1. Advice on
Dealing with
the Media
Florida School Boards
Association 2012

2. The Importance of Public
Relations
In an educational environment public relations has
been defined as “ A planned and systematic, two-
way process of communication intended to
encourage public involvement and to earn public
understanding and support.”
The National School Public Relations Association

4. The Importance of Public
Relations
If school board members
don’t speak up for
themselves, others will --
and public opinion will be
out of control. It is up to
YOU to influence public
opinion. You face increased
news media scrutiny,
increased competition and
rampant cynicism about
the economy, government
and the integrity of
business.

5. The Importance of Public
Relations
Keep in mind that there are different
groups of people that have different
interests in what happens in schools.
Internal Public
External Public

6. Internal Public
• Administrators/Principals
• Teachers
• Paraprofessionals
• Secretaries
• Support Personnel
• Bus Drivers
• Maintenance Workers
• Cafeteria Workers
• Students
These are
people
directly
associated
with the
school
system.

7. External Public
• Parents
• Businesses
• Civic Groups
• Elected Officials
• Media
• Government Agencies
• Non-Parents
These are the
people who are
outside the
school family.

8. The Importance of Public
Relations
• Effective
communication with
the various publics
can be through mass
communication or
interpersonal
contact.
• Face-to-face
communication is
generally considered
to be the best way
to bring about a
change in attitude.

9. The Importance of Public
Relations
The definition of
communication includes
public relations,
community relations,
government advocacy
and media relations. As a
school board member you
are involved in each of
these.

10. This can’t be YOU!

11. Ask Yourself..
Does your school board have
public relations and
communications policies and
plans?

12. Remember…

13. Media Relations
Developing a
good working
relationship
with the media
is a key step in
increasing the
community’s
understanding
and support
for public
education.

14. Media Relations
The news media has
the responsibility to
tell the public what
is happening in their
community. It needs
your information to
inform the public and
to make money. YOU
need the media to
transmit your
information and gain
public approval and
credibility. Both can
be achieved.

15. Media Relations
Education is news
and will be
reported with or
with or without
the assistance of
the school district.
Helping a reporter
obtain news about
the school system
increases
understanding.

16. Media Relations
Newspapers, radio and television can be
effective communication channels
• To increase awareness of district programs,
services and accomplishments;
• To reinforce the importance of the
contributions of various partners in
education:

17. Media Relations
• To win public support for educational causes
or issues;
• To build the school district’s public image;
and
• To foster pride in staff, students and their
families.

18. Media Relations
• Every public
relations
professional has a
list of time-tested
tips for working
with the media.
There is probably
someone in your
district or
community who
can offer you
advice on this
subject.

19. Media Relations

20. Understand the News
Business
• The business of the news is controversy.

21. Understand the News
Business.
• The single most important factor in working
with reporters is your personal working
relationship.
• The news media is not your public relations
department.
• Know the difference between “news” and
“entertainment”.
• Don’t ask to see a story before it is printed
and don’t ask for copies.

22. Media Relations
• Anticipate stories. State and national stories
generate local angles.
• Be sure the appropriate people are informed
about the story and your comments.
• Be available.
• Use a news release or “script” when
necessary.
• Understand confidentiality implications,
particularly on staff and student issues.
• Refer reporters to the best information
source whenever possible.

23. Strategies and Tactics
• Avoid responding to “what if?”
questions.
• Become informed BEFORE
commenting.

24. Strategies and Tactics
• Get the school’s story out first, especially
when it is bad news.
• Know the two or three points you want to
make and weave them into your responses.
• Avoid saying

25. Strategies and Tactics
• Be careful when
expressing an
opinion. Don’t
guess what
other’s reactions
might be.
• Don’t play
favorites with
reporters.

26. Working With Reporters
Be confident. You know more about the topic
than the reporter does.

27. • Never go “off the record”.
There is no such thing.

28. • Call back in 10 minutes
rather than
“shoot from the lip.”

29. Working With Reporters
• Be honest and
accurate. Don’t try
to fake it.
• Avoid being flip,
humorous or
sarcastic. That dog
will come back to
bite you.

30. Be clear, simple and brief in
your answers.

31. Working With Reporters
• Avoid jargon and condescending
remarks.
• Beware of the “killer pause”. Just
because its quiet doesn’t mean you
need to fill the silence.
• Be willing to admit mistakes and
problems.

