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What you can learn about branding from a Harlingen orchestra director

April 25th, 2012 by Corey Ryan

Your district would not hire Jason Hooper of the Harlingen Consolidated Independent School District as an expert consultant for marketing or branding. But you probably should.

When Hooper, a Midwesterner who attended Oklahoma State University and the University of Iowa to study music and conducting before landing in the Rio Grande Valley, started as the orchestra director for Harlingen High School South, he had about 70 students in his high school and feeder middle school programs.

Six years later, the program has grown to include over 250 students. At one of his feeder middle schools, the program has grown from about 30 students to 120 students in the past four years.

When I heard about this growth, I knew there was a story to be told and a lesson to be learned. Read the rest of this entry »

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Build an outlier of your very own

April 11th, 2012 by Corey Ryan

Circumstances of environment affect our personal and professional success, according to Malcolm Gladwell’s 2008 book titled Outliers. If we want to build better districts, departments and schools, we need to analyze the potential for building outliers in our own programs.

In Harlingen CISD, we have increased our capacity to produce high quality, high volume content for promotional and informational purposes through the use of high school co-op students.

Rather than convince you of the value of this program by boasting about the hundreds (that’s right, hundreds) of videos our co-op’s produce, or the time I save because coops post hundreds (that’s right, hundreds) of stories and photo galleries on our websites each year for minimal costs (minimum wage for 19 hours per week), I want to appeal to the inner-educator in all of us. First, I’m going to briefly summarize and analyze Outliers, then I’ll apply the concepts to our co-op program. Read the rest of this entry »

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Don’t fear the zoom

March 28th, 2012 by Corey Ryan

Picture from HCISD Prezi by Corey Ryan

The zippy, cloud-based, presentation design application Prezi should join your communication tool box.

Designing and giving presentations has become a big part of my job since joining the school public relations industry. What I have found is that people hate watching presentations. It’s difficult, if not impossible to keep someone’s attention unless you have something that’s different.

A properly executed Prezi can dazzle more brilliantly than any PowerPoint. See what I mean by clicking here to view my Prezi workshop and/or by clicking here to see a video on starting in Prezi.

Read the rest of this entry »

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“Learn to listen and speak less and you’ll go far.”

September 7th, 2011 by Tim Carroll, APR

CarrollButtonThe first year I worked in school communications I met a group of our teachers at a baseball game. They asked my opinion of two new board members and I offered that “it was going to be a tough year and we should all be on guard.”

As it turned out, one of the teachers was the daughter of a new school board member.  I was called into the superintendent’s office and he shared some advice that I have carried with me for over 30 years.

“If I can’t trust you to represent me and this organization, then we have a problem,” he said. “I suggest you think carefully whenever someone asks you a subjective question about schools or people.”

It is assumed that we all bring good technical skills to the PR table but our ability to keep information confidential is even more valuable.

The relationship between a superintendent and their PR person is built on trust and the ability for both parties to speak without fear. Break that trust once and you may never get it completely back.

As PR practitioners work their way up the administrative ladder, they usually move from the technical chores to the management side, which often means more meetings and less fun. It also means that the stakes are higher for breaking confidences.

Building a reputation for keeping a secret can also improve your PR skills in the field.  I often speak frankly with principals about issues that are important to them.  Their feedback is needed but telling central office staff that a principal is not happy with the new reorganization, for example, will make the next visit to that principal’s office much less chatty.

A good PR practice is to get out to the campuses on a regular basis to gather news and also to check the temperature.  “What are you hearing about…? or what do the teachers think of….?” are good questions to ask as you make the rounds.

Use informal feedback such as this to advise senior cabinet members but keep personalities out of it.  How much credibility does a statement like “I think there is a problem out there with the reorganization plan,” carry? It all depends on the trust your superintendent and cabinet have in your opinion.

Complaining rarely wins friends in a cabinet meeting.  Look for strategies that might avert the problems you see coming. Now you might say “I don’t think we’ve done an effective job communicating the reorganization plan to our own people. We might consider……..”

The more solutions you can attach to real or perceived problems, the more valuable you are to management.

The ability to keep a secret can also help you in managing your own staff.   If people are complaining about an employee’s behavior or lack of skills, it is easy to say the guys upstairs want you to change. A better manager gathers feedback on an employee and then forms his/her own rationale for addressing the problem.  It is harder but it’s the right thing to do. If you ever heard a principal tell their staff  “central office won’t let us do this,” you know what I mean.

