Exploring Best Practices Through Crisis Exercises

Knowing what to do when faced with a crisis can be the difference between chaos and calm – or even life and death. In this Action Lab, participants will work as Crisis Response Teams using table-top scenarios ranging from the trivial to the appalling to explore best practices in school emergency management. You will examine the roles, responsibilities, tasks and overall logistics associated with managing a real-life emergency situation and learn better methods for managing common crisis elements, such as parent-student reunification, mobilization of support staff, and parent and media communications. Come practice, refine and expand your crisis response skills under the guidance of a veteran PR pro who led the crisis communication response effort during the Columbine High School tragedy.

Presenter: Rick Kaufman, APR, executive director,
community relations/emergency management, 
Bloomington (Minn.) Public Schools

A Thousand Conversations: What's So Great about Face-to-Face Communication

In this Action Lab, you will: hear research about how face-to-face communication wins over critics and builds support for proposed change; discover ways to leverage face-to-face events to reach wider audiences; gain insights on using this approach to ensure successful change management within your district; and learn how to position communication as a key driver of change. Participants will engage in small group discussion, “stack, pass, shuffle” activities and role-playing, and review a case study on overcoming opposition and building support under difficult political conditions. Video clips and demos of Web 2.0 tools for leveraging face-to-face opportunities will be shared along with tips for crafting effective presentations and using free online surveys for evaluation. Learn how to make face-to-face communication the core of your change initiatives in this dynamic session.

Presenters: Sylvia Link, APR, communications/stakerholder relations,
Early Learning Division; and Jim Grieve, assistant deputy minister,
Ontario Ministry of Education, Toronto, On., Can.

Starting and Operating a One-Person School PR Office

Whether you are “the PR office” or are considering starting one in your district, this session will show you the ins and outs of setting up an efficient one-person operation, direct you around the pitfalls, point you to useful resources, and help you turn challenges into successes. You’ll learn: tactics and strategies to successfully open and operate a one-person school PR office; tips for prioritizing your work; strategies for juggling multiple projects and competing deadlines; and tactics for working within the politics of a school district and community. Learn how to get help when you need it and when and how to use outside vendors or contractors. Take part in an idea exchange and a Q&A to address specific concerns and receive a list of resources to use when you get home. This session is designed for the new PR professional, administrators who are juggling communications in addition to other responsibilities, and one-person PR pros looking for new ideas to fine-tune operations.

Principal Begins with PR

For school principals, good public relations is not an option – it’s a requirement. How you manage relationships with staff, students, parents, grandparents, community members, business leaders, and the media will help you create advocates and supporters instead of detractors. In this Action Lab, you’ll learn practical communication tips and develop a deeper understanding of public relations and how it is necessary for building school support. You’ll discover how strategic communication planning will help you shift from reactive to proactive communication, improve your school’s image, and make your job easier. You’ll work in small groups and develop a communications plan for an event or activity and leave with an outline of a communications plan you can use in your school. This lab is designed for principals but is also appropriate for communication pros who want to help and support their school principals.

Presenter: Kim Cranston, APR, chief communications officer,
Rockwood School District, Wildwood, Mo.

Social Media: Junp into the Water...the Piranha Are Waiting

You can’t stop it; the social media feeding frenzy’s already nibbling on your district’s reputation. Get beyond the “phobia” that causes schools to ban employee-administered social network accounts and let your staff control content for their own “district-sanctioned” social media! This Action Lab will show you how to manage and sanction district-approved social media. You’ll learn about: key concerns related to the use of social media in school districts; rationale for allowing employee-run social media accounts; how to develop board-approved social media policies; posting procedures for employees; and best practices and traps to avoid. Real-world examples, sample policies, administrator agreements, and reference resources will be provided. Take part in “lab” assignments, receive a workbook, and leave with the beginning of a social media strategy that will work for your district. Put on your diving gear, join your colleagues and jump into social media without fear of being eaten-alive!leaders, legislators, governors, or presidents.

