Dealing with the media 2010
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This document provides resources and guidance for school administrators in dealing with the media. It outlines board policies and contact information, as well as strategies for generating media interest, conducting interviews, and handling crises. Case studies are also presented to demonstrate how to respond to media inquiries on issues like weapons on school property, substance abuse reports, and controversial student opinions. Administrators are advised to remain calm, focused on student well-being, open about any problems, and develop rapport with local reporters.
Dealing with the media 2010
- 1. Dealing with the Media Leadership Journey T. D’Amico Nov. 2010
- 2. Outline of Presentation Board Policy Board Contacts Resources Strategies Case Studies
- 3. BOARD POLICY
- 4. BOARD POLICY
- 6. FREE SERVICE
- 9. ONLINE RESOURCES Open Today’s News Catholic Board Public Board General Interest
- 10. ONLINE RESOURCES View a summary of articles from each day of the week
- 11. ONLINE RESOURCES All articles have been scanned
- 12. ONLINE RESOURCES Tips from the Communications department
- 13. ONLINE RESOURCES Contact lists for all areas are posted online
- 14. ONLINE RESOURCES How can you generate media interest?
- 15. ONLINE RESOURCES How can you generate media interest?
- 16. ONLINE RESOURCES How can you give a good interview?
- 17. ONLINE RESOURCES How can you give a good interview?
- 18. WHEN THE PRESS CALLS Relax and be confident. You know more than they do. No matter what questions are tossed about, the voice in your head should always say, “What’s best for our students and staff?” Anticipate the story and line of questioning. Avoid jargon or condescending remarks. Openly admit mistakes or problems. Lying will come back to bite you. Nix the “no comment” line. Instead, reaffirm the message that your efforts in dealing with the crisis or controversy will remain focused on students’ well-being and the school’s learning agenda. Stop talking. The more you say, the more your words can be twisted. Develop a rapport with the local reporters. By Suzette Lovely – NorthStar for Principals
- 19. MORE RESOURCES
- 20. CRISIS AND THE MEDIA Avoid speculation Don’t overreact Don’t be defensive Be clear about your message Keep low key and structure how the media get their information Don’t buy into emotion You are not the sole channel of information Protect students and give advice Timing is everything You must be responsible for the bad news Be proactive not reactive Confidentiality is important Manage the expectations of your community Reporters and School Councils Learn from your experiences By Barry McLoughlin
- 21. CASE STUDIES Gun on property – student taken down by swat team Supreme Court rules against use of canine unit in schools Mayor reports substance abuse up significantly Sportscaster interviewing students without permission University reporter writing on school uniforms Student letter to the editor – legalize marijuana Youth Gangs – CBC radio interview – gang members in schools Student saves another student from choking Community newspaper asks for “Back to school article” CTV asks to follow students on graduation day and interview you at Prom