Gurbst - Presentation to ca superintendents

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Gurbst - Presentation to ca superintendents

  1. 1. OPENING QUESTIONS HOW MANY OF YOU HAVE HAD TO DEAL WITH THE PRESS? HOW DID IT GO?
  2. 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. 3. 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
  4. 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. 5. AS A RESULT • IF YOU DON’T PROVIDE THE ANSWERS…RUMORS AND MISINFORMATION BECOME “FACTS”
  6. 6. THREE KEY TIPS • TIMELINESS • TONE • TRUTH
  7. 7. SCENARIO • BREAK INTO SMALL GROUPS AND WORK THROUGH THIS SCENARIO…WHAT WOULD YOU DO IN THIS SITUATION? • BE PREPARED TO SHARE IN 15 MINUTES
  8. 8. SCENARIO VIDEO
  9. 9. ROAD MAP • SPECIFIC TOOLS FOR DEALING WITH THE PRESS
  10. 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. 11. 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
  12. 12. 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?
  13. 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 YOUR COMMUNITY AND PARENTS, INCLUDING EMAILS AND LETTERS AND TOWN HALL MEETINGS • CALL THE REPORTER’S BOSS
  14. 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. 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. 16. 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?
  17. 17. 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?
  18. 18. 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.
  19. 19. TAKING YOUR QUESTIONS • SHARE EXPERIENCES

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