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COMMUNICATING with the News Media August 8, 2013

COMMUNICATING with the News Media August 8, 2013. Overview. Here to help! Dealing with the News Media Getting Your News in the News. Community Information. Message development Coordination with area superintendent and superintendent

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COMMUNICATING with the News Media August 8, 2013

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  1. COMMUNICATINGwith the News MediaAugust 8, 2013

  2. Overview • Here to help! • Dealing with the News Media • Getting Your News in the News

  3. Community Information • Message development • Coordination with area superintendent and superintendent • Work as a team to support each other through an issue/crisis • Relationship with Sheriff’s Office

  4. Dealing with the News Media

  5. Characteristics of media • Ruled by what’s entertaining, not what’s newsworthy • What the editor thinks is news, is news • Competition is high • Speed is more important than accuracy • News is 24/7 • Regional / national stories will be localized • News is a for-profit business

  6. Remember… • The media is not always fair • You can’t keep them from covering a story • Expect parents and students to call the reporters themselves • Bad news travels very, very fast

  7. About reporters • Personal relationships are key to effective media relations • Understand reporters are ruled by deadlines • Educate the reporter – tell your story • Be accessible during good times and bad • Don’t let one bad experience ruin the relationship

  8. Interview tips • Relax • Exude confidence • Identify three key points PAM • Learn how to bridge effectively • Be brief – keep it simple • Never lie

  9. Interview tips • Don’t repeat inflammatory or negative words • Avoid jargon • Always assume the camera is recording • Never go “off the record” • Avoid saying “no comment”

  10. Interview tips • Beware of the “killer” pause • Don’t answer questions not related to your area of expertise • Don’t speculate or blame • If you don’t say it, you won’t have to take it back

  11. It’s Your Campus • You are in control of your school • Reporters can be asked to leave the property • Reporters can be outside the gate to interview parents and students off campus

  12. Finally… • Remember the news media always has the last word • Call the media’s hand when they are wrong AND it’s important • If you have to mess up, never do it on a slow news day!

  13. Getting your news in the news They can’t cover it if they don’t know about it!

  14. Why are reporters are only around for the bad news • We are all ambassadors – everyone needed to communicate the good news • Know your WOW facts • Tell your story • If you don’t tell your story, someone else will…and you probably won’t like it. Make ‘em work for you!

  15. One key communicator represents each school • Do you have the right Key Communicator? • Who do you want telling your story? Key Communicators

  16. Release Forms • Opt-out form • News Media release form • All forms available on Community Information website

  17. In Closing “You are my heroes!” -Nancy Wait

  18. COMMUNICATINGwith the News MediaAugust 8, 2013

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