32. Working with Reporters
• Compliment
reporters for a
job well done.
• Think like a
reporter.
• Never lie.

33. Handling Problems
Resist the
urge to send
letters to
the editor.

34. Handling Problems
• Generally, don’t complain about a story.
If you do complain, do it tactfully and
through appropriate channels.
• Never tell a reporter WHAT to report or
HOW to report a story.

35. Handling Problems
Remember that
the news media
ALWAYS has the
last word.

36. Ask Yourself
In what ways can I improve the methods in
which I communicate with the media?
Does your board have a media policy?
Are you helping improve the image of your
school system through your interactions with
the media?

37. The Interview

38. How to Have a Good
Interview
Find out what the reporter is after, the slant of
the story and the names of the other people
being interviewed.
Now you know the audience and the
context!!

39. Think about your
subject BEFORE the
interview. Make every
attempt to find out the
answer to any
questions you may
have or facts you are
unsure about.
How to Have a Good
Interview

40. How to Have a Good
Interview
Pause before
answering
each question.
This gives you
time to decide
if you have an
appropriate
statement.

42. How to Have a Good
Interview
Keep your
answers brief.
Too much
information can
confuse the
reporter. Be sure
you focus on the
main point of
your message.

43. How to Have a Good
Interview
Admit if you don’t know the answer. “I
don’t know is a legitimate response.
You should say that you will find out
the answer and call back.

44. How to Have a Good
Interview
Some reporters may ask you something like
“Would you say”….or “In your opinion”….and
then offer an idea for your agreement or
disagreement. Make your own statement
instead of following the reporters agenda.
Make sure
your response
is YOUR
response!

45. How to Have a Good
Interview
In controversial
situations ask for
help. When
questions make you
uncomfortable,
point the reporter in
the direction of
district staff who
may be better
prepared to
respond.

46. How to Have a Good
Interview
• Avoid using jargon. Speak in terms
that the reporter and the
reader/listener can understand.
NCLB
ELL
EOC
FSBA

47. Television Interviews
When preparing for a
television interview, the
National Association of
Broadcasters has some
helpful hints.
Avoid wearing
large prints and
patterns or
pinstripes.

48. This is more like it!

49. Avoid loud and
overwhelming ties.

50. Much
better!

51. Still too much……

52. Perfect!

53. You can’t lose with a
blazer or jacket, pastel
or off-white shirts and
blouses.
Solid colors work best,
but avoid black and
white.

54. Now that you look good, choose a
comfortable location, such as your office
or the school board conference room for
the interview.

55. When asked a question…

56. If you mess up…

57. Ask the reporter to start
again.

58. Look the reporter squarely in
the eyes.

59. Always
have a
list of
points
that you
want to
make.

60. Keep your
responses
positive
Don’t
repeat the
negative
words
from a
reporter’s
question.

61. Be ready to state the
essence of your
message in 15 words or
less. Broadcast
journalists are looking
for short sound bites.

62. Start by using the name of
the interviewer and a
greeting. This will make you
sound friendly and
comfortable.

63. Over exaggeration is
the same as a lie.

64. Make every effort to end the interview
sounding strong and confident.

65. Practice makes Perfect!

66. Ask Yourself
Is there anything that you can
improve on when doing interviews
for your district?
REMEMBER

68. Remember that cooperation
is almost always preferable
to confrontation when
dealing with the media. You
should be open and helpful
in bad times as well as
good, but there may be a
time when it is necessary to
restrict or deny access.

69. You may want to say “NO”
when…..
the media’s
presence
would truly
disrupt your
operation.

70. You may want to say “NO”
when…
the story topic
has nothing to do
with your
organization, and
the media could
interview
elsewhere.
Remember…controversy sells!

71. You may want to say “NO”
when…
The media interviews would
invade privacy or exacerbate a
very delicate situation.

72. Student Records and
Information

73. Student Records and
information
Student records
(grades,
transcripts,
testing, etc.)
ARE NOT
considered part
of the public
record
according to
Florida law.

74. When in doubt…..err on the
side of caution!

75. Promote the great things
your students are doing!
Take advantage of news media’s
slow news days. The best time to
generate coverage is on a Monday
or Tuesday! The most difficult day
to get coverage is on a Friday.

