CalSPRA PR Boot Camp (Online) June 2021

Covering the School PR Essentials

-Four-step process & communication planning (Great for APR prep!)

- Media packages and training

- Crisis communication tips

- Consistent messaging& editorial calendars

- Tracking& demonstrating the value of communication

- Representing the underserved

- Tech tools for simplifying PR

- Templates you can put to use immediately

CalSPRA PR Boot Camp (Online) August 2021

Covering the School PR Essentials

-Four-step process & communication planning (Great for APR prep!)

- Media packages and training

- Crisis communication tips

- Consistent messaging& editorial calendars

- Tracking& demonstrating the value of communication

- Representing the underserved

- Tech tools for simplifying PR

- Templates you can put to use immediately

CalSPRA Newport Beach 2020

What Gets Measured Gets Done: Building the Case for Effective Communication

With backgrounds in teaching and operations, it can be challenging for most district leaders to understand the true value of effective communication. Aside from high-profile media, social media, and marketing efforts, your department likely impacts a number of areas that never get noticed but greatly affect the bottom line. Join us for a discussion about how to measure your efforts and enhance your credibility while learning about the specific steps one communication director took that helped the department budget grow by 500%.

Slide Deck

CalSPRA Newport Beach 2020

School PR 101

Whether you're new to the position or just want to refresh your perspective, this session will provide a framework for how to approach strategic communication. We'll explore a variety of tactics and strategies under each of the four PR steps and discuss our best tips for crisis communication, media relations, and employee morale. You'll leave the session with new ideas you'll be able to put to work immediately to improve communication efforts in your district or county office.

Folder of Slides and Handouts

OSPRA Ashland 2019

What Gets Measured Gets Valued: Building a Case for EffectiveCommunication

District communicators have one of the toughest jobs in a school community, but most people are not very aware of the role they play or the work that gets done behind the scenes- beyond the video, the website, the on-air interview, or the enewsletter. Using a combination of creative measures, powerful stories, and accessible reporting tools, you can secure the future of the communication function as well as make the case for growing the department even in tough financial times. 

Slides

OSPRA Ashland 2019

Guerrilla Research: Get in the Trenches and Get Results

Effective quantitative and qualitative research efforts don’t have to be formal, expensive, or conducted by an outside consultant. No matter your background, if you’re willing to be curious about the way you engage your stakeholders, you can do in-house research. We’ll review a wide variety of techniques designed to ensure you are engaging in the most impactful work for your school community.

You’ll leave this session with more confidence about your ability to lead research and evaluation efforts and more ideas about how to demonstrate the value of PR to the rest of your organization.

Slides

CASBO Monterey 2018 

Powerfully Practical Communication

School leaders are often called upon to communicate about challenging circumstances. Whether it is the bad behavior of an employee, the unreasonable demands of negotiating groups, or a high=profile crisis, the way that you communicate can define the organization for years to come. In this workshop, we'll discuss a number of scenarios with messaging ideas that will ensure your communication efforts are clear, effective, and benefits you and your district in the long run.

Slides

NSPRA Anaheim 2018 

You Collected the Data, Now What?

Collecting data about output and impact is an important step in maximizing the effectiveness of your PR program. Social media, website analytics, online surveys, town hall meetings and enewsletter statistics provide easy data sources. You also need to put the information to work. We’ll discuss how to interpret snapshot and trend data, how to put it to work in your district, how to facilitate a data-driven culture, and what to do when you receive unwelcome critical information. You’ll leave the session with the confidence and ideas to lead the conversation about data-driven communication

Handouts folder

Slides

MSPRA March 2018 

How do School Communicators Impact Student Growth?

Using Data to Promote Your District and You!

We use data to measure so many things in a school community - from the effectiveness of our classroom teaching to how much our students are enjoying the salad bar options. It only makes sense to apply the same lense to the work we do to communicate and engage. Join us to find out how to focus on the most impactful strategies, measure your effort, and connect your results to positive outcomes for students.

Handouts folder

CalSPRA San Diego March 2018 

School PR 100A, 100B, 100C

Whether you’re a new school PR professional or would like to be refreshed and inspired to try new approaches, this series of sessions is for you. We’ll go through how the four-step PR process can be directly applied to school communication, with a deep dive into easy research and evaluation methods. We’ll also cover a simple communication plan template you can use for any issue. In 100B, we’ll focus on developing effective and authentic messaging and using a systemic approach to get them to the right audiences. We’ll also cover ways to expand your team - even if you don’t have the budget to hire. In 100C, we’ll finish with a focus on being prepared when a crisis hits, creating positive and accountable relationships with media, and ensuring that you are collecting and reporting the information that demonstrates how valuable PR is to the organization.

