media mark willis, chris distefano, edwin wargo, nick spano, kristy spano, anne park
Post on 15-Jan-2016
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Media
Mark Willis, Chris Distefano, Edwin Wargo,
Nick Spano, Kristy Spano, Anne Park
Media –
A medium of cultivation, conveyance, or expression
Usage: media or medias seem to have originated in the field of advertising over 50 years ago; they are apparently still so used without stigma in the specialized field. The great popularity of the word in references to the agencies of mass communication is leading to the formation of a mass noun, construed as a singular
Forms of Media
TV Radio Automated Phone Messages Internet Newspaper/Talking with the press Exhibitions
Media Outlets: School Exhibits
School Exhibits
Various kinds of exhibits serve as a multitude of purposes for a school and community.
They allow key messages to be comfortably communicated.
Movies & Video
They acquaint the community with innovations, accomplishments and challenges.
May be used at parent-teacher association meetings to tell the education story.
Open-house, graduation exercises, anniversary celebrations, and special events.
In-school exhibit
Shows that students or children are learning to parents, visitors and staff.
They are placed on walls, in showcases classrooms.
The corridor exhibit
Acquaints visitors with students undertakings and accomplishments.
Also, when placed near an entrance/exit, it leaves the visitor with one last piece of information or message about the school.
The all-school exhibit
Offers great opportunity for publicizing and interpreting the educational program.
It displays work and material from all grades and subject matter.
Sometimes a group of children or students may choose to represent this exhibit by talking to the community about it as it is displayed. (i.e.. Chorus group, science team).
A system-wide exhibit
Brings together material/school work from various schools in its district or statewide.
Location is in one place and focuses on one subject and/or a specific level of education.
Parents can become involved in the exhibit process as guidelines permit.
The out-of-school exhibit
Brings the public into contact with the works of the schools in the district.
It increases school & community relations. Exhibits can be displayed in stores, bank
lobbies, and public libraries. Serves as an excellent backdrop for
presentations and enhances a speakers message. (i.e..-school problems or needs).
Preparing the exhibit Who is responsible for the Exhibit? What is the best date and place? Who is the audience? What is the purpose and theme? What should the content be? What display techniques should be used? (use bold print
in a basic message) Management skills Audience participation Publicity? (young, old, new community members)
Television
Chapter 12 is an informative “how-to guide” for TV interviews
My GoalTo discuss the larger issues of how
television can impact school-community relations as our roles as educational leaders and provide brief interview tips.
TelevisionScenario 1
A principal is at a local function. He is complaining about how the hostility around the new teachers’ contract is affecting their ability to raise test scores. A local community member captures the principal’s negativity using a cell phone. The video is sent to Channel 6 ABC and posted on YouTube. The comments get a great deal of attention.
Scenario Highlights (TV)
Scenario highlights the blurring and merging of mainstream TV media and
web-based media.
Scenario highlights the challenges educational leaders face with new media
dealing with External and Internal Publics.
Traditional vs. New MediaTraditional TV New TV
TV was only source of video TV and Internet deliver content (anyone)
Need professional crew or video camera to capture
content
Cell phones can take pictures and capture video (anyone)
Mainstream media was “official” source
Bloggers and content-creators considered credible
Viewers were locked into viewing times and a fixed
location
Viewers can view content anywhere and anytime
CNN-YouTube Presidential Debates is an example of merging.
New Media (TV)Impact for School Leaders on School-Community Relations
Positive Negative
Greater venues for delivering information
Greater possibility of misstated facts
Large audience and accessibility can help with
shifting perception
Large audience and accessibility can help with
shifting perception
Ease of production Ease of production
Ease of distribution Ease of distribution
Example of New Media Content
ExampleFormer Philadelphia CEO Paul Vallas’ use of a districtcredit card to purchase $11,150 in meals.
Location of VideoPhiladelphia’s CBS 3
URLhttp://cbs3.com/specialreports/local_story_179000338.html
ExampleOrange County Public School’s website.
