Communications Team Portia Kirkland Director of Communications Dr. Donald Porter, Ed.D Press Secretary John “Q” Kegler Video Production Coordinator Hector Mancia Graphic Designer Carla Parker Communications Specialist Richard Stephens II Online Content & Communications Specialist Jamelia Potter Marketing/Communications Specialist Alicia Del Moral Administrative Support
Table of Contents Vision, Mission, Strategic Plan School District Communication I. Media Relations, Public Relations, and Issues Crisis Management II. Strategic Marketing and Communications III. Creative Services and Graphic Design IV. Video Production and Audio-Visual Support External Communication Internal Communication DCSD Communications Department Goals Goal 1: Parent and Family Engagement Goal 2: Media Relations Goal 3: Issues Crisis Management Goal 4: Video Production and DeKalb Schools TV Goal 5: Marketing Communications Goal 6: Employee Communications Evaluation and Measurement School Crisis Management Conclusion
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VISION To inspire our community of learners to achieve educational excellence. MISSION To ensure student success, leading to higher education, work, and life-long learning. STRATEGIC PLAN – Goal Area II Stakeholder Engagement & Communication
The Communications Department also aligns it’s work with the MIRACLES Framework. Click here for more information: https://www.dekalbschoolsga.org/miracles/ 1
SCHOOL DISTRICT COMMUNICATION The Communications Department is responsible for disseminating timely, accurate, and newsworthy information to the community through the media and other communications channels. This Communications Plan aligns with the DCSD Strategic Plan Goal Area II: Stakeholder Engagement and Communication, which include the following: •
Increasing the effectiveness of stakeholder engagement experiences
•
Improving opportunities for innovative stakeholder collaboration
•
Improving and ensuring effective District internal and external communication
The Communications Department follows DCSD Strategic Plan goals to ensure district-wide communication is effective, and our diverse students and families feel informed and empowered. The Communications Department provides the following: I.
Media Relations, Public Relations, and Issues Crisis Management
II.
Strategic Marketing and Communications
III.
Creative Services and Graphic Design
IV.
Video Production and Audio-Visual Support 2
I. MEDIA RELATIONS, PUBLIC RELATIONS, AND ISSUES CRISIS MANAGEMENT Media Relations Media Relations describes the relationship between the DeKalb County School District and journalists. The Communications team is instrumental in nurturing DCSD’s relationship with all media representatives. With this relationship, we can publicize our District’s good news, events, activities and awards while also promoting District accomplishments. Media Relations Protocol DeKalb County School District is committed to positive public and media relations. To affirm this commitment, the Department of Communications has been tasked to serve as the official source of the media for day-to-day communication and all crisis events. The Communications Department is responsible for the dissemination of timely, accurate, and newsworthy information to the community through the media or other channels. The team also assists with arranging school visits, media interviews, and collaborates with school administrators and other department supervisors. Employees have been advised not to respond, comment, or contact the media on behalf of the District. All requests for public information, media interviews, filming, and photography should be directed to DCSD Communications. This guidance is not to silence our stakeholders, but to ensure that a consistent message and accurate information is shared with our community and reported in the media. Issues Crisis Management The Communications team will provide timely information and guidance to schools and District leaders to help resolve crisis situations and/or emergencies.
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Crises can vary from weather-related incidents to school bus accidents. The Communications team has a separate issues crisis communications plan for the District. This plan can be found on page 14. Public Relations Public Relations (PR) describes the relationship between the DeKalb County School District and the public. For example, Public Relations develops the story for the District while the media broadcasts it. To shape the messaging, the Communications Team provides advice and crafts written and oral material, talking points, speeches, and key message development. Media Relations does not exist without PR. Through Public Relations, Communications does the following: • • •
Works to maintain a positive reputation for the District overall. Develops and maintains positive, collaborative relationships with all stakeholders to strengthen support for the DeKalb County School District. Creates key messages and talking points about DCSD to establish “one clear voice” throughout all communication channels.
