which was developed by the students using IT resources) and played the well-known 'Did You Know' video to frame the importance of the web and online literacy. They also made the computer lab available afterwards for interested parents to jump on straight away and discover the site.
2. They invited some VIPs.
They invited the local MP, the school's Regional Director, the website creator and the school's IT advisor. The local MP pulled out the night before, however these VIPs added some'weight' to the event and helped attract the attention of the local paper.
3. They invited parents.
Regardless of getting some good publicity, approximately 25 parents were present at the launch which occurred immediately after morning assembly. Getting parents along helped create community and will hopefully get parents spreading the news through word of mouth (the best PR there is).
4. They gave the media a week's notice.
A media release went out to the local paper last week (not last night, or heaven forbide, tomorrow after the event).
By the way, if you haven't seen the website yet, hop to it - it is seriously fantastic!
Wednesday, August 4, 2010
sample media release
Last post I mentioned I'd put up a sample media release, so below is a media release I sent out today to Holy Cross College's local papers. I hope it gives readers a basic understanding of basic layout, structure, timing etc.
MEDIA RELEASE
Wednesday 4 August
Holy Cross College gearing up for Madrid 2011
800 students from Catholic secondary schools across Sydney will be celebrating all things Spanish at Holy Cross College on Thursday 19 August as they prepare for World Youth Day 2011 in Madrid (WYD2011).
With España recently winning the football World Cup, students are keen to be a part of the ‘Nos Vamos a Madrid’ Spanish themed day that will kick-off the Sydney Archdiocese’s WYD2011 program.
Flamenco dancers, Spanish language lessons, and a Spanish style lunch will ensure that all students are well aware of the next location for the world’s largest youth gathering. World Youth Day attracts young people from around the globe uniting in worship with Pope Benedict XVI. The previous World Youth Day was held in Sydney in 2008.
Ryan Acosta, Holy Cross College’s Youth Ministry Coordinator says, "I am really looking forward to our celebration. It will be good to see the many months of planning come together to signify the start of the spiritual journey to Madrid 2011. The Spanish theme will make the journey to Madrid seem like more of a reality."
“I'm excited about the World Youth Day one year out celebration at our school because I get to meet students from other Catholic schools,” says Gianluca D’amico.
Jason Akkawi says, “it's great to have so many visitors at our school sharing in an amazing Catholic celebration.”
“I'm looking forward to uniting with other students to celebrate our faith,” says Christian Somers.
-Ends-
Photo Attached:
WYD2011 students 001: Gianluca D'amico, Jake Antouny, Christian Somers, Jason Akkawi prepare for Holy Cross College’s WYD2011 one year out celebration.
Media Invitation: media are invited to the WYD one year-out event.
Thursday 19 August, 10am – 2pm, Holy Cross College, 517 Victoria Road Ryde, Ph 9808 1033.
Photo Opportunities:
10am Catechesis led by Gary Pinto
11am Mass with Cardinal Pell
12pm Spanish lunch and Flamenco dancers
1pm A celebration of Spanish Culture: Flamenco dancers, Spanish language lessons
---
Friday, July 30, 2010
Some tips on sending a media release
My previous post gave some tips on writing a media release for teachers. This post will look at the equally important aspect of sending it out.
Contacting print media.
A phone call is best, but don’t call when a paper is on deadline (see below). Ask for the editor or editorial department. Briefly let them know what is happening and when, let them know you will send a release through with more information.
Timing
The media release goes out BEFORE the event: Yesterday’s news won’t go far. Who cares what happened last week or last fortnight? Editors and journalists love to know what WILL be happening.
When to hit send: Most media releases coming from schools will focus on local news items and therefore the intended recipient is the editor of the local paper. Local papers are usually published early each week. If an editorial team are on deadline to publish Tuesday, sending a media release out on Monday afternoon won’t get much of a look in – better to save it for sending on Tuesday or Wednesday.
Local papers don’t have a daily turnaround. So if your event is on the Friday. Don’t send the release Thursday afternoon and expect them to rush out a photographer. Their schedule is already booked. Send your release a 3-4 working days before the event.
next time: a media release sample
Contacting print media.
A phone call is best, but don’t call when a paper is on deadline (see below). Ask for the editor or editorial department. Briefly let them know what is happening and when, let them know you will send a release through with more information.
Timing
The media release goes out BEFORE the event: Yesterday’s news won’t go far. Who cares what happened last week or last fortnight? Editors and journalists love to know what WILL be happening.
When to hit send: Most media releases coming from schools will focus on local news items and therefore the intended recipient is the editor of the local paper. Local papers are usually published early each week. If an editorial team are on deadline to publish Tuesday, sending a media release out on Monday afternoon won’t get much of a look in – better to save it for sending on Tuesday or Wednesday.
Local papers don’t have a daily turnaround. So if your event is on the Friday. Don’t send the release Thursday afternoon and expect them to rush out a photographer. Their schedule is already booked. Send your release a 3-4 working days before the event.
next time: a media release sample
Thursday, July 29, 2010
Some tips on writing a media release
Writing a media release is an important function of anyone involved in a communication or marketing role at their school. It is however much, much different to writing an entry for the school's weekly newsletter or writing a wrap-up of a special event for the year book. Writing it is just the first part - there are also a few rules to sending out the release as well.
