1. Working with the Media Office of Communications and External Affairs Florida Department of Education

2. Who we are and what we do The DOE Office of Communications & External Affairs is responsible for a myriad of communication and public relations duties. Just to name a few, we: Handle all incoming media requests, including crisis management Conduct public outreach efforts Plan and execute external Department events Coordinate internal and external communications Monitor news cycles with particular emphasis on education issues Etc., etc. etc.

3. Today’s evolving media landscape Today’s media is very different from your parent’s media The news cycle is now 24/7 Competition for breaking news is rampant Messages are getting shorter but the demand for info is getting larger The Internet continues to transform how news is delivered Social media, like it or not, is the new way of business At the end of the day though, their intent remains the same – find news, report news.

4. Small, big or right in the middle? Florida is home to a great variety of school districts, some small, some large and some in between. If you are in a smaller district you may wear multiple hats when it comes to operations and communications If your district is more middle-sized you might have a singular job focus and some administrative help, but you might be lacking any official spokespersons If you happen to be in a large district you most likely have a communications office and work with them routinely

5. Your expertise matters! Regardless of the structure in your district, you are the subject matter expert in this area and the media will eventually need that. If you do not have a communications office then you are most likely handling requests for your area solo  Take the initial call but don’t be pressured to provide answers right away – take their initial questions and get back to them later If you do have a communications office then the initial inquiries you receive should be forwarded to them to begin the process  Anytime you forward a request be polite and explain that you have folks dedicated to their needs and you would like the process to begin there

6. No matter the question, make the effort to respond. The media calls you are getting probably fall within two different varieties: Routine policy and data requests Crisis situations In either case, make every effort to get back with a response as soon as possible - the consequences for not responding are always worse than expected

7. General tips when responding So we have finally arrived at your big moment. What should you do now? Develop a message and stick to it Stay on your toes and pay close attention to the question Keep your responses as short and simple as possible 5-15 seconds for TV and radio Repeat the question Use data if it fits Be careful about “off-the-record” NEVER get defensive or combative, even if they do NEVER answer a question with a response you are not sure of  It’s always best to tell them you will get back to them on that

8. How to “bridge” Bridging is a technique used to bring you and your interviewer back to your comfort zone. Popular bridging phrases include: What’s important to remember is… Before we continue, let me emphasize that… If we take a broader perspective… It’s true that…, but it is also true that…

9. Phrases To Avoid No Comment I don’t know There are no guarantees *Colorful analogies and catchy phrasing *Unless you are talking about positive news and want to get a point across.

10. Special TV tips For most people, the scariest interviews are when a camera is in your face. Here are some general tips: Look at the reporter not the camera Try not to wear busy patterns, bright colors or plain white shirts Keep each comment to 5-15 seconds max Do not fold your arms across your chest Take deep breaths before you begin If you make a mistake, apologize and ask to start over

11. It’s a crisis! Unfortunately, crisis situations are a part of the world you work in and they can hit at any point. Some general crisis tips are: Have a plan and follow it It’s okay to show emotion, but don’t let emotion run the show Do not speculate or offer unsupported conclusions – just the facts Use bridging to bring the conversation back to what you can share Never side with a particular group – investigations and lawsuits may be impacted by what you say

12. Discussion and questions