Minneapolis Public Schools School Communications Liaison Manual
TABLE OF CONTENTS
Roles & Responsibilities……………………………………….2 What is PR?.........................................................................3 How the Media Can Help.................................................3-5 Protocols & Procedures……………………………...........6-13 When a Reporter Calls…………………………………...13-15 Channel 15 Television……………………………………16-18 Accessing Media Forms………………………………..........19
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MINNEAPOLIS PUBLIC SCHOOLS School Communications Liaison Program W ho is a school communications liaison? A school communications liaison is the contact person selected by the principal at each Minneapolis Public School to partner with the Office of Communications to provide the media with information about newsworthy items or events occurring at his or her school, center or office. Newsworthy items may include: • Innovative programs • Human interest stories • Personal accomplishments • Special activities • Awards
W hat is the purpose of the school communications liaison program? • • • •
To simplify communication in our large and busy school system To develop more news sources to inform the community about the positive things that happen every day in our schools To increase public confidence and support of our school system To bolster the morale of students and staff
How should school communications liaisons publicize their news? •
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Send news tips about activities and events at your school to the Office of Communications for inclusion in monthly calendars, news releases, website stories or employee newsletters. Please complete a publicity request form, which can be found on the staff intranet: http://bit.ly/MPSprojectrequest In order to publicize an event to the media, have all the details ready! Include WHO, WHAT, WHEN, WHERE, WHY and HOW. Call the Office of Communications with detailed information regarding last-minute occurrences. (In order for the Office of Communications to best serve and support your school, you should make contact at least one week prior to your event/happening.) Call the local media with information regarding last-minute news items and occurrences. 3
How can the Office of Communications assist school communications liaisons? •
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Include information in internal and external publications including our newsletters, school district website, KBEM radio and Cable Channel 15. Include your news stories on culturally specific media outlets, such as Mi Ciudad, Mi Escuela on Univision Spanish television; KPNP Hmong Radio; KFAI radio; and KMOJ radio. Notify the local media directly. Prepare a news release for all media outlets regarding events of district-wide interest; photograph/film the event and send a short video or photo with captions to local newspapers. Write a public service announcement (PSA) to air on local radio stations. Provide communications and marketing tools, tips and resources.
WHAT IS PR (PUBLIC RELATIONS)? The term “PR” is used to describe many things, but there are several things that PR is NOT: • • • •
It is not a cover-up for problems. It is not advertising. It is not a plan to share only the "good things." It is not a job for only one person in a school district.
PR is everyone's job. Today's schools must be responsible to the community, to the parents and to the rapidly growing number of nonparents. They want and need to know what children are learning, why there are certain rules and regulations, how schools are spending taxpayer money and what results are being achieved. To meet these needs, school districts and staff – professional and support staff members alike – must have effective communications that are open and honest and provide opportunities to listen as well as send information. Such communication will only work, however, when every school staff member – no matter what his or her job – understands that he or she is a highly regarded communicator for the school district and is looked upon as an ambassador of the schools.
HOW THE MEDIA CAN HELP Many of us only think about one aspect of the news media’s responsibility – news coverage. In fact, almost every media outlet offers schools TWO outlets of communications: 1. Advance publicity/acknowledgment of honors Purpose: To notify the public of upcoming events such as meetings, performances, festivals, fundraisers, etc. 2. News coverage Purpose: To highlight an issue or event in a timely fashion by focusing on the people and places affected by it. To understand the difference between these two avenues of communications, just pick up your local newspaper. The articles and pictures on the front page and most inside pages constitute news coverage. 5
But most newspapers also carry several columns of material they might refer to as a community calendar or community bulletin board. Some community-oriented newspapers devote a whole section to announcements from local schools. They also carry announcements of significant achievements by people in the community. Listen to your local radio station. You may hear a news reporter deliver a newscast about local events. Sometimes you also may hear the disk jockey talk about an upcoming event in the community. That's called a "public service announcement," and it represents a kind of free advertising for community groups. Television stations also provide this service in a similar format or a bulletin board of events.