76. Student Records and
Information
Accountability for student
performance is at an all time
high.
Be informed!
Be honest!
Accept the blame if needed
and offer a solution!

77. As you conduct
your interview,
always
remember WHO
you serve!

78. Think about this……

79. “For a politician to
complain about the
media is like a ship’s
captain complaining
about the sea.”
Enoch Powell

80. “The man who reads
nothing at all is better
educated than the man
who reads nothing but
newspapers.”
Thomas Jefferson

81. There is a terrific disadvantage in not
having the abrasive quality of the press
applied to you daily. Even though we
never like it, and even though we wish
they didn't write it, and even though
we disapprove, there isn't any doubt
that we could not do the job at all in a
free society without a very, very active
press.
John F. Kennedy

82. There are only two forces that
can carry light to all the
corners of the globe... the sun
in the heavens and the
Associated Press down here.
Mark Twain

83. We need the media and
the media needs us.
Cultivate this
relationship

84. Ask Yourself
How do I view the media?
Do I cultivate a positive
relationship with the media?
Do I work to promote the positive
newsworthy events in my school
district?

85. Social Media

86. Social Media
• Social media is a broader concept than
social networking, though people often put
them together — it refers generally to
content that is created by random internet
users rather than by a central person or
group. YouTube and Wikipedia are great
examples of sites built on social media
concepts, as are blogs that allow comments.

87. Social Media
• Social media
technologies take
on many different
forms including
magazines,
Internet forums,
weblogs, social
blogs,
microblogging,
wikis, podcasts,
photographs or
pictures, video,
and social
bookmarking.

88. Social Media
• Social media was prevalent
in the 2008 campaign for
president. All the major
campaigns had Facebook
Groups for and against
them; all had blogs
building them up and
cutting them down.

89. Social Media
It is important that you as an
elected official police what is
posted on the internet. Often
times someone who wishes
to help you can damage your
campaign or simply your
reputation by what they post.
The best you can do is make
the request that all videos,
blogs etc. be approved by
you!

90. Social Networking
Statistics show 93% of Internet users expect
politicians to have a presence online.

91. Social Networking
With over 500 million users, Facebook is now
used by 1 in every 13 people on earth, with
over 250 million of them (over 50%) who log
in every day. The average user still has about
130 friends, but that should expand in 2011.

92. Social Networking
48% of 18-34 year olds check Facebook when
they wake up, with 28% doing so before even
getting out of bed.

93. Social Networking
The 35+ demographic is growing rapidly, now
with over 30% of the entire Facebook user
base. The core 18-24 year old segment is now
growing the fastest at 74% year on year.
Almost 72% of all US internet users are now
on Facebook. 70% of the entire user base is
located outside of the US.

94. Social Networking
Over 200 million people
access Facebook via their
mobile phone. Meanwhile,
in just 20 minutes on
Facebook over 1 million
links are shared, 2 million
friend requests are
accepted and almost 3
million messages are sent.

95. 48% of young people said they now get their
news through Facebook.

96. Social Networking
Statistics show that politicians must
utilize social media to get their
message out to the masses, but be
smart.
Use these helpful tips as you tweet,
blog or email.

97. 1. Be candid
In the information age,
transparency is very important.
Be sure the message that you
send can be verified.

98. 2. But be careful what
you say about others.
When Leslie Richard, owner of a North
Carolina clothing company, described
Vision Media Television as a “scam,”
she was slapped with a $20 million
dollar law suit. While your posts may
not lead to a lawsuit, it’s best to steer
clear of name-calling.

99. 3. Interact with visitors
Just putting a blog or a Facebook
fan page won’t do much good if
visitors sense he flow of
information only goes one way.

100. 4. See what people are
saying about you
A quick search for mentions of you on
Facebook, Twitter, and Yelp can yield a
goldmine of information concerning
your reputation. Several users on Yelp,
for instance, suggested that employees
at Quimby's Bookstore in Chicago were
less than welcoming. After reading the
comments, owner Eric Kirsammer
focused on improving customer service.

101. 5. Make amends with
dissatisfied constituents
quickly

102. 6. Don't go on the
defensive.
Resist the temptation to lash
out in public. If there is a
response that needs to be
made, do so privately.