DCSD Communications Toolkit by WeAreDCSD

COMMUNICATIONS

TOOLKIT 20 1-20 2

BOARD OF EDUCATION Mrs. Vickie B. Turner, District 5 (Board Chair) Mr. Diijon DaCosta, District 6 (Vice Chair) Mrs. Anna Hill, District 1 Mr. Marshall D. Orson, District 2 Mrs. Deirdre P. Pierce, District 3 Ms. Allyson Gevertz, District 4 Dr. Joyce Morley, District 7

DISTRICT LEADERSHIP Mrs. Cheryl Watson-Harris Superintendent Ms. Melissa Harris Deputy Superintendent of Community Empowerment, Innovation, And Partnerships Portia Kirkland Director of Communications

TABLE OF CONTENTS DEPARTMENT

Our Mission................................................................1 Wo}uL'XXXXXXXXXXXXXXXXXXXXXXXXXX2XXXXXXXXXXXXXXXXXXXX Who We Are, What We Do........................................ 3 C}uuv]}vC}vPPXXXXXXXXXXXXXXXXXXXXXX 5 XXXXXXXXXXXX

COMMUNICATIONS

C}uuv]}vPo}uXXXXXXXXXXXXXXXXXXXXXX 7XXXXXXXXXXXXXXXXXX How to Submit Good News....................................... 9 Severe Weather..........................................................10 How to Submit a Job Ticket ...................................... 11 S] C P B XXXXXXXXXXXXXXXXXXXXXXXXXXX13 XXXXX C}uuv]}vA}vPovXXXXXXXXXXXXXXXXXXXXX14 XXXXXXXXXXXXXXXXX SR}}oMvPXXXXXXXXXXXXXXXXXXXXXXXX 15XXXXXXXXXXXXXXXXXXXX DeKalb Schools TV .................................................... 18

MEDIA RELATIONS

SvOvPP}XXXXXXXXXXXXXXXXXXXXXXXX21 XXXXXXXX Myths about the Media.............................................22

MARKETING/BRANDING

SR}}oC}rBv]vPXXXXXXXXXXXXXXXXXXXXXX24 XXXXXXXXXXXXXXXXXXXX L'RSvXXXXXXXXXXXXXXXXXXXXXXXXXX25 XXXXXXXXXXXXXXXXXXXX SR}}oB]vX C XXXXXXXXXXXXXXXXXXXXXXXX26 XXXXXXXXXXXXXXXXXXXX L}P}UXXXXXXXXXXXXXXXXXXXXXXXXXX27 XXXXXXXXXXXXXXXXXXXX School Fax Cover........................................................ 28 School Envelope.........................................................29

BEST PRACTICES AND TIPS

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SOCIAL MEDIA GUIDELINES

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OUR MISSION:

Communications strives to provide effective internal and external communications to all District stakeholders.

STRATEGIC PLAN GOAL AREA II:

Stakeholder Engagement and Communication

WELCOME DP]v]oUTRvS+U TRP}o}(RC}uuv]}vDuv]}]vv]u}]vvov˘vo C}uuv]}vXTR]]vvo}uuv]}v}}ol]`}]P]voo˙]v}]v(}u }DKoC}v˙SR}}oD]]~DCSD(u]o˙}(`R}`uvvR}`` DCSDXTR]}}ol]o}o]Pv`]R}P]ovG}oII A PSlR}oEvPPuv vC}uuv]}vXF}oo}`]vPRSP]Pov]}}}vRD]]r`] }uuv]}v]+vR}]R}ov(u]o](o]v(}uv empowered. N}`Uu}RvU] []u}v}l}lR}o]vRlv}`XIv(U`[ }uu]'}uo˙v+}uuv]}v`]R}EvPo]RLv(u]o]UvR v]ooo+`}l]vP}PR}}]Rv}R}(u]o]vX IvR]}}ol]U`}o]v`R}ul}uvU`RD]]}uuv]}v o}u`}PR`}}UvR}`}P]v}R`]R}uXWR}oo} uv}vR}u}(}`}lURSR}}oMvPU]Rvo]v}oo}}v`]RR Iv(}u}vTRv}o}P˙DuvXC}uuv]}v`}l`]Ruv˙D]]}8v }vv˘}LuP]vPX WR}R˙}.vR]}}ol](oXC}uuv]}v[u]]}vU.v(}u}U]} }˙}]v˙}]o˙P}o}(]vPDCSDv(}R(XL]l˙}U` ˙}v˘](}R]R}}o˙XWRv``}l}PRURv}o]u]}`R`v R](}vURv}o}}uuv]˙X Sincerely, TRC}uuv]}vDuv

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WHO WE ARE, WHAT WE DO C}uuv]}v]v[iu]vo]o}vX(o A C}uuv]}vuv]vo]}v is so much u}XI []o]vPo}vR]XI [}vvvPvU+vlR}oR}PR}v]U u]]}vr(}uP]vPXH[vR}}(`R˙}v˘(}u DKoC}v˙SR}}oD]] [C}uuv]}vuX

DIGITAL COMMUNICATIONS R E v˙˙U`ooDKoC}v˙SR}}oD]] [}˙R}PR ]P]oRv}o}P˙U`RR] [R}PRRD]]`]}}]ou]X O]P]o}uuv]}v]o}˙U]v(}uvvvX Wo}}}]lR}o`]RvPP]vP}vvRv}P }vooooX

