CREATING THE RIGHT IMAGE FOR THE TEACHING INDUSTRY Prepared and Presented by Dr Charlene Ashley

Prepared and Presented by Dr Charlene Ashley WHO IS A TEACHER?

Prepared and Presented by Dr Charlene Ashley  Each person is employed to an institution or organisation  And every boss has a boss  To which organisation are you employed?

Prepared and Presented by Dr Charlene Ashley  How do you affect the image of yourselves as a group  How do you affect the image of your employer

Prepared and Presented by Dr Charlene Ashley How can you help in redefining your image?

Prepared and Presented by Dr Charlene Ashley THE MEDIA ANDYOU

Prepared and Presented by Dr Charlene Ashley DON’T BELIEVE THE HYPE

Prepared and Presented by Dr Charlene Ashley MEDIA AWARENESS  Whether you are a media novice or well versed in media relations, getting the message right with the media can be a real challenge - getting it wrong is just not an option.

Prepared and Presented by Dr Charlene Ashley CREATING AN IMAGE … The Right Image  In participating in an interview you are creating an image of your profession and in turn of the education system…  Thus, any media appearance must be approached with confidence, taking control, managing the media more effectively and effortlessly. MEDIA AWARENESS

Prepared and Presented by Dr Charlene Ashley Get it Right the First Time… We show you how to get it right the first time because…  You never get a second chance to make a first impression!  Say the wrong thing to a journalist at the wrong time and the results could be devastating to your profession and your school. MEDIA AWARENESS

Prepared and Presented by Dr Charlene Ashley WHAT IS PUBLIC RELATIONS?

Prepared and Presented by Dr Charlene Ashley Creating & Maintaining a Positive Image  Public relations (PR) is the managing of internal and external communication of an organisation to create and maintain a positive image.  Public relations may involve popularising successes, downplaying failures, announcing changes, and many other activities;  It is the process by which entities work more closely with its various publics and form win-win relationships. PUBLIC RELATIONS

Prepared and Presented by Dr Charlene Ashley Public relations includes ongoing activities to ensure the institution has a strong public image

Prepared and Presented by Dr Charlene Ashley Helping the Public to Understand … Public relations activities include helping the public to understand the organisation / institution and its products. Similar to effective advertising and promotions, effective public relations often depends on conceptualising and implementing a well-designed public relations plan. PUBLIC RELATIONS

Prepared and Presented by Dr Charlene Ashley PUBLIC RELATIONS  Often, public relations is conducted through the media, that is, newspapers, television, magazines, etc. Publicity is mentioned in the media.  Institutions usually have little control over the message in the media  Regarding publicity, reporters and writers decide what will be said. PUBLIC RELATIONS

Prepared and Presented by Dr Charlene Ashley What Impressions do You Want to Create Consider:  What groups of stakeholders do we want to appeal to and how?  What impressions do you want each of your stakeholder to have?  What communications media do they see or prefer the most?  Consider collaborations, TV, radio, word of mouth,  What messages are most appealing to each stakeholder group? PUBLIC RELATIONS

Prepared and Presented by Dr Charlene Ashley MEDIA RELATIONS

Prepared and Presented by Dr Charlene Ashley Creating a Media Team Within the school – actually within any institution, there is the inclination to be egalitarian with respect to who should deal with the media. While this may create an atmosphere of internal fairness, it will not always get the desired results.

Prepared and Presented by Dr Charlene Ashley The Entire System is Dependent on What You Do  As times changed, and we see public relations in increasingly life and death terms,  We recognise that those we serve deserve the best we can provide, rather than it offering an "experience" for those who may not be well suited for the job.  Lives depend on what we do, and we must never lose sight of that truth.

