THIS IS HYPOTHETICAL. I DO NOT REPRESENT THIS EDUCATION SYSTEM.
Media Relations for the Intuition Academy
Roles and Responsibilities
Head of Public Relations: This position maximizes the brand’s visibility through various channels whilst building/maintaining relationships with the media and public. The head of PR oversees the content creator, who is responsible for developing media for the brand.
Marketing Manager: This position holds responsibility for brand awareness, advertising, budgeting, and the development of promotional campaigns. This position oversees the Marketing Coordinator and Marketing Analyst.
Social Media Manager: This position is responsible for all interactions with the public on digital platforms. They work closely with the other sectors of communications building campaigns to increase brand awareness.
Graphics Director: This position is in charge of ensuring the images and graphics used to reflect the brand and its values. The Graphics Director oversees the Graphic Designer.
Website Programmer: This position ensures our website not only looks good but is easy to use. They oversee the Website Creator/Specialist.
Media Relations Policy
The Intuition Academy (IA) would like to maintain positive and productive relationships with our media partners. The following guidelines will help our media partners obtain the desired information, footage, and interviews:
The Communications Department will assist in facilitating any media requests.
Instructions for on-campus interviews will be given before the desired date.
Requests for interviews and footage are handled more efficiently if inquiries include details about the information you require, the individuals you are wanting to speak with, and any footage you are hoping to capture.
Any promotional or advertorial requests will be directed to the Marketing Manager, who is granted permission to speak on behalf of issues regarding their department. If necessary and appropriate the Marketing Manager is allowed to appoint an employee from their department as the spokesperson.
Inquiries and requests may be sent to afakeemail@school.com or by calling the Communications Department at (111) 222-7777.
Student Information
Releasing student information is a violation of Federal Law. These records are confidential, therefore, our employees are prohibited from disclosing any information regarding a student. The laws that govern a student’s right to privacy include, but are not limited to:
Family Educational Rights & Privacy Act (FERPA)
The Protection of Pupil Rights Amendment (PPRA)
Presence on School Property
The Intuition Academy has various procedures in place for visitors when they arrive at a school - with the safety of our students and faculty being the priority.
Before any video or audio recording, all visitors must check in off-campus at the school's front office and obtain permission to be on campus. This must be done before speaking to any students or faculty.
Interviewing students on campus can only be done with the permission and supervision of school staff, as well as, consent from the child.
Students must have a media release signed by their parent/guardian on file allowing media interaction while at school. This document must be verified before any video or audio recording.
Informing the Communications Department of student-based footage beforehand can allow for pupils with this document to be more accessible during filming.
“Whenever on a school campus or at a District office, media are asked to wear/display any press identification badges they may have from their employer - this is in addition to any ID stickers provided by the school/District. Not everyone knows our local reporters, so ID Badges can go a long way in helping you get where you need to go.” (leeschools.net)
In the event of an emergency or crisis (i.e. lockdown, bomb threat, weather, etc.) no visitors or media will be permitted on campus.
Emergency response officials will organize a media staging area. Interviews and Media Briefings will be conducted within this area.
As much information as feasible will be provided to the media, being mindful that the information shared cannot compromise the ongoing investigation/proceedings, nor violate the privacy of a minor.
GHOST
Goal: Expand the Intuition Academy’s (IA) student body in both its current and newfound communities, so more scholars can reach their full potential.
