Dealing with the media 2010
22
Dealing with the Media Leadership Journey T. D’Amico Nov. 2010
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Leadership journey presentation on dealing with the media
Transcript of Dealing with the media 2010
Dealing with the Media
Leadership Journey T. D’AmicoNov. 2010
Outline of Presentation
• Board Policy• Board Contacts• Resources• Strategies• Case Studies
BOARD POLICY
BOARD POLICY
BOARD CONTACTS
FREE SERVICE
EDUCATION & TECHNOLOGY
ONLINE RESOURCES
ONLINE RESOURCES
Open Today’s News
Catholic Board
Public Board
General Interest
ONLINE RESOURCES
View a summary of articles from each day of the week
ONLINE RESOURCES
All articles have been scanned
ONLINE RESOURCES
Tips from the
Communications department
ONLINE RESOURCES
Contact lists for all areas are posted online
ONLINE RESOURCES
How can you
generate media
interest?
ONLINE RESOURCES
How can you
generate media
interest?
ONLINE RESOURCES
How can you
give a good interview?
ONLINE RESOURCES
How can you
give a good interview?
WHEN THE PRESS CALLS1. Relax and be confident. You know more than they do.
2. No matter what questions are tossed about, the voice in your head should always say, “What’s best for our students and staff?”
3. Anticipate the story and line of questioning.
4. Avoid jargon or condescending remarks.
5. Openly admit mistakes or problems. Lying will come back to bite you.
6. Nix the “no comment” line. Instead, reaffirm the message that your efforts in dealing with the crisis or controversy will remain focused on students’ well-being and the school’s learning agenda.
7. Stop talking. The more you say, the more your words can be twisted.
8. Develop a rapport with the local reporters.
By Suzette Lovely – NorthStar for Principals
MORE RESOURCES
CRISIS AND THE MEDIA1. Avoid speculation
2. Don’t overreact
3. Don’t be defensive
4. Be clear about your message
5. Keep low key and structure how the media get their information
6. Don’t buy into emotion
7. You are not the sole channel of information
8. Protect students and give advice
9. Timing is everything
10. You must be responsible for the bad news
11. Be proactive not reactive
12. Confidentiality is important
13. Manage the expectations of your community
14. Reporters and School Councils
15. Learn from your experiences
By Barry McLoughlin
CASE STUDIES1. Gun on property – student taken down by swat team
2. Supreme Court rules against use of canine unit in schools
3. Mayor reports substance abuse up significantly
4. Sportscaster interviewing students without permission
5. University reporter writing on school uniforms
6. Student letter to the editor – legalize marijuana
7. Youth Gangs – CBC radio interview – gang members in schools
8. Student saves another student from choking
9. Community newspaper asks for “Back to school article”
10. CTV asks to follow students on graduation day and interview you at Prom