As my superintendent told me many years ago, “learn to listen and speak less and you’ll go far.”  Actually I think it was my mother who said that!

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Textbook Funding and Availability Talking Points

August 10th, 2011 by Linsae Snider

While the change to textbook (now instructional materials) allotment is a statewide issue, it appears that only a handful of media markets have reported on the story–possibly because they’re still working through AYP. To make sure you’re ahead of the game, we’ve drafted a few points for you to consider in the event that your reporters come calling.

The rumor is that kids across the state will return from summer break to textbook-less schools. Clearly this is false, but like most rumors, it started in fact. Here’s the gist: legislation passed during this summer’s special session changed the way districts receive their instructional materials. Districts can typically order new materials in April, but after allowing for time to work out the bill’s language and implementing the new system, the first day for ordering this year was August 8–four months late.

  • One more example of financial strain being placed on districts occurred with the passing of Senate Bill 6 – the Instructional Materials Allotment Bill. This bill created a per-student Instructional Materials Allotment (IMA) that also broadened “textbooks” to “instructional materials,” created a formula for determining district allotments, yet retained the SBOE review and adoption process.
  • There are now new options available to districts.  Before, a district could only choose from a list of textbooks or electronic materials that were approved by the SBOE and essentially owned by the state.  Districts are now offered more flexibility in what and how many materials are purchased., Purchases now may include items from the SBOE list, the Commissioner’s list, materials not on the adopted list, consumable materials (including workbooks), and supplemental instructional materials.
  • Districts can view IMA as a strategic resource than can help achieve the type of learning environment that will challenge and engage 21st century learners.
  • Current state adopted science textbooks are twelve years old. However, the SBOE has approved over 92 electronic resources that address the new and revised science TEKS.  While these resources could not be purchased until August 8, 2011 through the IMA, districts can expect the online products to be available to teachers and students when school starts.  These materials will enhance the science TEKS with more rigor and complexity.
  • The structure of the IMA requires districts to plan together strategically and systemically over the next two years as funds can be expended for instructional materials (textbooks and supplemental materials), technology related services (training and salaries), and technology equipment (computers and other electronic devices).
  • Proclamation 2011 includes new textbooks for handwriting (1-3), spelling (1-6), ELA (2-12), Spanish Language Arts (2-6), ESL (K-8), Speech (6-8) and PK.  Districts were not able to order these materials until August 8, 2011.  While there is no assurance that textbooks will be received in schools when students start school on August 22, 2011, teachers have updated resources available for providing quality day-to-day classroom instruction.
  • Many instructional resources are available to today’s teachers.  When it comes to daily classroom instruction, you will find teachers opt to plan lessons using electronic resources, interactive, hands-on, and brain-compatible learning activities, and district approved curriculum materials. It is not expected that the absence of textbooks in classrooms will deter the daily instructional process.
  • Because funds will be limited during the 2011-2012 school year, districts have been advised to make Proclamation 2011 products a priority, followed by supplemental science products, and finally continuing contracts (consumable materials and additional materials due to student population growth and loss of materials).

A special thanks goes to Brian Squyres, Northside ISD Textbook Manager, as well as Pascual Gonzalez and Karen Adler at NISD for their help walking us through this complex issue.

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Foundations can benefit from PTA enthusiasm

August 10th, 2011 by Tim Carroll, APR

Somewhere between service to the Cub Scouts and Rotary, I found myself as president of my kid’s PTA Board in 2004.  It started as a favor to the principal but years later I see it more as continuing education.

Few groups are more loyal yet more selfish than school PTA boards.  Calling them selfish may seem a bit harsh but when it comes to our own kids – we are all a little selfish and why not?

I have seen parents work tirelessly to raise money for playground equipment at their campus and then refuse to allocate money for a new campus PTA.  One of our PTA boards spent $7000 on an end of year party while a struggling Title 1 campus in our district worked with a $500 donation.

The point that foundation directors and school PR folks need to understand is that PTAs can be a powerful friend in fundraising but it takes more than an email or phone call to get them on board.

It might take two years for a foundation director to develop a relationship with a local executive before that relationship reaps benefits for the foundation.  It is often worth the wait.  A mistake that practitioners sometimes make is not treating the PTA representatives with that same respect.  Because they are parents and generally support their school, it is assumed they support the school district as well. Unfortunately, that is not always the case.

There are steps,  however, that foundation and public relations staff members can take to build a mutually beneficial relationship.