Increase enrollment by 30%
Host a Dinner Recruitment Event and Invite Local Media
Invitations
Invite prospective students and their families
Media Advisory inviting journalists, bloggers, and influencers
Venue
Seating to hold 100 people
Caterer
Speakers
Identify Speakers
Talking Points/ Fact Sheets
Recorded and put on the website
Gifts
150 school pride t-shirts to distribute as “party favors”
Timeline of Events
Press Release to Follow the Event
Begin Social Media Campaign Targeting Influencers
Media and Influencer List
Parental blogs, magazines, parent influencers
Blog
FAQ Page
Promotional Video
Content Calendar for the Month
Statements from parents and students who are currently enrolled to use for promotional purposes
Photography of the School
Increase Awareness in Alabama and Southern Kentucky by 40%
Set up an interview with a local journalist
Story Pitch
Graphics of School Statistics
Footage from the School
Talking Points
Interview Questions
Distribute Informative Articles
Articles Highlighting the Benefits of the School
Media List of Various Mommy Blogs and Parenting Forums
Story Pitch
Media Kit
Graphics and Photography
Link to Promotional Video
Designated Spokespersons
for any further information needed or follow up interviews
Host a Grand Opening Event and Invite Local Media
Timeline of Events
Media Advisory
Designated Speakers
Entertainment Activities
Inflatables
Face Painting
Guided Tours
Fact Sheet
Interview Questions
Raffle
Gifts
Grand Opening Event
Things we will need:
Invitations
Invitations will be sent to the media and other relevant parties
Along with the invitation, we will personally call the following people to invite them:
Business Partners
Investors
Contractors
Employees
Press
Elected officials
Enrolled Students
News Release
Social Media Posts
Agenda
Guest Speakers
Principal
Mayor
An Alum
School Merchandise for gifts
Raffle
Photographer
Microphone
Ribbon Cutting Ceremony
Social Media Live Stream
AGENDA
2 MONTHS OUT
Send Invitations to list
Secure the guest speakers
Order Merchandise & Ribbon
Book Photographer
1 MONTH OUT
Send Press Release
Begin Social Media Campaign
1 WEEK OUT
Call the list above
Contact news to do a piece on the opening
Rent Microphone
DAY OF
Live Stream Event
10:30 am….Guest Speakers
10:30 Spokesperson Kicks off Event and Welcome Media
10:50 Student Speaker
11:15 Mayor
11:45 Principal
Noon….Ribbon Cutting Ceremony
12:15….Gift Distribution
12:30….Open Inflatables and Other Activities to Parents and Students to Enjoy for the Day
1:00….Press Interviews
2:00…. Start Tours for current or prospective students
4:30….Raffle and Closing Remarks From Principal
5:00….End of Event
WEEK AFTER
Press Release about the success
Keep Posting on Social Media
School Starts
Follow Up Interview After First Week of School
Crisis Management
School Shooting
Media inquiries will be handled by myself and law enforcement
Plan:
Designate Someone to Call the Families of students and faculty
Talking Points
Select a Media Briefing Area
Meet with media spokesperson from law enforcement, local hospital, and fire department
Update Media every half hour
The next day hold a press conference off-campus to explain and discuss the school's next steps
Continue to follow up with media for months after as the story progresses
Talking Points:
We’d like to start by thanking the ________ police department and the ______ hospital for their efficient handling of the situation and for helping us get through this difficult day.
I warn you that my following statements about today’s events may be hard to listen to.
At [insert time], [insert person if not a child] opened fire within our school’s walls. [recount events]. This selfish act cost __ students and ___ faculty members their lives, and injured ___.
This is an ongoing investigation involving several minors, therefore not all information is available to the public yet.
At this time we know [insert what we know].
As a school, we will be offering off-campus counseling for anyone that needs it.
The Intuition Academy will be closed for the remainder of the week as we finalize the next steps. Another press conference will be held once those details are confirmed.
Our hearts are aching at these losses. [a sentimental statement]
A vigil will be held tonight in the school parking lot at 9 pm.
I will now pass the mic to our head of the police department with more information on the investigation.
Flu Outbreak
Media inquiries will be handled by our medical correspondent or whatever the school equivalent of that is
Plan:
Offer Flu Vaccine at School
Distribute educational materials on the flu and ways to prevent it to students and teachers
CDC or some other health person hosts an assembly on hygiene and healthy habits
Email parents the same educational materials along with an explanation of the outbreak and the steps we’re taking to minimize the spread.
Have a media release ready in case we need to close school for two days due to the flu
Media Release:
A sudden increase in cases of influenza among students at the Intuition Academy occurred earlier this week. Federal health experts are currently looking into how the flu is spreading and vaccine effectiveness as we head into the flu season.
The first case appeared on [date]. Since then [number of ppl] students and faculty have become sick with influenza. [insert percent] of which were unvaccinated. IA nurses noted that the most common symptoms are ____. [quote from nurse]
The Intuition Academy is asking that our students and faculty members get vaccinated against influenza as soon as possible. The vaccination can protect against severe symptoms and prevent the further spread of this disease. [quote from principal explaining our free vaccination offers at the school]
IA has provided families with the opportunity to learn more about influenza and its vaccination through a series of educational materials and assemblies. For further information check cdc.org.
Our vaccine clinic will be open [dates and times].
Flu vaccination is widely available from local health care providers and pharmacies. Other vaccination opportunities include [list]
We hope to be back to our normal schooling on [date]. We appreciate your flexibility and cooperation through these unprecedented times.