INTERNAL COMMUNICATIONS DeKalb County School District employee partnerships are one }(R u}]u}v]v}uuv]vPRD]] [u]]}vXTR}PR N`FoRU]P]o]PvPURDCSDuo}˙}ov}R]U C}uuv]}v}]R}}PRU}vovuP]vPv ol]vP}]v(}D]]uo}˙X

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DEKALB SCHOOLS TV (DSTV) DeKalb County School District’s public access television channel shares vv]v(}u}v`]R]`XTR}PRU}vr }Puu]vPU]}r}vruvvPoo˙Y}TRvvo ~DKoSR}}oUDSTVR]PRo]PRvR]uvv(u]o˙ vPPuv]vRDKoC}v˙}uuv]˙XDSTVo}}] ]}}}v(}RD]]R}PR]}]o}U`oo Rvr}vov]vP}}v](}vXvo˙ C U˙}vv]v }vC}uRvvo]vDKoC}v˙XWo}}l]vP}˘vo }]]vR(X

MEDIA RELATIONS C}uuv]}v]v`u]]v]]~]vUo]]}vU]} v}vo]v(}u]}o}oUv}vov]vv}vo}oP]vP DeKalb County School District. Due to the 24-hour news cycle, our team ]}}v}R]v]˙]vuo˙uvvv} P]}uo]vXW}v}]]v}v] ˙R]vPvL]vPv`ovuv}(]o]vP }vr]]v]`XF}]vUo}vP }uuv]}vloR}}oPX}P .

AWARD-WINNING COMMUNICATIONS From 2015 to 2021, DeKalb County School DistrictC}uuv]}vlDKo Schools TV has received numerous awards. The team has received three Too˙A`(}STRB]P_TV]URJ}RvR}vH]v}uv˙U vRWTRuB}ÒVID C rı]}u]PvXTRuo} ]]˘}Pv]}v˙RN}voSR}}oPo]Ro}v A}]}v~NSPRAvG}P]SR}}oPo]Ro}vA}]}v ~GSPRA(}RJP}IS(o˙˙u]PvUM˙}R B [KU vSTRB]P_TV]X D Ro}`}v(}}A A`(}RSIL}DKoSR}}o_ STV }uu]ovSTRB]PX_IvURuvR˙`]R vPv`}voC}uuv]}UToo˙UvNSPRAÙ(}R ˙D R}URWTRuB}ù]]}v(}RDCSD C}uuv]}vT}}ol]X

Telly Awards

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Communicator Awards

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COMMUNICATIONS CONTACT PAGE C}vRDuv}(C}uuv]}vP

communications@dekalbschoolsga.org Portia Kirkland D]}}(C}uuv]}v }Yl]lovloR}}oPX}P MlvPUv]vP B UPRUS}]oM] D]} C DeKalSR}}oTVP}}v John Q. Kegler V]}P}}vC}}]v} i}RvYlPoloR}}oPX}P DKoSR}}oTVV]}P}}v Audiovisual Services P}UD]}U]} E Alicia Del Moral Au]v]S} o]]You}oloR}}oPX}P

Hector Mancia R}Yuv]loR}}oPX}P GR]D]Pv M}}vGR]A S] C Style Standards v]vP B Carla Parker oYlloR}}oPX}P C}uuv]}vS]o] M]Ro}vlP Editorial C}vvMvPuv PR}}PR˙ Writer

TOOL KIT

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Get Connected & Stay Informed

Information Channels: DCSD Website Updated daily https://www.dekalbschoolsga.org

Translations for Parents Whose Primary Home Language Is Other Than English SchoolMessenger:

Superintendent Newsletter Weekly updates also translated https://www.dekalbschoolsga.org/newsletter/

School Websites Your school administrator updates daily

Text and email will be sent in the preferred correspondence language.

Translation of DCSD webpages: For basic translations of DCSD webpage content, use the Google Translate tool on the specific webpages.

4Click on the appropriate flag to translate the webpage in your language.

4Basic translations are available in Social Media (Facebook, Twitter, YouTube, Instagram) Visit @dekalbschools for daily updates

SchoolMessenger (Phone, Email, Text) Important messages shared via text and email. Please check with your school principal to ensure you are set up for SchoolMessenger

14 languages.

Translation of DCSD documents: Many of our documents are translated in the top DCSD 15 languages. Please contact your local school for more information.

HOW TO SUBMIT GOOD NEWS

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WHAT MAKES A GOOD NEWS STORY?

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SHARING YOUR STORY T}R˙}}˙Uovvu]o}P

communications@dekalbschoolsga.org.

SEVERE WEATHER When severe thunderstorms or extreme temperatures make their way into DeKalb County, Rv}uoR}}o˙u˙}Lv+XAR}}o˙vo˙}U}uuU vooo}PRXDKoC}v˙SR}}oD]]Ro`˙]v}.Ro]U as shown below.

