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COMMUNICATION STRATEGIES FOR CREATING A POSITIVE IMAGE OF YOUR DISTRICT
P r e s e n t e d b yJ o s e p h J . O ’ B r i e n , E d . D .M a r y J e a n n e C u r l e yC h e s t e r C o u n t y I n t e r m e d i a t e U n i t
OUR DISCUSSION
1. Be open and honest2. Share real stories3. Be reasonably
confidential
–George Bernard Shaw
“The single biggest problem in communication is the illusion that it has taken place.”
–George Bernard Shaw
“The single biggest problem in communication is the illusion that it has taken place.”
70%of our communication efforts are:MisunderstoodMisinterpretedRejectedDistortedNot Heard
Generation X1965-1980
Babyboomers1946-1964
Traditionalists1918 - 1945
Millennials1981-1995
Generation Z1996 - Now
2017 was the last year that every adult was born in the 20th century and
every child was born in the 21st century.
Making Your Messages Stick!
Sticky Ideas Are
SimpleNo Child Left BehindIt’s the Economy, StupidMake America Great Again
Sticky Ideas are
UnexpectedBreak a PatternPose a QuestionOpen a Knowledge GapShock and Awe
Sticky Ideas Are
ConcreteEvery Child on Grade Level by 2014
Sticky Ideas Are
Credible
YOUR ROLE AS A LEADER
Your Title – Your RolePublic Role vs. Personal/Professional Opinion
Sticky Ideas Are
EmotionalWhich Child Would You Leave Behind?
16
Sticky Ideas Are
Stories50% Feminine50% Masculine
DEVELOP A STRATEGY
1. Decide who is responsible for messaging.2. Set goals and decide on your approach. 3. Become a reputable and dependable expert source. 4. Provide photos and/or photo opportunities.
MESSAGINGStay on Message Know what you want to say Know what the opposition wants to say Know what the opposition wants you to say Develop three key points Do not stray from message
Create a Bridge Weave a key point into each answer Deflect negative and hostile questions
Supporting Information Storytelling vs. Statistics Feminine vs. Masculine
Importance | Impact If it bleeds, it leads Number of people affected
Timeliness People are talking about….. Connecting local stories to national interest
Uniqueness First, best, last, only
Human Interest Babies and animals
WHAT DETERMINES NEWSWORTHINESS?
GENERATE YOUR OWN NEWS
Good News Bad News
BAD NEWS
Happens
BAD NEWSBreak Your Own Bad NewsNotify Superintendent/School BoardNotify Communications or Designated StaffComplete an incident report: Who? When? Why? What? Where?Notify affected parties/publics first or simultaneouslyAppoint Spokesperson
BAD NEWSFollow Media Policy/Procedures
Clear and Consistent Message Own the issue Reassure public Address issues Next steps
Speak in Unison
Avoid additional controversy If it’s not an issue don’t make it one Don’t pile “hot button” issues on top of one another
REALLY, REALLY BAD NEWS
Coordinate Press CoverageShoot StraightNever SpeculateStay Calm – But Show EmotionTreat Every Interview as Your FirstThink InterMEDIAry
NEUTRAL NEWS
Does not exist!
Generation X1965-1980
Babyboomers1946-1964
Traditionalists1918 - 1945 Millennials
1981-1995
Generation Z1996 - Now
Where are they?
2017 was the last year that every adult was born in the 20th century and
every child was born in the 21st century.
Pew Research Center
Facebook71% of adult internet users58% of adult population77% of women63% of 50 to 64 year olds
Pew Research Center
Twitter23% of adult internet users19% of entire adult population24% of men37% of 18 to 29 year olds
Pew Research Center
LinkedIn28% of adult internet users23% of entire adult population28% of men31% of 30 to 49 year olds
Pew Research Center
Instagram26% of adult internet users21% of entire adult population29% of women53% of 18 to 29 year olds
DEVELOPING A MEDIA MIX
1. Newspapers -- Quotes, facts, information, pictures
2. Radio – News/Interviews3. Broadcast -- Sound bites (10-20 seconds,
action visuals)4. Social Media: Photos, videos, blogs, tweets
Communicating EffectivelySnapshot
70% of your message is lostAudience DistractionsMessenger InterferenceAudience Make-UpMake it Stick
Q & AThank You!
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