andrew j. chávez nmsba - master board member candidate 2012 nmsba leadership retreat
TRANSCRIPT
Media Survival SkillsAndrew J. Chávez
NMSBA - Master Board Member Candidate
2012 NMSBA Leadership Retreat
Welcome!
Andrew J. Chávez
2012 NMSBA Leadership Retreat
Have You Found Yourself in This Predicament?
Andrew J. Chávez2012 NMSBA Leadership Retreat
Anything That Happens at a School Board Meeting Could Turn Up ...
In the newspaper
On T.V. news
Online in a blog or podcast
Andrew J. Chávez2012 NMSBA Leadership
Retreat
As We Know…
The business of the school board is required by law to
be conducted in a public meeting.
Andrew J. Chávez2012 NMSBA Leadership
Retreat
We Also Know That…The business of the local media is to report on the news of the community.
Andrew J. Chávez2012 NMSBA Leadership
Retreat
That includes reporting on the business of the school
board!!
Andrew J. Chávez2012 NMSBA Leadership
Retreat
Tips for Effective Media Relations
Andrew J. Chávez2012 NMSBA Leadership
Retreat
Establish and develop good contact and relationship with the media.
Respect reporters and editors as professionals.
Be open in your attitudes to the press (they need us as much as we need them).
Andrew J. Chávez2012 NMSBA Leadership Retreat
Establish a board policy on dealing with the media that defines a designated spokesperson for the board of education i.e., board president.
A designated spokesperson for the district (Superintendent or designee, etc.).
Andrew J. Chávez2012 NMSBA Leadership
Retreat
One Voice - One Story!
Andrew J. Chávez2012 NMSBA Leadership Retreat
When a Reporter Asks for an Interview…
Be available - return all phone calls as soon as possible.
Review any background information and gather printed information to provide to the reporter.
Anticipate probable questions and plan your responses. Consider three major points you’d like to make.
Take a look at the location and your appearance. Avoid anything that will distract from the message.
Andrew J. Chávez2012 NMSBA Leadership
Retreat
During the Interview…Always speak in plain English.
Avoid education jargon.Concentrate on communicating
your key messages.Always be honest.Three acceptable responses to a
reporter’s question: I know and I’ll tell you. Don’t know. I know, but I can’t tell you—The third response should be used only rarely, as in cases of student confidentiality.
Andrew J. Chávez2012 NMSBA Leadership
Retreat
If you don’t want to see it in print, don’t say it. Always assume that the microphone is on or that the reporter is taking notes, even if you don’t see a notebook.
Never say “No Comment.”Relax, stay calm and be yourself.
Show enthusiasm and smile. If you get angry, don’t argue with the reporter. Count to 10 and calm down. Take time to think before you answer a question.
Andrew J. Chávez2012 NMSBA Leadership
Retreat
Don’t tell the reporter how to write the story and don’t ask to see a story before it is printed.
Listen, make sure you know what question you are answering. Sometimes the question itself can suggest appropriate ways to focus or phrase an answer.
Get to the point. Capture the essence of what to say in the first one or two sentences of your response, and add details later.
Andrew J. Chávez2012 NMSBA Leadership
Retreat
Keep it simple. Most Journalists are looking for clear, simple quotes that can be understood by wide audience.
Do not go “off the record.”If a mistake is made in a story,
consider whether it’s worth troubling over. If you decide it is, point it out politely and professionally to the reporter.Andrew J. Chávez
2012 NMSBA Leadership Retreat
When Dealing With a Negative News Story…
Andrew J. Chávez2012 NMSBA Leadership Retreat
Don’t try to cover up bad news. Be the first with good news and bad.
Use your district spokesperson so the facts are consistently portrayed.
Don’t lecture the reporter about how this story will “hurt” education or the school district.
Don’t say what you don’t know. Stick to the facts. Don’t inject personal opinion or guess what might have happened. Say what you know and stop.
Andrew J. Chávez2012 NMSBA Leadership
Retreat
Press Release/News Conference
Andrew J. Chávez2012 NMSBA Leadership Retreat
Andrew J. Chávez2012 NMSBA Leadership Retreat
Utilize opportunities to inform the public via a press release.
Submit “fresh info” via press release to all facets of local media and follow-up with a phone call or email.
Hold News Conferences. Utilize the free publicity afforded by media coverage including photo opportunities.
You cannot control what the media prints or airs. But you can control what you say.
If you don’t want to see it in print or hear it over the airwaves …
Remember…
Andrew J. Chávez2012 NMSBA Leadership
Retreat
DON’T SAY IT!!!
Andrew J. Chávez2012 NMSBA Leadership Retreat
Lastly, remember that there will be a time when no matter how hard you try or how much you prepare, the media will print a story you don’t like. Despite, remain focused and “hang tough!”
Andrew J. Chávez2012 NMSBA Leadership Retreat
Thanks for Your Time!
Enjoy the 2012 NMSBA Leadership Retreat!
Andrew J. Chávez2012 NMSBA Leadership Retreat