The first step in garnering PTA support for “the cause” is to get involved with that PTA organization.  Attending PTA council meetings would be a great place to start if your district holds them.  If not, reach out to the campus PTAs to help publicize events and cut through the red tape that inevitably slows things down.

Many parents who have been active in PTA make good foundation board members.  Seek out the best ones and recruit them to serve in your organization.

The best strategy I have seen to build PTA support is to sponsor events that financially benefit both groups.  Foundation boards tend to be full of ideas but lacking the proper personnel to carry them out.

Allen ISD, for example, sponsored a community spelling bee for five years that benefitted both groups. The PTAs provided on-site volunteers and recruited teams for the event. The foundation also provided volunteers and managed the event logistics. The spelling bee was later replaced with a 5K race but the same partnership exists between the two groups.  Now significant funds are being raised that benefit the foundation, the PTA council scholarships and campus PTAs.

Even if you are not working on a project together, simply understanding each other’s goals and needs is useful. During my PTA term, a pair of volunteers visited four grocery stores to solicit donations for the school picnic.  They asked for hot dogs and buns and so on but we had $10,000 in our PTA account!  We didn’t need the donations but the frugal PTA solicited donations anyway.   Multiply that times the number of elementary schools in your community and you quickly see the problem.

There is no quick recipe for building district support from the PTAs but a change in perceptions from our side of the fence would be a great start.

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Talking points on AYP ratings

August 5th, 2011 by admin

On the heels of last week’s state accountability ratings announcement, the Adequate Yearly Progress (AYP) evaluations were issued today. TSPRA has collaborated with TASB and Moak, Casey & Associates to develop additional talking points to help you better explain these complicated ratings to your local media and community.

Please consider using these talking points when meeting with your superintendent and preparing your district’s statement to the public. If you have any questions or need any clarification, please don’t hesitate to contact our office by email or 512-474-9107.



TALKING POINTS ON 2010-11 AYP RESULTS
Click the link above to download a PDF copy

  • In the past two years, federal standards to meet AYP have exceeded state standards used
    for academically acceptable ratings.
  • This is the first year that the state accountability system was inclusive of all special education tested learners and ELL progress so this is the most commonality we have seen between the two systems.
  • With AYP, a district/campus either “meets AYP” or “does not meet AYP.”
  • AYP regulations permit allow only 3% of its special needs learners to be tested with modified or alternative assessments.
  • Just one student in one student subgroups can determine whether a district/campus does or does not meet AYP.
  • AYP considers seven student groups in its calculations. Special education and Limited English Proficient (LEP) tested students are not evaluated on TAKS as separate subgroups in state accountability.
  • The standard for a recognized district is comparable to meeting AYP in Reading/ELA in 2011.
  • We think performance in writing, science and social studies is just as important as performance in mathematics and reading, but those three areas are not evaluated in AYP.
  • Completion/graduation rate is calculated on the concept that students graduate from high school in four years. Sadly, those students remaining in school additional years and working toward a high school diploma are treated as failures in the current AYP system.
  • Completion/graduation rate addresses the graduating classes 2009 and 2010.
  • State accountability evaluates more student grades and more content areas than AYP.
  • AYP includes attendance as a measure in evaluating elementary and middle level campuses.
  • NCLB has not been re-authorized by the federal government. It is uncertain at this time how sanctions and ratings will occur in the future.
  • When AYP was rolled out as part of NCLB in 2003, the established criteria was that 100% of students be successful on all tests by 2014 and the intent was to have 100% of all students graduate from high school Our school district is making gains and teachers are working hard to make certain every student in our district receives the best possible education.
  • The state’s graduation rate goal for AYP is 90.0%

2010-2011 marks the first year that:
-
Both systems evaluated all special education test takers.
+ State accountability evaluated only TAKS Accommodated in 2010.
+ Both state accountability and AYP evaluated TAKS-Accommodated, TAKS-Modified and TAKS-Alternate in 2011.
+ Amounted to 119,000 additional tested students being evaluated.
- First year that both systems evaluated English Language Learners (ELL) in a reading assessment measuring English reading proficiency and progress.

Do NOT:
-
Emphasize AYP rating if you “did not meet AYP” and accentuate improved test scores, graduation/completion rates, increased testing of special education and ELL students, and brag about participation and attendance rates.
- Blame staff or subgroups as being responsible for your rating.
- Make negative comments about AYP and NCLB.

