1. Nicole Finkbeiner Kellogg Community College Shawn Starkey St. Clair County Community College Michigan Community College Association’s Trustee Institute July 22, 2009

2. Turbulent times – statewide and nationally Because of this … The basics of media relations and public relations are even more important. Economy Unemployment Housing foreclosures Business closings State and federal funding uncertainty Stimulus package uncertainty

3. Today’s key message: Your college’s media relations representative is a resource – your resource. He or she is trained to analyze a message from many different views and look for potential connotations.

4. Key messages/themes to follow Use these for the media and anytime you’re speaking about your college: Position your college as a solution. Be positively visible in the community. Provide a uniform/unified voice. How? Educate yourself about what is available to your students and community from your college.

5. Position your college as a solution. Use testimonials and student success stories. Memorize key departments as examples of how your college is a solution. Memorize key facts (and know the source of those facts) that demonstrate your college as a solution. Know the specifics of new initiatives your college is undertaking or has recently implemented that offer solutions. Your college’s media relations representative is your resource for this information.

6. Be positively visible in the community. Attend college events. Attend community events. Attend events on behalf of the college.

7. Provide a uniform/unified voice. Keep the college’s message consistent. The college’s official “voice” should be the president and/or the spokesperson. Research your board’s policies on speaking with the media. Work through the president and the college’s media relations department: Both areas have a wealth of information that will be helpful to you when speaking with the media or the community. The president or media relations department may have specific information they are trying to convey, and you want to make sure you are conveying the same.

8. Educate yourself about what is available to your students and community from your college. Be “in the know.” Memorize key messages … and know if key messages are changing because of local, state and national events. Your college’s media relations representative is your resource for this information.

9. Tips for dealing with the media (and the public) Always be a positive example. Always be prepared.

10. Always be a positive example. Your students and your community are watching you and expect you to provide positive leadership. You are always a trustee. People will remember anything negative far more and far longer than something positive. In the end, always think of the college’s image first.

11. Always be prepared. Don’t guess. Ask what your college’s key messages are and memorize them. Assume you are going to be asked questions by a reporter after every board meeting. Know what things to keep confidential. Everything is on the record. Don’t feel obligated to fill dead space by talking. Know for sure how much the reporter knows before you talk. Journalists aren’t all evil. No really, it’s true.

12. Remember: Your college’s media relations representative is a resource – your resource. He or she is trained to analyze a message from many different views and look for potential connotations. In the end, always think of the college’s image first.

13. Questions?