School Publicity
Training Workshop
Hosted by Susan Hale, Communications Department
404-763-6830
communications@fultonschools.org
Your Role
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Collect and send out school news
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Find newsworthy items
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Collect news from school staff and
school leaders
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Encourage colleagues to give you
good news and achievements
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Ensure media releases
are on file
What is News?
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It is news if…
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It has significance to the general public
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It is timely
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There is human interest
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It is unique or it is something new to
the area
Who Gets It?
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Atlanta Journal-Constitution
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Television stations
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Radio stations
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Community Newspapers
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Patch.com
School System “Media”
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Your school/PTA newsletter
Business Partner’s newsletter
Your school’s web site
FCSTV
Fulton County Schools web site
FCSS Employee Portal
FCSS News Magazine
– Comcast Channel 24
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Reaches 100,000 families
Reaches all of Fulton County,
except cities of Atlanta and Roswell
Excellent way to promote your
school/students/activities
Submission guidelines:
www.fultonschools.org/communications
– Comcast Channel 24
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What are we interested in?
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Videos
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Sporting events
Field days
Video yearbooks
News shows
Student productions
Bulletin Board Graphics
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Announcements
Awards
Interesting or unusual activities
– Comcast Channel 24
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Technical Specifications
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Interesting Content
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Videos
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Student Media Releases on file
No copyright violations
Technical quality – DV tape or DVD
Bulletin Board Graphics
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PowerPoint is easy creation tool
Keep text large and limited
Email to FCSTV@fultonschools.org
www.fultonschools.org
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Criteria used for the FCSS web site
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Similar to how news media selects their
stories
Is it unique? Or does every school do it
or have it?
Is there a good, eye-catching photo?
Does this story positively represent
FCSS?
www.fultonschools.org
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What gets posted
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Stories that relate to the system as a
whole
Stories with GREAT photographs
Stories and photos that convey
“school life”
Generally active for 7 days, then archived
What doesn’t
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Individual student or staff news
These should be posted on
your school’s web site
News Magazine
Parent Consent Forms
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For newspapers, TV and radio
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Make sure there is a signed consent
form on file
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Use when students are easily identifiable
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Depending on news item, can rely on the
“general publicity” form included in
Student Code of Conduct booklet
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If a more “sensitive” issue, use the
“Specific Event Media Release”
Student Pictures on Web Sites
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Always have a consent form
on file
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If a picture is posted
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Do not use first and last names
(Can use ‘Susan H.’ or ‘Susan’)
If no picture is posted
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Can use full names
Writing Tips
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Do:
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Answer the 5 Ws and 1 H
(Who, What, When, Why, Where and How)
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Proofread and re-check your information
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Write as though your audience has never
heard of this topic before
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Describe it through facts, not feelings
Writing Tips
Don’t:
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Abbreviate school names (BES, OES, PES)
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Leave out first names (Miss Hale)
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Use unexplained acronyms (AYP, IEP, EIP)
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Use educational jargon
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Forget to give a contact name and phone
number
Email Tips
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Give message a catchy subject line
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Make them want to read your message
Example
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“Hale Elementary School sends students into
space”
Avoid generic subject lines
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Doesn’t generate interest; easily
overlooked
Examples
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“Article from Hale Elementary”
or “School News”
Email Tips
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Put text of article INSIDE message
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Cut-and-paste from Word document
Or, type information directly into
message
Makes it quicker and easier to read
Attaching photos
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Select 1-2 of the BEST photos
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Don’t imbed photos in Word document
Attach as JPEG
Be mindful of photo size
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Email Tips
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Create an email distribution list
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Newspapers, TV and radio stations
School newsletter editor
School webmaster
Business partner CEO or PR contact
Your principal and administrative team
Area Superintendent and Board member
Communications Department
FCSTV
When to Send It
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Before the event
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During the event
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Send out information
Be mindful of deadlines and give leadtime
If the media doesn’t show, grab your
camera!
After the event
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Rewrite the information into the past
tense
Write a caption for photos, if you have any
When to Send It
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Newspapers
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5-10 days before event
Television
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2-3 days before event
Email first, but follow-up by calling or
faxing information the day of event