Do:
- Make all comments positive.
- Include a quote from the superintendent.
- Use charts and graphs to show the difference in 2010 and 2011 scores.
- Mention that you are pleased with writing, social studies and science scores that are not considered in AYP.
- Brag on Career and Tech programs (as they receive federal funding) and efforts to prepare students for college and career.
- Mention efforts at the secondary level to provide dual credit and AP opportunities for students while in high school.
- Mention this is the end of the TAKS era and efforts are underway to help students be unsuccessful with STAAR.

TIPS FOR TALKING TO THE MEDIA

AYP reports: August 4, 2011 is the public release of preliminary AYP data tables. Inform media/public if your district will be filing an appeal or exception. Note that final 2011 AYP status will be released in November/December 2011.
Key message: Pick in advance two or three key messages to focus on. Keep these messages in front of you throughout the entire interview and don’t be afraid to repeat them to ensure they make it into the story/sound bite.
Speak to what you know: Don’t respond to hypothetical situations or speak to how
other districts performed. “I can’t speak to what _____ISD is doing, but our district plans
are to…”
I don’t know: It is OK to say, “let me take a moment to think about that,” If you need to gather your thoughts. If you don’t know an answer, don’t make up a response. NEVER say, “no comment.” Instead say, “While I don’t have that information on-hand, I’d be happy to ask our C&I director to follow up with you after we are done here.”
Concrete examples: Use as many specific examples and statistics specific to your district as possible. Have charts prepared to show test scores from 2010 and 2011 and how scores actually improved even though your rating may have lowered. Share “all student” scores, rather than scores from each of the subgroups.

Click here to download a PDF copy of the talking points that include charts comparing state accountability and AYP standards.

*Special thanks to Jenny Caputo, Director of Communications and Media Relations at TASB and Maria Whitsett, Associate at Moak, Casey & Associates, for reviewing this document.

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Talking points on accountability ratings

July 28th, 2011 by admin

Tomorrow (Friday, July 29) just after 1:00 p.m., TEA plans to post the final accountability ratings along with a press briefing by Commissioner Scott to speak to the results. We know that most of you have been bracing yourselves for what will appear to be bad news and that some of you have already gone to your local media to explain some misconceptions. In an effort to get everyone on the same page and to, as an entire Texas public school system, explain this complex and easily misleading information to the media and community, TSPRA has developed some talking points. Hopefully this information (along with support from your C&I department and superintendent) will help you find the most concise and effective way of explaining the accountability changes.

REMEMBER: While you may understand the ins and outs of subgroups and base indicators and ELL and TAKS-ALT, this is one area that the vast majority of your public has no working knowledge of…beyond Recognized = Good; anything else = Bad. All they generally want to know is:
- What is the main one or two reasons your rating changed (if it did)?
- What is your district doing to address that change?

It’s not necessary (or effective) to use this opportunity to try and explain every nook and cranny of the accountability ratings system.

That said…good luck! Please don’t hesitate to contact us with any questions; we’re happy to help.



TALKING POINTS ON 2011 ACCOUNTABILITY RATINGS
Click the link above to download a PDF copy

  • “Achievement levels have not changed (or lowered). How ratings are calculated has changed.”
  • “Standards for accountability are a moving target – criteria changes from year to year.”
  • “TPM (Texas Projection Measure) and TGI (Texas Growth Index) have been discontinued. The 2011 accountability ratings indicate how students actually performed, not what they were predicted to do.”
  • “The system rates more students than in previous years. Students who have in years past been omitted from calculations are now part of the mix.” [reference: all tested special education students are now factored into the formulas.]
  • “For the first time, commended performance for all students and economically disadvantaged students in math and ELA are factored into the recognized and exemplary ratings along with an ELL (English Language Learner) progress indicator.
    What this means is that additional indicators are being used to determine the higher ratings.”
  • “Student groups are defined to be the major ethnic groups as well as students designated as economically disadvantaged. All of the evaluated groups must meet the criteria for a given rating category in order to earn that label.”
  • “Five base indicators are used to determine ratings: (1) percentage of students passing TAKS, (2) performance and progress of ELL students, (3) percentage of students scoring at commended performance levels on TAKS, (4) completion
    rate for 2010 graduating class, and (5) annual drop out rate for grades 7-8 during the 2009-2010 school year.”
  • “All students along with students in each of four subgroups (African American, Hispanic, White, and economically disadvantaged) must meet state standards. Failure of one group to meet standard in any one indicator can lower the rating.”


Do NOT:
-
Emphasize ratings (if yours are lower this year); instead accentuate increase in test scores and graduation/completion rates.
- Make negative comments about changes in the state accountability procedures.