SOCIAL MEDIA

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LOCAL TV MEDIA PARTNERS

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HOW TO SUBMIT A JOB TICKET

TO THE DEPARTMENT OF COMMUNICATIONS STEP 1

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Communication

COMMUNICATION ACTION PLAN 2019-2020

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Schedule a Demo Today For more information, call 1-888-527-5225 or email sales@schoolmessenger.com.

DEKALB SCHOOLS TV

DKoSR}}oTV~DSTVU(}uo˙PDSrTVU]v}voRvvo}˙RDKoC}v˙ School District (DCSD). The channel is available to Comcast subscribers in DeKalb County on channel 24. DSTVD]P]o]]oo}vo]v```XloR}}oPX}P l}uuv]}vllvv]`}vv˙ }uUo}uR}v`]R]vvXY}vo}`RDSTV}vY}T˙P}]vP} @DeKalbSchools}V]}}vDuv~VODU`R]Rv(}v}v}`]X W]}o]v]vPR]vS]vuvX_OP}o]}vu}``R]ov]v]vP our viewers.

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TOOL KIT

MEDIA RELATIONS

STANDARD OPERATING PROCEDURES DKoC}v˙SR}}oD]]]}uu]'}}] o]vu]o}vXT}8uR]}uu]uvU RDuv}(C}uuv]}vRvl} R}8]o}}Ru](}˙r}r˙ }uuv]}vvoo]]vX D]u]v}v}(uo˙Uvv``}R˙ ]v(}u}v}R}uuv]˙R}PRRo]v u]}}RRvvoUv]v]vvP]vP school visits and media interviews, is the responsibility }(RDuv}(C}uuv]}vU`}l]vP]v }}}v`]RR}}ou]v]}v}R department supervisors. Employees have been advised not to respond, comment }}vRu]}vRo(}(RD]]XAoo (}o]]v(}u}vUu]]v]`U .ou]vPvR}}PR˙R}o]}DCSD C}uuv]}vXTR]P]v]v}}]ov} lR}oXF}oo}`]vPR}vR }v]vuPv]v(}u}v]R with our community and reported in the media. For ˘uoU](R]o'R]vR}u}(u]o]U R(}oo}`]vP}vP}R}o]voP

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BOARD OF EDUCATION POLICY KB: TRDKoC}v˙B}}(}v E `]R} }u}}]v]}vuv]vRDKoC}v˙ SR}}oD]]`]Rv`v}(U]v}ouv]vU v}(}RD]]v]}vou]]}v u}vPooD]]lR}oX TRB}o]RRR}}ovPRv ˙R}}(]v(}uDKoC}v˙]vXTR] }]}vlv}`oP}(Uvv]vP}U v]}v]vR]uv+}}(RD]]X }vP A }uuv]}v}Pu]vo} ]v]vPvv]vP}(U}uu]uv}Uv }˙(}RD]]v]u]]}vvP}oX TRB}8u]}uu]uv}P 1K]vPR]vU+v}Rl˙lR}o Poo˙vo˙]v(}u}}o]]U }PuU}ouvovv]vP}(RD]]V 2S}o]]vPR]v}vo}(vU vU+v}R}v]]R}PR }]Rvvo~RPvTR A}]}vU]}˙}v]oUv}R}uuv]˙ (}uV 3CRP]vPRDuv}(C}uuv]}v`]R ˙]vP}R]}o]˙v]vPo}(Po ]v}v]]o]Vv 4C}}vP`]RRv`u]R]u˙ ˙}}(o]]v(}u}vU}Pv]]vPR]]PR }ooR(vR]}o]P}v}o]RRu]v responsible manner.

MYTHS ABOUT THE MEDIA Myth: The media is bad TRu]]v}XIv(U}u}(R`]U reporters and producers are parents and previous v}(DCSDv`vR(}RD]]X S}uuRv`}˙]}]Uv}uu ]}v[R}`DCSD]vRo]PRXWR[u} ]u}v}RD]]]RR(RX

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Myth: Communications is responsible for sharing the good news of the District DKoC}v˙SR}}oD]]]oP]ooPX WALLu}}(R]vPRP}}v`XTR ]]]}v]o(}R]vPD]]v`v]v} o`˙`}(RP}}v`l]vPo]voo}(R schoolhouses.

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TOOL KIT

MARKETING BRANDING IDENTITY

SCHOOL CO-BRANDING

SPECIAL PURPOSE PUBLICATION

v]vP B ]Ro}vR]v}Pv]}v}}o}`]Rl˙]vXv]vP B ]R u}}vovi}v}]vPo}P}}]uP}R]vPvuuv}vXMP]vPU R]}Uv]o]uP}uuv]RvXv]vP B DCSD]vo}vP}vPUu} }o}vR]`]RlR}oXv]vP B v.P Consistency 0T~SlR}olv}``R}˘(}uV Authority 0Vo~Q]lo˙}v˙R}R]}(}uuv]}vV Respect 0P]~Evu}]]o]˙`]RlR}oV Enthusiasm 0S}~SR}˘]uvv}]]˙X TRDKoC}v˙SR}}oD]]~DCSDR}}o}o}o'}]R}(}o}(}R}}o v]vPXUR}o}~R.˙}R}}o}o}}vov}RulvP]uX

Please Note: Colors not listed but not excluded are black and white.

