Gurbst - Presentation to ca superintendents
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Gurbst - Presentation to ca superintendents Gurbst - Presentation to ca superintendents Presentation Transcript

  • OPENING QUESTIONS HOW MANY OF YOU HAVE HAD TO DEAL WITH THE PRESS? HOW DID IT GO?
  • Why spend this much time on COMMUNICATIONS • CONTROLING YOUR MESSAGE • ADDRESSING PUBLIC PERCEPTIONS AND COUNTLESS STAKE HOLDERS • ENHANCING THE IMAGE OF YOUR DISTRICT
  • EDUCATORS AS COMMUNICATOR • THIS IS NOW EXPECTED FROM SCHOOLS • SCHOOLS AND EDUCATORS HAVE TRADITIONALLY OPERATED AS A SEPARATE WORLD • NONE OF YOU HAVE FAILED AT THIS, YOU JUST HAVE NOT BEEN TRAINED TO DO THIS KIND OF WORK
  • 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.
  • AS A RESULT • IF YOU DON’T PROVIDE THE ANSWERS…RUMORS AND MISINFORMATION BECOME “FACTS”
  • THREE KEY TIPS • TIMELINESS • TONE • TRUTH
  • SCENARIO • BREAK INTO SMALL GROUPS AND WORK THROUGH THIS SCENARIO…WHAT WOULD YOU DO IN THIS SITUATION? • BE PREPARED TO SHARE IN 15 MINUTES
  • SCENARIO VIDEO
  • ROAD MAP • SPECIFIC TOOLS FOR DEALING WITH THE PRESS
  • 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.
  • WHAT IF I CAN’T ANSWER THE QUESTIONS • I HAVE TO PROTECT PRIVACY OR I HAVE A LEGAL RESTRICTION • I DON’T KNOW THE ANSWER
  • REPORTER’S 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?
  • STORY GOES TO PRESS AND IT IS WRONG • CALL THE REPORTER AND ASK QUESTIONS • USE SOCIAL MEDIA AND COMPETING MEDIA OUTLETS • DIRECT COMMUNICATION TO YOUR COMMUNITY AND PARENTS, INCLUDING EMAILS AND LETTERS AND TOWN HALL MEETINGS • CALL THE REPORTER’S BOSS
  • 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
  • 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?
  • INTERVIEWS • WHEN SHOULD YOU AGREE TO DO AN INTERVIEW 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?
  • GOOD NEWS • HOW CAN YOU GET REPORTERS TO COVER GOOD NEWS STORIES IN YOUR DISTRICT? • IF YOU CAN’T GET A REPORTER TO COVER THESE STORIES, WHAT CAN YOU DO TO GET THE GOOD NEWS OUT TO THE PUBLIC?
  • ESTABLISH A RELATIONSHIP WITH REPORTERS • 1. TAKE THEM TO LUNCH, COFFEE, DRINKS…INTRODUCE 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.
  • TAKING YOUR QUESTIONS • SHARE EXPERIENCES