March - June Rochelle Santos 06.28.2018 Crisis Communication - - PowerPoint PPT Presentation
Media & Communications: March - June Rochelle Santos 06.28.2018 Crisis Communication Review of First Three Months Social Media Website Brand Tools Archive Social Agenda Meltwater NSPRA
Rochelle Santos • 06.28.2018
○ Social Media ○ Website ○ Brand
○ Archive Social ○ Meltwater ○ NSPRA
Communication
planning and experiencing a full school year.
resources and exploring new ones.
such as turnaround time for posting stories, submitting / receiving translations, general growing pains associated with this new position, size of
process from the ground up.
District Wide Communication Guidelines
We have some legacy documentation on this at the District level, have seen what Framingham High School uses, and have also received links to some great resources from other Districts. I am meeting with our Director of Health and Wellness to review what we have to determine proper updates, deployment, and enforcement opportunities to provide a Crisis Communication Plan across the District.
Next Steps
I will plan to have a part in this - to assist in channels and order of message deployment within the document AND sharing of the Plan once complete. However the detailed contents within this will need to come from others within the District, as well as trained professionals with specific background in managing crisis communication as it relates to identifying a Crisis Response Team; Death, Dying, and Loss; Assault and Harassment; Suicide; Physical Disaster; etc. It would be ambitious to say an internal protocol would be in place by the start of the 2018-2019 school year, but we recognize that the creation and implementation of a Crisis Communication Plan is a critical and have meetings in place to start this work.
(Sample Crisis Response Manual for Reference)
Fan Growth
Post Metrics
comments, shares)
Response Time
Audience Insights
2 Italian, 2 Chinese
Progress
driving to the website
engagement
Most Shared - 48 Times!
Most Liked - 498 Reactions!
Most Watched Video - 46 Live Viewers!
Fan Growth
increase)
Post Metrics / Comparison
January - February
Audience Insights
TV), Business and News, Tech News, Business News
Progress
posts (web traffic)
began in March
encouraging mentions
March - April
May - June 25
(March 12th - June 10th)
Most RT and Likes!
2nd Most Liked!
Most Impressions!
Fan Growth
Audience Insights
Progress
and draft policy / disclaimer.
videos
Data and Fan Growth
Notes
Progress
photo slideshow), provided, or planned and recorded
Next Steps
user personas (Staff, Student, Parent, Community)
photos
sites
Progress
webpages
Dips in site traffic align with weekends and school
Next Steps
across the district.
Progress
in social media
wherever possible
social media
Social media usage generates public records according to the Massachusetts Public Records Law and additional guidance released by the Secretary of the Commonwealth on electronic records referencing social media specifically. Because we use social media to share and receive information with the public, this communication needed to be archived and available if/when a request comes in. Additionally, the implementation of Archive Social provides an extra push to finalize Internal AND External Guidelines so that employees and the public are aware that everything they post is “part
Massachusetts Public Records Law (G.L.c.4, § 7(26)).”
How will Archive Social help us?
Having this system in place, along with an internal and external policy or guidelines on social media usage will protect us from potential lawsuits. We were provided with a case study from Honolulu explaining the legal risk with moderation and not having records. In addition to being the Government solution for the City of Framingham, Archive Social is also currently working with Medway, Brookline and Stoughton School Districts who have already made it a priority to archive their social media.
Who is impacted with it’s implementation?
District Employees using social media, namely:
Instagram, YouTube, etc
School Committee business
Next Steps
○ See the Melrose example which extends to all digital communication to District staff
○ We need one inclusive policy that covers Social Media Channels (Facebook, Twitter, Instagram, and YouTube). This will live on the FPS Website. Drafts have been created based on resources provided by Archive Social and other Districts who’ve done this work before.
○ Admin Access should be provided to Rochelle Santos for Facebook / YouTube ○ Login Access should be provided to Rochelle Santos for Twitter / Instagram ○ Alternatively, individuals can be added to the Archive Social account and can configure their own social channels.
May 2018 Archive Social Implementation begins June 2018 Inform Communications Subcommittee about Archive Social July 2018 Document Social Media Guidelines including Best Practices August 2018 Internal roadshow, connect with Principals, and begin PD Sept 2018 Begin working with schools, administrators, and teachers to improve Social Media.
Dashboard Configuration Press HIts Content Stream Media Exposure Trending Themes Sentiment Score Top Sources
Power outages, school closing Salute to Framingham Several social mentions: DPW, Source, Athletics, Family Fun Day #FPSPrideDay Note: Along with this media monitoring, we get access to our AVE (Ad Value Equivalent - this is approximately how much we’d have to pay to get this kind
The AVE provided by Meltwater from March to June is $410,636.00.
