FLATE Communications Program
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1 FLATE Communications Program a FLATE Best Practices Guide to Designing Strategic Communications Tools 2013 Edition 1
2 FLATE Florida Advanced Technological Education a National Science Foundation Regional Center of Excellence E Columbus Drive Tampa, FL Tel FAX Hillsborough Community College Developed by: Dr. Marilyn Barger, P.I. & Executive Director Ms. Janice Mukhia, Communications Specialist Dr. Marie Boyette, Associate Director 2012 FLATE Copyright Disclaimer: FLATE Focus is based upon work supported by the National Science Foundation, under the following gran DUE#: from the l Science Foundation. Opinions, findings, and conclusions or recommendations expressed herein are those of the author(s, and do not necessarily reflect the views of the National Science Foundation. Copyright 2012 FLATE 2
3 Table of Contents Introduction... 4 FLATE Focus Newsletter... 5 Making of the FLATE Focus... 6 Research... 6 Action... 6 Communication... 6 Evaluation... 6 Insider Tips... 7 FLATE in the News... 8 Press Releases: FLATE In the News... 8 News Alert... 8 Media Kit... 8 FLATER Goes Social & The FLATE Wiki... 9 FLATER On The Web Appendix Sample of Article Ideas & Timeline Sample Interview Questions Sample Template Sample Blog Entry Sample Google Analytics Report Sample Press Release Sample News Alert Other FLATE Best Practice Guides...18 Printing Guide Organizational Information
4 Introduction FLATE s Communications Program is designed to inform key stakeholders and the media about the center s multi-faceted initiatives. The communications program is designed to reflect the Center s vision to be Florida s leading resource for education and training expertise, leadership, projects, and services to promote and support the workforce in the high performance production and manufacturing community. FLATE uses print, web-based media outlets, and social networking tools to disseminate activities and projects to stakeholders and others. FLATE uses a variety of avenues to reach and inform its key stakeholders which comprises of students, faculty, industry partners as well as the media. Some of these avenues include: FLATE Focus: FLATE s Monthly Newsletter Blog Press Releases News Alerts Media Kit Social Networking & the FLATE Wiki FLATE Websites 4
5 FLATE Focus Newsletter FLATE FOCUS is a monthly newsletter blog whose readership comprises of an eclectic mix of government, educational, and industry partners from across Florida and the nation. This is our first edition of the toolkit. We welcome your feedback and ideas about the materials and your experience using them. For more information visit: or contact us at , or us at [email protected]. GOALS The FLATE Focus is part of FLATE s multi-faceted communications program designed to inform the Center s stakeholders about educational, outreach and professional development opportunities. Published since spring 2007, the FLATE Focus is one of FLATE s primary communication tools, published on a monthly basis in blog format. It is among the top most visited online resources offered by FLATE, and connects manufacturers, educators and students with Florida s workforce. 5
6 Making of the FLATE Focus the basics FLATE s products and programs are designed and created with the end user in mind. The FLATE Focus is designed and written to meet the needs, interests and demands of FLATE s state and national stakeholders. The creation, execution and delivery of the FLATE Focus are guided by four marketing research principles, RACE: research, action, communication and evaluation. 1. Research 2. Action Draft article ideas Brainstorm ideas with management and staff Finalize topics Research article topics Identify candidates to interview for articles Initiate contact with interviewees Set-up a timeline from conception to completion Draft questions for interview and set-up interviews (if necessary) Conduct interview by phone, or interview questions to interviewees Draft articles based on interview/research Edit articles Prepare, design and finalize layout of articles, and post on blogger Design and populate template 3. Communication 4. Evaluation Check distribution list for errors, addition and remove requests newsletter to stakeholders Connect blogger account to Google analytics Run monthly Google analytics report to gauge number of readers, popular topics, geographical location of readers/visitors, popular keywords. Tally and analyze data 6
7 Making of the FLATE Focus. insider tips Additionally we have included some tips on getting started, and others to help keep you focused on your readers. Tips Make News a habit with your team. Keep a story idea file. Have a point person. Be regular with your standard communication. Be professional. Share partners & stakeholders news and successes. Someone somewhere is interested in your project. Share with NSF program officers. Pick a format that meets your needs. Pick a format that works for your stakeholders. Once you get going Dive into the data what are people reading? Survey readers what do they want to read? Be short main ideas with following details Jazz it up jazz the titles; challenge your readers Strategize graphics be sure they tell a story Get interactive polls, quizzes, surveys Give options for viewing, saving, printing, accessing 7