Public Relations and Strategic Marketing share the same goals; however, marketing might focus on specific enrollment numbers, good news campaigns, and inspiring students to graduate. These campaigns are measured through: • • • •
Focus Groups Staff Surveys Media Coverage (monitoring services) Social Media Analytics
II. STRATEGIC MARKETING AND COMMUNICATIONS Communications is responsible for strategic marketing and content. For example, the promotion of events and services provided by the District can be seen through an advertising campaign to celebrate graduates or collateral given out at Back-to-School events. PR and marketing integrate to ensure the good news of the District is spread and stakeholders are aware of key events and news. DCSD utilizes all channels such as print, websites, social media, videos, and pictures to keep stakeholders informed. The Communications team works collaboratively with all local schools, departments, and central office faculty and staff to provide the following: • • • • • •
Creative Marketing, Social Media, and Advertising Campaigns Email Marketing and Newsletters Research and Data to Measure Campaigns Marketing Collateral and Giveaways Media Planning Brand Identity
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III. Creative Services and Graphic Design Graphic Design Graphic Design is the visual communication of ideas that bring visual and textual content to life. Through graphic design, we create and maintain graphic content, designs, and collateral that support the DCSD brand. The DCSD logo is the recognizable, reproducible symbol of the DeKalb County School District community. Branding The Communications team actively works to strengthen the DCSD brand through coordinated efforts with schools and administrative departments. Branding is the relationship an organization or product develops with key audiences. Branding is the emotional and subjective response to seeing a logo or image and building on that image or reputation. Branding benefits: 1. 2. 3. 4.
Consistency & Trust (Stakeholders know what to expect from us) Authority & Value (Quickly conveys authorship of communication) Respect & Pride (Earns more credibility with stakeholders) Enthusiasm & Support (Share our excitement and positivity)
IV. Video Production and Audio-Visual Support DeKalb Schools Television (DSTV) online and Comcast Channel 24, shares pertinent information with viewers. Through creative, education-based programming, video-on-demand, and a regularly updated YouTube channel (@DeKalbSchools), DSTV highlights student achievement and family engagement in the DeKalb County community. DSTV also provides video production for the District through audio-visual support and hands-on learning opportunities for students. DSTV is an award-winning team and has produced original programming that spotlights student achievement and engagement.
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EXTERNAL COMMUNICATION
Transparency is a top priority for the DeKalb County School District. DCSD seeks to ensure diverse students and families feel informed and empowered by receiving timely, clear, and concise information. External Target Audiences • • • • • • • • •
Students Families and Caregivers Taxpayers of the School District Senior Citizens Business Leaders Media Outlets Parent-Teacher Organizations Civic Leaders Alumni
• • • • • • • • •
Religious Leaders Neighborhood Groups School Community Councils New Residents of the DCSD Neighboring School Districts Residents without Children in DCSD Universities and Community Colleges Prospective Residents of the District Legislators and other elected officials
Through the implementation of this communications plan, the following desired behaviors and attitudes are the focus: Desired Outcome for External Audiences • Keep informed of key issues • Feel involved and engaged in their public schools • Exhibit community pride and trust in schools and the District • Support the DeKalb County School District External Channels • News Releases • E-mail Campaigns including Newsletters • Social Media: Facebook, Twitter, Instagram, LinkedIn, YouTube, Flickr • District and School Websites • Digital News: Web Stories, Digital Flyers • DSTV: YouTube, Comcast Channel 24, Roku, Apple TV, Firestick • School Messenger (emails, texts, calls) • School Marquis • Collateral (posters, flyers, etc.)