To summarize the two types of media assistance available to school communicators and how to distinguish the two: •
Advance Publicity/Acknowledgment of Honors o Newspaper: Community calendar, community bulletin board, school briefs, bits, honors, highlight section, etc. o Radio: Public service announcements o Television: Public service announcements or bulletin board
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News Coverage o Newspaper, radio, television: Written news coverage or daily newscasts
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ADVANCE PUBLICITY: AWARDS AND HONORS When to seek advance publicity
When you would like (or need) public attendance and support at a school event, you can broadcast your message to a wide audience by utilizing newspapers, community calendar listings or public service announcements. Examples of events that require advance publicity include PTA or student group fundraisers, performances, pageants and festivals.
Tip: Do not rely on these services to reach a very specific group of people. For example, if you are trying to get parents to come to a big PTA meeting, they may not be reading the paper or listening to a broadcast on the day your message is printed or aired. You may choose to use the media publicity service to supplement other communications strategies, such as a mailed invitation or a personal phone call.
How to get advance publicity
Each media outlet has a person or persons designated to coordinate community service items. Each media outlet prints or broadcasts hundreds of these messages. These messages are very easy to write, whether they are for print or broadcast. You need to include WHO, WHAT, WHEN, WHERE and any other details that might make the event more appealing to the audience. Remember to include a contact telephone number for those who would like more information. Since this is a free service, the media will run the announcement at its own discretion. Here is a sample announcement:
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Your School's Letterhead Dear Public Service Director/Community Calendar Coordinator:
PLEASE RUN THE FOLLOWING ANNOUNCEMENT AS OFTEN AS POSSIBLE: The 30th Annual Minneapolis Marching Band Festival will be held on Saturday, September 26, on the University of Minnesota campus. The event will begin at 12 noon. The event is sponsored by City High School's Marching Bobcats and features top high school bands from across the region. The University of Minnesota’s marching band will also perform. Thank you. If you need more information, please feel free to call. Sincerely, Jane Smith School Communications Liaison 612.555.5555
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WHEN THE MEDIA COMES CALLING – AND IT WILL... MPS media protocol and procedures
MPS maintains an open, cooperative relationship with the news media whenever possible. The Office of Communications is responsible for working with the media and maintaining good media relations. The media represents an important avenue for schools to tell their story – and the school system seeks to maintain good working relationships with the media. Public schools are of great interest to the media. Periodically, you will be contacted by a reporter who may solicit information, request comments or ask to take a picture. Reporters will call for various reasons – facts about a crisis, information about a program or a teacher, etc. The following procedures should be observed when working with the media: •
Media requests should come through the Office of Communications. If the director is not available, contact the executive assistant. Media requests should not be negotiated without the knowledge of the Office of Communications. If a reporter calls a school or central level education office, the Office of Communications should be notified immediately.
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Publicity items and information given to the media should also be sent to the Office of Communications. If you would like to send a news release or public service announcement about an event that will take place at your school, please send a copy of the release to the Office of Communications before sending it to the media. The school communications liaison should take care of this at each school.
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Schools should contact the Office of Communications if a media representative shows up uninvited at a school or education office. If the media asks to visit a school for a story, we will call you immediately to let you know.
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MEDIA INTERVIEWS, PHOTOGRAPHS, AND VIDEOTAPING FOR NEWS COVERAGE Interviews, filming or videotaping on MPS property may not occur without prior approval from the building administrator or department head and the Office of Communications. Approval may be in the form of a phone call or email. Requests for interviews are generally granted if the individual with whom the interview is being sought agrees to participate. If the individual does not wish to be interviewed or photographed, he or she may decline; however, the individual or the building administrator should notify the Office of Communications. Students may be filmed, videotaped and photographed in classrooms, on campus or in school-sponsored events, provided that there is a signed parental consent form or release form for each child who participates in such activities. Signed parental consent forms must be in the school files and accessible upon request. The MPS media release form covers the use of these images by MPS and the news media, not other outside partners or organizations. General images of unidentifiable children do not require parental permission forms. Interviews on school grounds – During the school day, students may not speak to the media without the principal’s consent. A parent has the right to know what the article or news report is about before allowing permission for the interview. This is a judgment call for the principal or his/her designee. Please contact the Office of Communications if a photographer or a private firm asks to take pictures of students. If the subject matter of the report is sensitive (i.e., AIDS, teen pregnancy, etc.) you may choose to obtain permission first, indicating the subject matter of the news report on a permission form.
