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featured serviceS:
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security assessments
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
nation.
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
Social media
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
meetings
o Delivering key messages
o Handling wringers
o Responding to politically charged
questions
o Agenda driven traps
o Moving the meeting forward
Expert Consultants:
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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.
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
www.schoolsecurity.org/school-safety-experts/trump.html.
For additional information on our services, contact Ken Trump.