Tools
Tool #1 - Social Media Post
At IA, students are taught to think and approach concepts from multiple perspectives, not to memorize facts and figures.
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#intuitionacademy #privateschool #progressivelearning #handsonlearning #TN #AL #KY #Kto12 #southernschools #education #parentapproved #kidfriendly
Tool #2 - Key Messages/Talking Points
Intuition Academy (IA) is excited to announce its expansion across Tennessee, Kentucky, and Alabama.
IA is a private school designed to help students grades K-12 reach their maximum learning potential.
Teach kids to think and approach concepts from multiple perspectives, not to memorize.
Classes are composed of 120 students, with curriculum paths to stimulate their learning styles.
IA was founded in a small Tennessee town and was immediately popular amongst parents and students.
Due to its success, IA expanded its knowledge to twelve new schools across the state.
There will be a recruitment dinner event for prospective students and their parents.
The event will be a chance to learn more about the school and connect with teachers and faculty.
The event will be held on February 24th at 6:30 pm.
RSVPs and any further questions will be accepted on our website, intuitionacademy.edu.
Tool #3 - EVENT PRESS RELEASE
FOR IMMEDIATE RELEASE
Intuition Academy Presents The Future Family Dinner Event
Nashville, Tenn.–– The Intuition Academy will present The Future Family Dinner, taking place at the Music City Center on February 24th, 2022. The dinner will feature both alumni and faculty speakers, as well as a meet and greet with the Dean.
The Intuition Academy is a local private school designed to help students grades K-12 reach their maximum potential using hands-on learning techniques. The Academy is excited to announce its expansion across Tennessee, Alabama, and Kentucky. This expansion will allow more students access to tools that will help them excel. The Future Family Dinner will allow prospective families to gain a better understanding of the school and connect with teachers and faculty on a more personal level.
The Future Family Dinner will be held on February 24th at 6:30 pm. RSVPs, dietary restrictions, and any further questions will be accepted on our website, intuitionacademy.edu/dinner.
“We, as an institution, have a duty to these kids. Children should be treated as the individuals that they are, even in the classroom. Not every teaching style works for every kid. You got to spend time with a child and learn what works for them. This dinner event is just the beginning of that.”
-Dean Phillips
*Include a boilerplate about each speaker here there's any interesting information on them*
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Tool #4 - FAQ PAGE
What is the Intuition Academy?
Intuition Academy (IA) is a private school designed to help students grades in K-12 reach their maximum learning potential.
Where is IA located?
The Intuition Academy has expanded into 12 cities across the state and has now branched into northern Alabama and southern Kentucky. [link to each location]
What teaching methods do you practice?
Intuition Academy uses progressive teaching styles in the classroom. Progressive classrooms consist of helping students explore all of their interests through experiential, emergent, and collaborative learning. We strive to teach our students problem solving, critical thinking, and social responsibility.
What is the average class size?
Each graduating class will consist of 120 students. Classrooms will host around 15 to 20 kids.
What extracurricular activities are offered?
Here is a list of the extracurricular activities IA currently offers:
Architecture Club
Astronomy Club
Biology Club
Chemistry Club
Economics Club
Electronics Club
Engineering Club
English Club
Distributive Education Clubs of America
History Club
Life Sciences Club
Literature Club
Math Club
Peer Tutoring
Poetry Club
Physics Club
Psychology Club
Quill and Scroll
Robotics Club
Science National Honors Society
Trivia and Quiz Clubs
Web design/coding club
Writing Club
Academic Decathlon
Academic Triathlon
American Mathematics Competitions
American Regions Math League
Caribou Mathematics Competition
Chemistry Olympiad
Clean Tech Competition
Creative Communication Poetry Contest
EconChallenge
Educators Rising
FIRST Robotics Competition
High School Innovation Challenge
Intel International Science and Engineering Fair
Kids Philosophy Slam
Math League
National Academic Quiz Tournament
National French Contest
National History Bee
National Spelling Bee
Animation
Anime/Manga Club
Art Club
Art: drawing, painting
Blacksmithing
Cartooning
Ceramics
Drama Club
Fashion design
Graphic Design
Jewelry Making
Photography
Sculpture
Sewing
High School Theater Program
Community Theater Program
Video Game Development Club
Academic Triathlon
American Mathematics Competitions
American Regions Math League
Caribou Mathematics Competition
Chemistry Olympiad
Clean Tech Competition
Creative Communication Poetry Contest
EconChallenge
Educators Rising
FIRST Robotics Competition
High School Innovation Challenge