Exception – At public meetings, such as PTA meetings, athletic events, performances for the community, etc., reporters have the right to interview people (including students) without requesting the principal's permission. Reporters do not have blanket permission to interview those in attendance at athletic events for non-event related issues. Principals, directors, etc. may always defer media interviews to the Office of Communications; in many cases, however, the public is reassured when the principal speaks. No one can force you to talk to the media. 10
Always protect students and instructional time. Do not allow the media in the classroom unless authorized through the superintendent or the Office of Communications. The media can be your best ally and we do want to work with reporters in every way possible. However, the media does not have the right to be on school district property. It's a privilege.
Remember, always let the Office of Communications know when the media calls your school or department.
Submitting to community media outlets
Most local community newspapers run short news items highlighting the achievements of people in the community. (Most broadcasters do not offer this service.) If your school maintains a merit list of any kind, you may wish to submit it. Be sure to include the school's name and phone number along with your list. When a student or staff member wins an award or earns an honor, you may write up a short news item and send it in. Send your announcement to community news editor contacts provided by the Office of Communications. Since these awards have usually already happened, you need not submit it at any specific time – but the sooner, the better.
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Here is a sample announcement: Your School's Letterhead Dear Editor: PLEASE RUN THE FOLLOWING NEWS ITEMS The Technology Teaching Institute has announced the award of its Silver Apple citation to Jane Brown, fourth-‐grade teacher at City Elementary. The Silver Apple is an honor conferred on Minnesota elementary teachers who demonstrate unique teaching abilities in the area of technology. Brown earned the award through her innovative "Surf’s Up" module, a model lesson that teaches fourth-‐graders how to conduct research on the internet. City Elementary fifth-‐grader Tommy Mitomi has won the school's Read for Rapture contest. Tommy read more than 100 books for the 2012-‐2013 school year, earning an assortment of gift certificates from Minneapolis business partners. City Elementary students participated in the yearlong campaign to read as many books as possible along with friends and family. The second-‐place winner was third-‐grader Tiffany Smith, who read 97 books. The third-‐place award went to fourth-‐grader Andy Fife, who read 92 books. Thank you. If you need further information, please do not hesitate to call me at 612.555.5555. Sincerely, Jane Smith School Communications Liaison
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When the students at your school have done something outstanding, they deserve some positive news coverage. There is no question the students merit the attention, but do not stake all of your hopes on getting the mass media there to cover it. The larger newspapers, radio and television stations cover huge geographic areas that include hundreds of schools. Your story is in competition with dozens of others on any given day. However, there are ways to increase your chances. The story must be NEWSWORTHY! •
Newsworthy: This is a word the news media love to use. The reality is that what is newsworthy today may not be newsworthy tomorrow. A plane crash is newsworthy all the time, but students and teachers achieving beyond expectations is newsworthy only some of the time, according to the media. This standard changes daily based on each day's events.
So how do you get around those basic ratings-grabbing, newspaper-selling headlines and tell your story? You don't always, but here are some tips to keep in mind as you begin submitting material to the media and building a media relationship: •
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Look for stories with visual appeal. Both print and television thrive on stories that give their audiences something dynamic to see. Maybe it's an exciting science experiment, a solar-powered car or the principal kissing a pig. What is unique and extraordinary is more likely to catch a reporter's attention. The media often looks for "human interest stories," or stories that legitimately sell themselves to the public and to the media with interesting personal content, such as when a student or staff member has overcome incredible odds to achieve success. Student success is an area on which we wish the media would shine its spotlight more frequently. A set of test scores is a bit too dry, so offer up a firsthand look at how teaching and learning techniques are paying off in your school instead. Remember that if the story involves students just sitting at desks, it will have little visual appeal. When a prominent speaker or personality comes to your school, let the media know. You increase your chances of getting some TV coverage if you invite one of the television station’s personalities. Frequently, the media looks for ways to tie world events or issues into the classroom. Whether it's a war in a foreign country, a flood 13
or earthquake, you will want to contact the media if your students are discussing it or mounting a service project to help. Newsrooms are rarely interested in stories merely because they are "cute" or because you desperately want a reporter to come out and provide coverage. Think like the audiences of newspapers, TV stations and radio stations – would your story be something you would be willing to watch or read? Remember that most of the media's audience members are not educators.
