Speaker: Julie White, K12 Communications

1. developing & staying on
YOUR positive
message
Julie
White
K-­‐12
Communica4ons
916.225.8144
k12communica4ons@gmail.com

2. Agenda
• Can
you
Control
the
News?
• Social
Media
• Tips
for
Working
with
the
Media
• Message
Boxes
• What
Would
You
Do
Scenarios
developing & staying on
YOUR
positive message

3. Social
Media
• 96
percent
of
18-­‐35
year
olds
are
on
a
social
network
• Each
plaHorm
has
specific
rules
of
engagement.
• Think
carefully
about
the
kind
of
message
you
want
to
disseminate,
the
topic,
the
format
and
the
audience
you
are
trying
to
reach.
developing & staying on
YOUR
positive message

4. Specific
PlaForms
developing & staying on
YOUR
positive message

5. Facebook
Facts
• Facebook
usage
is
up
40
percent
since
last
year.
• The
average
user
on
Facebook
has
120
friends.
• 65
million
Facebook
users
access
the
site
through
their
mobile
phones.
• 3.5
billion
pieces
of
content
are
shared
each
week
on
Facebook.
developing & staying on
YOUR
positive message

6. Blogging
Facts
• 34
percent
of
bloggers
post
opinions
about
products
and
brands
• 78
percent
of
consumers
trust
peer
recommendaTons
and
14
percent
trust
adverTsers.
• 25
percent
of
search
results
for
the
World’s
top
20
largest
brands
are
links
to
user-­‐
generated
content
developing & staying on
YOUR
positive message

7. TwiMer
Facts
• 1
in
5
Americans
age
18-­‐35
use
twiWer.
• So
far
this
year
there
are
over
30
million
tweets
per
day.
• 80
percent
of
twiWer
usage
is
on
mobile
devices.
Imagine
what
that
means
for
bad
customer
service?
developing & staying on
YOUR
positive message

8. Before
the
Interview
Ask
yourself:
• What
are
my
goals
for
the
interview?
• Who
is
my
audience?
• What
are
the
three
main
points
I
want
this
audience
to
hear?
• What
personal
examples
do
I
have
to
support
these
points?
• What
quesTons
might
be
posed
by
the
audience?
developing & staying on
YOUR
positive message

9. Defusing
Hos4le
Ques4ons
Type
of
Ques4ons
Double
NegaTve
Personal
Opinion
Iffy,
Unclear
A
or
B
Choice
Absent
Third
Party
Don’t
You
Think?
Cheap
Shots
Guilt
by
associaTon
Ranking
Irrelevancy
Silence
or
“pause”
Chorus
Line
Best
Answers
Object,
give
best
answer
Say
no,
give
organizaTon’s
opinion
Restate
it
Don’t
pick
Don’t
buy
it
Disagree
Object,
maintain
composure
Disassociate
or
generalize
Don’t
have
to
rank
Bridge
to
objecTves
Ask,
“Is
there
anything
else?”
Answer
posiTve
part
of
the
quesTon

10. During
the
Interview
•
•
•
•
Always
be
honest.
Be
aware
of
your
nonverbal
communicaTon.
Dress
appropriately.
Assume
that
everything
you
share/say
represents
an
official
posiTon,
not
your
own.
developing & staying on
YOUR
positive message

11. AUer
the
Interview
• Document
the
quesTons
that
were
asked
and
forward
them
to
appropriate
staff
for
responses.
• Evaluate
what
you
did
well.
• Think
about
what
you
would
do
differently
next
Tme.
• Remember
to
provide
any
addiTonal
informaTon
you
promised.
developing & staying on
YOUR
positive message

12. Communica4ng
a
Clear
Message
• Our
messages
don’t
exist
in
a
vacuum.
• We
need
to
be
able
to
anTcipate
opposing
messages
and
prepare
ourselves
to
respond
and
bring
the
conversaTon
back
to
our
own
message.
• One
tool
we
use
to
map
this
rhetorical
landscape
is
the
Message
Box.
• The
Message
Box
is
a
visual
representaTon
of
key
issues
that
maWer
in
public
educaTon.
developing & staying on
YOUR
positive message

13. MESSAGE
BOXES
LEARN
HOW
TO
SHARE
A
SUCCINCT
AND
POSITIVE
MESSAGE
developing & staying on
YOUR
positive message

14. School
Funding
Message
Box
The
success
of
the
Local
Control
Funding
The
economic
crisis
coupled
with
past
Formula
depends
upon
our
ability
at
the
system
of
categorical
programs
has
local
level
-­‐
school
administrators,
board
frustrated
districts’
efforts
to
close
the
members,
teachers,
parents,
and
the
achievement
gaps
and
support
the
needs
community
-­‐
to
work
together
on
behalf
of
students.
of
students.
We
are
confident
that
as
parents
learn
Our
emphasis
on
parental
involvement
about
the
new
school
funding
system,
and
community
engagement
put
us
on
they
will
want
to
get
involved
in
guiding
the
right
path
to
ensure
all
students
have
how
these
funds
are
spent.
equal
opportuni4es
in
school
and
in
life.
developing & staying on
YOUR
positive message

15. School
Safety
Message
Box
The
safety
of
our
students
is
our
priority.
Our
staff
is
trained
and
prepared
for
emergencies.
We
rely
on
support
from
law
enforcement
and
our
en4re
community
School
safety
is
a
na4onal
concern.
to
help
us
ensure
our
students
and
staff
Tragedies
that
occur
in
educa4on
are
remain
vigilant
to
threats
of
their
safety
deeply
disturbing
to
all
of
us
who
have
and
well-­‐being.
made
the
care
of
children
our
life's
work.
developing & staying on
YOUR
positive message

16. Teacher
Evalua4ons
Message
Box
Every
student
deserves
an
effec4ve
Administrators
have
the
obliga4on
to
teacher
in
the
classroom
and
the
primary
ensure
that
teachers
are
evaluated
fairly,
purpose
of
an
evalua4on
process
is
to
consistently
and
effec4vely.
ensure
high
levels
of
student
learning.
States
and
local
educa4on
agencies,
not
Developing
great
teachers
is
recognized
the
federal
government,
should
as
a
fundamental
strategy
for
improving
determine
the
process
for
implemen4ng
schools
and
closing
achievement
gaps.
teacher
evalua4ons
and
what
cons4tutes
an
effec4ve
teacher.
developing & staying on
YOUR
positive message