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Council of the Great City Schools

1331 Pennsylvania Avenue, N.W., Suite 1100N

Washington, D.C. 20004

19th ANNUAL PUBLIC RELATIONS EXECUTIVES MEETING

July 11-13, 2019

Omni Shoreham

2500 Calvert St. NW

Washington, DC 20008

(202) 234-0700

Working Agenda

Thursday, July 11

6 – 8:30 p.m. Dinner

Casolare Ristorante

2505 Wisconsin Avenue, NW

Washington, DC 20007

(6-minute taxi ride from the Omni Shoreham)

Welcome

Tonya Harris, Director of Communications

Council of the Great City Schools

Sponsors

Blackboard

West (SchoolMessenger Solutions)

Greetings

Hilary Tone, Interim Deputy Chief, Communications

District of Columbia Public Schools

Speaker Introduction

Joanne Coley, Communications Specialist

Council of the Great City Schools

Guest Speaker

Steve Drummond, Executive Producer, NPR Ed/Code Switch

Steve Drummond heads up two teams of journalists at NPR. NPR Ed is a nine-member team that launched in March 2014, providing deeper coverage of learning and education and extending it to audiences across digital platforms. Code Switch is an eight-person team that covers race and identity across the network, and in an award-winning weekly podcast.

Friday, July 12

7:30 – 10 a.m. Registration (Diplomat Ballroom, Lower Level 1B-West, Omni Shoreham)

8 – 9 a.m. Breakfast (Birdcage Walk, Lobby Level- West, Omni Shoreham)

Sponsors

FinalSite

SchoolMint

TeacherLists

9 - 9:15 a.m. Welcome and Introductions (Diplomat Ballroom, Lower Level 1B-West, Omni Shoreham)

9:15 - 9:30 a.m. PR Survey Highlights

Joanne Coley, Communications Specialist

Council of the Great City Schools

9:30 – 10:45 a.m. Launching Campaigns in Louisville and Charlotte- A Case Study

Jefferson County Public Schools in Louisville, Ky., recently launched its Vaping Equals campaign in April with the goal of educating and informing students and parents about the dangers associated with using e-cigarettes and vaping. The district will share its strategy about its poster series, partnerships with various community groups, and the district’s long-term plan to ensure its message reaches key audiences.

As part of its strategy to keep guns out of school, North Carolina’s Charlotte-Mecklenburg Schools’ launched its Guns Can’t social media campaign. The district will discuss the steps from start to finish they took to successfully launch the campaign and the pitfalls encountered along the way.

Presenters:

Renee Murphy, Chief Communications and Community Officer

Jefferson County Public Schools

Tracy Russ, Chief Communications Officer

Charlotte-Mecklenburg Schools

10:45 -11:00 a.m. Coffee Break (Birdcage Walk, Lobby Level-West, Omni

Shoreham)

11:00 - Noon Starting an Internal Communications Strategy from Scratch

Texas’ Fort Worth Independent School District realized it needed to strengthen its internal communications so it created a strategy focused on three areas of internal communications: the practical stuff (putting bureaucratese into everyday language so ALL employees understand); a weekly and daily pipeline of information (electronic newsletter and daily blog, called –respectively – Inside FWISD and Inside FWISD, The Blog); and the district’s Superintendent’s monthly video messages to employees.

Presenter:

Barbara Griffith, Senior Communications Officer

Fort Worth Independent School District

Noon –1 p.m. Lunch (Birdcage Walk, Lobby Level- West, Omni Shoreham)

Sponsors

Gaggle

K12 Insight

Peachjar

Qualtrics LLC

1 – 2:15 p.m. Panel on Communication Strategies, Success and Challenges

Panelists will engage in a discussion of current issues and concerns facing today’s urban school district communicators. These include:

• Learning about examples of successful social media efforts;

• Looking ahead at some of the changing trends in public relations and communications;

• How to deal with a changing media/political landscape; and

• Strengthening relationships with communities and parents.