LETTERHEAD STANDARDS TRC}uuv]}vDuvR`}l`]RR}}ovD]]}8}}]}rv uP]vPv]Pv}v}v]v˙vv]v˙XH}`U Education letterhead usage is prohibited.U}rvo'R}]˙RC}uuv]}v DuvU`R]R]vo˙}R}}oo}P}vRDCSDo}P}XCvoO8+R}oR vo'R}uvo'RX vA }oooRu]ouoU`]U]vulvPu]oU]vUv }]o}.oPR}o}v]v`]RRvP]o]vX I]}uuv}Co]]UCu]UGu}vUG}P]}A]oU`R]RooP}}v(} o(}vX

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SCHOOL BUSINESS CARDS TR(}v}(RR}}o]v`]ooRuo}˙}v]v(}u}vo}vP`]RRDCSDo}P}v R}}oo}P}R}`vXTRDCSDo}P}v]Pvouv}o}}uRRR}}o[vX TRl}(R]v`]oo]o˙]}]ou]v}o}uX D]uv]}vPXæ_W˘_H

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LOGO USE C}rvDCSDo}P}(}R}}o]PvPvR]PvR}}o`]XTRi}]vo}P} `]ooR}`RR}}oo}P}.~oLvRDCSDo}P}}v~]PRUR}`vo}`X ˙B l]vPR}}ov]vP}o}o˙o}R}(R}ooDCSDvURR}}ov. (}uR}Pv]}v}(R]]v]vvRo`]RR}oo}v]v˙v]u]vvoo˙ and externally. Note: The primary school co-branded logo will display the DCSD logo in full color. Use this version on school signage and the district website.

Note: The secondary school co-branded logo will display the DCSD logo in a color from the school color palette to match your brand. Use this version on school stationery and marketing items, such as t-shirts, stickers, and flyers.

SCHOOL FAX COVER TRR}}o(˘}Ruo `]oo]o˙RR}}oo}P}vDCSD o}P}]vRo}`]PR}v R}`vXTRDCSDo}P}v(˘} R]Pvouv}uR the school’s colors. D]uv]}vPXæ_W˘_H Uvv}]uvR}o R}rvR}}o(˘}R }vo]X

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TOOL KIT

BEST PRACTICES AND TIPS

BEST PRACTICES

FOR EVENT MARKETING KNOW YOUR AUDIENCE Consider the demographics of potential attendees like age, gender, race or religion and how it will a+ect attendance. START EARLY The earlier people know about your event, the more time they will have to add it to their schedule and share with others. The ideal promotional time for an event is six weeks. MAKE IT SHAREABLE Details like who to contact, where t}.v more information, event address and event start time should not be left}+ZGy er. CREATE ADS Increase your attendance numbers and diversify your target audience by placing ads in your local newspaper, websites or on social media. FIND A LOCAL SPONSOR AND/OR VENDORS Sponsors can help carr˙Z.vv]oo}Za t comes with planning an event. Sponsors can also help in providing exposure and opportunity for those in attendance. Vendors provide your audience with resources they cv.v useful and also create engagement. FOLLOW UP Tracking your attendance and sending surveys post-event about your audience's experience, will allow you to more accurately organize future events.

BEST PRACTICES BEST PRACTICES FOR FLYER DESIGN FOR FLYERS USE AN INFORMATION HIERARCHY The most important information should be the largest. Supporting details should be included in decreasing font size. STICK TO 2 OR 3 FONTS Using only 2 or 3 fonts in your design unites the flyer and information. Too many fonts can be distracting. DON’T FORGET THE DETAILS Details like who to contact, where to find more information, event address and event start time should not be left off the flyer. GREAT IMAGES MATTER A picture says 1,000 words but a great picture says 10,000 words. Choosing non-blurry, copyright-free images or clipart will enhance your design. Don’t stretch or distort images or logos. CHOOSE A COLOR SCHEME Staying within the same color temperature or choosing a color scheme helps tie your flyer together (warm colors, cool colors, grayscale). LEAVE SOME BREATHING ROOM Don’t clutter your flyer with too much text or images. Leave space for the reader’s eyes to rest.

VIDEO RECORDINGS V]}]}`(o}}oRvPPv]vGvR}oUvv+XTlvP}(]vP v`}l]vP}vPvURovUvuvPU}]ovu}XV]}v]uo](˙}] v}]}vv}v}RvX I(˙}v]}vR}`}]v}v}(v`˙}vPPvv(u]o]UY}T]v ]voo}XV]]}RR}}o]]vlv}}(R}`R˙R}`vv]}X S]R}`Ru}}o`]oov}`R(}u}Rv`}u]vXNSPRA]]PST}˙[]P]ou] }vuRR}'v}vvXTRvur}vR]vP}vuou}]R]uXTR˙}v[`v} `]X_S]uo˙Ul]}R}v˘]vPU]oo˙](R˙[(}}]ou]X WRvR}}vP`]Ru}]o]}uR}vUPo}}Ri}}v˙}v`]R} }}u]vP]vXBu]v(o}(˙}}v]vP}R˙}v}]l]vP}R(}}P˙}}v[`vX UR˙v(`˙}}vvR]``]RRiX ]vP C ]}v]vP]+vl]ooXY}u]PRPR}}vP]}vvu}} `]R]vPU]vP]v[R]uXY}R}oP(u]o]`]RR}]oo}uR˙}[]vP vUP]vUY}T}XIvPuoo}`˙}}]`]R.oU(}˘uoXOR}}v]vo ]M}](}MvM}]Ml(}W]v}`X WRvo}]vP˙}]}UuuUF}}lP](vouv}]}o}]o˙ to their site. Ruu}]vovuU]Uo}P}vo~o}`rR]v}}}(˙}`}lXY}}v[`v P]}}`}(uoo˙}XAo`˙R}v˙}Rl˙}`}lX Important: Pov}R˙}uRu]o}v.o(}l]vP]}}(vX

