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Attracting Positive Media
For Your School District




  BRAD DOMITROVICH
If you would like
 a copy of today’s presentation ...




http://www.slideshare.net/braddomitrovich
•  School districts face many challenges.
•  The job of a school administration is
   even more difficult when faced with
...
•  Gets your message out to parents,
   community, and employees.
•  Allows you to clarify your goals
   and objectives.
•...
•  Public Relations
   plays an important
   role in creating a
   positive buzz
   about your school
   district with eve...
• Students
• Parents
• Taxpayers
• Employees
•  Something controversial.
•  Something that is timely.
•  Something that involves a lot of
   people.
•  Something that’...
Members of the media
•  Are very competitive.
•  Are not always out to get
 you.
•  Can get the “truth” from
 somebody els...
•  Influence concern about key issues.
•  Increase public awareness.
•  Increase public knowledge.
•  Help the community f...
•  Keep community
   confidence level high.
•  Avoid negative
   publicity.
•  Deliver a positive
   message.
•  Make thei...
•  An exclusive story.
•  An interview with key
 individuals - not always
 the schlep.

•  Something
 controversial becaus...
•  The best time to build a relationship is
   when their is no major story brewing.
•  Stay current with names and contac...
•  Don’t treat the media as if
 they were the enemy.

•  Be cooperative.
•  Respond in a timely manner.
•  It’s OK to tell...
•  Poor test results   •  Great test results
•  A divided school    •  A school board
  board                 working toge...
•  If you are not the
  spokesperson
  for the district,
  politely tell the
  reporter you will
  have someone
  return t...
•  Know the facts.
•  Anticipate questions.
•  Set the ground rules.
•  Rehearse your message.
•  Anticipate contrary
   p...
• Communicate first with your heart.
• Your first words create an image.
• How are you perceived?
• Listen with your face....
•  Keep the energy up.
•  Remember your audience.
•  Remember your message.
•  Create a sound bite.
•  Always restate your...
•  There is no
 such thing
 as off the
 record.
• Chamber of Commerce
• Ministerial Alliances
• Convention/Visitors
  Bureau
• Campus PTO Meetings
• Advisory Meetings
• E...
• Simple, factual, and innovative.
• Timeliness and connection to
  major issues/controversies.
• Get your side out first....
• Should be your
  primary marketing
  tool.
• Evolving website -
  nothing worse than
  a static site.
• Train your audie...
• Fast, timely, cost effective.
• Build your database through parent
  sign-ups, on-line forms, etc.
• Some examples:
  ★ ...
Social Media is empowering
parents, students and schools.
• Social media is more than
  social networking sites.
• Some examples:
 ★ Blogs, Online forums, Podcasts,
   Really Simpl...
• Communities are using social
  media to:
  ★  See
      what other parents are saying
   about their school and its staf...
•  Gets your message out to parents,
   community, and employees.
•  Allows you to clarify your goals
   and objectives.
•...
•  Public Relations
   plays an important
   role in creating a
   positive buzz about
   your school district
   with eve...
brad@domitrovich.com
   (830) 688-9912
If you would like
 a copy of today’s presentation ...




http://www.slideshare.net/braddomitrovich
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Attracting Positive Media For Your School District

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Presented at the TASA Mid-Winter Conference in Austin on January 26, 2010.

Published in: Education
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Attracting Positive Media For Your School District

  1. 1. Attracting Positive Media For Your School District BRAD DOMITROVICH
  2. 2. If you would like a copy of today’s presentation ... http://www.slideshare.net/braddomitrovich
  3. 3. •  School districts face many challenges. •  The job of a school administration 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.
  4. 4. •  Gets your message out to parents, community, and employees. •  Allows you to clarify your goals and objectives. •  Provides a vehicle to dispel rumors.
  5. 5. •  Public Relations plays an important role in creating a positive buzz about your school district with every one of your stakeholders.
  6. 6. • Students • Parents • Taxpayers • Employees
  7. 7. •  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.
  8. 8. Members of the media •  Are very competitive. •  Are not always out to get you. •  Can get the “truth” from somebody else. •  Are human beings!
  9. 9. •  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.
  10. 10. •  Keep community confidence level high. •  Avoid negative publicity. •  Deliver a positive message. •  Make their district stand out from the rest.
  11. 11. •  An exclusive story. •  An interview with key individuals - not always the schlep. •  Something controversial because it sells! •  To be helpful.
  12. 12. •  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.
  13. 13. •  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.
  14. 14. •  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
  15. 15. •  If you are not the spokesperson for the district, politely tell the reporter you will have someone return their call.
  16. 16. •  Know the facts. •  Anticipate questions. •  Set the ground rules. •  Rehearse your message. •  Anticipate contrary points of view. •  Avoid personal opinions.
  17. 17. • 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.
  18. 18. •  Keep the energy up. •  Remember your audience. •  Remember your message. •  Create a sound bite. •  Always restate your message. •  Never say “no comment”.
  19. 19. •  There is no such thing as off the record.
  20. 20. • Chamber of Commerce • Ministerial Alliances • Convention/Visitors Bureau • Campus PTO Meetings • Advisory Meetings • Exhibits/Shows
  21. 21. • 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.
  22. 22. • Should be your primary marketing tool. • Evolving website - nothing worse than a static site. • Train your audience to go there. • Promote your website always.
  23. 23. • 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.
  24. 24. Social Media is empowering parents, students and schools.
  25. 25. • Social media is more than social networking sites. • Some examples: ★ Blogs, Online forums, Podcasts, Really Simple Syndication (RSS), Network Services, Wikis, Twitter, and more.
  26. 26. • 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.
  27. 27. •  Gets your message out to parents, community, and employees. •  Allows you to clarify your goals and objectives. •  Provides a vehicle to dispel rumors.
  28. 28. •  Public Relations plays an important role in creating a positive buzz about your school district with every one of your stakeholders.
  29. 29. brad@domitrovich.com (830) 688-9912
  30. 30. If you would like a copy of today’s presentation ... http://www.slideshare.net/braddomitrovich

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