Public Relations and Jostens Personal Yearbook Pages™

Using Public Relations and Personal Yearbook Pages to promote your school’s

yearbook program

What is Public Relations?• Public Relations (PR) is the discipline of telling your

yearbook story to the media to gain positive coverage for your yearbook program:– Media includes newspapers, newsletters, TV, radio

and online – The goal is to communicate the exciting news about

your yearbook program and the innovative ways you are engaging students

• PR requires preparation of messages and materials to gain attention from the media.

• Building ongoing relationships with the media will make you a “subject matter expert” and a valuable contact for reporters and producers.

What’s the Value?

• PR is a great tool to build your school’s reputation (brand) in the community.

• Getting coverage creates recognition and support for your yearbook program and helps drive sales.

• Reporters are always looking for stories that have an interesting angle.

• Good news gets good news – members of the media will contact you as a valuable source of information.

• Planning and preparation, along with solid relationships with the media, will result in positive coverage.

Important Note

• Please contact your school or district Communications Department for media policies and guidelines prior to starting PR activities.

• Schools and districts generally have policies that govern contact with the media.

• Your school’s communications resources can help you with publicity for your program.

What’s Newsworthy?

• New – One of the first schools to offer Personal Yearbook Pages and personalized yearbooks – an innovation to your yearbook.

• Timely – Back to school. Yearbook sales. Marriage of technology and tradition.

• Significant – Next generation of yearbook. Embracing technology and celebrating tradition.

• Unusual – Your year. Your story. Personalization.• Human Interest - Inclusion. Diversity. Giving everyone a

voice.

Media Materials

Planning is the key• Backgrounders on school and your yearbook program.• News Releases (Template included on CD)• Media Cover Letter (Template included on CD)• Media Alerts – Related to yearbook and school activities

can be sent to media around specific events and coverage opportunities.

• Q&A – Anticipate the questions and have the answers.

Media Relations

Developing rapport with members of the media requirespreparation and practice:• Research the reporters.• Prepare what you are going to say and write it down.• Anticipate the questions and prepare answers.• Be brief - use your key messages.• Practice your answers.

• When called, respond in a timely manner.

Jostens Public Relations Support

The Jostens Communications Team works closely with

your Yearbook Sales Representative(s).

– Rich Stoebe – Director of Communications• richard.stoebe@jostens.com• 952.830.3250

– Drew Krejci – Communications Manager• drew.krejci@jostens.com• 952.830.3332