Remember, the media release is used to grab the attention of the journo and provide them with some background info and some quotes. They do not want 3 pages of essay like material. If a journo wants more info they will ask for or it. So keep your release to 1 A4 page, text should be 1.5 spaced minimum ensuring plenty of white space for clarity.
Writing a media release:
1. Catchy, but not cheesy headline: Keep the headline short and simple using less than ten words.
2. Put a date on the release: '29 July' will suffice. More on this next in my next post 'Sending a media release'.
3. Identify the angle: A good story should have the following elements: facts, timeliness, newsworthiness. Make sure your story is newsworthy. A story from the back page of the school newsletter may not be the most important story to the local editor.
4. Write in 3rd Person: Keep the release objective. Don't express personal opinions or ideas unless they are in quotes (see point 5). Don't use words like 'I' or 'We'.
5. Provide quotes: This can make an average media release a great one. Get a quote from the Principal, but make sure you get a quote from the teacher who is directly involved in the event and also get some quotes from students. Quotes from students are great for adding perspective and you usually get some great 'off the cuff' material that local papers love.
6. Media/Photo Opportunity or Images Attached: If your event is coming up, make sure you state that the media are invited to come along and grab some photos. If your news item wasn't so much an event or the event has passed (see more on my next post 'Sending a media release'), include one or two high resolution images of the subject with a short caption.
7. Include your name, contact number, school address, in the footer of the release.
Happy writing!
Remember, the media release is used to grab the attention of the journo and provide them with some background info and some quotes. They do not want 3 pages of essay like material. If a journo wants more info they will ask for or it. So keep your release to 1 A4 page, text should be 1.5 spaced minimum ensuring plenty of white space for clarity.
Writing a media release:
1. Catchy, but not cheesy headline: Keep the headline short and simple using less than ten words.
2. Put a date on the release: '29 July' will suffice. More on this next in my next post 'Sending a media release'.
3. Identify the angle: A good story should have the following elements: facts, timeliness, newsworthiness. Make sure your story is newsworthy. A story from the back page of the school newsletter may not be the most important story to the local editor.
4. Write in 3rd Person: Keep the release objective. Don't express personal opinions or ideas unless they are in quotes (see point 5). Don't use words like 'I' or 'We'.
5. Provide quotes: This can make an average media release a great one. Get a quote from the Principal, but make sure you get a quote from the teacher who is directly involved in the event and also get some quotes from students. Quotes from students are great for adding perspective and you usually get some great 'off the cuff' material that local papers love.
6. Media/Photo Opportunity or Images Attached: If your event is coming up, make sure you state that the media are invited to come along and grab some photos. If your news item wasn't so much an event or the event has passed (see more on my next post 'Sending a media release'), include one or two high resolution images of the subject with a short caption.
7. Include your name, contact number, school address, in the footer of the release.
Happy writing!
Tuesday, July 27, 2010
The Education Communication landscape
When I tell friends that my work involves helping publicise and promote Catholic schools in the Inner Western Region of the Catholic Education Office, Sydney, most give me a familiar look as though I've got the cruisiest job in the world. Sure, helping these schools achieve positive media exposure and procurring positive messages about them is fun and engaging (and thus why people may think it is cruisy) however communicating with a range of publics, both internal and external for a variety of primary and secondary schools is no walk in the park.
Similarly, within the PR scene, many Comms practitioners scoff at the work required to promote and publicise schools. Of course, you would think, 'how hard is it to pitch a feel good news story about students achieving excellent results or school events that bring the wider community together?' Ensuring that these messages are heard and acted upon is only the start.
The education landscape in Sydney is a very competitive one. There are public schools, private independent schools of various faith traditions and Catholic systemic schools competing for the attention of current and potential parents, and the community through individual campaigns, local media, and increasingly online. Ensuring that each school's key messages gets heard ensures that the communication and marketing functions of individual schools and systems are tested daily.
So what is this blog all about? It will be a place for me to reflect on my role and share PR/Communication/Marketing/Media tips that may be just mean the difference between a school with a healthy public profile and one that is in serious need of a jump-start. The blog will also be a place where best-practice from the PR/Communciations sector is shared and applied to the education sector.
Similarly, within the PR scene, many Comms practitioners scoff at the work required to promote and publicise schools. Of course, you would think, 'how hard is it to pitch a feel good news story about students achieving excellent results or school events that bring the wider community together?' Ensuring that these messages are heard and acted upon is only the start.
The education landscape in Sydney is a very competitive one. There are public schools, private independent schools of various faith traditions and Catholic systemic schools competing for the attention of current and potential parents, and the community through individual campaigns, local media, and increasingly online. Ensuring that each school's key messages gets heard ensures that the communication and marketing functions of individual schools and systems are tested daily.
So what is this blog all about? It will be a place for me to reflect on my role and share PR/Communication/Marketing/Media tips that may be just mean the difference between a school with a healthy public profile and one that is in serious need of a jump-start. The blog will also be a place where best-practice from the PR/Communciations sector is shared and applied to the education sector.
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