mcps communications guide · resource page at the end of this document (pg 19) with contact...
TRANSCRIPT
MCPS Communications Guide
Communication Guide
Communicating your school’s achievements and building support from your many audience groups is more important than ever in our environment of accountability. Each of us has the opportunity to enhance support of our school and the district. This Communications Guide includes expectations, tips and protocols for communications. This resource is not an all-inclusive guide, rather, guidelines to help you navigate each medium and present the best image for your school. Timeliness, fairness, accuracy and professionalism are your best guides in communication.
#MCPSkeys #GrowMaury
Brand Management
• Aim to relay clear, consistent messages with key messages or even a tagline for your school. Everything you do either adds to your brand or detracts from it. Always remember that!
• School logos and mascots should be used in unmodified formats only. In other words, logo and mascot graphics should not be distorted or modified in any way.
• The District logo should likewise not be altered or distorted. Files can be found here .
Engagement
• Ask at the beginning of each academic year how your parents want to be communicated with and do it! Keep them informed of key issues and announcements.
• Ensure your school has multi-lingual resources available to your families. Resource page at the end of this document (pg19) with contact information.
• Make sure your ‘[email protected]’ is well used and monitored. Consider having an email box for ‘[email protected].’
Key Channels
Key channels are school websites, SchoolMessenger for all-call/all-email/all-text, email, social media, video. Integrate and unify these as you message through each, yet consider the platform and flex to make it work on each.
School Website
School Websites are the first impression people have about a school and it’s one of the best opportunities you have to showcase everything you have to offer. Website managers will be appointed by the building principal and each site’s content under their charge. Content is expected to be current, accurate, and meet standards for proper grammar. Teacher pages must be equally treated in regards to content and final oversight by the principal.
The Communications Department is available to provide training on website management.
School Website Expectations
• By August 15, all staff directory is updated; for new staff hired after 8/15, one week after starting employment
• Home page photos (in rotating banner) should be refreshed at least two times by the end of each month
• By August 15, ensure that all links to the www.mauryk12.org master documents are active and correct. For example: meals menus, district calendar, dress code, etc.
• By June 15, review forms and docs from previous year and update by July 1.
• By August 1, appoint a secondary web page manager with admin rights to the website and communicate that with Kim Doddridge.
School Website: Upcoming Events/Calendar
The Upcoming Events or Calendar portion of any school website should never be blank or empty. There will be no occasion where there are not activities or dates to be announced. Included in this guide is a calendar for events/dates to be posted along with your own. The month noted is the month in which the event should be posted. Post at least 30 days out when the occasion allows.
June and July – registration detailsJuly – back to school eventsJuly – start of school in AugJuly – PD dates in AugAugust – P/T conferences in SeptAugust – PD day in SeptSeptember – fall break dates in OctSeptember – issue report card in OctOctober – P/T conferences in NovOctober – Thanksgiving break dates in NovNovember – Winter break dates in Dec/Jan
December – issue report cards in JanDecember – no school MLK DayJanuary – no school President’s DayFebruary – issue report cards MarFebruary – PD day in MarMarch – spring break dates AprilMarch – no school Good FridayMarch – P/T conferences in AprApril – End of school datesApril and May – summer activitiesMay – summer meals and camps
Official Social Media Pages
Social media pages can be easily integrated into your school’s communication media and should represent your school’s values and the district’s values. Social media can be fun, but at the core, it should be useful. Pages require close management and at the least, daily check in and posting. It is expected that all official school social media sites post content daily. The building principal will appoint the social media pages manager(s) and the content falls under the charge of the principal.The Communications Department is available to train on social media page management.Recommendations: Twitter, Instagram, Facebook
Social Media: Tips & Hints
• Post daily! If you stop providing content, your audience won't have a reason to follow you.
• Facebook is an effective tool for storytelling, announcements, highlighting students AND teachers, soliciting input and sharing posts from other resources (MCPS, TNDOE, school club or group, Boys & Girls Club, The Family Center, etc.).
• Twitter is quick way to give people a glimpse into your school and classrooms, easy way to tag others and a place to repeat your message frequently.
• Be cautious when using abbreviations; some will understand but other readers may not.
• Be gracious 😊 .
• Remember to complete the ALT TEXT on images on social media platforms.
• Ensure your Rules of Engagement are clearly expressed on the official Facebook page. The district provides a good model here.
