Storytelling: Engaging Family and Community

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Storytelling: Engaging Family and Community. Erika Daggett, Sycamore Community Schools Kelsey Giesler, Ohio Hi-Point Career Center Patrick Gallaway, New Albany-Plain Local Schools. What is a story?. - PowerPoint PPT Presentation

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<p>Click to edit title</p> <p>Storytelling:Engaging Family and CommunityErika Daggett, Sycamore Community SchoolsKelsey Giesler, Ohio Hi-Point Career CenterPatrick Gallaway, New Albany-Plain Local Schools</p> <p>*INTRODUCTIONS</p> <p>*so, you know us now who are you? How many in here are classroom teachers? Superintendents? Counselors?</p> <p>*Regardless of position.We all have stories to tell and the job of the communications professional in your district or school is to tell those stories. If you have a comm department, you are a crucial conduit to that person for news and information providing updates to that department about what is occurring in your classroom or school so the comm department can share the news with media, staff, community members, etc. via press releases, media outlets, websites, social media, etc. Usually, if you have a comm department, there is a Board policy on contacting the media, and we encourage you to follow that policy and work hand-in hand with your comm department to tell the story of your district, school, or classroom.</p> <p>So, today we are going to talk about some of ways you can work with your comm department to tell unique stories. Telling these stories creates community confidence in staff and teachers, shows transparency, and gives residents who dont have students in school an inside look into your buildings so they feel in-the-know.</p> <p>And if you dont have a comm department or if you have a very small comm dept, you yourself can use many of these tools to help tell the story.1</p> <p> The media covers stories that include something out of the ordinary that will happen, that is happening, or that happened just a minute ago, that will interest people beyond those immediately involved.</p> <p>What is a story?</p> <p>So, step one: What is a story?</p> <p>What is worth telling? What will media pick up on? What will people read? What should you dedicate your valuable time to communicating?</p> <p>News is Something out of the ordinary may be something very ordinary to you. It could be something you do every year, but maybe not everyone else is doing it, so that makes it unique and out of the ordinary.</p> <p>*Keep timeliness in mind. Media want to cover what is happening right now, so think about stories in advance. Telling them what you did yesterday limits your coverage</p> <p>** A story has to do one of two things: connect with the readers/viewers brain to think about something, or their heart to emotional feel something. Ex: Cosmetology students holding Salon-A-Thon, include a call to action that my readers thought about hey I could use a haircut and made an appointment. Another example: Christmas Community Service photos: emotionally and visually appealing. </p> <p>2</p> <p>Localize a current trend, event, or holidayTradition and historyPhoto opportunities!Meeting state mandates or district goalsNoteworthy speaker visits</p> <p>Make a storyBe proud out loud</p> <p>Localize your experience: What is currently in the news that links to something in your building, classroom, or district? </p> <p>Stories help share the districts story and provide residents with an inside look in to schools so they feel connected to local schools and also better understand how their tax dollars are used to educate youth. Every taxpayer is not able to visit a school or has a child in school, so electronic communication (via stories, videos, websites, and photos) is an invaluable and flexible tool we can use to show others what is happening in our classrooms.</p> <p>EVERYONE HAS A STORY</p> <p>Events with excellent photo opportunities. Such as children doing science experiments, interacting with athletics, or plays where everyone will be dressed up.</p> <p>Events tied to standardize tests, state mandates, or events with the purpose of enhancing student academics.</p> <p>Famous or noteworthy visitors or speakers. (Ex: a Tuskeegee airman, a government official, a well-known athlete, or someone who is visiting to thank students for something)</p> <p>Always provide WHO, WHAT, WHEN, WHERE, WHY, (and sometimes HOW) INFORMATION</p> <p>Kelsey tell story of 664 Squadron Base3</p> <p>Traditional mediaPrintPress release, media advisory Newspaper, magazineDirect mail/newslettersPhotosBroadcastTVRadio</p> <p>Tell your story</p> <p>Having photos increases chances of coverage!!! Keep photo opps in mind when telling a story</p> <p>Most coverage in these arenas comes from a pitch or news release</p> <p>If were in communications or education, most likely you are a skilled speaker and connect well with others- the same goes for media. Befriend someone at the newspaper or the radio. Go out for coffee or shoot them