CELLPHONE VIDEO RECORDING TIPS: UR landscape}]v}v vv}}]}]v}v `R]o}]vP`]R˙} smart phone

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G(u]o]`]R}R you can edit your video such as iMovie

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Ensure that your audio is clear

TOOL KIT

SOCIAL MEDIA GUIDELINES

SOCIAL MEDIA

GUIDELINES FOR STUDENTS DEPARTMENT OF COMMUNICATIONS, UPDATED JULY 2019

TR]P]oPRv(}uR}`}o}uuv]Uovvo]]vRP]vv]vP}(Rv˙X TRDKoC}v˙SR}}oD]]~DCSD]]vPv˙o}]vvrRvP]vPPo}o }]˙R}PRo}}u]v}vv˘]voov]vPXS}]ou]v]P]o}uuv]}vl˙ }u}vv}˙˙o](Ruv}}v}o˙X OD]P]ouD }uRv]Rv}o}P˙}Pu]ooDCSD[}uu]uv}]v]vPv[ Rv}o}P]o(}}]vv]P]vPR]P]o]]X TRS}]oM]G]o]v}]]v(}u}v}R}`}(o˙v}v]o˙}]ou] R}}oUR}uv}vRP}XTR]v(}u}v`]oo]vo}uuv}v(}}]}]ou] }uuv]}vU]}vR}`}RoR˙]P]o]uPv}(}}vP˙}o(v˙} ]˙}vo]vXTRP]o]vR}o]v}viv}v`]RRDKoC}v˙B}}(}v E [ oA UP}o]˙~AUPX I(˙}R(l}RP]o]vUou]o}uuv]}vloR}}oPX}P`]RRi SS}]oM]G]o]vFlX_

DEFINITION OF SOCIAL MEDIA Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration. Some examples of social media sites or platforms include Facebook, Flickr, GroupMe, Instagram, Kik, LinkedIn, Pinterest, Reddit, Snapchat, Tumblr, Twitter and YouTube.

BE RESPECTFUL I]]u}v}v˙}o(]v}]uvv}vo]vXTR]uvR]vl]vP}`R˙}}}vo]v v}v]]vPR}`]`}oo}}l}}o˙}lv}`v}v[lv}`XR]`}r`˙`v˙} v}RXW}o˙}}}}uuvo}}lP}}}}ooPu]]}v}8MT}(uo}˙M Y}v}RMAuR}u}v]o`˙}]vPvu}v]}]vP˙}}vo]v}vX S}uu}]ou]`]oo(}o]PvuvvRuo}}uo`]ooo˙}vo]vR˙ }R}}oXF}˘uoU](˙}`}ov}ul(v}(ouR}}oU˙}R}ov[}]}vo]vX Uvo˙}RP]˙}u]]}vU}v}˘}}vv}]v(}`R}u]`v}]vvX

AVOID NEGATIVITY, PROFANITY AND CYBERBULLYING B]vP}v]o(}R}vv˙}}]]u}v]voo}]ou]v]}vuv`RRR}u} R}}oXOvo˙}]v(}u}vv}vo(}`R˙}˙XTR]v}RR]vP]vP v}v˙u}}vo]vXTR}PRv]vvIP˙}]v˙vo`˙u]vX C˙oo˙]vPRv`Rv}voo]v}RR}PRo}v]Rv}o}P˙XTRv.vo]v`Rv ]}u}˙oo˙]vPXWR˙}}v]}Ruo]vPvRo}}RX C˙oo˙]vP]voP

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SOCIAL MEDIA GUIDELINES FOR STAFF DEPARTMENT OF COMMUNICATIONS 2021

Dear DeKalb Schools Community, In the 21st century, students use technology more than ever before. They grow up with mobile devices at their fingertips, and the Internet has become a social playground. Because social media is instant, easy and a common way of sharing information today, it is imperative that we practice safe social networking. The DeKalb County School District (DCSD) is providing guidelines for students and employees on the use of social media inside and outside of the classroom. While the DeKalb County Board of Education provides an official Internet Acceptable Use Policy and policy regarding social media accounts found at the eBoard website on www.dekalbschoolsga.org, our guidelines offer a quick reference for safe, online etiquette. Engagement, collaboration, learning and sharing in digital environments are here to stay and continue to make an impact on student achievement. Because technology changes rapidly, our community must work together on how to engage on social media platforms responsibly. DeKalb County School District will continue to provide activities and resources that support social media engagement, another important method of communication for keeping our community in the know. SOCIAL MEDIA GUIDELINES FOR STAFF A. Introduction/Purpose 1. Our Social Media Guidelines offer professional recommendations and practices for communication. We want to be sure that our DCSD employees use digital tools in a safe, responsible manner that helps students reach goals. Please refer to the DCSD Website and Online Social Media Publishing Guidelines (Policy IFBGB) DCSD Website and Online Social Media Publishing Guidelines (Policy IFBGB) for more information. B. Establishment DCSD will establish and manage social media sites, such as Twitter, Facebook, YouTube, Flickr and Instagram. Appropriate content for these sites includes:

