The Newark Public Schools engaged Jones & Associates Communications to develop and execute a strategic plan that would redefine the district's Public Information Office so that it would operate more effectively and efficiently.
The Newark Public Schools Communications office was restructured to function as a news bureau, with messaging developed by Jones & Associates Communications and stories defined internally before being released to the media. The district was divided into "news zones" and staff members were assigned as "field reporters" and charged with collecting pertinent information.
Editorial meetings were conducted on a regular
basis and determinations were made as to the
various media (local and national radio, TV, print
and Internet) that would be most appropriate for
each story. Reporters took a greater interest in
the district and national coverage was expanded.
The strategy resulted in
150 positive stories being
covered by the media during
a two-year period and a closer
link was established between
the school district and the