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

2. How many Colorado charter schools battled negative media stories in the 2014-15 school year?

3. Colorado charters reported losing 17-100 students as a result of bad press.

4. 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!

5. 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…

7. 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

8. 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

9. 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

10. 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

11. 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

12. Additional Thoughts…

13. 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 email or text.

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

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

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

17. 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?

18. Questions??? For more information contact:  Stacy Rader, srader@coloradoleague.org  Eric V. Hall, ehall@lrrlaw.com