•

DeKalb County School District information

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DeKalb County Board of Education information

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Information from individual schools

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Teacher and classroom information

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Student projects

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Information from our education partners

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Information from extracurricular organizations

C. Professional Social Media Use 1. Professional Email Accounts vs. Personal Email Accounts For social media, our DCSD employees should maintain separate professional and personal email addresses. The regular use of a personal email address for professional purposes may result in DCSD considering the personal address a professional account. 2. Communication with DCSD Students All DCSD employees who work with students and professionally engage with them on social media sites should: a. Create social media sites that address reasonable instructional, educational or extracurricular topics. b. Notify our DCSD parents each school year of the professional social media activities set up for their children’s participation. 3. Guidance for Professional Social Media Sites a. All DCSD employees should treat the professional social media space like a classroom or professional workplace. The standards for conduct in DCSD professional settings also apply to professional social media sites. b. All DCSD employees should exercise responsibility, caution, sound judgment and common sense when using professional social media sites. c. When setting up professional social media sites, principals or their representatives and our employees should responsibly consider their intended audience and the appropriate level of privacy. d. Individual schools, teachers, students and extracurricular organizations may create social media accounts. They should first obtain a principal’s approval and notify the Communications Department of the account. e. Principals and their representatives must maintain a list of all professional social media accounts in their schools. f. School-based social media accounts on Instagram, Twitter, YouTube and Facebook should cross-collaborate with our DCSD central office’s social media accounts. While each school owns its brand, each also belongs to our larger organization. We encourage principals and their representatives to engage with and support DCSD social media sites

by, for example, sharing or retweeting District news releases or events on their school sites. g. To differentiate professional DCSD social media sites from personal sites, accounts should include language and logos that clearly identify them as professional sites. h. Content shared on social media should have a reasonable and positive relationship with the mission and function of DCSD. An example: Sharing public library events supports the partnership in education with DCSD and DeKalb County Government. i.

Our DCSD employees should use privacy settings for their intended audiences. Limitations to privacy settings exist, however, and DCSD employees should be aware that social media sites can change their default privacy settings and other functions at any time. Professional social media communication must comply with DCSD policies and laws on disclosing of confidential information, cyberbullying, student privacy, threatening language, and other school place issues.

k. DCSD employees may post no student’s personally identifiable information on professional social media sites available outside the classroom. An example would be posting student information to a “buddy” class in another country. Posting any image of a student online requires a written, signed media consent form for the featured child. Consent forms are on file at our schools and may be found online at https://www.dekalbschoolsga.org/communications/resources-forms/. 4. Monitoring of Professional Social Media Sites a. Our DCSD principals and representatives are responsible for monitoring their employees’ professional social media sites. Each school must monitor its own sites. Monitoring responsibilities include regular reviews of site content and reports of any questionable communications. b. Our DCSD principals and representatives reserve the right to remove postings or disable pages on sites that do not adhere to laws or DCSD policies. 5. Inquiries a. Media inquiries received on sites should be referred to the DCSD Office of Communications: communications@dekalbschoolsga.org

E. Personal Social Media Use by Our DCSD Employees 1. Communication with DCSD Students To maintain a professional relationship with students, DCSD employees should not communicate on personal social media sites with students currently enrolled in DCSD schools. If

you are contacted, provide your district email address and explain that all inquiries should be emailed to your work email address. 2. Guidance Regarding Our DCSD Employees’ Personal Social Media Sites DCSD employees should exercise caution, common sense and professionalism when using their personal social media sites. a.

We encourage DCSD employees to use appropriate privacy settings to control access to their personal social media sites. Be aware, however, that privacy settings have limitations, and private communication on the Internet can easily become public. Also, social media sites can change default privacy settings and other functions at any time. Our employees are responsible for understanding and complying with the rules of any social media sites they use. Personal social media sites that address workplace business may be subject to Open Records laws.

We do not recommend that our employees “tag” photos of other DCSD employees, volunteers, contractors or vendors without prior written permission from these people.

We prohibit the posting or disclosure of students’ personally identifiable information or confidential information on personal social media sites if it violates DCSD policies or any laws.

Employees should never use the DCSD logo or imply that their personal social media sites speak in an official capacity for DCSD. We do permit use of the DCSD logo when it automatically posts on personal social media sites such as LinkedIn.

We strongly recommend that DCSD employees maintain transparency and be honest about their identities when they post on social media. When employees identify themselves as DCSD employees, they must be clear that they express individual and personal views, not necessarily the official views of the DCSD.

