08-09 FWISD Annual Report - Fort Worth ISD

ANNUAL REPORT 08-09
32
G OAL TWO, O B J ECTIVE THREE
face
EXTERNAL COMMUNICATIONS
FWISD
Clint Bond, External Communications Coordinator
Why is it important to communicate with the news media?
It is critical that the community understand the message of
the Fort Worth ISD. One vital way of delivering that message
is through the traditional news media (radio, television and
newspapers). Having one point of contact, with a consistent
message, facilitates a better understanding of the District’s
mission.
Does the District communicate with non-traditional
news media? The information landscape is continually
changing. “Citizen” journalists and bloggers have re-arranged
the way information is delivered and received. Listening to
those conversations and using those tools to help the public
maintain a clear understanding of District objectives is vital.
quick fact
Twitter promotes itself as an online service for people to
communicate and stay connected through the exchange of
brief answers to the question: What are you doing?
Because the District is
committed to communicating
in a timely, relevant manner,
building relationships and
letting all our stakeholders
know what we’re doing, we
eagerly “got Twittering”!
This new social media
puts the District in venues
where our students, parents,
teachers and community
members are. We can “listen
to” (monitor) what they are
saying and, when appropriate, respond — whether to correct
rumors or pass on important information.
by the
numbers
Million
the number of visits to the
District’s Web site logged during
the school year
That figure was almost double the visits from one year earlier.
While the majority of the 2008-2009 visits came from within
the United States, people in 174 other countries also spent
time on the site.
Media & press
relations
The Fort Worth ISD Communications Department had
a very productive year researching, composing and
distributing approximately 300 news releases about
District events. These releases were aimed primarily at
the news media with the intent of sharing information
about District accomplishments with the general public.
The releases were distributed to assignment editors at
newspapers, magazines, radio and television stations and
blog editors. The releases were also posted on the District’s
Web site for everyone to see.
News releases distributed in 2008-2009 announced a
broad range of news items, including scheduled and special
events, personal promotions, awards, services, policies and
accomplishments. Local media often used this information to
generate news stories that helped us spread the word about
the District.
On a daily basis, the Communications Department provided
information to members of the working press without the
formality of a news release. These less official “releases”
assisted reporters by answering specific questions and
providing background understanding.
The new fwisd.org
Fort Worth ISD unveiled a completely redesigned student,
parent and teacher-friendly Web site, the product of an
almost year-long collaboration between the Division of
Technology and the Communications Department.
Important redesign features included:
>> Parent-At-A-Glance — where parents can find out what their
students are learning during the current six weeks session
>> Curriculum Frameworks — where teachers can view and edit
lessons, exchange ideas, search for curriculum documents
and more
>> Webmail link — where all employees can access their e-mail
ANNUAL REPORT 08-09
33
GOAL TWO, OBJECTIVE THREE