Dealing with the Media Leadership Journey T. D’Amico Nov. 2010
Outline of Presentation <ul><li>Board Policy </li></ul><ul><li>Board Contacts </li></ul><ul><li>Resources </li></ul><ul><l...
BOARD POLICY
BOARD POLICY
BOARD CONTACTS
FREE SERVICE
EDUCATION & TECHNOLOGY
ONLINE RESOURCES
ONLINE RESOURCES <ul><li>Open Today’s News </li></ul><ul><li>Catholic Board </li></ul><ul><li>Public Board </li></ul><ul><...
ONLINE RESOURCES <ul><li>View a summary of articles from each day of the week </li></ul>
ONLINE RESOURCES <ul><li>All articles have been scanned </li></ul>
ONLINE RESOURCES <ul><li>Tips from the </li></ul><ul><li>Communications department </li></ul>
ONLINE RESOURCES <ul><li>Contact lists for all areas are posted online </li></ul>
ONLINE RESOURCES <ul><li>How can you </li></ul><ul><li>generate media </li></ul><ul><li>interest? </li></ul>
ONLINE RESOURCES <ul><li>How can you </li></ul><ul><li>generate media </li></ul><ul><li>interest? </li></ul>
ONLINE RESOURCES <ul><li>How can you </li></ul><ul><li>give a good interview? </li></ul>
ONLINE RESOURCES How can you give a good interview?
WHEN THE PRESS CALLS <ul><li>Relax and be confident. You know more than they do.  </li></ul><ul><li>No matter what questio...
MORE RESOURCES
CRISIS AND THE MEDIA <ul><li>Avoid speculation </li></ul><ul><li>Don’t overreact </li></ul><ul><li>Don’t be defensive </li...
CASE STUDIES <ul><li>Gun on property – student taken down by swat team </li></ul><ul><li>Supreme Court rules against use o...
 
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Dealing with the media 2010

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Dealing with the media 2010

  1. 1. Dealing with the Media Leadership Journey T. D’Amico Nov. 2010
  2. 2. Outline of Presentation <ul><li>Board Policy </li></ul><ul><li>Board Contacts </li></ul><ul><li>Resources </li></ul><ul><li>Strategies </li></ul><ul><li>Case Studies </li></ul>
  3. 3. BOARD POLICY
  4. 4. BOARD POLICY
  5. 5. BOARD CONTACTS
  6. 6. FREE SERVICE
  7. 7. EDUCATION & TECHNOLOGY
  8. 8. ONLINE RESOURCES
  9. 9. ONLINE RESOURCES <ul><li>Open Today’s News </li></ul><ul><li>Catholic Board </li></ul><ul><li>Public Board </li></ul><ul><li>General Interest </li></ul>
  10. 10. ONLINE RESOURCES <ul><li>View a summary of articles from each day of the week </li></ul>
  11. 11. ONLINE RESOURCES <ul><li>All articles have been scanned </li></ul>
  12. 12. ONLINE RESOURCES <ul><li>Tips from the </li></ul><ul><li>Communications department </li></ul>
  13. 13. ONLINE RESOURCES <ul><li>Contact lists for all areas are posted online </li></ul>
  14. 14. ONLINE RESOURCES <ul><li>How can you </li></ul><ul><li>generate media </li></ul><ul><li>interest? </li></ul>
  15. 15. ONLINE RESOURCES <ul><li>How can you </li></ul><ul><li>generate media </li></ul><ul><li>interest? </li></ul>
  16. 16. ONLINE RESOURCES <ul><li>How can you </li></ul><ul><li>give a good interview? </li></ul>
  17. 17. ONLINE RESOURCES How can you give a good interview?
  18. 18. WHEN THE PRESS CALLS <ul><li>Relax and be confident. You know more than they do. </li></ul><ul><li>No matter what questions are tossed about, the voice in your head should always say, “What’s best for our students and staff?” </li></ul><ul><li>Anticipate the story and line of questioning. </li></ul><ul><li>Avoid jargon or condescending remarks. </li></ul><ul><li>Openly admit mistakes or problems. Lying will come back to bite you. </li></ul><ul><li>Nix the “no comment” line. Instead, reaffirm the message that your efforts in dealing with the crisis or controversy will remain focused on students’ well-being and the school’s learning agenda. </li></ul><ul><li>Stop talking. The more you say, the more your words can be twisted. </li></ul><ul><li>Develop a rapport with the local reporters. </li></ul>By Suzette Lovely – NorthStar for Principals
  19. 19. MORE RESOURCES
  20. 20. CRISIS AND THE MEDIA <ul><li>Avoid speculation </li></ul><ul><li>Don’t overreact </li></ul><ul><li>Don’t be defensive </li></ul><ul><li>Be clear about your message </li></ul><ul><li>Keep low key and structure how the media get their information </li></ul><ul><li>Don’t buy into emotion </li></ul><ul><li>You are not the sole channel of information </li></ul><ul><li>Protect students and give advice </li></ul><ul><li>Timing is everything </li></ul><ul><li>You must be responsible for the bad news </li></ul><ul><li>Be proactive not reactive </li></ul><ul><li>Confidentiality is important </li></ul><ul><li>Manage the expectations of your community </li></ul><ul><li>Reporters and School Councils </li></ul><ul><li>Learn from your experiences </li></ul>By Barry McLoughlin
  21. 21. CASE STUDIES <ul><li>Gun on property – student taken down by swat team </li></ul><ul><li>Supreme Court rules against use of canine unit in schools </li></ul><ul><li>Mayor reports substance abuse up significantly </li></ul><ul><li>Sportscaster interviewing students without permission </li></ul><ul><li>University reporter writing on school uniforms </li></ul><ul><li>Student letter to the editor – legalize marijuana </li></ul><ul><li>Youth Gangs – CBC radio interview – gang members in schools </li></ul><ul><li>Student saves another student from choking </li></ul><ul><li>Community newspaper asks for “Back to school article” </li></ul><ul><li>CTV asks to follow students on graduation day and interview you at Prom </li></ul>

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