              

Presenters: David Joplin, APR, markting communications director;
and John Hunter, superintendent,
Moore Norman Technology Center, Norman, Okla.

Building Buy-In -- Selling Change in Your Organization

Overcoming internal opposition to necessary change, good ideas or important initiatives is a challenge faced by every communicator. It can seem like an impossible task when everywhere you turn you find naysayers. How do you effectively get done what needs to get done from a communications perspective? How can you turn your recommendations into organizational action? Discover proven, powerful ways to create buy-in and commitment for achieving your communication goals in this lively session. You’ll learn: how the process of meaningful consultation can become the product in terms of buy-in; proven ways to deal with the top five “idea killers” in school districts; ways to build on your organizational culture to foster commitment; why starting at the top can be a good strategy; the reason you need to sometimes be the “strong, silent type”; and how a good launch can make all the difference. Leave with easy tips and techniques to help you every day in your communications role.

   

Presenter: Brian Woodland, APR, director,
communication/strategic partnerships,
Peel District School Board, Mississauga, On., Can.

Bridging the Communications Gap Between Washington, DC and Your District

President Obama has outlined a blueprint for “winning the future” by investing in education, but as he and Secretary of Education Arne Duncan have said repeatedly, successfully improving our nation’s education system depends on the commitment and creativity – and successful communication – of states, local districts and schools. This special presentation and discussion will highlight the administration’s proposal for the reauthorization of the Elementary and Secondary Education Act (ESEA), and provide an update and information about the Department’s plans for the upcoming school year along with ways that you and your schools can stay in touch with Department of Education. Come and get the inside track on the year ahead for public education! 

   

Presenter: Massie Ritsch, deputy assistant secretary 
for external affairs and outreach,
U.S. Department of Education, Washington, D.C.

Create Your Own Newsroom with Social Media

This action lab focuses on the importance of diversified media in daily communications and how to incorporate social media tactics into your outreach efforts to create a greater sense of transparency with the public. Explore social media strategies that include blogging, Facebook, Twitter, webcasts, video production, online surveys, e-mail marketing and other web tools. The lab will cover: best practices for using a social media dashboard such as Hoot Suite or Tweet Deck; live blogging events; webcast production; developing an online, interactive annual report; and using custom videos to reach parents. You’ll be coached through a short live blog, have a chance to set up a social media dashboard and engage in a discussion of ideas and strategies for creating your own mini-newsroom. Leave with a working knowledge of free tools that can improve daily communications and tips for becoming a consistent voice and strong advocate for your schools.

Presenters: Noelle Mashburn, public information specialist; Matia Powell,
website content manager; and Joseph Bass, website content manager,
Metro Nashville (Tenn.) Public Schools

Community Engagement - Connecting Pieces of the Puzzle

Successful community engagement is like a puzzle – there are multiple pieces in every community and each piece is needed to complete the picture. Learn how to match up the pieces and successfully engage your community in creating support structures around kids and staff in the midst of heavy budget cuts. Discover how to bring the business, social/human services, and faith-based sectors of the community together through a model program that has one focus in mind; creating a culture where kids can learn and education is valued. Learn how to: evaluate your needs and resources; get key people to carry the message; gain buy-in and educate the public to the real need without creating a dismal picture of your district; determine ROI and reevaluate so you can refine for the following year; and incorporate the keys to continued engagement. You’ll have an opportunity to discuss best practices and marketing materials and a sample implementation plan/timeline will be shared to help you start a program in your district.

       

Presenters: C.J. Huff, Ed.D., superintendent;
and Kim Vann, director, community development,
Joplin (Mo.) Schools

Gold Mine Session

Long a favorite session of Seminar participants, the Gold Mine roundtables let you gather a treasure-trove of best practice ideas on a variety of topics to try in your district. Here’s your chance to attend four mini-sessions of 20 minutes each (Seminar session speed dating!). Plus, you’ll receive a resource CD containing tip sheets from all the roundtables at the end of the session. You won’t want to miss this opportunity to capture the best ideas from your colleagues in a time-saving format.