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Public Relations and Jostens Personal Yearbook Pages ™

Public Relations and Jostens Personal Yearbook Pages ™. Using Public Relations and Personal Yearbook Pages to promote your school’s yearbook program. What is Public Relations?.

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Public Relations and Jostens Personal Yearbook Pages ™

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  1. Public Relations and Jostens Personal Yearbook Pages™ Using Public Relations and Personal Yearbook Pages to promote your school’s yearbook program

  2. What is Public Relations? • Public Relations (PR) is the discipline of telling your yearbook story to the media to gain positive coverage for your yearbook program: • Media includes newspapers, newsletters, TV, radio and online • The goal is to communicate the exciting news about your yearbook program and the innovative ways you are engaging students • PR requires preparation of messages and materials to gain attention from the media. • Building ongoing relationships with the media will make you a “subject matter expert” and a valuable contact for reporters and producers.

  3. What’s the Value? • PR is a great tool to build your school’s reputation (brand) in the community. • Getting coverage creates recognition and support for your yearbook program and helps drive sales. • Reporters are always looking for stories that have an interesting angle. • Good news gets good news – members of the media will contact you as a valuable source of information. • Planning and preparation, along with solid relationships with the media, will result in positive coverage.

  4. Important Note • Please contact your school or district Communications Department for media policies and guidelines prior to starting PR activities. • Schools and districts generally have policies that govern contact with the media. • Your school’s communications resources can help you with publicity for your program.

  5. What’s Newsworthy? • New – One of the first schools to offer Personal Yearbook Pages and personalized yearbooks – an innovation to your yearbook. • Timely – Back to school. Yearbook sales. Marriage of technology and tradition. • Significant – Next generation of yearbook. Embracing technology and celebrating tradition. • Unusual – Your year. Your story. Personalization. • Human Interest - Inclusion. Diversity. Giving everyone a voice.

  6. Media Materials Planning is the key • Backgrounders on school and your yearbook program. • News Releases (Template included on CD) • Media Cover Letter (Template included on CD) • Media Alerts – Related to yearbook and school activities can be sent to media around specific events and coverage opportunities. • Q&A – Anticipate the questions and have the answers.

  7. Developing rapport with members of the media requires preparation and practice: Research the reporters. Prepare what you are going to say and write it down. Anticipate the questions and prepare answers. Be brief - use your key messages. Practice your answers. When called, respond in a timely manner. Media Relations

  8. Jostens Public Relations Support The Jostens Communications Team works closely with your Yearbook Sales Representative(s). • Rich Stoebe – Director of Communications • richard.stoebe@jostens.com • 952.830.3250 • Drew Krejci – Communications Manager • drew.krejci@jostens.com • 952.830.3332

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