Prepared and Presented by Dr Charlene Ashley A Professional Approach to Handling the Media is Essential  The devise of a chain of command is critical to the process of effective media management.  Roles may overlap, and often can be handled by the same person, thus each must be clear on their roles

Prepared and Presented by Dr Charlene Ashley THE SPOKESPERSON The spokesperson must be someone who is:-  personable,  can succinctly articulate the issues, and is  willing to spend a great deal of time on the telephone. THE SPOKEPERSON

Prepared and Presented by Dr Charlene Ashley While the Spokesperson Must be Someone who is Articulate, he/she Should also be More Than That… He/She should :-  be a good listener,  have camera presence,  be well-informed about the issue at hand,  be able to think quickly on his/her feet,  have credibility,  be able to develop a good rapport with a reporter, and  be intuitive enough to know when a reporter is not friendly. THE SPOKEPERSON

Prepared and Presented by Dr Charlene Ashley Know Your Interviewers  Do they have a reputation for honest reporting?  Are they sympathetic to your issue?  Are they fair?  Or combative? THE SPOKEPERSON

Prepared and Presented by Dr Charlene Ashley Be Humble… If you want to learn to be a good spokesperson:-  Spend time listening to others who are good at the job.  Research your issue until you know it inside and out and can hold your own in a conversation or debate.  Think through each question that you are likely to be asked, and consider carefully the possible responses.  Always be ready to revise and refine. Listen for "good lines" that others may use.  Be humble. You always have more to learn THE SPOKEPERSON

Prepared and Presented by Dr Charlene Ashley HANDLING THE MEDIA Never lie to a reporter.  If you don't know an answer, simply say so, but add that you will be happy to find out and get back to them.  If you are not at liberty to discuss a particular aspect, again, say so, but never lie. Your lie will be discovered, and a good story will turn bad. Many learned this the hard way.  Don't be forced into saying something you don't want to say. If you don't feel comfortable answering a particular question, answer the one you want asked.  Be clear about the point you want to get across. Always bring the discussion back to your points.

Prepared and Presented by Dr Charlene Ashley Make it Count …  It is important to realise that much of the substance you want to communicate gets lost. The quote that is inevitably used is the one that is the most colorful. Make it count. Everything else becomes background. Handling the Media

Prepared and Presented by Dr Charlene Ashley Be smart. Be professional. Learn from others  Understand the media people you are trying to influence and make sure they understand you. Handling the Media

Prepared and Presented by Dr Charlene Ashley THE MINISTRY OF EDUCATION’S MEDIA COMMUNICATION PROCESS

TIPS FOR PUBLIC SPEAKING

Prepared and Presented by Dr Charlene Ashley Know the Needs of your Audience and Match your Contents to their Needs.  Know your material thoroughly.  Put what you have to say in a logical sequence.  Ensure your speech will be captivating to your audience as well as worth their time and attention.  Practice and rehearse your speech at home or where you can be at ease and comfortable, in front of a mirror, your family, friends or colleagues.  Use a tape-recorder and listen to yourself. Videotape your presentation and analyze it.  Know what your strong and weak points are.  Emphasize your strong points during your presentation. PUBLIC SPEAKING

Prepared and Presented by Dr Charlene Ashley When you are Presenting in Front of an Audience, you are Performing as an Actor is on Stage  How you are being perceived is very important.  Dress appropriately for the occasion.  Be solemn if your topic is serious.  Present the desired image to your audience. Look pleasant, enthusiastic, confident, proud, but not arrogant.  Remain calm.  Appear relaxed, even if you feel nervous. PUBLIC SPEAKING

Prepared and Presented by Dr Charlene Ashley Establish a Rapport with your Audience  Speak slowly, enunciate clearly, and show appropriate emotion and feeling relating to your topic.  Establish rapport with your audience.  Speak to the person farthest away from you to ensure your voice is loud enough to project to the back of the room.  Vary the tone of your voice and dramatize if necessary.  If a microphone is available, adjust and adapt your voice accordingly. PUBLIC SPEAKING

Prepared and Presented by Dr Charlene Ashley Body Language is Important  Standing, walking or moving about with appropriate hand gesture or facial expression is preferred to sitting down or standing still with head down and reading from a prepared speech.  Use audio-visual aids or props for enhancement if appropriate and necessary.  Master the use of presentation software such as PowerPoint well before your presentation. PUBLIC SPEAKING

