1. Handling “negative” press
Public Relations
Handling “negative” press
Intro – Robbie Haden, Director of Communications & Marketing at Rockhurst
2009 graduate of the school and returned in 2013… now in 4th school year
I’m not here presenting because Rockhurst’s marketing department is so great – in fact, I constantly checking in on your guys’ work and trying to emulate it
I’m here because this summer and fall provided a very interesting PR scenario for our school. Obviously it was a very unique situation, but because of the caliber of many of our Jesuit alums, you could face something similar

2. “Any press is good press”
Not at the high school level
Definitely not at a private, Catholic high school – microscopes!
Local news stations want juicy headlines; not to brag about your school
Build relationships with stations and reporters
If necessary, try to get ahead of the story

3. The Scenario

4. The Scenario
July 23 – Sen. Tim Kaine selected as Hillary Clinton’s running mate
July 23 – Rockhurst tweets and posts to Facebook page “Congratulations to Sen. Tim Kaine ‘76 on being selected as the Democratic vice presidential nominee.”
The response…. Negative comments > positive comments

5. The Response

6. More Response
July 25 – Tweet clip from Sen. Kaine’s speech where he shouts out Rockhurst and the Jesuit teachings
July 26 – Post story to front page of school website

7. Every Word Counts
Virginia senator Tim Kaine of Rockhurst High School's Great Class of 1976 was chosen as the Democratic Party's Vice President candidate. On Friday, July 22, Hillary Clinton announced that Senator Kaine would be her running mate for the upcoming presidential election.
Born in St. Paul, Minn., Senator Kaine grew up in Overland Park, Kan. and attended Rockhurst High School, where he excelled in academics and speech and debate.  These formative years at Rockhurst, Senator Kaine has noted, were integral to his belief in public service.  A service trip to Honduras opened his eyes to the importance of being a "man for others."
Senator Kaine went on to the University of Missouri and eventually Harvard Law School.  His political career has been based in Virginia, where he was elected mayor of Richmond in 1998, lieutenant governor of Virginia in 2001, governor in 2005, and senator in 2013.
After accepting the Vice Presidential selection, Senator Kaine discussed the impact Rockhurst had on his life. [Video embedded]
"Senator Kaine has devoted himself to service during his entire career," commented Rev. Terrence A. Baum, SJ, President of Rockhurst High School.  "We salute his achievements and know he will continue to do his best as a 'man for others.'"

8. The “Problem”
"Senator Kaine has devoted himself to service during his entire career," commented Rev. Terrence A. Baum, SJ, President of Rockhurst High School.  "We salute his achievements and know he will continue to do his best as a 'man for others.’”
These two sentences became the biggest complaint

9. Our Response
Learned that when it comes to politics, people are set in their ways
People will twist words to make their argument fit
Key to responding to community is communication within the department

10. Lessons Learned
Only present facts – anything “subjective” will lead to problems
Regardless, one side (or both) will be offended; you either did too much, or not enough
Stand by what you do – regret deleting posts & looks bad