8 FLATE In the News Press Releases have been an effective tool for FLATE to promote its message and capture wider local/regional attention. To date FLATE has issued nearly 60 press releases that have yielded 50 stories in nearly 30 publications. Some of these include the Tampa Tribune, Tampa Bay Times, Brandon Tribune, Maddux Report, Florida Trend Next. As a result of these efforts, FLATE s robotics camps have consistently been broadcast on all major local, affiliate stations in Tampa bay which include Fox, NBC, and ABC. In an effort to optimize visibility of its press releases, FLATE uses PR Log an online press release distribution tool. PR Log has enabled FLATE-related news to appear in manufacturing-related news feeds. You can read recent and past press releases at News Alerts have proven to be another effective tool to keep local, state and national stakeholders engaged, informed and connected with the Center. News Alerts are one page news blasts that are distrubuted exclusively via . FLATE started using these Alerts in 2012 to distribute timely information about events, or share strategic success stories with partners and stakeholders. FLATE has also developed a Media Kit that provides an overview of current and future projects to news professionals. The media kit is distributed to newspaper/magazine reporters and television anchors during press events. FLATE s Manufacturing News provides fast-fingered, state and national industryrelated news. Published since 2006, manufacturing news links are incorporated in FLATE s monthly newsletter. FLATE also regularly contributes articles regularly to partner newsletters as well as publishes in several state and national Educational and Professional Journals. Full list of FLATE publications can be found at 8
9 FLATER Goes Social To raise awareness about manufacturing, and to create a platform for students, educators and industry professionals to interact and exchange ideas, FLATE has created profiles on various social networking sites. This has given the Center an opportunity to provide and share timely news with stakeholders. FLATE is most active on Facebook where you can read manufacturing-related story clips, regional events and conferences, or view event photos and videos. You can find FLATER on Facebook at In keeping with current Web 2.0 trends, FLATE also started Tweeting in summer This has enabled the Center to share timely news and maintain instant contact with its stakeholders. You can follow FLATER Tweets YouTube is yet another avenue that has enabled FLATE to share information about STEM based events and projects organized and offered by the Center. Examples of these include videos on FLATE s high-tech robotics camps, energy camps for middle school students, the National Visiting Committee discussion panels etc. Tune into FLATER s channel at FLATE also has a Wiki that offers free resources specifically for middle and high school teachers. The wiki contains a wide range of STEM and manufacturing based lesson plans, as well as professional development and career/education planning tools. These resources can be accessed at Access FLATE Resources Using Your Smart 9
10 FLATER on the Web You can find FLATER at Corporate Site: Outreach Site: Blogger: You Tube: PR Log: Facebook: 10
11 Appendices Sample Draft of Article Ideas & Timeline MONTH & YEAR Sample Articles Executive Director s Note STEM Puzzle & Answer Curriculum-based article Outreach-based article Professional Development-based article Partner News (Monthly) (Monthly) (Occasionally) Did you know? Calendar items Photo Features STEM Educators Corner Manufacturing News Links Video Features FLATE Announcements Contact Information Sample Side Bars Sample Time Line (Monthly) (Monthly) (Monthly) (Monthly) (Monthly) Three to four weeks prior to publication: One Week prior to publication: Targeted Publication Date: Review ideas & draft articles Build template Edit/review articles & finalize layout Newsletter goes to distribution 11
12 Sample Interview Questions for Manufacturing Industry Professionals Name of Interviewee address Contact information Can you tell me a little bit about yourself? What does a machinist s job entail? How did you get interested in a career as a machinist? As a Machinist at Vulcan what are some of the tasks that you perform during a typical day? What do you like most/fun part of about your job? What kind of training/classes did you take in order to become a machinist? Do you have any industry certifications? To what extent does your job involve manual labor vs. operating/working with high-tech equipment? What kind of opportunities do you think are out there for skilled machinists? When you think of machinists the traditional mindset is that the job is for men. What would you say to women who are considering a career as a machinist? What can manufacturers and educators do to attract more people to train as machinists? Is a job as machinist all work and no pay? How lucrative are the jobs? Additional thoughts Can you send me one or two pictures of yourself on the factory floor action shots would be nice that I could use as part of the article? 12
13 Sample Template 13
14 Sample Blog Entry 14
15 Sample Google Analytics Report 15
16 Sample Press Release (on PR Log) 16
17 Sample News Alert 17
18 Other FLATE Best Practice Guides All FLATE Best Practice Guides are available as online resources, or for download at Forging Positive Partnerships in Florida Communications Best Practices Guide Industry Tours for Students Guide The Robotics Camp Survival Guide 18
19 How to Print this Guide If you would like to print your guide in a booklet format (from the original pdf file), please use the following steps, you will need a printer that can print double sided documents: Step 1 select Properties(please make sure you are using a printer that prints double sided documents). Step 2 select Booklet/Poster/Mixed Step 3 select Booklet Creation and then click OK Step 4 select Margin Shift/Margins, Print Position Tab, Center, then click OK Step 1 select Properties Step 2 select Booklet/Poster Step 3 select Booklet Creation Step 4 select Margin Shift/Margins 19
20 Contact us Florida Advanced Technological Education (FLATE) E. Columbus Drive Tampa, FL Dr. Marilyn Barger P.I. and Executive Director Please visit us on the web at:
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