1. Media Relations for COUNTY SUPERINTENDENTS Communications Tools for School Leaders

2. Issues Facing Education Standardized Tests Standardized Tests School Safety School Safety Contract Negotiations Contract Negotiations Parent Involvement Parent Involvement No Child Left Behind No Child Left Behind

3. Media = Opportunity Don’t ignore the media Don’t ignore the media Media educates the public and influences public opinion Media educates the public and influences public opinion Be proactive Be proactive Be a SOURCE and a RESOURCE Be a SOURCE and a RESOURCE

4. Managing Media Effectively Plan well but go with the flow Plan well but go with the flow There are no permanent friends and enemies There are no permanent friends and enemies Media coverage is only helpful if it meets strategic objectives Media coverage is only helpful if it meets strategic objectives

5. Developing a Communications Plan What’s the issue? What’s the issue? What is the solution? What is the solution? Who can help you create change? Who can help you create change? Who needs to be mobilized? Who needs to be mobilized?

6. Target Audiences Parents/Students Parents/Students Politicians Politicians Staff Staff Community Leaders Community Leaders Figure out who it is that you are trying to reach…

7. Identify Your Issues Identify the issues that affect, concern, or influence the members of these groups. Determine the pros and cons.

8. Determine Your Approach Proactive or reactive? Proactive or reactive? Public or privately behind the scenes? Public or privately behind the scenes? One approach or multiple approaches? One approach or multiple approaches? Focus on any one issue more than another? Focus on any one issue more than another?

9. Key Messages Talking points you will be using to communicate Talking points you will be using to communicate Brief, memorable sentences Brief, memorable sentences Expressions, slogans or individual words Expressions, slogans or individual words

10. Tools Media statements Media statements Background papers Background papers Position papers Position papers Q&A sheets Q&A sheets Brochures Brochures

11. More Tools… Fliers Fliers Memos Memos Videos Videos Press clippings from previous news coverage Press clippings from previous news coverage

12. Important Elements Put a “human face” on the issue Put a “human face” on the issue Make the story easy to cover Make the story easy to cover Explain why it’s newsworthy Explain why it’s newsworthy Ride the coattails of current events Ride the coattails of current events Visuals & Symbols Visuals & Symbols Speak in “Media Bites” Speak in “Media Bites”

13. The Press Release The most important information first The most important information first Who? Who? What? What? When? When? Where? Where? Why? Why?

14. Anatomy of a PRESS RELEASE Letterhead Letterhead Contact Information Contact Information Date of release Date of release “Grabbing Headline” “Grabbing Headline” Quotes Quotes Background Material Background Material

15. PRESS RELEASE Ingredients Be descriptive Be descriptive Personalize message Personalize message Localize story Localize story Summarize in bites Summarize in bites Maintain message Maintain message

16. Other PRESS RELEASE TOOLS Media Advisories: one pagers sent before or after press release Media Advisories: one pagers sent before or after press release Backgrounders: one or two pagers on topic Backgrounders: one or two pagers on topic Press Packets: Given out at press conference or mailed Press Packets: Given out at press conference or mailed

17. The TV Newsroom Who do you contact?

18. The NEWSPAPER Newsroom

19. The Interview Do your homework! Do your homework! Ask: “What’s the story about?” Ask: “What’s the story about?” Anticipate reporter’s needs & questions Anticipate reporter’s needs & questions Anticipate questions you’d least like to hear Anticipate questions you’d least like to hear Develop “message points” Develop “message points”

20. Press Conferences… Event Event New research – developments New research – developments Celebrities Celebrities Answer to community concerns Answer to community concerns

21. Press Conference Prepare 3 to 5 speakers Prepare 3 to 5 speakers Statements first. Questions later. Statements first. Questions later. Look for positive angles Look for positive angles Use podium with LOGO Use podium with LOGO Last-minute calls Last-minute calls

22. If a reporter calls you… Don’t panic Don’t panic Ask about the nature of the story Ask about the nature of the story Collect your thoughts Collect your thoughts Nothing “off the record” Nothing “off the record” Respond Respond THANK the reporter THANK the reporter

23. Media/Public Outreach Tips Media tours Media tours Open House Receptions Open House Receptions Community Luncheons Community Luncheons Invite editorial writers to visit Invite editorial writers to visit

24. Media/Public Outreach Tips Letter writing campaigns Letter writing campaigns Submit guest editorials Submit guest editorials Host community forums Host community forums

25. Monitoring the MEDIA Evaluate your coverage! Read – listen & watch Read – listen & watch Collect & analyze clippings Collect & analyze clippings Follow-up with phone calls and thank you notes Follow-up with phone calls and thank you notes