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INTERNAL COMMUNICATION
Internal Communications is a shared District responsibility, and all division leads provide internal communications. The Communications Department supports the District and schoolhouses with messaging, design, videotaping, photography, Microsoft Teams/Zoom meetings, and web and social media content. It is important to note, every department should have a “communications tap” or person who can support the District with communications. The Communications Department might support schoolhouses by reviewing correspondences with the communications tap, who is the content expert. Internal Target Audiences • Students • Teachers • District Administrators • Principals • Support Staff (Bus Drivers, Custodians, School Nutrition Staff) • School Board Members Desired Outcome for Internal Audiences • Take pride and ownership in the District • Exhibit District values of caring, integrity, and collaboration Internal Channels • News Flash – Employees Only • School Messenger (emails, texts, calls) • Microsoft Teams/Zoom • Employee Portal • Principals Bulletin
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DCSD Communications Department Goals The Communications Team communicates with Equity, Excellence, and Empowerment. This plan is reviewed annually to ensure its effectiveness and accuracy. • • •
Parent and Family Engagement Media Relations Issues Crisis Management
• • •
Video Production and DeKalb Schools TV Marketing Communications Employee Communications
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Implementation Plan Goal 1: Parent and Family Engagement Strategy: Support the DCSD Family Engagement Department with marketing, PR, branding, and crisis to ensure families are informed and empowered Tactics: • Capture video content and produce television programming that supports academic achievement for students and resources for families •
Provide student and family Social Media Guidelines for online etiquette
•
Design creative and diverse marketing collateral that supports parent and family involvement
•
Cover family engagement events and share on communications channels
•
Provide School Messenger calls, text messages, and emails to families in the preferred correspondence language
•
Work with the International Department on ensuring translation in the top 15 languages
Goal 2: Media Relations Strategy: Maintain a proactive media relations program and enhance the District’s image on local, state, and national levels Tactics: • Implement a strategic media relations strategy, including standard operating procedures •
Build a relationship with media outlets to maximize awareness and support of the District’s goals, objectives, and programs
•
Gain positive media exposure by pitching good news stories
•
Work with the superintendent, leadership, and schoolhouses on media inquiries for a proper response, and provide media training as needed
•
Assist media with interviews and photos by providing access to schoolhouses and content experts who can speak on key topics
•
Provide media relations guidance in the DCSD Communications Toolkit
•
Write remarks, speeches, news releases, and talking points for appropriate District leaders
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Goal 3: Issues Crisis Management Strategy: Develop strategies and protocols for effective issues crisis management Tactics: • Implement a strategic issues crisis strategy including standard operating procedures •
Research incidents and draft media statements for review and approval
•
Keep a hub with updated statements, news releases, speeches, and talking points so that cabinet can review
•
Support schoolhouses and District leaders with resolving crisis situations or emergencies through communication tools such as parent letters, School Messenger, social media, talking points, and key messages
•
Provide crisis media relations when schools are in crisis (i.e., school lockdown, weather, fights) or have experienced an incident
•
Provide principals and District leadership with media relations guidance in the Communications Toolkit
Goal 4: Video Production and DeKalb Schools TV Strategy: Develop a comprehensive video production program and television channel that impacts student achievement Tactics: • Produce, cover, and edit video content for students (i.e., Free Game, The Bridge, Music Matters, etc.) •
Produce, cover, and edit video content that supports family engagement (Team Talk, Ethiopian Town Hall, Te Escucha, Alumni Today, E-SPLOST)
•
Produce, cover, and edit video content that support staff (Ethics, Webinars)
•
Broadcast, record, and stream Board meetings including all public comments
•
Stream live events on DeKalb Schools TV-Comcast Channel 24
•
Mentor DSTV students on video production
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Goal 5: Marketing Strategy: Develop a comprehensive marketing communications strategy, including digital communications platforms to keep stakeholders informed Tactics: • Work with schoolhouses on the social media training program to ensure schools can effectively share their good news •
Collaborate with District staff and schoolhouses on co-branding, logos, and signage to ensure brand identity
•
Continue to provide social media guidelines to staff, students, and families and promote cyber safety and etiquette
•
Collaborate with Information Technology on website content management, including visually-appealing content and navigation
•
Identify good news and other content that can be published on media sources to keep stakeholders informed and inspired
•
Increase social media followers and use social media insights and data to monitor usage and ensure best practices
•
Keep the DCSD Strategic Plan updated with the most up-to-date information
•
Use multiple communications platforms such as the website, social media, School Messenger, and apps to provide information, highlight positives, and connect with the community
•
Survey stakeholders on internal and external communication needs and preferences