Do:
- Make all comments positive.
- Include a quote from the superintendent.
- Use charts and graphs to show the difference in 2010 and 2011 scores.
- Use trend data to illustrate how test scores have increased in the district over the past 3-5 years and how graduation/completion rates have improved.
- Brag on commended rates and TSI higher education readiness components as being indicators of college-career readiness! [this is especially good for high performing districts where scores have topped.]
- Share strategy for future efforts to address test scores (will need to get this information from your C&I department).
- Mention strategies for moving from TAKS to STAAR.

TIPS FOR TALKING TO THE MEDIA

- Accountability reports: The media can pull the reports from the TEA website. Refer them to the link for doing so: http://ritter.tea.state.tx.us/perfreport/account/
- Key message: Pick in advance two or three key messages to focus on. Keep these messages in front of you throughout the entire interview and don’t be afraid to repeat them to ensure they make it into the story/sound bite.
- Speak to what you know: Don’t respond to hypothetical situations or speak to how
other districts performed. “I can’t speak to what _____ISD is doing, but our district plans
are to…”
- I don’t know: It is OK to say, “let me take a moment to think about that,” If you need to gather your thoughts. If you don’t know an answer, don’t make up a response. NEVER say, “no comment.” Instead say, “While I don’t have that information on-hand, I’d be happy to ask our C&I director to follow up with you after we are done here.”
- Concrete examples: Use as many specific examples and statistics specific to your district as possible. Have charts prepared to show test scores from 2010 and 2011 and how scores actually improved even though ratings may have remained the same or lowered. Share “all student” scores rather than scores from each of the subgroups.

ADDITIONAL INFORMATION

The following is background information to help you understand the specifics of the accountability system. Please do not use this information as talking points, but rather to gain a greater perspective of the complexity of the state accountability system.

About 2011 Accountability:
- This is the 8th year of the current system.
- There are several significant differences between 2010 and 2011 (see below).
- This year there are 40 indicators that determine ratings.
- More students are passing the TAKS tests and graduating from high school than eight years ago.

Once your C&I department has analyzed the reports (and most have been doing this since May), have them tell you if dropped ratings or lowered test scores are the result of any of the changes made to the 2011 accountability standards. The 2011 changes are listed below as a reference. Only reference the changed that have affected your district and campus ratings/scores.

New to the accountability system
1. Use of TPM (Texas Projection Measure) discontinued.
a. Formula was implemented in 2009
b. Formula calculated student performance on future tests based on a campus-wide average that boosted ratings statewide
c. TPM allowed for artificial measures of student performance based on a calculated prediction rather than how students actually performed
2. Number of base indicators has increased from 35 to 40 (four new measures for commended performance and one new measure for ELL students)
3. Two new base indicators
a. Commended performance to include economically disadvantaged and all students for being recognized and exemplary (15% for recognized and 25% for exemplary)
b. ELL (English Language Learners) progress (60% for recognized and exemplary)
4. New federally-mandated definitions for race and ethnicity are being used to determine student subgroups
5. TAKS indicator now includes TAKS-M and TAKS-ALT for all grades and subjects (only TAKS Accommodated was used in 2010)
6. The completion rate methodology has changed, (resulting in more high schools receiving a completion rating) [NOTE: some schools may not have had the number of students necessary to calculate this in 2010]
7. TAKS indicator standards for academically acceptable increased for math and science five points each
Math:  60% (2010)    65% (2011)
Science:  55% (2010)    60% (2011)
8. Standard for the annual dropout rate (grades 7-8) decreased from 1.8% to 1.6%
9. Standard for underreported students changed from 4% to 3%
10. Standard for Gold Performance Acknowledgments (GPA) increased to include TAKS-M and TAKS-Alt performance (TAKS-A included in 2010)
11. The college-ready graduates indicator increased from 35% to 40%

About the STAAR Test
- Due to the implementation of a new testing system, there will be no district or campus ratings in 2011-2012
- STAAR will be a more rigorous testing program than the TAKS
- The 2010-2011 school year marks the last full year of TAKS testing. Beginning with the 2011-2012 school year, students in grades 3-9 will take the new State of Texas Assessment of Academic Readiness (STAAR) examinations
- Students currently in the 9th, 10th, and 11th grades will continue to take the TAKS to meet graduation requirements
- Subsequent classes must pass STAAR end-of-course exams to fulfill graduation requirements. (there was great discussion about this in the 82nd legislative session, but the standard remained)
- College readiness standards will be incorporated into the system in 2014

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From TSPRA president-elect Craig Eichhorn

July 27th, 2011 by Craig Eichhorn, APR

EichhornButtonAwesome! Just awesome! Some may think that word is overused (especially for us sports junkies) but there is really no other word I could think of to describe the outstanding job TSPRA members performed while hosting the annual NSPRA conference in San Antonio.

