For Principals & Other Administrators

Not What You Say

There IS a Perception About Your School The Question is: Are You Framing the Perception or Living with it?

Serving High School Aged Students Integrated technology NCA accredited Pre-college credit Freshman ONLY program Riverside Offers Students Small Group Instruction, Personalized Educational Programming, & Flexible Schedules in a Small School Environment.

 How is YOUR school perceived?  Are the perceptions accurate? Why or Why Not?  What can we do to change perception?

Reach Your Audience: Internal v. External Internal Audience  Staff  Students  Administration (Central Office)  Other External Audience  Students  Parents  Administration (CO)  Government  Business  Neighbors & Community

How to Reach Your Audience Communications  Newsletters: Focus on Kids  Website – KEEP IT CURRENT  – Only for Info; Never Conflict  Rapid Notification Systems  Emergent Issues  Molding Your Message  Marquee  Social Media  Phone Calls  Formal & Informal Meetings Don’t Underestimate the Face to Face

Press Release Tips To Get Positive Coverage The broader the community appeal, the more likely the press will pick up on the story. Consider whether the information would appeal to the average person. The more relevant the information to current trends/news/events, the more likely the press will pick up on the story. Unique/New events are more likely to be published.

BPS News In A Minute Sent Weekly/Regularly Quick News Bites Brief Follow-Up

 Contain Situation: ◦ Keep people informed to reduce panic or complications ◦ Maintain site security ◦ Collaborate with resources  Control our message

 Identify a Communications Liaison  The Principal CANNOT do it all  Keep Emergency Contact Information readily Available  Program into cell phones  Keep lists available  Create Messaging in Advance  Sample Synervoice messages  Sample Parent Letters

 Understand the circumstances and factually define the problems  Communicate with staff  Send the Incident Report that includes the following:  Brief description of crisis.  Actions completed.  What you project will happen in the next two hours  What resources you need

 Inform parents by letter and/or Rapid Notification message by the end of the day, explaining what occurred and what was done. Keep to the facts! ◦ Post on website and Facebook  Draft a script for receptionists answering incoming calls. ◦ Coordinate efforts with District Communications Parents, we are calling to let you know that we are under a school- wide lockdown due to police activity in our area. We would like to ensure you that your child is safe and every precaution is being taken as our school is in the lockdown. We thank you for your support.

 Crisis In Progress ◦ Administration is implementing our crisis plan. Information will be shared as it becomes available. ◦ Our administrative team is working most closely with the situation. We are referring all media calls to ______

 Post-Incident ◦ Talking points will be provided. Refer calls to administration.  Keep to the facts of the talking points.  Don’t be afraid to say you don’t have an answer.

Media Relations

 Story ◦ Teacher arrested for Felony  Lesson Learned ◦ Set the Tone ◦ Create a Controlled Situation  Action Step ◦ Establish Procedures for Media to Follow

 Story ◦ Grade Gate  Lesson Learned ◦ Be Certain There is Agreement with the Media Regarding “Off Record” Comments Prior to Speaking.  Action Step: ◦ Establish Clear Understandings with Media Personnel.

 Story ◦ H1N1  Lesson Learned ◦ In a Major Situation, Ensure ALL Team Members Know What to do and What Not to Do (Say). ◦ Coordinate inter-agency situations with clear expectations and actions.  Action Step ◦ Create a Plan for all Decision-Makers Identifying Who Does What and When

 Story ◦ Middle School Central  Lesson Learned ◦ Social Media has created challenges to proactive communications  Action Step ◦ Work with staff to improve communications with PIO or person responsible for communicating with the media. ◦ Get Social to increase communications and hear what the chatter is in the community.

 Story ◦ Riverside Hostage Situation  Lesson Learned ◦ Clearly Communicate to the Media when they can Expect Information and Why they must wait.  Action Step ◦ Demonstrate Integrity with Media. Only promise what you can deliver.

 Good Media Relations Enhances the District’s Mission. It is NOT our Responsibility to Provide the Media with Stories.  It’s Not our Responsibility to do Media Research.  Don’t Respond Until you are Confident in your Message/Facts.  Encourage Media to Their Questions.  There are Many Ways to Say “No Comment”, Without Saying, “No Comment”.  It’s Important to Find Ways to Tell Our Story Without Relying on the Media.

 Understand the circumstances and factually define the problems  Communicate with staff  Send the Incident Report that includes the following:  Brief description of crisis.  Actions completed.  What you project will happen in the next two hours  What resources you need

No Matter what the circumstances

Don’t: Be Hostile or Rude Talk Over the Customer Promise Something You Can’t Deliver Overstep Boundaries Argue with the Customer Do: Listen Acknowledge the Concern Escalate to Another if You Can’t Help the Person

It Should Be Purposeful: Have a Plan Establish core values as to how customers should be treated Establish a hierarchy for escalated concerns Document process TRAIN the staff

People Have Greater Choice Options: Private Education Charters Homeschooling Budgets are Tight We are working harder with less Expectations are higher The Phenomenon of Instant Media Facebook & Other Social Media Media Outlets Don’t Wait to Print or Broadcast

 Great way to communicate with parents & students  Facebook: ◦ Most of Facebook users are women, at 72%, and it's most actively used by young adults aged  Twitter: ◦ It is most popular among users ages Data from the 2012 Pew Report

 Overall, the report found that users mostly year of age used the internet for social media purposes (83%) followed closely by the 30 to 49 age category (77%).  Women(72%) are more likely to use social media over men.  People living in an urban setting are online more often than those in rural areas.

Personnel files: Disciplinary actions are exempt during an investigation. Performance evaluations are exempt for one year Medical information Social Security Information Student Information: Except for Directory information, information that can identify a student is exempt.

 Community Engagement  Developing Positive Marketing Strategies  Revenue Generating Partnerships  Video and Pictures  Internal Communications  Engaging the Business Community

Michelle Irwin Director of District Community Relations/PIO