THE NEWSROOM'S DECISION-MAKING PROCESS News outlets usually hold a meeting with editors and/or reporters each day to determine what will be covered and published or aired. The decision is based on a number of factors: who is available to cover a story and at what time of day, how will the story fit with other news of the day, how much space or time do they have to fill, who in their audience will find your story attractive or appealing. Even if your story is covered, another newsworthy event may result in your story being eliminated or delayed from that day's paper or broadcast. It is best to never stake all your hopes on media coverage of your event.
Notifying the media: Techniques
You can notify the media through a variety of techniques, both written and verbal. If you choose a media advisory or a news release, always follow up with a phone call. The phone call offers an opportunity for a warm personal touch that a written document does not offer. If you would like the Office of Communications to notify the media also, please complete a publicity request form, which can be found on the staff intranet: http://bit.ly/MPSprojectrequest
Telephone
Call community news contacts provided by the Office of Communications. You may call them any time before the event. You may also call again the day before the event to remind them. Tell them the basics: WHO, WHAT, WHEN and WHERE. Most importantly, tell them WHY your story is newsworthy. (Remember: Is it visual? Is it truly unique?) Give the editor or reporter some examples of what he or she will see when during the visit. 14
Here is a sample script: "This is Jane Brown at City Elementary School. We wanted to let you know about something happening at our school that we think might interest your audience. Our fourth-‐graders have just completed their science projects, and the students will be demonstrating them Thursday afternoon at 2:00 p.m. in the media center. I can't believe how sophisticated these students are! We have a volcano that actually erupts. One of the students has put together a solar-‐powered model car. We've also got an amateur meteorologist who has put together a weather station to measure rainfall, wind speed and direction. The students are good speakers and can explain exactly what went into these projects. They'd love it if you came to visit! Think about it, and if you need any more information, call me at 612.555.5555.”
Media advisory
Media advisories work best when there is a specific scheduled event that will be explained when the reporter arrives. Use a media advisory for a news conference, a kickoff event, a special announcement or a performance. A media advisory differs from a news release in that it offers just basic information on WHO, WHAT, WHEN, WHERE and WHY. Email a media advisory to the media one or two weeks ahead of your event. The advantage of a media advisory is that it conveys a sense of urgency. The disadvantages are that it is impersonal and some reporters will not have enough information to determine whether they should cover it. Always follow your media advisory with a phone call.
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Here is a sample media advisory: Your School's Letterhead MEDIA ADVISORY Date Media Contact: Jane Brown 612.555.5555 City Elementary kindergarten students to present cultural pageant MINNEAPOLIS – The kindergarten classes of City Elementary on December 6 will present Children Around the World, a cultural pageant. The students will be wearing costumes from various countries and will be singing songs and performing dances from those countries. Volunteers will prepare dishes from around the world for students and guests to sample The pageant begins at 11:00 a.m. on Thursday, December 6, in the multipurpose room at City Elementary. WHAT: Children Around the World cultural pageant WHEN: Thursday, December 6, 2012, at 11:00 a.m. WHERE: City Elementary School Street Address Minneapolis, MN ZIP # # #
News release
A news release is best used to convey in-depth information about an issue, honor, award or any newsworthy event that does not have a specific date or time. Its advantages are that some smaller newspapers may print it in its entirety and other media outlets may use it to generate their own news stories. Its disadvantages are that it is impersonal and needs to be well written to receive attention. Write a news release like a story, but put the most important information at the top so you can grab the reader's attention. Include quotes from people affected by the news item. Try to keep your news release to no 16
more than one page with big margins on all four sides. (News reporters and editors might be scared off if it appears they have to do a lot of reading to get the story.) Here is a sample news release: Your School’s Letterhead FOR IMMEDIATE RELEASE Date Media Contact: Jane Brown 612.555.5555 City Elementary teacher recognized with national instruction award MINNEAPOLIS – Michael Smith, a fifth-‐grade teacher at City Elementary School, was recognized with the nation’s top honor in classroom instruction. The Council of Great City Schools presents the Classroom Instruction Award annually to an individual who demonstrates and exemplifies excellent leadership in teaching. At City Elementary, Smith developed and implemented a new method classroom instruction. The program is now being used on a national level as a model for teaching. “I have a passion for helping students achieve,” said Smith. “I am pleased that the program I developed for my students at City Elementary has shown excellent results and grateful that it is being used throughout the country to help students succeed.” # # # Tips:
Use a headline that is a full sentence. Put the most important information first. Double or triple space and keep the text to one page. Use quotes from school officials and/or those involved in the activity/honor/award.
