Although the media has always been key to school and school district leaders, having the knowledge and skills to effectively convey messages and avoid common media-related pitfalls is more important than ever. With this presentation, you will learn how to answer reporters’ questions, interview effectively, and deal with especially difficult reporters.

1. Media Training for School Leaders
Joe Donovan

2. Media Training for School Leaders
Our first section begins with a brief
review of how reporters work and
gives you a sense of who they are.
We will also discuss the types of
new stories reporters write.
This section is called In the
Newsroom.

3. Media Training for School Leaders
The second section, I will explain
that if you don’t tell your story in the
news, someone else will, but
improperly...
I call this section What You Don’t
Say Can Hurt You.

4. Media Training for School Leaders
In the third section, I share my five
principles for working with the
media.
This section is called the Five
Golden Rules.

5. Media Training for School Leaders
Most problems with the media begin
immediately after receiving that first
dreaded call.
We discuss what to do when
reporters call in the section titled
Taking Media Calls Like a Pro.

6. Media Training for School Leaders
Most calls from reporters result in
your providing them with some sort
of information.
I have a different take on how to do
so.
I call this section Providing
Information to Reporters without
Shooting Yourself in the Foot.

7. Media Training for School Leaders
Then, we switch gears and cover
how to craft a response.
We’ll talk about messaging in this
section, called Getting Your
Message Across.

8. Media Training for School Leaders
After that we move into a discussion
about interviewing.
In this section, the most extensive, I
explain interviewing rules and
provide some tips. I call this section
The Rules of Engagement and
Basic Interview Tips.

9. Media Training for School Leaders
Every now and then, you will run
into problems.
I cover this in detail in the section
Tips for Dealing with Difficult
Reporters and Sticky Situations.

10. Media Training for School Leaders
The last section describes how a
small negative story can turn into a
big negative story and what you can
do to stop it.
I call this section, Getting in Front
of Bad News.

11. In the Newsroom
Every single newsroom operates
mostly in the same way.
Understanding how reporters work
and the types of stories they report
on will help you respond to their
questions.

12. In the Newsroom
Spot News
Spot news is a simple news story.
Being the most common type,
reporters usually learn about them
through news releases or by
attending meetings.

13. In the Newsroom
Profile Piece
A profile piece is generally a positive
story about something or someone
that is newsworthy.
Reporters usually learn about these
through news releases or pitches.

14. In the Newsroom
Localized Piece
A localized piece is a national story
localized with a local comment and
local information.
Reporters learn about these types of
stories through other news sources
or the Associated Press.

15. In the Newsroom
The “Oh $#!&” story
The “Oh $#!&” story is a negative
story. These types of stories are
often based on facts that have been
taken out of context.
Reporters learn about these types of
stories through disgruntled residents
or national news releases.

16. In the Newsroom
All too often, the decision to pursue
a story is made in haste and without
knowing all the facts.
Because reporters are not experts in
the subject matter they cover,
incorrect assumptions are often
made.

17. In the Newsroom
Most education reporters have no
knowledge of education beyond
their own experience.

18. In the Newsroom
There are far fewer reporters covering
education today compared to a few
years ago. This is not good.

19. What You Don’t Say Can Hurt You
You are more likely to get into trouble
by saying too little rather than too
much.

20. What You Don’t Say Can Hurt You
When you feel like hiding from the
media is probably when you should
be speaking to them.

21. What You Don’t Say Can Hurt You
You must own your district's media
coverage.

22. The Five Golden Principles
• Always return media calls as soon
as possible
• Never, ever lie. Not even a little.
• More information is better than less
information.
• When providing information always
provide context.
• There is nothing like off the record

23. Taking Media Calls Like a Pro
Don’t put yourself on the spot.
When responding to a media call, you
should ask the questions first.

24. Taking Media Calls Like a Pro
Initial call…
• Make nice
• Get as much information as possible
• When is your deadline?
• Ask specifically what they need?

25. Taking Media Calls Like a Pro
Shape the story…
“You know, there is another way you
might consider reporting on this
issue that may be of even greater
interest to your readers.”

26. Providing Information to Reporters
without Shooting Yourself in the Foot
Provide reporters what they ask for
and what they really need.
These are often different things.

27. Provide more information that what is
asked for.
Providing Information to Reporters
without Shooting Yourself in the Foot

28. When providing information, also
provide context.
Providing Information to Reporters
without Shooting Yourself in the Foot

29. Getting Your Message Across
Whenever you speak with the media
you have to know exactly what you
are going to say, how you are going
to say it, and when to stop.
Use talking points.

30. The Rules of Engagement
On the record that means
everything you say can be quoted
On background means you are
providing information that can be
attributed to you but you will not be
quoted directly.

31. Basic Interview Tips
A bridge phrase is simply an
acknowledgement of a question or
statement and then leading the
audience back to your message.

32. Basic Interview Tips
A flag is a keyword or phrase that
tells the reporter that what you are
about to say is important.

33. Radio Interviews
Tips for great radio interviews:
• Speak slowly
• Act like you are speaking to
someone you know
• Use flags and bridges; try not to
ramble

34. Television Interviews
Set expectations and ground rules
before you go on camera.

35. Television Interviews
Tips for great television interviews:

Look at the interviewer, not the camera

Speak slowly

Hold something in your hands

If you have a jacket, wear it

Stay out of the wind

The big light on top of the camera is very
bright and off-putting. Don’t be bothered
by it.

Use bridges and flags to get your
messages across.

36. Tips for Dealing with Difficult Reporters
and Sticky Situations
Keep your cool, don’t get rattled.

37. Getting in Front of Bad News
Know how bad news spreads:
• Local newspaper
• Editorial board
• Associated Press
• Statewide television
• National wires

38. Media Training for School Leaders
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