Our out-of-state visitors were treated to true Texas hospitality by our host committee and the volunteers who manned the TSPRA booth hour after hour.  We can’t forget the goodie bags that each visitor to the booth also received. Hats off to Monica Faulkenbery, Sharon Woldhagen Patti Pawlik-Perales, Rebecca Villarreal, JoyLynn Occhiuzzi, Tamra Spence, Tim Carroll and Linsae Snider for their extra efforts to make the conference enjoyable for so many. We especially appreciate Monica who has helped host three NSPRA Seminars since 1982.

I was proud to hear from NSPRA members all over the country and how appreciative they were of the Texas host committee. I couldn’t help but smile when Ron Koehler, NSPRA immediate past president, praised the efforts of Texans throughout dinner one evening. Colleagues from the Ohio and Michigan chapters also chimed in with their words of support and heart-felt thanks for making them feel welcome.

As they did at the TSPRA Conference in Arlington earlier this year, our corporate sponsors like SchoolMessenger and Blackboard Connect stepped up to the plate to host social events that allowed us to have fun and catch up with friends from across the nation. We are currently working with some of our partners to plan more exciting events during TSPRA’s 50th Anniversary Annual Conference in Austin this February.

Speaking of  TSPRA….these are just a few of the many comments I heard while discussing our 2011 state conference in Arlington. “A hockey game?” “A tour of the Cowboys new stadium?” “A SchoolMessenger event with live music, dancing and fun?” “John Quiñones as the keynote speaker?” “And all this in ONE conference?” I was told it would take several years for other states to match the  high powered lineup that we featured in Arlington.

As a TSPRA member, you may not realize it, but TSPRA commands an enormous amount of respect from our colleagues throughout the country. We should all be very proud to be involved in such an exciting and influential association with a rich array of talents in the areas of education foundations, school partners and school public relations. Way to go TSPRA!!

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Cameras, Like You, That ‘Do it All’

May 25th, 2011 by Ian M. Halperin

IanButtonDoing more with less.  Seems like that’s become the new motto of public education in Texas.  And those who aren’t already doing more with less may soon be.

As staff sizes shrink (assuming you have a staff) and money for hiring freelancers dries up, you may find yourself responsible for aspects of a project beyond your comfort zone.  But technology may provide some assistance.

One particular area is photography and video.  If you suddenly find yourself responsible for additional photo duties, this is a great time to add/upgrade your photo gear.

Today’s cameras, HD DSLRs, (high definition, digital single-lens reflex) have become hybrid, video-chip powered, mini-production studios.  The names alone require a manual:  Nikon D3S HD DSLR.  Canon EOS-5D Mark II DSLR.  These models shoot high-res photos AND full HD video.  Photographing that cute “Q Marries U” ceremony and need some quick B roll.  No problem. But these cameras do have limitations…

- Capturing sound is a big issue.  The on- camera mic often picks up more operation noise then natural sound.  Most DSLR users add on-camera shotgun mics or a wireless system to ensure quality audio.

- Many of DSLRs do not offer auto focus in video mode.  This can be a challenge for new users, but you will eventually you will get the hang of it.  Some of us can remember when there was no auto focus of any kind.

- A good base model DLSR costs around $1,000 but can quickly go up.  This generally does not include a lens, but most retailers offer packages at a discount.  Some good news: your current lenses should work with even the newest DSLR bodies.

Even if you don’t use the video feature, you will still have a nice digital camera. There are plenty of great DSLR resources available online.  A good place to start is this article from The New York Times.

Other good sources:

http://www.digitalphotopro.com/gear/cameras/the-truth-about-hd-dslrs.html

http://www.photopoly.net/shooting-video-with-a-dslr-camera/

http://video.nationalgeographic.com/video/player/specials/photography-specials/photo-tips/basics-dslr-hd-video-tips.html

More and more, HD DSLRs are being used for network productions, commercials and news.  If you are in the market for a new camera, make sure you explore all your options.  Adding the ability to provide high quality video may give your district an additional PR boost.

The commenting period for this post has closed. If you have additional comments or questions, please email them to us.

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