Intel International Science and Engineering Fair
Kids Philosophy Slam
Math League
National Academic Quiz Tournament
National French Contest
National History Bee
National Spelling Bee
Odyssey of the Mind
Poetry Out Loud
Questions Unlimited
Quiz Bowl
Science Bowl
Science Olympiad
Other Trivia and Quiz Competition Teams
Animation
Anime/Manga Club
Art Club
Art: drawing, painting
Blacksmithing
Cartooning
Ceramics
Drama Club
Fashion design
Graphic Design
Jewelry Making
Photography
Sculpture
Sewing
High School Theater Program
Community Theater Program
Video Game Development Club
Weaving
Woodworking
African American Student Alliances/Clubs
American Sign Language Club
Chinese Club
French Club
German Club
International Food Club
Latin Club
Pacific Islanders Club
Russian Club
South Asian Student Society
Spanish Club
School Chorus/Choir
Community Chorus/Choir
Church Chorus/Choir
Chamber Music Group
Concert Band
Ensembles
Singing Lessons
Marching Band
Jazz Band
Orchestra
Solo music
Tri-M Music Honor Society
What is the student average?
Our students have an average GPA of 3.49, with over 50% of students taking honors and AP classes.
What are the benefits of a small school?
Children can form strong relationships with all of their teachers and peers. The curriculum can be based on each student’s learning style, strengthening individualism. This also allows teachers to handle emotional and academic challenges in a more personal and encouraging way.
What are IA’s school hours?
IA has programs going on nearly 365 days a year. On school days, regular half-days are 8:15 to 11:45, and full days are 8:15 to 3:00. Pre-day and after-school programs are available to extend the day from 7:30 to 6:00. A calendar for all events, holidays, and camps will be available on our homepage.
What is the grading system like?
We do not give typical “grades” for Elementary grades. Based on their assessments and observations, teachers create two written progress reports that they give to the parents. From the 6th grade to the 12th, students will use an A-F/0-100 grading system.
Tool #5 - BLOG
Why Should Your Child be Getting a Progressive Education?
Lifelong Skills
Progressive teaching shows students how to be engaged and active learners. This helps students learn to become self-motivated, passionate learners. This teaching style allows learners to have fun while important lifelong skills.
Knowing not Memorizing
Most schools have found themselves stuck in the rut of standardized testing and required memorization. While memorization is helpful to students, it doesn’t make them understand the content they have been given. This deprives them of being able to make connections and educated guesses. Progressive learning focuses on making sure the student understands the subject and can apply their knowledge to various situations. Students are taught this way to have better problem-solving and cognitive skills.
Collaboration
Through group participation and community responsibility, students develop strong social skills and increased emotional intelligence. These lead to future success in group work, leadership, and healthy relationships.
Interdisciplinary Learning
Classrooms that use progressive teaching have an integrated curriculum to encourage discovering connections between ideas. This deepens the concept and allows students to strengthen their knowledge of the subject. Progressive learning is about integrating every subject and understanding how they each affect each other.
Real-World Education
Students were not made to sit in a stale, white classroom for 8 hours a day. It doesn’t stimulate them nor does it allow them to process anything they’re being taught. A progressive classroom involves kinesthetic projects and expeditionary learning. Using this method makes the information relatable and applicable to their own lives.
Tool #6 - Interview Questions
Interview Questions to satisfy “Set up an Interview with a Local Journalist”
What makes IA different from other private schools in the state?
How well do students in IA do compared to other schools?
What types of learning styles do you offer within the school?
Why was the Intuition Academy founded in the first place?
What is the organizational structure of the daily classroom environment?
What are the benefits of progressive education?
How are grades conducted within this structure?
How do IA graduates make the transition, and how do they succeed?
What is the community of children like at the school?
How do parents get involved in the school community and curriculum?
Where will the new schools be located, and what does this expansion mean for IA?
How can families get more information about the Information Academy?
The response will include a mention of the dinner event
Will there be any speakers or activities?
How can people RSVP for the dinner?
Is there a way to clarify any dietary restrictions or health concerns?
Aside from the event, how can families contact IA for more information?
When will these new schools be opening?
What is the goal for the number of enrolled students in these new schools?
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