Moderator:

Robert Johnston, Senior Vice President

The Hatcher Group

Panelists:

Andy Le, Executive Director of Stakeholder Communications

Chicago Public Schools

Ebony Pugh, Coordinator, Public Relations

Pittsburgh Public Schools

Sami Ghani, Senior Digital Strategist

The Hatcher Group

2:15 – 3:15 p.m. Local Doesn’t Always Stay Local: Reaching a National Audience

Presenter:

Caroline Hendrie, executive director of the Education Writers Association, will discuss the latest trends in education reporting such as the growth of online-only outlets, the increasing use of content sharing between local and national news outlets and how urban school communicators can plug into national news sources and get their story told. 

3:15 – 3:30 p.m. Refreshment Break (Birdcage Walk, Lower Level, Omni Shoreham)

3:30 – 4:30 p.m. Roundtable Discussions Between New/Junior Public Relations

Executives and Veteran/Senior PRE’s (Birdcage Walk, Lower Level, Omni Shoreham)

Discussion Table Leaders:

Monica Armenta, Executive Director of Communications

Albuquerque Public Schools

Nora Carr, Chief of Staff

Guilford County Schools (Greensboro, N.C.)

Daisy Gonzalez-Diego, Chief Communications Officer

Miami-Dade County Public Schools

Wendy Johnson, Division Director, Strategic Communications

Wichita Public Schools

Samantha Maxey, Director, Community Relations

Fulton County Schools

Phillip Roeder, Director of Community & Public Relations

Des Moines Public Schools

Reyne Telles, Executive Director of Communications

Austin Independent School District

4:30 p.m. Adjourn

5:00 – 6:30 p.m. Reception

The Grill from Ipanema Restaurant

1858 Columbia Rd., NW

Washington, DC

(10-minute walk from the Omni Shoreham)

Sponsor

K12 Insight

6:30 p.m. Dinner on Your Own

Saturday, July 13

8 - 9 a.m. Continental Breakfast (Birdcage Walk, Lobby Level- West,

Omni Shoreham)

9 – 10 a.m. Crisis Communications Session: Managing the Unthinkable:

Crisis Preparedness, Response & Recovery

Our hearts drop at news of yet another school shooting, but how prepared is your district administration, safety and communication teams for managing the unthinkable? This presentation will offer strategies on how districts can be ready for response and recovery after tragedy strikes.

Presenter:

Dr. Roseann Canfora, Chief Communications Officer

Cleveland Metropolitan School District

10 a.m. – 11:30 a.m. How to Communicate Effectively About Issues Concerning Race and Equity

California’s Oakland Unified School District created the Office of African American Male Achievement (AAMA) and needed an effective communications strategy to promote the work AAMA was performing. In this hands-on session, conferees will learn how:

• Equity-based initiatives require an additional lens of assessment and planning;

• Understand why integrated marketing approaches accelerate communications campaign success;

• Understand why internal communications is a great place to start new initiatives;

• Understand what the practice of asset-based narrative change implementation looks like for a district; and

• Face people’s biases and learn to eliminate them from

Campaigns.

Presenters:

Valerie Goode, Deputy Chief, Communications and Public Affairs

Oakland Unified School District

Precious Stroud, Principal, PJS Consultants

11:30 – 12:30 p.m. What Works! Sharing Best Practices

Round Robin Discussion in which districts will be asked to share successful communication strategies and initiatives.

Moderator:

Dylan Thomas, Director, Marketing & Events

Orange County Public Schools

12:30 – 12:45 p.m. Planning for PRE 2020 in St. Louis

12:45 p.m. Meeting Adjourn

1:15 p.m. – 2:30 p.m. Post-Meeting Lunch (RSVP)

The Grill from Ipanema Restaurant

1858 Columbia Rd., NW

Washington, DC

(10-minute walk from the Omni Shoreham)

Sponsors

Blackboard

Peachjar

Attire for the Conference: Business Casual

Please bring a sweater, blazer or wrap because hotel meeting rooms may be chilly.

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