a quick email saying, I saw a story you recently wrote- great article I really liked a, b &amp; c great media contacts equals great communication and better coverage. </p> <p>4</p> <p>Traditional coverage</p> <p>Think of things that are a unique pitch to news media.Invest the time to cultivate the story, relationship with the right reporter. Celebrate the great things that are happening!Student success</p> <p>5</p> <p>New mediaVideoSocial mediaTwitter, Facebook, YouTube, Instagram, Pinterest, Flickstr, Flickr, blogs, YouTube, Vimeo, etcWebsite</p> <p>Tell your story</p> <p>New media allows you to garner more of an audience and cross audiences, and use multiple methods, such as video, photos, sound, words, text, music, etc. to tell the story making it more engaging.</p> <p>New media allows you to use the repurpose content, too. Getting more bang for your buck so to speak</p> <p>So as you will see as we go through these story examples, many stories were told in multiple ways</p> <p>**One thing we should mention is quality over quantity. If you try to do everything, content will suffer. Find the tools that will be most beneficial (this is done through surveys and finding out who you want to target) and determine what your purpose for the tool will be. If any of the reasons are exactly the same and you arent willing to put a little extra in one or the other, drop one. Turn you focus into making one or two channels great, rather than being just ok at 5. 6</p> <p>New media coverage: Video</p> <p>Video is great bc its engaging. Keep them short usually no more than 3 minutes</p> <p>Shot on iPhone. Anyone can do today. Phone, flipcam, iPad. Tons of free editing tools out there.</p> <p>Made video and ## saw it/liked it, etc.</p> <p>Students can make videos, too----- talk about other video students made7</p> <p>New media coverage:Social media - YouTubeNew Albany-Plain Local SchoolsTwo high school students selected to produce film short Schools became the focusFaculty mentorshipSearch for opportunities for students 8</p> <p>New media coverage: Social media- Facebook</p> <p>Not only can you post info, but you can do it in creative ways to engage people.Photos with messagesGuess Where contest9</p> <p>New media coverage: Social Media - TwitterTwitter is a great opportunity to connect with educational leaders, industry leaders, your students and parents. I use Twitter as an informational hub- its a something extra. FB plus news and information that I dont share on FB because thats not my focus. You cannot have a cookie cutter mold for every tool you utilize. Why do you want a FB, why do you want a Twitter? If they are not different reasons, you dont need both. </p> <p>The very best thing you can do on Twitter is to listen. Find the sources and leaders and even students. What are they saying, what interests students. </p> <p>Share in conversation, ask questions, RT, give them a shout out. </p> <p>This is OHPs Twitter. Maximizing efforts by sharing information from the industry (careers, education, military, CTE, etc.) as well as linking my FB page into the feed (Senator Faber) and one thing you can do with Twitter is to provide consistent messaging. Every Monday morning I post a study tip with the hashtag #StudyTip on Wednesdays I post Infographics. Students and parents who follow our Twitter will know its Monday and that Ill post another study tip. It can be anything from How music enhances studying, whats your study style, is studying at night or morning better, etc. etc. My infographics are anything from careers, to education, to the mobile generation. </p> <p>Interactions are a great way to tell if youre being effective. (as are analytics and Hootsuite reports). I recently sent a Tweet to ACTE about one of our instructors being a national finalists for an award, I was retweeted and given a shoutout. You can boost your own school! I bragged and tagged OHP about the ACTE edition that featured some of our students. 10</p> <p>New media coverage: Social media- Blogs</p> <p>Using students to tell the story-- Top-notch students blog, snap photos and film video. Empower students</p> <p>We all have busy schedules and we just dont have time to know everything thats happening. So why not utilize the people that are in the middle of everything thats going on: the students! </p> <p>About 4 years ago, my predecessor and Oxiem (a website developing company in Columbus) developed this recruitment and communications campaign idea that was all about the students. After an application and interview process, the top students were given the all-start treatment. Photoshoots, video shoots, their own camera and flipcam and their job was to tell the story of Hi-Point. Our students blogged every week, tooks photos and video and were the faces for OHP at all events. This gained so much momentum because they told their friends, who went to look at photos on Flickr and the videos on YouTube. They read their blogs on the hipointjourneys.com website. This campaign won several awards. </p> <p>So weve continued with it this year- I