communications & media relations 101€¦ · communications & media relations 101 kenita d....
TRANSCRIPT
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Communications &
Media Relations 101
Kenita D. Bowers, APR
Richmond Public Schools
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Why is media relations important?
Thinking Strategically
The Interview – Essential Skills
Common Scenarios
Closing/Q&A
Agenda
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Why is Media Relations Important?
Educate your stakeholders (community, parents,
staff, students)
Allows you to tell your own story
Far-reaching
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Thinking Strategically…
What is your board policy/protocol for dealing with the
media?
Which media outlets cover the division?
How does the school division inform the media and
stakeholders?
What is the current relationship with the media?
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The Spokesperson
Division Spokesperson
Works for the division in an official
capacity
Speaks for the school system as a
whole
Has credibility as an expert
Able to provide background and
factual information
Board Spokesperson (Chair or Vice Chair)
Speaks on behalf of the board
Eliminates confusion about the board’s
message
**It is always recommended to advise the superintendent and board
members when you are going to or have had an interaction with the media
Speaking for Yourself
Be clear you are not speaking on
behalf of the board
Consider the impact your
comments will have
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The Interview – Essential Skills
• School board members and administrators are expected
to be able to handle media inquiries
• This point is especially acute for new board members,
who may be tested by the press to see if they will be:
– responsive and a good resource
– Controversial
• Unprepared does not always mean bad. You can’t be
bad at something if you have never been shown how to
do it properly
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“Unprepared” Example
Penn Hills School Board Member
On Bomb Threat Response
http://www.youtube.com/watch?v=nkoZLIW1rtE&feature=fvsr
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When the Reporter Calls…
What is his/her name and specialty?
Are they from print, TV, radio, or online media?
What is the story about?
Why did they call you? For a reaction, background, etc?
Who else have they spoken with?
Who else are they going to speak with?
What is their deadline?
Don’t talk yet!
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Preparing for the Interview
Brainstorm
Target 3 Main Messages
30-second Sound Bite
Practice, Practice, Practice
Conduct the Interview
You are PRE-EDITING the story!
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Conducting the Interview… Deliver three main messages repeatedly. No matter the question, answer it
and “bridge” back to your main message points. Don’t stray! Stick to the 3!
Take your time. It is perfectly acceptable to ask for a minute or two to think
about the question. You control what you say and how you say it!
Consider who your audience is when answering questions. (Is this public
knowledge? Is this a fact or allegation?)
Remember student and personnel privacy laws when responding to inquiries
If you don't know an answer, say “I don’t know, but I will find out for you.”
Then, be sure to find out and let them know.
Don’t be intimidated by long pauses and don’t feel compelled to fill awkward
silence and avoid TBU facts. Beware of the 7 second stray!
Reporters will ask questions they know you are not able to answer…it’s
their job to ask the questions that community members want to ask.
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What NOT to Do/Say
Never say the phrase "No Comment".
Never lie or mislead.
Don't repeat negative questions or phrasing
"Is there anything else?”
"After" the interview…
Keep it simple, no matter the format.
Avoid industry jargon and lingo.
Don’t allow the reporter to paraphrase.
If the reporter interrupts you…
Don’t guess, speculate, or speak on behalf of someone else.
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Common Scenarios
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Before the Board Meeting
Remember:
Avoid committing to a position
Respect the process
Save the debate for the board room
Q: I see a discussion about school closings is on the agenda. Which
ones do you think will close?
A: We’re looking at all the options during this difficult budget year. I’m
looking forward to hearing from my fellow board members, the staff,
and the community. We’ll make a decision once we’ve heard all the
facts, received input from stakeholders, and weighed our options.
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During the Board Meeting
Remember:
It’s not an “official” interview, but it is public record
Disagreeing does not mean you have to be disagreeable
Respectfully express your opinion
Make it clear you want to understand others’ positions
If you don’t want to see it in the news, don’t say it at the board
meeting
Just because the media isn’t there, doesn’t mean that they are not
watching it streamed or viewing recordings
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After the Board Meeting
Remember:
Don’t rehash the discussion that occurred at the board table
Don’t air your disappointment with fellow board members or staff
Don’t assign blame
Support and abide by the board’s decision
The Split Vote
Q: You were opposed to closing that school but the board voted
against you. How are you going to deal with parents from that school?
A: I had my opportunity at the board table to convince the other
members, and I wasn’t able to do that. Now we will move forward with
this decision and support families as they make the transition to a new
school.
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After the Board Meeting
Remember:
Don’t rehash the discussion that occurred at the board table
Don’t air your disappointment with fellow board members or staff
Don’t assign blame
Support and abide by the board’s decision
The Unanimous Vote
Q: Can you comment on the board’s unanimous vote to approve a
controversial plan to cut the music program?
A: With tight budgets, the board has had to make some very difficult
choices. After weighing the options, we voted to discontinue the music
program. Our hope is when the budget outlook is better, we will be
able to revisit the decision.
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Hot TopicsRemember:
Stick to facts
Don’t make predictions
Outline the process
Assure proper procedure
When appropriate, refer to staff
Q: How do you feel about the nutritional value of the meals the students
get in school?
A: Our food services program follows very strict federal guidelines that
not only apply to the nutritional value of the meals, but also dictates how
we buy the food. I would recommend contacting our Communications
Department to see if they can assist you in scheduling an interview with
our School Nutrition Director, who would be more appropriate to speak
on this.
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Crisis Situations
Remember:
Follow the law/district policies (personnel, student privacy)
Let the board spokesperson, division spokesperson or police
speak to the specifics
Convey that the division is in control
Assure student safety and student support
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Funding Gap
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Your school division is anticipating a budget gap of $3 million for the upcoming
school year. The majority of the shortfall is due to requests that were unfunded
in previous years, as well as an increase in local school division payments to the
Virginia Retirement System. The school system anticipates their local funding to
remain flat/level. Over the past four years, school staff have not received any
pay raises, but a one-time 1.5% bonus was given in 2017-2018. During this
same four year time period, a total of 30 positions were eliminated (via attrition
and retirement). Despite these budget cuts, the division’s graduation rates have
gone up and all schools are accredited. Shortly, the school board will be
requesting funding from local government, so over the next two work sessions,
the board will hear proposals and presentations from division leadership.
A school board meeting is taking place later in the day. You are approached by a
local print reporter. Due to their deadline, they need to get their story in within
the hour, and would like to get a few comments from you on the budget
situation. This interview will take place on camera.
Funding Gap
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Feedback & Reflection