Eric V. Hall, Partner, Lewis Roca Rothgerber Stacy Rader, Director of Communications, Colorado League of Charter Schools

How many Colorado charter schools battled negative media stories in the school year?

Colorado charters reported losing students as a result of bad press.

Communications Top Ten Mistakes to Avoid in Crisis 1. Underestimating the power of parents. 2. Not returning a reporter’s phone call. 3. Complaining to a reporter or their editor about a story in an emotional way. 4. Becoming defensive or saying “no comment” 5. Coming across as unsympathetic or arrogant. 6. Refusing to provide open-records information upon request. 7. Refusing reporters’ access to your school. 8. Providing the media with sensitive/protected student information. 9. Finger-pointing/placing blame on parents or students 10. Not calling the League of Charter Schools for assistance!

When a parent or ex-employee goes to the media, legally a school can only say so much. But ignoring the media (or providing a canned, vague statement) can lead to this…

Being Proactive to Avoid Crisis 1. Identify Your Crisis Team At a minimum:  School’s Attorney  School’s Communications Director  (or the League’s Communications Director)  School Administrator  School Board President

Being Proactive to Avoid Crisis 2. Identify Your School’s Primary and Backup Spokesperson  Someone comfortable talking to the media  Someone who will stay on message  Ideally a school’s communications director, administrator or board chair  Send them to media training

Being Proactive to Avoid Crisis 3. Have a Policy for Media Inquiries  All staff should know who the school’s media spokesperson is – and not attempt to answer media inquiries on their own  Train front desk staff how to answer media calls

Being Proactive to Avoid Crisis 4. Compile Critical Information into a Binder  Gather Critical Information  Contact Information for Stakeholders  Crisis Team (see slide above)  Authorizer  Media  Law Enforcement, etc.  Keep a Copy of the Binder Onsite and Another Copy Offsite

Being Proactive to Avoid Crisis 5. Understand Privileges and the Law  Understand Privileges  Attorney/Client  Executive Session  Comply with Open Meetings Law  Board Meetings  Executive Sessions

Additional Thoughts…

When You’re Blindsided Reactive Mode  Determine what to tell the media in the short term  E.g., What’s your deadline? I’ll get back to you.  Convene your Crisis Team  Determine what can be shared with the media  Determine legal and communications plan  Be careful about what you say and what you put in an or text.

Communications Audiences to Consider  Board  Staff  Parents/Families  Students Involved  Media

Dangers of and Text Messages  It’s better to pick up the phone  s and texts can and will be used against you

Is It Worth It?  What are the consequences of enforcing a dress code or policy? Would enforcement attract the media?

Hiring a PR/Communications Firm  If you decide to hire a PR firm, be sure to interview them  Do they have experience working with schools or other public entities  Do they experience handling politically sensitive issues?

Questions??? For more information contact:  Stacy Rader,  Eric V. Hall,