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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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