1. 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

2. 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 .

3. 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

4. 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

5. Crisis communications
Tip: Communicate in a crisis

6. 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

7. 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

8. 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.