Prepared and Presented by Dr Charlene Ashley Do Not Over-dazzle  Do not over-dazzle your audience with excessive use of animation, sound clips, or gaudy colors which are inappropriate for your topic.  Do not torture your audience by putting a lengthy document in tiny print on an overhead and reading it out to them. PUBLIC SPEAKING

Prepared and Presented by Dr Charlene Ashley Speak with Conviction as if you Really Believe in What you are Saying.  Persuade your audience effectively.  The material you present orally should have a logical progression from:-  INTRODUCTION  BODY - strong supporting arguments, accurate and up-to-date information  CONCLUSION - re-state objectives of presentation, summary, and logical conclusion PUBLIC SPEAKING

Prepared and Presented by Dr Charlene Ashley Do Not Read..Maintain Eye Contact Do not read from notes for any extended length of time although it is quite acceptable to glance at your notes infrequently:-  Speak loudly and clearly.  Sound confident.  Do not mumble.  If you made an error, correct it, and continue.  No need to make excuses or apologise profusely. PUBLIC SPEAKING

Prepared and Presented by Dr Charlene Ashley Maintain Sincere Eye Contact with Your Audience  Use the 3-second method  Look straight into the eyes of a person in the audience for 3 seconds at a time.  Have direct eye contact with a number of people in the audience, and every now and then glance at the whole audience while speaking.  Use your eye contact to make everyone in your audience feel involved. PUBLIC SPEAKING

Prepared and Presented by Dr Charlene Ashley SPEAK, LISTEN, REACT, ADJUST Speak to your audience, listen to their questions, respond to their reactions, adjust and adapt.  If what you have prepared is obviously not getting across to your audience, change your strategy mid-stream if you are well prepared to do so.  Remember that communication is the key to a successful presentation. If you are short of time, know what can be safely left out.  If you have extra time, know what could be effectively added.  Always be prepared for the unexpected. PUBLIC SPEAKING

Prepared and Presented by Dr Charlene Ashley Reflect and Think Pause.  Allow yourself and your audience a little time to reflect and think. Don't race through your presentation and leave your audience, as well as yourself, feeling out of breath. Add humor whenever appropriate and possible.  Keep audience interested throughout your entire presentation.  Remember that an interesting speech makes time fly, but a boring speech is always too long to endure even if the presentation time is the same. PUBLIC SPEAKING

Prepared and Presented by Dr Charlene Ashley Use Audio Visual Aids & Handouts When using audio-visual aids to enhance your presentation, be sure all necessary equipment is set up and in good working order prior to the presentation.  If possible, have an emergency backup system readily available. Check out the location ahead of time to ensure seating arrangements for audience, whiteboard, blackboard, lighting, location of projection screen, sound system, etc. are suitable for your presentation. Have handouts ready and give them out at the appropriate time.  Tell audience ahead of time that you will be giving out an outline of your presentation so that they will not waste time taking unnecessary notes during your presentation. PUBLIC SPEAKING

Prepared and Presented by Dr Charlene Ashley Establish a Rapport with your Audience  Speak slowly, enunciate clearly, and show appropriate emotion and feeling relating to your topic.  Establish rapport with your audience.  Speak to the person farthest away from you to ensure your voice is loud enough to project to the back of the room.  Vary the tone of your voice and dramatize if necessary.  If a microphone is available, adjust and adapt your voice accordingly. PUBLIC SPEAKING

Prepared and Presented by Dr Charlene Ashley Know when to STOP Talking  Use a timer or the microwave oven clock to time your presentation when preparing it at home.  You don't bore your audience with repetitious or unnecessary words in your oral presentation.  To end your presentation, summarize your main points in the same way as you normally do in the CONCLUSION of a written paper.  Remember, however, that there is a difference between spoken words appropriate for the ear and formally written words intended for reading.  Terminate your presentation with an interesting remark or an appropriate punch line.  Leave your listeners with a positive impression and a sense of completion. Do not belabor your closing remarks. Thank your audience and sit down. PUBLIC SPEAKING

THANK YOU FOR ALLOWING ME TO MAKE THIS PRESENTATION TO YOU

PREPARED AND PRESENTED BY DR CHARLENE ASHLEY DIRECTOR OF COMMUNICATIONS MINISTRY OF EDUCATION