PR & Communications Services
Responding to member need, the Virginia School Boards Association has partnered with Title20 Consulting, LLC to offer communications and public relations services as a fee-for-service membership benefit. Considering the vast number of internal and external publics of a division, as well as the increased scrutiny and criticism of public education, implementing effective communications strategies is no easy task. While some school divisions are fortunate to have an in-house communications expert (i.e. public information officer, director of community relations, etc.), most divisions do not. Funding the salary and benefits for another central office staff member is just not a possibility. In addition, even schools with communications personnel may find themselves needing assistance or support with a particular initiative, issue, or training, when hiring another staff member is not needed in the long-term. All school boards and divisions can benefit from working with a communications professional who understands their issues. It is in their best interest and the best interest of their publics for one to be involved in the division. Utilizing the VSBA/Title20 Consulting communications services is a wonderful, cost-effective option to consider.
Title20 Consulting, LLC
With a unique combination of experience in public relations and education, Title20 Consulting specializes in providing strategic communications and public relations services to K-12 educational institutions, associations, and foundations, including communications planning and strategy, training and workshops, crisis communications, issues management, written communications, and internal/organizational communications. Visit www.titletwenty.com for more information. In addition, consider reading these articles, written by Peter J. Sengenberger, M.Ed., the owner of Title20 Consulting.
Your Division Already “Has Public Relations”
Staff Relations: Belief Equals Reality
Study Provides Direction for School Communications Effort
VSBA Fee-For-Service Offerings
As listed below, a variety of annual support packages and a la carte selections have been created to fill board and division needs. Please note that the services and packages can easily be adapted and altered, and services can be provided that are not specifically listed. For example, Title20 Consulting developed a quarterly print newsletter for Pulaski County Public Schools as part of the VSBA services even though it is not one of the core offerings. The first edition of this newsletter is available for viewing at http://www.titletwenty.com/workshopprofile/PCPS_Winter2013_final_web.pdf
For pricing or more information about these offerings, contact Gina Patterson, VSBA deputy executive director.
ANNUAL COMMUNICATIONS SUPPORT PACKAGES
“Basic” Package
The Basic Package includes THREE days of consultation (on-site or off-site), which can be used for communications strategy sessions, crisis situations, or issues management. These consultation days can be used for training purposes (Interview Training, Media Relations 101, or Tabletop Crisis Training workshops; see descriptions below). For example, one day of on-site consultation would equal one Interview Training workshop. In addition, this package includes Title20 Consulting’s “Issues Briefs”- periodic comment and analysis on communications and public relations issues important to Virginia school divisions.
“Expanded” Package
The Expanded Package includes THREE days of consultation (on-site or off-site), which can be used for communications strategy sessions, crisis situations, or issues management. These consultation days can be used for training purposes (Interview Training, Media Relations 101, or Tabletop Crisis Training workshops; see descriptions below). For example, one day of on-site consultation would equal one Interview Training workshop. In addition, this package includes Title20 Consulting’s “Issues Briefs” - periodic comment and analysis on communications and public relations issues important to Virginia school divisions. This package also includes a Press Clipping Service, which monitors local, regional, and statewide media for news stories about your division. Clips are delivered electronically. The Expanded Package also features a Materials Review Service - feedback/proofing/editing of division-level press releases, media alerts, op-ed pieces, newsletter articles, family communications, position statements, talking points, and speeches.
“Virtual Public Information Officer” Package
The Virtual Public Information Officer Package includes FIVE days of consultation (on-site or off-site), which can be used for communications strategy sessions, crisis situations, or issues management. These consultation days can be used for training purposes (Interview Training, Media Relations 101, or Tabletop Crisis Training workshops; see descriptions below). For example, one day of on-site consultation would equal one Interview Training workshop. This package includes Title20 Consulting’s “Issues Briefs” - periodic comment and analysis on communications and public relations issues important to Virginia school divisions, as well as a Press Clipping Service, which monitors local, regional, and statewide media for news stories about your division. Clips are delivered electronically, and this package includes press clipping analytic reports and data. Also included is a Materials Review Service - feedback/proofing/editing of division-level press releases, media alerts, op-ed pieces, newsletter articles, family communications, position statements, talking points, and speeches. Finally, this package includes Ongoing PR Counsel – access via e-mail, telephone, and videoconferencing for consultation and counsel related to communications and public relations initiatives or issues.
“A LA CARTE” SERVICES & WORKSHOPS
Interview Training Workshop
In this half-day training, up to 40 attendees will learn about the differences between print/radio/TV media interviews, definite “doʼs and donʼts” when being interviewed, message development considerations, and specific interview strategies. Participants will participate in several role-play scenarios to practice interview techniques. We will address techniques for participants to use when being interviewed about positive news stories, as well as more challenging ones such as NCLB mandates, state test results, and budget challenges. All participants will receive a laminated desk card that reminds participants of what to do when a reporter calls and how to prepare for an interview.
Media Relations 101 Workshop
In addition to all topics covered in the half-day “Interview Training” workshop described above, up to 40 attendees will learn how to use media alerts and press release to proactively generate press coverage about school and division initiatives. All participants will receive a digital booklet (PDF) that contains media alert and press release templates, “do’s and don’ts” reminders, various templates and articles, and other support materials.
Tabletop Crisis Scenario Workshop
Ideal as a follow-up to the “Interview Training” or “Media Relations 101” workshops, this half-day training will simulate a crisis situation in the safety of a conference room. Scenario creation can be based on division needs, and development of the program includes review and integration of the division’s crisis communications plan. Up to 20 participants.
Publications Audit
Evaluation of division publications (web site, brochures, annual reports, newsletters, etc.) that are used to communicate with internal and external publics/stakeholders. A report is provided that outlines the strengths and weaknesses of these publications (messaging, design, audience). Value to divisions include clarifying the purpose of communications tools, confirming that these tools reflect the division mission and goals, ensuring that all publics are being reached, making sure there is consistent messaging, and optimizing use of communications budgets.
Press Release
A carefully crafted press release is very important, especially when it is being used to report important news such as a new superintendent, new board member, securing of a grant, etc. With this service, Title20 Consulting will create a press release based on information provided by the division. This could be a “good news” release, important announcement, or providing information as a result of a crisis.
Daily Rate (strategic planning, issues management, crisis situations)
Ideal for proactive strategic planning sessions, as well as those unforeseeable crises or issues that arise where having a public relations professional available to provide guidance, counsel, and assistance is needed. Access via e-mail, telephone, and videoconference.
On-Site Daily Rate (strategic planning, issues management, crisis situations)
Ideal when an on-site presence is preferred for proactive strategic planning sessions, as well as in situations where having a public relations professional available to provide guidance, counsel, and assistance is needed.