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WHEN A REPORTER CALLS
News reporters may call for a number of reasons. Sometimes the reason may be obvious – an event or activity you are publicizing. But occasionally, reporters choose you and our schools for reasons that may be harder to discern: • They may want to use a program at your school to illustrate a national, state or local issue. • They may be looking for your perspective on trends, issues or events. • They may want to know why your school's average test scores are "x" and another schools are "y." • Or perhaps an angry parent has decided to use the power of the media to resolve an issue between his or her family and the school. One thing is certain: reporters most certainly will call you if any type of tragedy happens in or around your school and your students are involved.
What to do when a reporter calls unexpectedly 1. Call the Office of Communications at 612.668.0230. We may have some knowledge about the story the reporter is doing and can offer you some guidance if you need it. Even if you know the nature of the story in advance, we would like to know if a school is going to be featured. 2. Always return the reporter's phone call. If you are busy, you may want to have another staff member call. A reporter waiting for a call is either thinking "cover up" or making plans to come to your school to ask permission in person. Ask the reporter to call the Office of Communications. Explain that the Office of Communications will help get the story more efficiently. 3. Determine what the reporter wants. You will want to know if this is a "feature" story or a hard news item that may be controversial. Frequently, reporters will want you to line up students or staff to interview. This can be time-consuming, but since you have control over who is interviewed, you may welcome the opportunity to provide people who have good things to say. 4. Determine whether to participate in this story. If this is a busy day, maybe you can reschedule the reporter for another day. Perhaps you know of another school that may work well or better for the reporter's story. (From a "PR" standpoint, it is never a good idea to refuse completely to do a story. Try to redirect the reporter to another day or another school. Offer to cooperate when the timing is better.) 18
When a reporter and photographer arrive • •
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Make sure they are escorted for the duration of the visit. If they observe a classroom, suggest they become part of that day's learning experience by explaining what they are doing and why. Teachers may want to instruct their students that anyone misbehaving will not be on television. Unless arrangements have been made in advance, expect the media to spend only about an hour at the school. Find out when the story will be aired or printed. Student and staff will want to know so they can look for it.
REMEMBER: Always call the Office of Communications at 612.668.0230 when a reporter calls you or arrives unannounced at your school.
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PROGRAMMING ON CABLE CHANNEL 15
Channel 15 on Minneapolis Comcast Cable is dedicated to MPS. Channel 15 provide viewers with important information about MPS, promotes the image of the school district, highlights events and achievements happening in our schools and provides educational information for the residents of Minneapolis. When possible, programming is provided 24 hours per day, 7 days per week. Programming includes approved live and tape-delayed events, preproduced programming, satellite programming and character-generated bulletin board announcements.
Production Requests for Events When you have a school event you would like considered for airtime on Channel 15, please complete a publicity request form, which can be found on the staff intranet: http://bit.ly/MPSprojectrequest The Office of Communications prefers a minimum notice of at least two weeks prior to the event. Scheduling is subject to previous commitments made for other school events.
Programming requests for tapes/DVDs
Videotapes and dvds submitted for air on Channel 15 will become property of the Minneapolis Public Schools’ video library. Submissions must meet all video and programming standards for airtime consideration on Channel 15.