have 6 students from several different programs. They all have a camera to take pictures, and they are responsible for writing a blog every other week. In addition, Ive now given them control of the Journeys Facebook page. I utilize Hootsuite and add them to a group and from there they can upload photos and post status updates and schedule when they want to go out. I review everything and approve it before it goes live. Same goes for the blogs. </p> <p>Our students are much more here and now and quick status updates are a way for them to share their story and gain the attention from other students who dont want to sit and read a blog. </p> <p>We maximized our efforts with this campaign in a variety of ways: news releases, radio ads, we directly link it our main website and our main website has a section completely dedicated to the Journeys team. We pull in our social media feeds. Several opportunities for students to become engaged- all in one place- maximizing efforts, without stressing me out. 11</p> <p>New media coverage: Website</p> <p>We incorporate our Journeys blogs and website into our District blog- making it visible in several different locations. </p> <p>Tie everything in to tell the storyWhat do you want me to do? What do you want me to know? </p> <p>When someone wants to check out your school they will look at 1 of 2 things (most of the time) website and Facebook page. From there you have less than a minute to attract their attention and make it easy and convenient to find the information they want. This is especially important with CTE as we are recruiting students to attend. This is a school of choice. </p> <p>We just launched this website in August with Think Brand Studio in Mount Vernon. The focus is bold, action oriented, and it had to tell a story. The banner images- success stories of current and past students and staff. With the appropriate title, my story already we have action oriented, click here for more below that they can select high school or adult education. Again, action oriented. And weve integrated our social media feeds- Facebook, Twitter, Flickr and the District Blog. </p> <p>Teachers are the vital resource we communicators need to do our jobs. Tell us the stories, let us know whats happening. Our Cosmetology crew is going to a partner school to provide haircuts, the Construction Trades builds a house every year in the community, our science department watches a live autopsy almost every year. These are things I cant tell if I dont know. And all those components, all those stories work in a variety of molds. I could post pictures on FB of a school project, write a blog about Culinary catering a school event, post Flickr photos of an event, continually shoot updates on Twitter about students visiting colleges, and going to conferences. Do you see where Im going with this? </p> <p>These are all components of providing the complete storybook. Each individual tool provides a chapter your story, and of the story you want to tell, but together, they should tell a student, parent, community member, media, exactly what youre about and the positive stories that are continually happening every day. </p> <p>The power of storytelling can directly be linked back to you. 12</p> <p>Think outside the boxThe Eagle Has LandedNational/cable TV</p> <p>Tell your storyPatrick:Teacher initiated project Fourth Grade geographyI had nothing to do with this, but would love to claim it! </p> <p>****Erika:House HuntersRestaurant ImpossibleCanton South High School in Canton, OH to help the students of its culinary arts programWildcat Cafe</p> <p>13</p> <p>Maximize your storySocial media integration.Flickr, YouTube/Vimeo, Facebook</p> <p>Always repurposing contentFacebook feed.Flickr..</p> <p>14</p> <p>Maximize your story</p> <p>With a phone call to the communication department they can write a press release.</p> <p>Story on surprise soldier visit.. Localize news.not only surprise, but students had written himshows:community serviceteaching English Language Artsteaching creative skills/art</p> <p>That press release can be posted on the website</p> <p>15</p> <p>Maximize your story</p> <p>Social media integration.Flickr, YouTube/Vimeo, Facebook</p> <p>Always repurposing contentFacebook feed.Flickr..</p> <p>See link to news report sent to media as well for coveragehelp the media tell your story and then publicize their coverage16</p> <p>Maximize your storyPrint coverage17</p> <p>Questions?18</p> <p>Erika Daggett, Sycamore Community Schoolsdaggette@sycamoreschools.orgwww.facebook.com/sycamoreschoolswww.youtube.com/scstv2012www.sycamoreschools.orgwww.flickr.com/sycamorecommunityschools</p> <p>Kelsey Giesler, Ohio Hi-Point Career Centerkgiesler@ohiohipoint.com (Twitter: @kelseygiesler)ohiohipoint.com HiPointJourneys.comFacebook.com/OhioHiPointCC @ohiohipointBlog.OhioHiPoint.com flickr.com/OhioHiPoint </p> <p>Patrick Gallaway, New Albany-Plain Local SchoolsGallaway.1@napls.us www.youtube.com/user/naplsSocialMedia www.napls.us </p> <p>19</p>

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