Media Relations for Media Relations for COUNTY COUNTY SUPERINTENDENTSSUPERINTENDENTS

Communications Tools Communications Tools

for School Leadersfor School Leaders

Issues Facing EducationIssues Facing Education

Standardized TestsStandardized Tests School SafetySchool Safety Contract NegotiationsContract Negotiations Parent InvolvementParent Involvement No Child Left BehindNo Child Left Behind

Media = OpportunityMedia = Opportunity

Don’t ignore the mediaDon’t ignore the media Media educates the public and Media educates the public and

influences public opinioninfluences public opinion Be proactiveBe proactive Be a Be a SOURCESOURCE and a and a RESOURCERESOURCE

Managing Media EffectivelyManaging Media Effectively

Plan well but go with the flowPlan well but go with the flow There are no permanent There are no permanent

friends and enemiesfriends and enemies Media coverage is only Media coverage is only

helpful if it meets strategic helpful if it meets strategic objectivesobjectives

Developing a Developing a Communications PlanCommunications Plan

What’s the issue?What’s the issue? What is the solution?What is the solution? Who can help you create Who can help you create

change?change? Who needs to be mobilized?Who needs to be mobilized?

Target AudiencesTarget Audiences

Parents/StudentsParents/Students PoliticiansPoliticians StaffStaff Community LeadersCommunity Leaders

Figure out who it is that you are trying to reach…

Identify Your IssuesIdentify Your Issues

Identify the issues that affect, concern, or influence the members of these groups.

Determine the pros and cons.

Determine Your ApproachDetermine Your Approach

Proactive or reactive?Proactive or reactive? Public or privately behind the scenes?Public or privately behind the scenes? One approach or multiple approaches?One approach or multiple approaches? Focus on any one issue more than Focus on any one issue more than

another?another?

Key MessagesKey Messages

Talking points you will be Talking points you will be using to communicateusing to communicate

Brief, memorable sentencesBrief, memorable sentences Expressions, slogans or Expressions, slogans or

individual wordsindividual words

ToolsTools

Media statementsMedia statements Background papersBackground papers Position papersPosition papers Q&A sheetsQ&A sheets BrochuresBrochures

More Tools…More Tools…

FliersFliers MemosMemos VideosVideos Press clippings from Press clippings from

previous news coverageprevious news coverage

Important ElementsImportant Elements

Put a “human face” on the issuePut a “human face” on the issue Make the story easy to coverMake the story easy to cover Explain why it’s newsworthyExplain why it’s newsworthy Ride the coattails of current Ride the coattails of current

eventsevents Visuals & SymbolsVisuals & Symbols Speak in “Media Bites”Speak in “Media Bites”

The Press ReleaseThe Press Release

The most important information firstThe most important information first Who?Who? What?What? When?When? Where?Where? Why?Why?

Anatomy of a Anatomy of a PRESS RELEASEPRESS RELEASE LetterheadLetterhead Contact InformationContact Information Date of releaseDate of release ““Grabbing Headline”Grabbing Headline” QuotesQuotes Background MaterialBackground Material

PRESS RELEASE PRESS RELEASE IngredientsIngredients

Be descriptiveBe descriptive Personalize messagePersonalize message Localize storyLocalize story Summarize in bitesSummarize in bites Maintain messageMaintain message

Other PRESS RELEASE Other PRESS RELEASE TOOLSTOOLS

Media AdvisoriesMedia Advisories: one pagers : one pagers sent before or after press releasesent before or after press release

BackgroundersBackgrounders: one or two : one or two pagers on topicpagers on topic

Press PacketsPress Packets: Given out at press : Given out at press conference or mailedconference or mailed

The TV NewsroomThe TV NewsroomWho do you contact?Who do you contact?

The NEWSPAPER The NEWSPAPER NewsroomNewsroom

The InterviewThe Interview

Do Do youryour homework! homework! Ask:Ask: “What’s the story about?” “What’s the story about?” Anticipate reporter’s needs & Anticipate reporter’s needs &

questionsquestions Anticipate questions you’d least like Anticipate questions you’d least like

to hearto hear Develop “message points”Develop “message points”

Press Press Conferences…Conferences…

EventEvent New research – developmentsNew research – developments CelebritiesCelebrities Answer to community concernsAnswer to community concerns

Press ConferencePress Conference

Prepare 3 to 5 speakersPrepare 3 to 5 speakers Statements first. Questions Statements first. Questions

later.later. Look for positive anglesLook for positive angles Use podium with LOGO Use podium with LOGO Last-minute callsLast-minute calls

If a reporter calls If a reporter calls you…you…

Don’t panicDon’t panic Ask about the nature of the Ask about the nature of the

storystory Collect your thoughtsCollect your thoughts Nothing “off the record”Nothing “off the record” RespondRespond THANK the reporterTHANK the reporter

Media/Public Outreach Media/Public Outreach TipsTips

Media toursMedia tours Open House ReceptionsOpen House Receptions Community LuncheonsCommunity Luncheons Invite editorial writers to visitInvite editorial writers to visit

Media/Public Outreach Media/Public Outreach TipsTips

Letter writing campaignsLetter writing campaigns Submit guest editorialsSubmit guest editorials Host community forumsHost community forums

Monitoring the Monitoring the MEDIAMEDIA

Evaluate your coverage!Evaluate your coverage! Read – listen & watchRead – listen & watch Collect & analyze clippingsCollect & analyze clippings Follow-up with phone calls Follow-up with phone calls

and thank you notesand thank you notes