Educational tapes/DVDs submitted for cablecast
Educational tapes/DVDs must be in good condition and clearly labeled with the name, address and phone number of the person, school, school group or department requesting that the tape be presented on Channel 15. In addition, the length of the program must be included on the tape/DVD label. Educational tapes/DVDs submitted without this information will require special handling and may delay the cablecast of the program. Minneapolis Public Schools will not be held liable for lost or damaged tapes/DVDs. The program provider shall secure all necessary permissions, copyright clearances, etc., and provide evidence of such in advance. Production on programming requiring union residuals or other payments, including but not limited to talent and crew, will not be aired unless those payments have been previously paid in total or waived and evidence of such is provided. 20
CHANNEL 15 STANDARDS AND BEST PRACTICES In the event that live or pre-produced programming is not available, footage defaults to either the character-generated bulletin board or appropriate satellite programming as arranged. The programming content mix is based on the amount of programming available. In the event that the available programming exceeds the time available, the priority is as follows: 1. 2. 3. 4. 5.
Live local programming or event coverage Live satellite programming Taped locally-produced instructional programming Other taped or delayed programming Programming of an academic nature
Quality standards for video
Minneapolis Public Schools will maintain the highest possible technical and aesthetic standards for programming. In order to maintain such standards, videos with the following errors will not be broadcast: • • •
Improper lighting or color quality (due to improper camera setup) Poor audio (low level or distorted) Unstable control track (due to editing or recording method)
Taped programming submitted by program providers must be on a “broadcast quality” tape format or other media compatible with the playback equipment available. Submissions should be in DVD format; no other format may be accepted.
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CHANNEL 15 REGULATIONS The Office of Communications strives to meet high-quality, professional standards and complies with all district regulations and federal, state and local laws. All video content must align with these standards as well. •
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No obscene, indecent or defamatory materials in a program or presentation which might subject MPS to prosecution under local, state or federal laws will be cablecast. The Office of Communications will determine what is considered “obscene” or “indecent” for the purposes of Channel 15. Advertising or material designed to promote the sale of commercial products or services – including advertising spots or “commercials” – is prohibited. Advertising produced by or on behalf of a legally qualified candidate for public office is prohibited. No program which contains a lottery, bingo or information promoting any device, scheme, plan, promotion, contest or other program and/or presentation which involves directly or indirectly the elements of a prize, chance and/or consideration of money, or a thing of value, will be broadcast over the education access channel. Programming shall not be commercial, political or religious in nature, nor shall a single or narrow point of view be presented without appropriate disclaimers. Programming shall not be defamatory, sexually explicit or gratuitously violent or present material intended to defraud the viewer. All non-educational tapes are prohibited.
Minneapolis Public Schools may adopt rules, regulations and procedures related to specific scheduling, quality and review issues. These may clarify, further explain or provide additional details and guidance in administering the operating guidelines adopted for Channel 15. The Office of Communications may revise these guidelines as it becomes necessary.
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Authority to reject
The Office of Communications has the right to reject inappropriate or untimely announcements and reserves the right to reject a program or video for any of the following reasons: 1. Video is not technically compatible with standard cablecasting equipment 2. Video does not meet quality standards 3. Video is not considered educational in nature 4. Video violates federal, state or local laws and regulations governing cable programming 5. Video may subject MPS to any civil liability
Right to preview
The Office of Communications reserves the right to preview fully all programs and programming materials submitted by applicants to determine compliance with the production and district standards.
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ACCESSING MEDIA FORMS Student media release form Any MPS student participating in a media interview or appearing in photographs or video footage must have a signed parental consent form on file in the school office. Media release forms are available on the General Counsel’s page on the staff intranet: http://bit.ly/MPSlegalforms
Request for publicity
In addition to traditional media outlets (print and broadcast), the Office of Communications uses a variety of vehicles to publicize and promote good news stories, including: all-employee/key communicator/targeted email groups, cable TV programs and announcements, KBEM radio “School News” segments and PSAs, specialty publications (print and electronic) and the MPS website. Based on the information provided in the publicity request, the Office of Communications will select the best methods for distribution. Please allow at least 5 business days for execution. The publicity request form can be found on the staff intranet: http://bit.ly/MPSprojectrequest
Channel 15: Request for publicity If you have a school event you would like considered for airtime on Channel 15, complete the publicity request form. The Office of Communications prefers a minimum notice of at least two weeks prior to the event. Scheduling is subject to previous commitments made to other school events. The publicity request form can be found on the staff intranet: http://bit.ly/MPSprojectrequest
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