Media Relations WVSAS School-Community Communications Panel Presentation December 6, 2018 Public sentiment is everything. With public sentiment, nothing can fail; without it nothing can succeed. -Abraham Lincoln   Jeff Bryant, Superintendent Christy Clemons-Rodgers, Grants, Partnerships & Communications Coordinator

Media has a duty to tell thE story, not your story Promote partnerships over defensiveness or confrontation. Establish positive relationships with local media to build trust, confidence, understanding and support for doing the best for students. Keep the good news out front .

Practical Tips for Fostering Positive Media Relations Embrace local media as a valued resource Keep local media apprised of district/school happenings – proactively share your success stories: Create a local media contact list (share with principals) Send district/school newsletters, flyers, & press releases to local media (news release template) Invite local media to district/ school functions – beyond board meetings Relationship build with one-on-one story development

More Practical Tips for Fostering Positive Media Relations Reporters often like to put a local twist on a national story. Let media know how national education issues impact you locally. Host a media breakfast or other event to build relationships: introduce key staff, share information about protocol for accessing schools, videotaping/photographing students, interviewing staff and students, and preview upcoming initiatives / activities Distribute fact sheets on district initiatives Share district staff and school principal contact information with media

Crisis communications Tip: Communicate in a crisis

Practical Crisis Communication Tips Appoint a Voice – Know who authorized to speak on behalf of the district and communicate that information to administrators and staff in advance. Remember Rule #1 - Share the facts ASAP Faculty and staff first – builds trust, engages cooperation, empowers them as ambassadors Parents – notification system or statement sent home at the day of the event Be clear in stating the facts of the Tell parents how you responded /intend to respond Provide the most complete information available to curtail speculation and rumor Media – Refer all media to one spokesperson who is prepared with the facts Do not speculate – Just the facts Refer law enforcement questions to law enforcement officials for response

More Practical Crisis Communication Tips Be Prepared: Create a Crisis Communication Quick Reference Notebook that includes: Key contact information for Principals District Office Staff Board Members First Responders (law enforcement, emergency services, etc. ) Media Contacts Sample letters / notifications to parents Crisis Scenario Talking Points Copies of Related District Policies: School Safety Emergency Procedures Public Information Program Policies Keep a copy at your desk, in your briefcase, and on a flash drive Provide copies to your district crisis team Maintain contents in a shared folder for district team access

A few things to keep in mind when speaking to reporters: Say only that which you are willing to see in print. Speak clearly – self-monitor statements for accuracy and clarity. If asked a question that is off point, confusing or inappropriate, answer the question you wish you had been asked. “What’s important here is that …” Stop talking when you are finished – even if a reporter waits in silence for more. Be calm - if you are angry or upset about an issue, try to postpone the interview until you regain a calm demeanor. CAMPUS SHIELD - Linking staff to law enforcement and district leadership with a single button push National Protective Systems, Inc.