SCKESC Crisis Media Training


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SCKESC Crisis Media Training

  1. 1. Media Crisis Training<br />
  2. 2. What is “media”<br />
  3. 3. What is “media”<br />
  4. 4. Who is your media contact?<br />Do you have just one?<br />Has this person been trained?<br />How will facts be confirmed before this person speaks to the media?<br />
  5. 5. Where is the media allowed on your grounds?<br />Do you have this in your policies?<br />How will you enforce?<br />Will you inform your staff and community?<br />Can the media come into your building?<br />
  6. 6. Why do you need to know HOW to handle the media?<br />Correct representation of the facts.<br />What story do you want out there?<br />What can happen if it goes wrong?<br />What we do for one student…<br />
  7. 7. Who can talk to the media?<br />Have you trained your staff about this? <br />Is this a part of your policy statements?<br />“Off the record.”<br />
  8. 8. Tips for the District Media Contact<br />Set the interview when you’re ready. <br />Select a comfortable, non-distracting location.<br />PRACTICE – in the bathroom in front of a mirror<br />Take your time responding to give thought to your answer<br />
  9. 9. “Our thoughts and prayers are with the family and we are concerned for the safety of our students.” <br />
  10. 10. Myths about Interviews<br />Myth: The interview starts when the reporter asks you the first question.<br />Fact: The interview starts when you first meet the reporter and/or their camera-person.<br />Myth: You are there to answer the reporter’s questions.<br />Fact: You are there to tell the “real” story. Determine your objectives. You may use notes for facts, quotes, key words, etc.<br />
  11. 11. Myths about Interviews<br />Myth: Your audience is the reporter.<br />Fact: Your real audience is the person reading the newspaper and watching the news. Use language the average person would understand.<br />Myth: I can wing the interview. After all, I am only being interviewed by the local reporter.<br />Fact: Most media outlets are connected to a national network. The local interview may have a national audience.<br />
  12. 12. Myths about Interviews<br />Myth: I must talk if the reporter is silent.<br />Fact: Be alert to the waiting tactic. Most people can stand only 6.5 seconds of silence. Reporters know this. When you have said all you need to say – STOP!<br />Myth: The interview is over when the reporter says thank you for being interviewed or when you think the camera has stopped rolling.<br />Fact: The interview is not over until you are driving away from the studio or the reporter has left the school.<br />