Location of VideoCommunity Relations Section
URLhttps://www.ocps.net/es/cr/Pages/default.aspx
Local DE, NJ, PA TV Stations
City Network Call Sign Channel Website
Philadelphia ABC WPVI 6 www.6abc.com
Philadelphia CBS WKYW 3 www.cbs3.com
Philadelphia FOX WTXF 7/29 www.fox29.com
Philadelphia NBC WCAU 10 www.nbc10.com
Streaming video can be viewed on stations’ websites givingInternal and External publics anytime, anywhere access to content.
Local DE, NJ, PA TV Stations
City Network Call Sign Channel Website
Baltimore ABC WMAR 2 www.abc2news.com
Baltimore CBS WJZ 11 www.wjz.com
Baltimore FOX WBFF 45 www.foxbaltimore.com
Baltimore NBC WBAL 11 www.wbaltv.com
Streaming video can be viewed on stations’ websites givingInternal and External publics anytime, anywhere access to content.
New Media Content Examples
www.youtube.com www.yahoo.com/video www.google.com/video School and District Websites Podcasts via iTunes
Getting Television Time for Schools
Call Public Affairs Director or Manager Independent or Cable Stations more likely
to provide school programming Publicity should be given to program Spots range from 10 to 60 seconds Provide local papers with print copy of TV
programExamples: Budgets, Referendums, Redistricting, Programs Affecting All Students, Tragic Events, Athletics
Educational Leader Interview Planning
Work on answering a question within 30 seconds
For an unpopular message, admit the problem then use non-threatening language
Be conversational
School Program Production Techniques
Focus on Message - simplicity – plain background, movement minimized, and participants small in number.
Interesting Content – pace upbeat and smooth transitions
Every minute is important and planned
Using TV as a School Communication Tool
Standard Announcements run:10 seconds (20 words)
20 seconds (40 words)60 seconds (125 words)
One Photograph – 10 seconds
Personal Appearance for School Leaders on TV
Wear soft, medium colors Look, listen, and speak to the person
conducting interview Don’t worry about role you are playing Avoid unnecessary movements or
gestures.
Guidelines to working with the Press
Answer questions honestly Respond promptly Remember all reports & surveys are
public property Avoid educational language Don’t be afraid to not have an answer Don’t ask to see a story before it is
printed
Guidelines continued:
Tell immediate supervisor when you have spoken to press
Be accurate Know reporters on first-name basis Know what “off the record” means Be available when negative news occurs
Guidelines continued:
Compile a directory of key news contacts Give home numbers to media
representatives Make sure news releases are timely Know what news is
What is news?
Unusual Local Innovative Controversial
Evaluation Money New Positions Names
Radio:What shows are on the radio?
Newscasts Infomercials Questions of the Day Sports Programs Music Programs Discussion Programs Dramatic Programs Talk and Interview Programs Emergency Messages
Why do they listen?
It’s Immediate It’s Quick It’s Comfortable It’s Easy Its’ Focused It’s Captive
Automated Phone Messaging
Call: All parents/guardians All Staff Board Members Individual Grade level or groups of grade levels A whole school Or any combination of any of the groups above
Types of messages
Reminders School Closings Emergency Announcements Surveys Attendance Informational
Languages
Message can be record in whatever language(s) is need for the district
All you need is someone who can speak those languages and record the message.
Online Communication
District & School Websites Interactive Sites for Grades and
assignments E-newsletters and mass e-mails Online surveys Podcasts,streaming audio and video
Web Marketing Association’s Internet Standards Report
Design Innovation Content Technology Interactivity Copywriting Ease of Use
Does this meet the standards?
Serving Special audiences
Languages Video
Help the Parents
District Technology Policy
Goals Misuse Using Names and Photos
Roadblocks to using online communication
Lack of technology Lack of people with the knowledge to
implement the program Users lack of knowledge
Media Wrap up
Anyone of these media’s will help improve public relations with the internal and external communities as long as we know the following:
What media is use most in the community
The native language of the community