developing & staying on

	
  

YOUR positive
message
	
  

	
  

	
  

Julie	
  White	
  
K-­‐12	
  Communica4ons	
  
916....
Agenda	
  
•  Can	
  you	
  Control	
  the	
  News?	
  
•  Social	
  Media	
  
•  Tips	
  for	
  Working	
  with	
  the	
 ...
Social	
  Media	
  
•  96	
  percent	
  of	
  18-­‐35	
  year	
  olds	
  are	
  on	
  a	
  social	
  
network	
  
•  Each	...
Specific	
  PlaForms	
  

developing & staying on

	
  

YOUR	
   positive message 	
  
Facebook	
  Facts	
  
•  Facebook	
  usage	
  is	
  up	
  40	
  percent	
  since	
  last	
  
year.	
  
•  The	
  average	
...
Blogging	
  Facts	
  
•  34	
  percent	
  of	
  bloggers	
  post	
  opinions	
  about	
  
products	
  and	
  brands	
  
• ...
TwiMer	
  Facts	
  
•  1	
  in	
  5	
  Americans	
  age	
  18-­‐35	
  use	
  twiWer.	
  
•  So	
  far	
  this	
  year	
  t...
Before	
  the	
  Interview	
  
Ask	
  yourself:	
  
•  What	
  are	
  my	
  goals	
  for	
  the	
  interview?	
  
•  Who	
...
Defusing	
  Hos4le	
  Ques4ons	
  
Type	
  of	
  Ques4ons	
  
Double	
  NegaTve	
  
Personal	
  Opinion	
  	
  
Iffy,	
  Un...
During	
  the	
  Interview	
  
• 
• 
• 
• 

Always	
  be	
  honest.	
  
Be	
  aware	
  of	
  your	
  nonverbal	
  communic...
AUer	
  the	
  Interview	
  
•  Document	
  the	
  quesTons	
  that	
  were	
  asked	
  and	
  
forward	
  them	
  to	
  a...
Communica4ng	
  a	
  Clear	
  Message	
  
•  Our	
  messages	
  don’t	
  exist	
  in	
  a	
  vacuum.	
  	
  
•  We	
  need...
MESSAGE	
  BOXES	
  
LEARN	
  HOW	
  TO	
  SHARE	
  A	
  SUCCINCT	
  AND	
  
POSITIVE	
  MESSAGE	
  

developing & staying...
School	
  Funding	
  Message	
  Box	
  
The	
  success	
  of	
  the	
  Local	
  Control	
  Funding	
   The	
  economic	
  ...
School	
  Safety	
  Message	
  Box	
  
The	
  safety	
  of	
  our	
  students	
  is	
  our	
  priority.	
  

Our	
  staff	
...
Teacher	
  Evalua4ons	
  Message	
  Box	
  
Every	
  student	
  deserves	
  an	
  effec4ve	
  
Administrators	
  have	
  th...
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Developing and Staying on YOUR Positive Message

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Developing and Staying on YOUR Positive Message

  1. 1. developing & staying on   YOUR positive message       Julie  White   K-­‐12  Communica4ons   916.225.8144   k12communica4ons@gmail.com  
  2. 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. 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. 4. Specific  PlaForms   developing & staying on   YOUR   positive message  
  5. 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. 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. 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. 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. 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. 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. 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. 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. 13. MESSAGE  BOXES   LEARN  HOW  TO  SHARE  A  SUCCINCT  AND   POSITIVE  MESSAGE   developing & staying on   YOUR   positive message  
  14. 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. 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. 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  

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