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How To Attract Positive Media
 

How To Attract Positive Media

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Presented to TASA/TASB Convention October 2, 2009 in Houston.

Presented to TASA/TASB Convention October 2, 2009 in Houston.

Presented to TASB Summer Leadership Institute June 13, 2009 in San Antonio and June 20, 2009 in Ft. Worth.

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    How To Attract Positive Media How To Attract Positive Media Presentation Transcript

    • How to Attract Positive Media for your School District BRAD DOMITROVICH Bandera Independent School District Texas School Public Relations Association
    • The Challenge • School districts face many challenges. • The job of an effective school board is even more difficult when faced with issues that divide your community. • Bonds, boundary changes, school closings, standardized dress codes, curriculum, school finance, football, cheerleaders, etc.
    • Importance of Communications • Gets your message out to parents, community, and employees. • Allows you to clarify your goals and objectives. • Provides a vehicle to dispel rumors.
    • Public Relations Public Relations plays an important role in creating a positive buzz about your school district with every one of your stakeholders.
    • Who are your stakeholders? • Students • Parents • Taxpayers • Employees
    • What makes the news? • Something controversial. • Something that is timely. • Something that involves a lot of people. • Something that’s important for the public to know. • Something that is a first.
    • Believe it or not ... Members of the media • Are very competitive. • Not always out to get you. • Can get the “truth” from somebody else. • Are human beings.
    • What does the media do? • Influence concern about key issues. • Increase public awareness. • Increase public knowledge. • Help the community form an opinion. • Make school districts accountable for their actions or decisions.
    • What do schools want? • Keep community confidence level high. • Avoid negative publicity. • Deliver a positive message. • Make their district stand out from the rest.
    • What does the media want? • An exclusive story. • An interview with key individuals - not always the schlep. • Something controversial because it sells! • To be helpful.
    • Is it possible to build a relationship with the media? • The best time to build a relationship is when their is no major story brewing. • Stay current with names and contacts. • Be proactive - don’t wait for bad news to begin developing relationships with the media.
    • Important things to do ... • Don’t treat the media as if they were the enemy. • Be cooperative. • Respond in a timely manner. • It’s OK to tell them if they misquoted you in the past or misrepresented you.
    • School district news ... • Poor test results • Great test results • A divided school • A school board board working together • Poor financial • Excellent financial management management • Lousy facilities • Great facilities • Teacher doing • Teacher doing something wrong something right
    • Interviewing Tip #1 If you are not the spokesperson for the district, politely tell the reporter you will have someone return their call.
    • Preparing for an interview ... • Know the facts. • Anticipate questions. • Set the ground rules. • Rehearse your message. • Anticipate contrary points of view. • Avoid personal opinions.
    • Responding to the media • Communicate first with your heart. • Your first words create an image. • How are you perceived? • Listen with your face. • It’s all about the kids. • Keep your message simple.
    • Guidelines to remember • Keep the energy up. • Remember your audience. • Remember your message. • Create a sound bite. • Always restate your message. • Never say “no comment”.
    • One last interviewing tip ... There is no such thing as off the record.
    • Interpersonal Communications • Chamber of Commerce • Ministerial Alliances • Convention/Visitors Bureau • Campus PTO Meetings • Advisory Meetings • Exhibits/Shows
    • Media and News Releases • Simple, factual, and innovative. • Timeliness and connection to major issues/controversies. • Get your side out first. • Factual, simple when it comes to Board Meeting recaps.
    • • Primary marketing Website tool. Marketing • Evolving website - nothing worse than a static site. • Train your audience to go there. • Promote your website always.
    • Electronic Communications • Fast, timely, cost effective. • Build your database through parent sign-ups, on-line forms, etc. • Some examples: ★ Electronic Newsletters, Updates, Board Briefings, Emergency News, etc.
    • Social Media Social Media is empowering parents, students and schools.
    • Schools and Social Media • Social media is more than social networking sites. • Some examples: ★ Blogs, Onlineforums, Podcasts, Really Simple Syndication (RSS), Network Services,Wikis, Twitter, and more.
    • Schools and Social Media • Communities are using social media to: ★ See what other parents are saying about their school and its staff. ★ Get support and insight into educational and parenting issues. ★ Build awareness about an issue or cause.
    • Importance of Communications (one more time) • Gets your message out to parents, community, and employees. • Allows you to clarify your goals and objectives. • Provides a vehicle to dispel rumors.
    • Public Relations (one more time) Public Relations plays an important role in creating a positive buzz about your school district with every one of your stakeholders.
    • Questions? Please call or e-mail me.