Notes to accompany ppt.

1. Hitting the Ground Running
Regina Corley, Director of Communication & Community Involvement, Temple ISD
I. Welcome to the Deep End (a quick story)
a. What HAVE I gotten myself into??
II. Being an Army of One
a. Efficiency - consider some organization strategy (Lean, Covey, etc)
b. Visibility - schedule time to get on campuses - it is ALL about relationships!
c. Accountability - Ah, Accountability - In this age of accountability; your goals MUST be
measurable. You must communicate in your PLAN exactly what needs to be done and HOW
you are going to do it. It is NOT enough to “market” your district - your efforts MUST
directly support instruction or you will find yourself EXPENDABLE.
d. Inevitable
III. Breaking News: Media Relations
a. Open or Closed District? An Opinion
b. Plan / Train / Be Consistent!!
i. Have a Plan: Open or closed, you need a written procedure for how you will handle
media requests. Share this plan with the media, your administrators and make sure
campus staff knows how to request media and respond to media inquiries.
ii. TRAIN, TRAIN, TRAIN your staff and administrators - you will have to do this about
60 times before they “get it” - especially if it’s a new direction. (media policy letter)
iii. Be Consistent - reporters are a rotating door of new faces - you will have to retrain
station managers, reporters, camera crews, etc. OVER AND OVER AND OVER. Be
firm.
iv. If you haven’t already, go to some kind of media training. TSPRA does several
Ammerman trainings every year - they are excellent.
c. Build Relationships / Set Boundaries
IV. Writing Your Magnum Opus: The Necessity of a Written Plan
a. Identify Your Audience: how does the community perceive the district? Staff? Parents?
KIDS?
b. Three-Legged Stool Concept
i. Media Relations
ii. Community Relations
iii. Internal Relations
c. Getting Board Approval: An Opinion
V. Lions, Tigers and Parents - Oh MY! Handling parent concerns, criticism and complaints without
losing your mind
a. Don’t Take it Personally: Sometimes parents who are frustrated are difficult, manipulative,
abrupt, over-emotional and just downright RUDE. It is important not to lose focus - you are
there to listen and then facilitate a resolution - IF YOU CAN. Keep district policy in mind.
Get the facts then turn them over to the person who can resolve the issue.

2. b. Sometimes They Are Right: We all have them - those parents who are sometimes the most
abrasive and are the ones we grit our teeth at when we see their number/name pop up on
our display. But you know the craziest thing? Sometimes they are right. Sometimes we
ARE in the wrong. Sometimes we DO mess up. First, stay calm. (remember not to take it
personally) Second. Stick to District Policy. Third. Be there to listen. Fourth. Know when to
step out. Sometimes you need to get them in front of the right person - OTHER than you.
Open the door, make the introduction, then get out of the way and let dialogue happen.
c. Grocery Shopping at Midnight: In a small Central Texas town, I am pretty recognizable.
“Hey, aren’t you the lady who works for the school district? I saw you on TV. Well, LET ME
TELL YOU ABOUT MRS……” Regardless of the fact that I’m just trying to pick up coffee or
whatever or, worse, I have my eight year old with me and they start in on some teacher or
policy or WHATEVER. All the rules above STILL apply. Even if we aren’t at work, it is
important to realize you may have to sacrifice anonymity and always be ready to put on
your work hat. Never forget you have an opportunity to educate, enlighten and encourage
OR you can divide, confuse, frustrate or be dismissive.
d. Learn to Turn it Off: Sometimes the stories that come across our desks will follow you home
if you aren’t careful. We have the opportunity to see the brightest of moments and the
darkest of situations and to help our districts celebrate and endure both. After nearly four
years, I’ve learned a few things:
i. This job will make a workaholic in a hurry. I have an agreement with my senior
leadership that I do not carry my work cell on the weekends. If it all really breaks
loose, my Superintendent, Assistant Superintendents and Board President have my
personal cell phone number. This allows me to step away from the district and be
Mom and Wife.
ii. Know when to ask for help. We had a situation where a little girl was crossing a road
she didn’t have to cross to catch a bus that wasn’t hers and she was struck by a
vehicle. The little girl was my daughter’s age. I knew it hit me way too close to
home so I scheduled frequent debriefing sessions with my Superintendent and
Assistant Superintendent. They helped to provide perspective and a level response
to aggressive and, at times, heartless media inquiries.
VI. Keep Your Fire Gear Handy: What to do when things get bumpy in a hurry (and they WILL).
a. Don’t Deviate; your plan is solid and well-thought out (in advance) - trust the plan in a crisis
and don’t improvise.
b. Drill; review the plan periodically - refresh audience of procedure BEFORE an event
c. Debrief; adjust your plan (if necessary) after event
VII. Why We Do This
VIII. Questions?
Regina Corley
Director of Communication & Community Involvement
Temple Independent School District
regina.corley@tisd.org
(254) 215-6791 office