F. Applicability of DCSD Policies and Other Laws 1. The DCSD Guidelines supplement, but do not supersede, existing DCSD policies and laws. Our DCSD social media users must comply with all applicable federal, state and local laws, including the Children’s Online Privacy Protection Act (COPPA), and the Family Educational Rights and Privacy Act (FERPA). 2. Our Guidelines do not serve as a code of conduct for social media use and do not constitute a separate basis for potential discipline. However, all existing DCSD policies, regulations and laws that cover employee workplace conduct also apply in the social media environment. These include the DCSD Website and Online Social Media Publishing Guidelines (Policy IFBGB).

G. Additional Inquiries This document provides general guidance but does not cover every potential social media situation. H. Frequently Asked Questions (FAQ) General 1. Why does the DCSD issue guidance for using social media? •

Social media technology offers many educational benefits. We issue these guidelines to encourage professionalism, responsibility, safety and awareness by our employees who use social media. Our guidelines also recommend best practices for employees who use social media for professional or personal communication.

2. How may DCSD parents, students and employees give feedback on these guidelines? •

We welcome feedback on our guidelines and FAQs. Because technology and best practices change rapidly, we systematically review and update guidance. If you have any feedback or a suggestion, please send an email to our District email address: communications@dekalbschoolsga.org.

3. Do the guidelines apply to all DCSD employees or just those who work in schools? •

Our guidelines apply to all DCSD employees.

4. What are common types of social media? •

Blogs. Short for “web-logs,” blogs function as ongoing journals, where users make systematic entries. Typically, bloggers “tag” entries for easy online searches. Most blogs allow readers to comment. Examples: Blogger, WordPress.

•

Microblogs. These blogs, as the name implies, have shorter posts, typically limiting the number of typed characters allowed. Microblogs are good for status updates and quickly communicating information to “friends” or “followers.” Examples: Twitter, Tumblr.

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Networking sites. These allow people to connect with each other to explore common interests and pursuits. Examples: Facebook, LinkedIn, Google+, Twitter, Instagram.

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Photo/Video sites. These allow people to share videos, images, slideshows and other visual media. These sites often allow viewers to comment and post their own content. Examples: YouTube, Vimeo, Flickr, Instagram, Tik Tok.

5. The guidelines state that they supplement, not supersede, DCSD policies and the law. What does this mean?

•

Social media use should always comply with our DCSD policies and all laws. Before our DCSD employees use a student’s name or other personally identifiable information on social media, for example, they should be aware of policies and laws that might apply to the situations of individual students.

Personal Social Media Sites 6. Why do you recommend that DCSD employees have separate professional and personal social media sites and email addresses? •

All DCSD employees should keep their personal and professional online communications separate. Professional social media is often work-related. Personal social media could contain personal and business content. Still, keeping separate accounts and login information is recommended.

7. May DCSD employees use their personal social media accounts to communicate with their DCSD colleagues? •

Our guidelines don’t address communication among our employees on personal social media sites. Even so, we encourage our DCSD employees on personal social media to use appropriate privacy settings to control access to their sites and only use personal sites on their own time.

8. I have a personal website where I post book reviews. What best practices do you recommend for DCSD employees with personal social media sites like mine that are professional in nature and may involve students but aren’t directly related to the DCSD? •

Keep in mind that even when a DCSD employee is “off the clock,” students see him/her as an authority figure. Employees should not allow students access to their personal social media sites. For example, don’t accept friend requests from students.

Employees 9. What if DCSD employees already use social media for professional or personal purposes? •

For professional social media use: DCSD employees should make sure their use aligns with the DCSD Social Media Guidelines and these FAQs. Any use not consistent with these guidelines should be altered or amended in a reasonable period of time to conform to our DCSD policies and the law. Employees with links from a professional social media site to a personal email address should transition the site to a professional email address.

•

For personal social media use: Our guidelines recommend that DCSD employees who use social media for personal purposes should not allow any current DCSD students access to those sites.

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Our employees should periodically review the Social Media Guidelines and FAQ (we’ll update them as needed) to make sure they remain up-to-date on recommended practices.

•

Our DCSD central office and schoolhouses provide social media resources for employees who use social media for professional purposes. Check the Employee Portal for webinar trainings.

10. Who monitors professional social media sites? How frequently? •

Our guidelines recommend that professional social media sites be regularly reviewed and monitored by principals and their representatives. The specific frequency and level of review depend on the particular characteristics of the site. Interactive sites that allow comments and posting, for example, should always be monitored more closely.

11. If DCSD employees want to develop professional social media for their classrooms, what should they do? •

First, our employees should review the Social Media Guidelines and FAQs periodically to be familiar with the content and any updates. Then they should research and familiarize themselves with the social media site they intend to use.

•

If students will be using the proposed professional social media, our employees must review the site’s regulations and determine the age children are allowed to use it. An example: Let’s say a female teacher plans to create a Facebook page for her third-grade class. She will learn that Facebook requires users to be age 13 or older. She will need to find some other tool. Employees should also review the requirements of the federal Children’s Online Privacy Protection Act.

•

Our employees should know the privacy and viewing settings for a social media site. We recommend, where possible, that our DCSD employees establish groups or pages, rather than individual profiles, for educational purposes.

