Presented to TASA/TASB Convention October 2, 2009 in Houston. Presented to TASB Summer Leadership Institute June 13, 2009 in San Antonio and June 20, 2009 in Ft. Worth.

1. How to Attract Positive Media
for your School District
BRAD DOMITROVICH
Bandera Independent School District
Texas School Public Relations Association

2. The Challenge
• School districts face many challenges.
• The job of an effective school board 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.

3. Importance
of Communications
• Gets your message out to parents,
community, and employees.
• Allows you to clarify your goals and
objectives.
• Provides a vehicle to dispel rumors.

4. Public Relations
Public Relations
plays an important
role in creating a
positive buzz about
your school district
with every one of
your stakeholders.

5. Who are your stakeholders?
• Students
• Parents
• Taxpayers
• Employees

6. What makes the news?
• 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.

7. Believe it or not ...
Members of the media
• Are very competitive.
• Not always out to get you.
• Can get the “truth” from
somebody else.
• Are human beings.

8. What does the media do?
• 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.

9. What do schools want?
• Keep community
confidence level high.
• Avoid negative publicity.
• Deliver a positive
message.
• Make their district
stand out from the rest.

10. What does the media want?
• An exclusive story.
• An interview with key
individuals - not always
the schlep.
• Something controversial
because it sells!
• To be helpful.

11. Is it possible to build a
relationship with the media?
• 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.

12. Important things to do ...
• 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.

13. School district news ...
• 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

14. Interviewing Tip #1
If you are not the
spokesperson for
the district, politely
tell the reporter you
will have someone
return their call.

15. Preparing for an interview ...
• Know the facts.
• Anticipate questions.
• Set the ground rules.
• Rehearse your message.
• Anticipate contrary
points of view.
• Avoid personal opinions.

16. Responding to the media
• 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.

17. Guidelines to remember
• Keep the energy up.
• Remember your
audience.
• Remember your message.
• Create a sound bite.
• Always restate your
message.
• Never say “no comment”.

18. One last interviewing tip ...
There is no
such thing as
off the record.

19. Interpersonal Communications
• Chamber of Commerce
• Ministerial Alliances
• Convention/Visitors Bureau
• Campus PTO Meetings
• Advisory Meetings
• Exhibits/Shows

20. Media and News Releases
• 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.

21. • Primary marketing
Website tool.
Marketing • Evolving website -
nothing worse than
a static site.
• Train your audience
to go there.
• Promote your
website always.

22. Electronic Communications
• 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.

23. Social Media
Social Media is empowering
parents, students and schools.

24. Schools and Social Media
• Social media is more than social
networking sites.
• Some examples:
★ Blogs, Onlineforums, Podcasts, Really
Simple Syndication (RSS), Network
Services,Wikis, Twitter, and more.

25. Schools and Social Media
• 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.

26. Importance of Communications
(one more time)
• Gets your message out to parents,
community, and employees.
• Allows you to clarify your goals and
objectives.
• Provides a vehicle to dispel rumors.

27. Public Relations (one more time)
Public Relations
plays an important
role in creating a
positive buzz about
your school district
with every one of
your stakeholders.

28. Questions?
Please call or e-mail me.