things happening in your schools: outstanding students; groundbreaking programs;
teachers and administrators making a difference. Extending the olive branch to reporters with this type of content builds trust and
positive relationships.
You are the expert when it comes to educational communications. In most cases a
parent, community member or reporter will
ask you a question. Perhaps they need information or need to know the district policy
on a particular matter. This is where your expertise is crucial. Communication that educates the media and public will also help you
build trust and positive relationships.
Crisis communications is your greatest
test. Crises come with varying levels of intensity, and as a district or school leader, you
have to be on your game. A crisis can take
your normal operating day and turn it into
frenzy in a matter of seconds. Be prepared
to stay nimble and authoritative in the face
of a crisis.
Understanding those three types of communication will give you insight into how to
manage your message delivery and interaction with reporters.
Remembering the ‘Golden Rule’
You’ve heard the Golden Rule: Do to others what you would want them to do to you.
Remind yourself of this when you’re working with the media, parents and the community. Members of the media are human
beings, and if you treat them as such, you’ll
have an instant connection that builds trust.
Members of the media are there to do their
job, whether it’s a story on a new program, an
outstanding student or teacher – or a crisis.
The media isn’t bad, and you can’t blame
reporters, communications specialists, content managers and editors for doing their
jobs. Some ma y say otherwise, but the truth
is, they have to put food on the table and pay
their bills, just like you.
If they show up at the district office or at
a school, they are there for a reason. If there
is a story, their job is to inform the public. If
there is no story, they have better things to
do than waste their time or yours.
Relationship building before reporters
need you is key to establishing trust. It also
allows you to drive the conversation. Rela
Members of
the media are
human beings,
and if you treat
them as human
beings, you’ll
have an instant
connection that
builds trust.
tionship building allows you to control the
message and gives you an opportunity to
listen. Find out about the reporter and their
experience. Where do they live, and do
they have kids in your district? What kind
of stories are they looking for in addition to
general news items? The more you know, the
better off you’ll be.
Fear the defense or think offense
There is an old counter-media saying:
“If ‘60 Minutes’ sets up on your front lawn,
don’t open the door.” That is reactive, defensive thinking. School districts are notorious for defensive thinking when it comes to
working with the news media. As education
leaders, we have to flip the script and begin
thinking offensively. We have to be open to
working with the media. Offensive thinking
begins with relationship building.
Establishing trust is your first step in relationship building with the media. You have
to extend the olive branch and make contact
with reporters before they ever seek you out.
Make a phone call or send an email. Invite
them to your office or to lunch. Then move
into offensive communication mode. Tell
them about the good things happening in
your school or district.
Provide the reporter with the avenue to
pursue these stories further. Take the initiative to connect the reporter to the important
figures in the story. Make the calls and get
the approvals before presenting the story to
the reporter.
By bringing news and information to the
reporter, you’re establishing trust. If done
correctly, these reporters will know they can
come to you and can trust your answers.
But don’t wait for a crisis before you make
the connection with your local newspeople.
If you are a school or district leader, and your
first introduction is in a time of crisis, you’re
stuck in defensive mode. Instead of driving
the news and working your own strategy,
you’re at the mercy of a reporter.
Impact of interpretation
Like snowflakes, no two education leaders are alike. Each one has his or her personal style, substance and impact. But what
you say, how you say it, what you meant to
say and how you looked will be up to the listener’s interpretation. Everyone consumes
information differently, and the only way to
really control interpretation is to know what
you’re going to say before you say it.
I’ll take you inside my home for an examNovember | December 2016
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