July 2018 Meltwater contract and onboarding begins, keywords established Aug 2018 Current media list to be uploaded and new list is established. Sept 2018 Begin utilizing distribution platform and monthly monitoring Oct 2018 Prepare ongoing monthly reports showcasing mentions, exposure, and sentiment
National School Public Relations Association (NSPRA)
Since 1935, the National School Public Relations Association has been providing school communication training and services to school leaders throughout the United States, Canada, and the U.S. Dependent Schools worldwide.
Membership will begin in July!
As a member I will get access to resources, products, services, and counsel to broaden my knowledge in school communications. They offer practical tips and proven strategies designed to improve and expand PR, Communications, Marketing, and Public Engagement efforts. (Sample resource available)
Panorama Survey
This survey was distributed to families, staff, and students in English, Spanish, and Portuguese beginning March 12th with the goal to measure connectedness to schools and the overall social and learning climate. The deadline was extended several times to encourage additional participation and it ended on May 11th. The survey was emailed to families and staff directly. Students took the survey at school. Completion rates were 19.8% for Families (1.2% increase from 2017), 73.2% for Staff (4.8% decrease from 2017), and 78% for Students (14.9% increase from 2017). I created a News Item on the District website with information encouraging completion as well as social posts to create additional awareness. I promoted it several times.
The Data and Next Steps
The data has just been presented at a high level to Senior Leaders in the District. This resulted in the request to tweak some of the reports. Senior Leaders will review with dashboard access, and action items will be established based on the learnings. When this happens, we will determine the best ways to share the results and action items with Staff, Parents, and Students.
Placeholder
Next Steps
Canvas)
level, examples include Remind and Class Dojo
communication tool for the District
contact information accurate and the available options for communication (increasing text options)
Current Tools / Methods
○ Mass messaging platform (one-to-many) ○ Database and contact information is tied to X2 and is automatically updated nightly. You can also export from X2 + import to Blackboard on demand ○ Methods include automated ‘robo’ calls, emails, and texts ○ Translations must be done via the Translation Coordinator.
○ Through the schools and is either hard copy in requested language OR electronic
Overall Messaging Protocol
Since March I’ve documented what kind of messages we push out from the District categorized by Blackboard Connect Ed message types OR departmental requests:
place, Out of School Time reminders, etc)
I’ve also documented the process by which these requests are handled, as well as the channel and order of deployment. This also incorporates timing, best practices, and translation timing requirements.
Next Steps
I am in the process of cleaning this up and will be working with our Translation Coordinator to align processes. My goal is to distribute this by the end of the summer. See the next slide for examples.
HR Messages (School-based) Channels and Order of Deployment 1. School Committee - Adv Notice 2. City - Adv Notice 3. Bb Connect - School Staff 4. Bb Connect - Families (Email / Calls (translated)) 5. FPS All 6. District Website - Press Release 7. Facebook / Twitter / Instagram 8. Local Media Distribution (translation provided) HR Messages (Other) Channels and Order of Deployment 1. School Committee - Adv Notice 2. City - Adv Notice 3. FPS All 4. District Website - Press Release 5. Facebook / Twitter / Instagram 6. Local Media Distribution (translation provided) Memos and Advisories Channels and Order of Deployment 1. School Committee - Adv Notice 2. City - Adv Notice 3. FPS All 4. Bb Connect to families 5. District Website - Press Release 6. Facebook / Twitter / Instagram 7. Local Media Distribution (translation provided)
All messages come with a certain level of discretion. Not all HR messages warrant a phone call to parents - an example of a message that would warrant a call is a ‘Meet The Finalist Forum’ when a school is seeking a new Principal. Likewise, not all Advisories or Memos would be suitable for media distribution. This process of determining message types and outlining the protocol is a work in progress.
Public or Community Forums Channels and Order of Deployment 1. School Committee - Adv Notice 2. City - Advanced Notice 3. Bb Connect - School Staff 4. Bb Connect - Families (Email / Calls (translated)) 5. FPS All 6. District Website - District News 7. Facebook / Twitter / Instagram 8. PTO Presidents 9. Local Realtors 10. CRD Email List 11. Local Media Distribution (translation provided) 12. Calendar Listings
Current PR Strategy
I have a Local Media Distribution list and a broader Media Distribution list. Any time I have a release I send it to the desired list. I also tag / mention local press on social media for additional exposure and awareness opportunities.
Press Hits - Top Sources
Next Steps
(Staff)
(Public)
departments to improve family and community engagement and partnerships