•
Develop collateral and signage with DCSD branding aligned with the DCSD mission and vision
•
Produce diverse content that supports math, reading, CTAE, sports, arts, and other Curriculum and Instruction programs
•
Maintain social media platforms including Facebook, YouTube, Flickr, Instagram, Twitter, and LinkedIn
•
Create an effective ticketing system to streamline projects and requests
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Goal 6: Employee Communications Support divisions and departments with internal messaging, marketing, branding, PR, and crisis Strategy: Continue to strengthen the content and design of key communication tools for employees, and work with central office content experts to coordinate clear and consistent messages to staff members Tactics: • Collaborate with DCSD departments and divisions on campaigns to celebrate programs and promote events and programs in the District •
Support DCSD and Board of Education with marketing, PR, and crisis management needs
•
Cover speaking engagements including the Superintendent, Cabinet, and Board of Education
•
Assist schools and departments with internal communication plans and actions
•
Support Chiefs and Area Superintendents with messaging such as talking points, parent letters, and media inquires
•
Recognize student, staff, and parent achievements during Board of Education meetings
•
Increase opportunities for recognition among leaders, teachers, and staff with coverage of key events and accomplishments
•
Support DCSD with virtual meetings involving staff and public stakeholders
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Evaluation and Measurement To evaluate and measure the effectiveness of this Communications Plan, Communications will capture information and data from the following resources: • • • • •
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Communications Survey Media Monitoring Reports Social Media Usage: Facebook, Instagram, YouTube, Twitter, and Flickr followers Community Input Employee Input
SCHOOL CRISIS MANAGEMENT
Standard Operating Procedures for Media Inquiries Purpose: To streamline media relations and respond to press inquiries promptly and effectively Regional Procedures: 1. Conduct a conversation with the principal regarding the incident/issue • Establish a sound environment so that you can hear what took place clearly, particularly if it is done over the phone • Consult with additional staff, if necessary, to confirm details • Consult with DCSD Public Safety to see if there is an active investigation 2.
Request the principal to draft a letter to be sent home promptly • Refer to your approved bank of letters (employee allegations, weapons, weather, fights, etc.) • Provide an example of the incident letter, if available, to the principal or Communications if support is needed • Review the letter and send it to Communications for proofing
3.
Discuss with the principal who will receive the letter (entire school or specific grade level)
4.
Establish how school communications will be disseminated-call, text, or email (School Messenger), and if a hard copy of the letter will be sent home with students
5.
Share with Communications how the principal communicated with the schoolhouse community
6.
Provide Communications advance notice if media has contacted the school or on campus
7.
Ask SRO to request media outlet move off of school property and across the street for external shots
8.
Request staff and students not to speak with the media
9.
Send any follow-up letters to families, if needed
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Communications Procedures: 1.
Review media inquiry
2.
Refer to text protocol and BOE Notification
3. 4.
Notify Superintendent if it is a high probability to media coverage Conduct a conversation with content experts regarding incidents/issues • Establish a sound environment so that you can hear what took place clearly, particularly if it is done over the phone • Consult with additional staff, if necessary, to confirm details (Public Safety, Legal, Operations)
5.
Craft media statement based off of email, text, or call from content expert • Verbal statements can-and have-led to errors. It is critical to write an explanation of the incident to avoid miscommunication • Provide a media statement or an email detailing events, even if a conversation has occurred with a DCSD media relations representative
6.
Return the media statement draft to the Superintendent, Chief of Staff, Area Superintendent, or content expert for final approval
Additional Communications Responsibilities: •
Locate the expert
•
Develop messaging based on the content expert
•
Respond to press inquiries from media outlets
•
Coordinate with the media on follow-ups, photography, fact-checking
•
Pitch newsworthy content
•
Build relationships with local and national media
•
Monitor news stories for accuracy
•
Provide updates or revisions on content, if needed
Conclusion
The DeKalb County School District’s Communication Plan for the 2023-2024 school year will be utilized as a tool to ensure that all communications align with the strategic goals of DeKalb County’s School District to inspire, achieve, and excel. This plan will be continually evaluated and updated as needed. The Communications Department provides an internal Communications Toolkit to all principals and District offices.
Assets
All assets mentioned in this document can be found by visiting the DCSD Employee Portal such as social media guidelines, media releases, and more. https://dcsd.sharepoint.com/communications/Pages/resources.aspx
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DSTV has expanded to all mobile platforms and Smart TVs with the Cablecast App. Watch DSTV on any of these devices:
Apple TV™ & Apple TV 4K
Fire TV (Amazon)
Roku (TV, Express, Premier, Ultra & Streaming Stick)
iOS (Apple)
Android
Visit DSTV: https://vod.dekalbschoolsga.org/CablecastPublicSite/?channel=1
Communications Department 1701 Mountain Industrial Boulevard Stone Mountain, GA 30083