• Want training on Facebook Scheduler or Tweetdeck? Contact Kim Doddridge in Communications at ext. 8132 or [email protected]
SchoolMessenger
The SchoolMessenger notification system syncs up with our internal student data system and is for employees and parents/guardians only. The school district adheres to best practices in maintaining the internal data system for all calls, emails and texts and does not include city or county workers, members of law enforcement or any media outlets. Persons who are not employees, parents or guardians should bookmark the district’s public webpages of Facebook and Twitter to be informed of emergency closings.
At least two persons at the school should have login/administrative rights to use the notification system.
Questions? Contact Jennifer Morgan at 931-388-8403 ext 8151 or [email protected]
SchoolMessenger
The District will use the SchoolMessenger notification system for district-wide messages such as district closings, delayed openings, and early closures. Also for district level surveys, announcements, reminders, invitations and any other news the Superintendent elects to distribute to the large audience.
The SchoolMessenger notification system should be used to communicate with both your internal school contacts (teachers/staff) and external contacts (parents) and allows you to reach out via phone, email or text, or a combination of these methods.
The notification system should be used for all types of announcements and these can be scheduled to go out at a time of the principal’s choice. In a crisis or urgent school situation, the principal should work with Kim Doddridge in composing a statement to go out.
Crisis Management
Actual and rumored situations can cause a crisis. Clearly outlined and defined crisis plans should be in place at every school, along with naming staff member roles during a crisis. The district Supervisor of Transportation and School Safety Eric Perryman (931-626-3206 or perrymane@mauryk12org) provides guidance and direction on school safety plans and expectations surrounding those plans.
Crisis Management
• Law enforcement is often included in a crisis situation and district personnel should most often be the lead in communicating and working with law enforcement. Depending on the situation, either district personnel or the school principal will lead in communication with faculty, students, staff and parents. Media relations in a crisis situation will be managed by the district Communications office with Kim Doddridge (931-446-5279 or [email protected]).
• Communication to your school families during or after a crisis should be done as quickly as reasonable but not before you have the proper facts.
Media Relations
Every contact with the media is an opportunity to showcase the great successes and highlights of your school. School principals can reach out to media outlets to request coverage of their events, celebrations and stories. Crisis communications should be routed through the Communications office via Kim Doddridge. There will be times when the media contacts schools directly; please notify Kim Doddridge upon receipt of the contact.
The Daily Herald - James Bennett or Mike Christen 931-388-6464Advertiser News - Stephen Dorris 615-302-0647 or John Evosevic 412-558-8280 [email protected] Hill Fresh – Hazel Nieves [email protected] Hill Home Page – Matt Blois 805-233-1686 [email protected] - Tom Williford 931-215-0522, [email protected]/WKRM - [email protected] - [email protected]
Media Relations continued
The MCPS Student Handbook states that schools and the district will take photos and videos of students for the purpose of highlighting achievements, making announcements and celebrating successes. If a parent or guardian elects to opt-out of this practice, they are required to do so in writing to their child’s school within 10 days receipt of the handbook. Should your school have external media outlets who are present on campus for special occasions (e.g., Teacher of the Week, TV stories focused on schools), it would be prudent to have each parent sign an agreement to have their child photograph or videoed. Principals must give permission for student body members to be photographed, videoed or interviewed by a news outlet.
Communications Considerations
• Once you have facts, be first in telling your news.
• Don't assume your internal audience knows; tell them first.
• Be aware of vocabulary and abbreviations—some will understand and there will be those who do not, so be clear.
• Be open with the media and know that a response of "no comment" is a comment. If you aren't ready to respond, say so with the explanation that the information is not yet available. If a safety/crisis situation, refer to Crisis Management slides.
• What to do when tragedy strikes? It's okay to not be too reserved when relaying messages either online or in an interview with the media when your school experiences a tragedy. Be human.
Resources
Multi-lingual ResourcesSpanish
Liz Willette
931-388-8403, ext. 8159
American Sign Language
Gates Communication
330 Mallory Station Road, Suite D10
Franklin, TN 37067
615-435-8929
MCPS contacts: Karl Lang 931-388-8403, ext. 8101 or [email protected], Pupil Services
Lisa Ventura 931-388-8403, ext. 8112 or [email protected], Special Education
