dealing with the media 2010

Dealing with the Media

Leadership Journey T. D’AmicoNov. 2010

Outline of Presentation

• Board Policy• Board Contacts• Resources• Strategies• Case Studies

BOARD POLICY

BOARD POLICY

BOARD CONTACTS

FREE SERVICE

EDUCATION & TECHNOLOGY

ONLINE RESOURCES

ONLINE RESOURCES

Open Today’s News

Catholic Board

Public Board

General Interest

ONLINE RESOURCES

View a summary of articles from each day of the week

ONLINE RESOURCES

All articles have been scanned

ONLINE RESOURCES

Tips from the

Communications department

ONLINE RESOURCES

Contact lists for all areas are posted online

ONLINE RESOURCES

How can you

generate media

interest?

ONLINE RESOURCES

How can you

generate media

interest?

ONLINE RESOURCES

How can you

give a good interview?

ONLINE RESOURCES

How can you

give a good interview?

WHEN THE PRESS CALLS1. Relax and be confident. You know more than they do.

2. No matter what questions are tossed about, the voice in your head should always say, “What’s best for our students and staff?”

3. Anticipate the story and line of questioning.

4. Avoid jargon or condescending remarks.

5. Openly admit mistakes or problems. Lying will come back to bite you.

6. 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.

7. Stop talking. The more you say, the more your words can be twisted.

8. Develop a rapport with the local reporters.

By Suzette Lovely – NorthStar for Principals

MORE RESOURCES

CRISIS AND THE MEDIA1. Avoid speculation

2. Don’t overreact

3. Don’t be defensive

4. Be clear about your message

5. Keep low key and structure how the media get their information

6. Don’t buy into emotion

7. You are not the sole channel of information

8. Protect students and give advice

9. Timing is everything

10. You must be responsible for the bad news

11. Be proactive not reactive

12. Confidentiality is important

13. Manage the expectations of your community

14. Reporters and School Councils

15. Learn from your experiences

By Barry McLoughlin

CASE STUDIES1. Gun on property – student taken down by swat team

2. Supreme Court rules against use of canine unit in schools

3. Mayor reports substance abuse up significantly

4. Sportscaster interviewing students without permission

5. University reporter writing on school uniforms

6. Student letter to the editor – legalize marijuana

7. Youth Gangs – CBC radio interview – gang members in schools

8. Student saves another student from choking

9. Community newspaper asks for “Back to school article”

10. CTV asks to follow students on graduation day and interview you at Prom