Strategic Communications

Storytelling With A Basic Press Release

121815_juneau-and-patacinis-smallNewsroom inboxes are flooded each day with story pitches and events to cover, which is why a press release that tells a story can be an effective way to cut through the daily clutter.

Here’s an example of that concept…

Turning Radio PSAs Into Fun, Shareable Content

Attendance Matters PSA Attending school each day is important. Kids who show up are more likely to get good grades, graduate, and even have better jobs as adults.

As part of an Attendance Matters campaign, I created a press kit for school districts to help spread this important message. A key component of this was working with kids to record radio public service announcements.

Sophia explains that high school graduates live longer, so she has a lot to accomplish in 75 years.

Schools Of Promise Earns National Media Coverage

Superintendent Denise Juneau’s Schools of Promise initiative has earned national media coverage for its innovative approach to school improvement. It’s an incredibly compelling story to tell, making it that much easier to pitch to national news outlets.

The 74 Million, The Nation, and the Hechinger Report recently traveled to Montana to highlight Schools of Promise for their national audiences.

Earned Media Coverage Of Graduation Matters Montana

Superintendent Juneau announces record-high graduation rate.

Superintendent Juneau announces record-high graduation rate.

Montana schools and businesses are partnering in innovative ways to support students and work toward the goal of making sure even more students graduate prepared for their next steps.

Here’s a look at just some of the 2015-2016 earned media coverage of Graduation Matters Montana.

GREAT FALLS TRIBUNEMontana’s graduation, dropout rates improve again

RAVALLI REPUBLICJuneau celebrates Graduation Matters in Stevensville

BILLINGS GAZETTEGraduation Matters Billings wins award for boosting student attendance

MISSOULIAN: As Graduation Matters evolves, a look at substance behind Montana data

Montana Graduation And Dropout Report

The 2015 Graduation and Dropout Report uses storytelling, photography and data to walk through how five years of Graduation Matters Montana has resulted in record-high graduation rates.

Why A Headline Is Key To Making Serious Digital Content Shareable

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Every local digital content producer is clamoring to get your attention. Traditional media organizations are fighting trendy sites (that often don’t provide much useful info) for your clicks, shares, likes and comments. Lets face it, it’s hard.

But there’s a continued and increased number of organizations that are training old-school journalists to think more like those trendy sites to get their content in front of a larger, more diverse audience. It’s all about making stories — serious and fun — shareable.

My smarty-pants peers at NPR Digital Services reached out to public radio member station digital editors to prove serious journalism can be just as shareable as a listicle about adorable animals.

They looked at 809 stories that have gone through NPR’s Local Stories Project (of which my station, Boise State Public Radio, is part of). Here’s part of what they found: