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!