Guidance for School Leaders 14. How should principals address parents who have concerns about their children’s use of social media? The DCSD recognizes social media’s powerful benefits for students, teachers and school communities. Many, and probably most, schools now use these 21st-century tools. Our own schools should inform parents of the opportunities social media provide for college and career

readiness. In some cases, schools may need to “market” these tools to parents unfamiliar with their benefits. 15. How can administrators effectively monitor information posted on professional social media sites? Our recommendations: • Draw up a comprehensive list of all professional social media sites created and used by your staff. • Create one administrative account for administrators or a designated network point-person. • Become a member of all professional social media sites and view their posted materials. • When possible, set up e-mail notifications when new material posts. • Consider having more than one person monitor sites, and prioritize which should be monitored most frequently. 16. Do I need to be an administrator on every site? •

Principals do not need to be an administrator on every site. A representative, such as a media specialist, can fill this role.

Teachers and Other School-Based Staff 17. Should parents be notified if a child needs to use social media for school-related activities? •

Yes. Our DCSD schools should notify parents every school year if a child participates in professional social media activities. Parents with questions or concerns should contact the school for more information.

18. The guidelines recommend that principals (or their representatives) have administrator rights. Does this mean that teachers or school-based staff must hand over their professional social media user names and passwords? •

It does not. Teachers and staff may choose to give the principal or representative access to a site. The guidelines simply suggest that principals have at least limited access, using their own log-in user names and passwords. Why? If a teacher is out recovering from an extended illness, the administrator can monitor the professional social media site.

19. Are teachers mandated reporters as required by federal and state laws when it comes to online activity? •

Yes. As indicated in the guidelines, teachers are mandated reporters.

20. How should our DCSD employees respond to friend requests by current students on their personal social media sites and accounts? •

They should decline any request. Our suggested response: Please do not be offended, but I cannot accept your request. As a DCSD employee, it’s best for us to communicate using my professional social media account. Our DCSD Social Media Guidelines discourage interactions with current students on personal social media sites. If you want to connect, please contact me through District email.

21. What should DCSD supervisors and representatives do if they discover inappropriate activity? •

Report the post on the social media site. Also, notify the principal of the inappropriate activity.

22. What confidential information or personally identifiable student information should not be posted or disclosed? What about graded work? •

Posting certain graded student work online may be in violation of FERPA. Any DCSD employee who has questions about confidential or personally identifiable student information should contact a principal. The principal will then contact our regional superintendent.

23. Are teachers or other school staff personally liable for student posts on professional social media sites? •

No. If a teacher views an inappropriate post, they are, however, required to follow DCSD regulations for reporting it. We also recommend that teachers act as moderators for professional social media sites and we recommend that students never post information on professional social media sites without teacher approval. Professional social media sites should be monitored regularly and offensive and inappropriate posts should be removed in a timely manner.

24. Can the guidelines be used for disciplinary purposes? • No. These are guidelines, not rules. Though we strongly suggest our valued employees follow these guidelines, no one will not be disciplined for failure to follow them.

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Compare SchoolMessenger Communicate side-by-side you’ll see why K-12 leaders choose SchoolMessenger Communicate more than any other. and automation with more than 130 | Integration www.dekalbschoolsga.org data sources. SchoolMessenger Communicate is the recognized leader in K-12 data integration. We

VISION FOR THE DCSD GRADUATE The North Star

The vision of the DeKalb County School District (DCSD) is to inspire our community of learners to achieve educational excellence. The essence of who we are and what we do is to ensure student success, leading to higher education, work, and life-long learning. We are committed to our scholars and removing barriers that disrupt their pathway to their preferred future. We are one District, and we want to ensure all students succeed with equity and access.

DCSD Empowering Opportunities DCSD offers world class programs from which scholars are able to choose to prepare them for the jobs of the future. The programs range from *ELC/Pre-K, Theme Schools, Montessori, Dual Language Immersion, and *STEM/STEAM at the elementary level, to *International Baccalaureate, CTAE, Advanced Placement and Dual Enrollment at secondary level.

Eliminating Barriers to Success

DCSD provides a continuum of wrap-around supports and strategies to assist students on their journey to graduation. DCSD utilizes the multi-tiered systems of support (MTSS), counseling and advisement, health services, parent and family engagement, nutrition, social work, psychological support, and services to address social/emotional wellness. *ELC (English Learner Center) | *STEM (Science, Technology, Engineering and Math) *STEAM (Science, Technology, Engineering, Arts and Math) | *CTAE (Career, Technical, and Agriculture Education) *STEM/STEAM and International Baccalaureate available at elementary, middle and high school. *ELLfor (English Language Learners) | *STEM (Science, Technology, Engineering Math) Vision the DCSD Graduate: V8.18.2021, to download the most updated versionand please visit:

*STEAM (Science, Technology, Engineering, Arts and Math) | *CTAE (Career, Technical, and Agriculture Education) https://www.dekalbschoolsga.org

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CABINET LEADERSHIP Ms. Melissa Harris Deputy Superintendent of Community Empowerment, Innovation, and Partnerships

CO M M U N I C AT I O N S T E A M Director of Communications Portia Kirkland Video Production Coordinator John Q. Kegler Graphic Designer Hector Mancia Communications Specialist Carla Parker Administrative Alicia Del Moral

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Mrs. Deirdre P. Pierce, District

Ms. Allyson Gevertz, District