1.OPENING QUESTIONS HOW MANY OF YOU HAVE HAD TO DEAL WITH THE
PRESS? HOW DID IT GO?
2. Why spend this much time on COMMUNICATIONS CONTROLING YOUR
MESSAGE ADDRESSING PUBLIC PERCEPTIONS AND COUNTLESS STAKE HOLDERS
ENHANCING THE IMAGE OF YOUR DISTRICT 3. EDUCATORS AS COMMUNICATOR
THIS IS NOW EXPECTED FROM SCHOOLS SCHOOLS AND EDUCATORS
HAVETRADITIONALLY OPERATED AS A SEPARATE WORLD NONE OF YOU HAVE
FAILED AT THIS, YOU JUST HAVE NOT BEEN TRAINED TO DO THIS KIND OF
WORK 4. WHAT CHANGED TECHNOLOGY HAS LOWERED THE BAR SO PEOPLE
BELIEVE THEY HAVE A RIGHT TO KNOW MORE NOW THAN EVER BEFORE. ANYONE
WITH A CELL PHONE AND ACCESS TO THE INTERNET IS A JOURNALIST AND
CAN MAKE YOUR SCHOOL A INSTANT SENSATION, OR A LIVING HELL. 5. AS A
RESULT IF YOU DONT PROVIDE THE ANSWERSRUMORS AND MISINFORMATION
BECOME FACTS 6. THREE KEY TIPS TIMELINESS TONE TRUTH 7. SCENARIO
BREAK INTO SMALL GROUPS AND WORK THROUGH THIS SCENARIOWHAT WOULD
YOU DO IN THIS SITUATION? BE PREPARED TO SHARE IN 15 MINUTES 8.
SCENARIO VIDEO 9. ROAD MAP SPECIFIC TOOLS FOR DEALING WITH THE
PRESS 10. WHAT DO I DO WHEN A REPORTER CALLS COLLECT YOUR THOUGHTS
AND THEN YOU OR YOUR PRESS PERSON SHOULD CALL THE REPORTER BACK AS
SOON AS POSSIBLE. 11. WHAT IF I CANT ANSWER THE QUESTIONS I HAVE TO
PROTECT PRIVACY OR I HAVE A LEGAL RESTRICTION I DONT KNOW THE
ANSWER 12. REPORTERS TACTICS I FEEL LIKE I TALK TOO MUCH WHEN A
REPORT CALLS. HOW DO I AVOID MAKING THAT MISTAKE? IT FEELS LIKE A
REPORTER ALREADY HAS HIS/HER STORY WRITTEN AND ARE JUST CALLLING
FOR MY COMMENT. HOW DO I RESPOND? 13. STORY GOES TO PRESS AND IT IS
WRONG CALL THE REPORTER AND ASK QUESTIONS USE SOCIAL MEDIA AND
COMPETING MEDIA OUTLETS DIRECT COMMUNICATION TO YOURCOMMUNITY AND
PARENTS, INCLUDING EMAILS AND LETTERS AND TOWN HALL MEETINGS CALL
THE REPORTERS BOSS 14. CRISIS MANAGEMENT THERE ARE TWO TYPES OF
CRISES: 1. SEEMS SMALL AND MAYBE IT WILL PASS OR 2. YOU KNOW IT IS
A SERIOUS PROBLEM THE SAME RULES APPLY 15. SOCIAL MEDIA SHOULD YOU
RESPOND TO EVERY BLOG, FACEBOOK POSTING? SHOULD YOU BE TWEETING?
SHOULD YOU RESPOND TO A CRISIS ON THE SCHOOL WEBSITE? WHAT ABOUT
EMAIL? 16. INTERVIEWS WHEN SHOULD YOU AGREE TO DO ANINTERVIEW IN
PRINT OR ON TELEVISION? IF YOU HAVE A PRESS PERSON, SHOULD YOU TAKE
HIM/HER WITH YOU TO THE INTERVIEW? HOW SHOULD YOU PREPARE FOR AN
INTERVIEW? 17. GOOD NEWS HOW CAN YOU GET REPORTERS TO COVER GOOD
NEWS STORIES IN YOUR DISTRICT? IF YOU CANT GET A REPORTER TO COVER
THESE STORIES, WHAT CAN YOU DO TO GET THE GOOD NEWS OUT TO THE
PUBLIC? 18. ESTABLISH A RELATIONSHIP WITH REPORTERS 1. TAKE THEM TO
LUNCH, COFFEE, DRINKSINTRODUCE YOURSELF AND LISTEN TO WHAT THEY
HAVE TO SAY ABOUT YOUR DISTRICT 2. CHECK IN OCCASIONALLY WITH NO
AGENDA 3 GIVE REPORTERS A HEADS UP WHEN YOU CAN 4. NEVER LIE OR
SWEETEN THE TRUTH. 19. TAKING YOUR QUESTIONS SHARE EXPERIENCES