Slides - 100A, 100B, 100C

Handouts folder

KYSPRA Lexington November 2017

Infographics That Score Big Points

A good infographic is worth 1,000 words. Come learn how to transform your data and information into stunning visual images that tell your story. During this session, we’ll practice using Piktochart, a web based infographic application, to turn numbers into professional grade communication pieces. This session is specifically designed for users with little to no graphic design experience. If you’re a data rookie coming off the bench, you can score points with this winning technique.

Slide Handouts

Step-by-Step Guide

Sample

KYSPRA Lexington November 2017

Use Stats to Build Your PR Playbook

Savvy PR pros know you start an effective campaign with research and close it out with an evaluation, but how often does that actually happen? Join a self-proclaimed data geek to explore easy, cost effective ideas to put data to work for your district PR efforts. We’ll discuss tips, tools and systems that will bring out your latent research talent, ensure you are prioritizing the most impactful activities and demonstrate the tremendous value research-driven PR brings to school communities.

Slide Handouts

Research Types

Research Ideas

PR Process

Worksheet Example (Email Trinette for Word and Google Sheet versions)

KYSPRA Lexington November 2017

Building Your Bench: Maximize your Small PR Office

If you’re a one-person office or small department it can seem impossible to do everything you need to do to communicate effectively. What if you could unleash the power and creativity of district staff by looking at public relations as a function rather than a position or a department? In this session, we’ll explore a variety of ways teachers, principals and support staff can expand your public relations effectiveness. From customer service and research to social media and marketing, we’ll go through examples and templates that you can put to work immediately.

Slide Handouts

NSPRA San Antonio July 2017

I Love Data and You Can Too!     

Savvy PR pros know you start an effective campaign with research and close it out with an evaluation, but how often does that actually happen? Join a self-proclaimed data geek to explore easy, right-brain friendly and cost effective ideas to put data to work for your district PR efforts. We’ll discuss tips, tools and systems that will bring out your latent research talent, ensure you are prioritizing the most impactful activities and demonstrate the tremendous value research-driven PR brings to school communities.

NSPRA San Antonio July 2017

Maximize Your PR Office

 If you’re a one person office or manage a small team and have wondered if there is a way to make your work more effective, this is the workshop for you. Area by area, we will go through best practices and identify key systems and technology tools that have the potential to transform your team and ensure that you are free to spend more time on strategic issues and become the leadership counsel your district needs. We will review easy research and evaluation methods, measuring and reporting on your department’s impact, productivity hacks and ways to create a communicating culture throughout your district. 

NSPRA Chicago July 2016

Create a Simple, Effective Plan Today

As school PR pros, we all know we should work guided by a data-driven plan that includes the four-step process, but it doesn’t always happen that way. This workshop will guide you through building your district or organization's annual communication plan. Bring a challenge to address

or an initiative to launch and we will work together using a stripped-down but effective plan template to get your plan(s) written. The number of plans you are able to complete given the workshop time and personal attention will largely depend on your preparation. If you attended Trinette's Action Lab at the 2015 Nashville Seminar, this will quickly cover the same concepts and provide in-depth and interactive time to write and review plans. 

Plan template - STEM Program examples

PR Processes One Pager (Pulls the two 4-step processes and 10 step process together in one place for easy comprehension)

Plan Samples (Variety of plans and tools for organizations and issues)

NSPRA Chicago July 2016

Tech Hacks for the PR Geek

 

Some are super helpful, some are more trouble than they are worth. Join me as we walk through the best of breed tech solutions in the areas that matter to the school communications professional. We'll explore my favorite cheap and easy collaboration, tracking, reporting, content creation and online learning solutions that can help you save time and continue to shine as a sharp, tech-savvy PR pro. Leave with a list of my top 25 with detailed information about to implement each one to the fullest.

Session Handouts

 

 

NSPRA Power Hour Webinar January 2016

Build a Simple Plan You'll Actually Use 

 

I am excited to offer attendees a special extended session in which we will write your next communication plan together. In addition to the handouts for the session, here are a couple more helpful items. If you are acccessing this page before the conference, please download the simple plan template and bring it with you, along with a laptop or tablet to work on your plan during the session.

 

Materials:

  • Plan Template (Word doc that serves as the backbone for your plan)

  • PR Processes One Pager (Pulls the two 4-step processes and 10 step process together in one place for easy comprehension)

  • Handouts (Slides used during the workshop)

  • Plan Samples (Variety of plans and tools for organizations and issues)

 

 

 

 

NSPRA National Seminar July 2015

7 Steps to Better School & Teacher Web Sites

 

Your district website is amazing, so what happened to your school sites? When is the last time you audited your school and teacher websites? How often is there training, how often is it a formal part of someone’s job description and how is their success evaluated? Attend this session and walk away with a concrete plan for improving web communication at all levels. Includes a condential view into the latest in integrated Website/CMS solutions from SchoolMessenger and a sample communications plan to promote school websites.

 

Materials: