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SCHOOL EMERGENCY PLANNING ASSESSMENTS
PARENT AND MEDIA
COMMUNICATIONS TRAINING AND CONSULTING
LATEST FROM KEN'S BLOG:
Consulting services for strengthening parent and media communications:
You have many positive, exciting things going on in your school district from academics to school safety measures. But are you missing ways to get the message to your parents and media?
We can help. We will analyze your web site, use of social media, messaging, and content to identify things you are doing well and opportunities you may be missing to do an even better job of effectively communicating with parents, the media, and your school community.
Workshops and training programs on parent and media communications:
Do you duck for cover when you see a reporter coming?
We teach communication
strategies, messaging techniques and on camera training
that will help you effectively reach parents, children,
businesses and community decision makers. Our expertise
comes from years of advising public and private schools,
K-12. Plus we have extensive news reporting
and management experience at media companies across the
We have a deep understanding of the challenges you face in school-community relations and politics. We will show you how to get ahead of the news curve with specific crisis communication tactics to use during a security breach or school emergency. We will give you a game plan for working with traditional and non-traditional media to tell your stories of achievement, and build a strong school community.
Telling your story – Selling your story
o Media planning – why you need a plan and how to create it
o Think like a reporter
o How to map out the local media landscape and target your message for broadcast, newspapers and social media
Secrets to getting your good news story out
o What reporters want
o How the newsroom works
o Creating buzz for your story without traditional media
o Developing messages that create credibility and trust
When you’re the target of an investigative report
o Managing aggressive reporters
o Hot topics in school safety likely to thrust your district into the spotlight
o Public records request: Is trouble on the way?
o How to anticipate and prepare for the big investigation
Your identity online
o Your website: What should and should not be on it
o Easy ways to update your site daily
o Managing your online reputation
o How to sidestep traditional media and get your message out thru social media.
o How social media can keep the media off your back
Bad news: Crisis communications
o What should be in your crisis plan and who should be ready to lead in an emergency
o Best ways to keep parents and the community informed
o Case studies in managing communications in the weeks after a high-profile school crisis
o Getting your website ready before the crisis
Communicating about school safety, security
and critical violence incidents
o What parents expect to hear in school communications on safety issues
o What the media expects from school and safety officials
o What to expect from the media and how to best prepare
o Six critical comments to avoid if violence strikes your school
o Managing texting and social media when student safety is an issue
o Effectively communicating with parents and the media before a high-profile incident
o Hot topics likely to thrust your district into the media spotlight
On air training workshop
o How to look your best on camera
o Pitfalls: What you should never do in an interview
o Learning the language of sound bites and quotes with short and meaningful messages
o Keeping control of your message and staying on point.
o Handling difficult questions and ambush interviews
o Strategies for news conferences and live interviews
Effectively managing parent and community
o Delivering key messages
o Handling wringers
o Responding to politically charged questions
o Agenda driven traps
o Moving the meeting forward
Ellen Miller is an award winning veteran of TV and online news with a Master's degree in Journalism. She has worked as an education and investigative reporter, an anchor, executive producer and a news director across the country in diverse markets, including Chicago, Atlanta, Cleveland, Sacramento, Charlotte, Nashville and Baton Rouge. Ellen has 20 years of experience in running newsrooms and making the key editorial decisions about which stories get covered and how. She is now sharing her expertise in storytelling, talent coaching, media relations, and social media with educators. She knows the secrets to getting coverage for your good news stories, handling the communications crisis when bad news hits, managing your school’s reputation online, and creating your own buzz with parents and the community.Kenneth S. Trump, M.P.A., is the President of National School Safety and Security Services. He is one of the most widely quoted school safety experts, appearing on every network and cable TV news channel, and in newspapers across the nation. He has authored three books and more than 80 articles on school security, emergency preparedness and crisis communications. Ken has advised school and public safety officials in all 50 states. He has presented regularly at the annual conferences of the National School Boards Association and at the National School Public Relations Association (NSPRA)
Ken has unique hands-on experience in schools and media. He started as an officer, investigator and Youth Gang Unit Supervisor for the Cleveland Public Schools, and as a suburban School Security Director. During that time, Ken worked regularly with local reporters on stories related to school safety, security incidents, and gangs.
He has been interviewed by all network and cable
news outlets, the top 50 U.S. daily newspapers, local
community newspapers, and radio stations nationwide. Ken
is familiar with the unique operations and needs of each
type of media outlet.
During recent high-profile
school shootings, including the Sandy Hook Elementary
School shootings and the Chardon (OH) school shootings,
Ken provided on-site live analysis and commentary for
The Today Show, CNN, and Fox News Channel, along with
satellite live shots and taped interviews for ABC World
News Tonight, CBS This Morning, NBC Nightly News, and
others. He has also worked as a freelance investigative
producer, content consultant and online reporter for the
ABC affiliate in Cleveland.
He has been interviewed by all network and cable news outlets, the top 50 U.S. daily newspapers, local community newspapers, and radio stations nationwide. Ken is familiar with the unique operations and needs of each type of media outlet. During recent high-profile school shootings, including the Sandy Hook Elementary School shootings and the Chardon (OH) school shootings, Ken provided on-site live analysis and commentary for The Today Show, CNN, and Fox News Channel, along with satellite live shots and taped interviews for ABC World News Tonight, CBS This Morning, NBC Nightly News, and others. He has also worked as a freelance investigative producer, content consultant and online reporter for the ABC affiliate in Cleveland.
Ken has testified four
times before Congress about school security and crisis
issues, and in 2011 he testified before the U.S.
Commission on Civil Rights about the role of the federal
government in local school bullying issues. He was a
guest at the 2006 White House Conference on School
Safety. For more biographical information, see
Fore more details on Ken' s media work, see
Fore more details on Ken'
s media work, see www.schoolsecurity.org/media.html.
For additional information on our services, contact Ken Trump.