Media Relations for School Leaders: Learn to Work with the Media like a Pro

Media Training for School Leaders

Joe Donovan


Our first section begins with a brief review of how reporters work and

gives you a sense of who they are.

We will also discuss the types of new stories reporters write.

This section is called In the Newsroom.


The second section, I will explain that if you don’t tell your story in the

news, someone else will, but improperly...

I call this section What You Don’t Say Can Hurt You.


In the third section, I share my five principles for working with the

media.

This section is called the Five Golden Rules.


Most problems with the media begin immediately after receiving that first

dreaded call.

We discuss what to do when reporters call in the section titled Taking Media Calls Like a Pro.


Most calls from reporters result in your providing them with some sort

of information.

I have a different take on how to do so.

I call this section Providing Information to Reporters without

Shooting Yourself in the Foot.


Then, we switch gears and cover how to craft a response.

We’ll talk about messaging in this section, called Getting Your

Message Across.


After that we move into a discussion about interviewing.

In this section, the most extensive, I explain interviewing rules and

provide some tips. I call this section The Rules of Engagement and

Basic Interview Tips.


Every now and then, you will run into problems.

I cover this in detail in the section Tips for Dealing with Difficult

Reporters and Sticky Situations.


The last section describes how a small negative story can turn into a big negative story and what you can

do to stop it.

I call this section, Getting in Front of Bad News.

In the Newsroom

Every single newsroom operates mostly in the same way.

Understanding how reporters work and the types of stories they report

on will help you respond to their questions.

In the Newsroom

Spot NewsSpot news is a simple news story.

Being the most common type, reporters usually learn about them

through news releases or by attending meetings.

In the Newsroom

Profile PieceA profile piece is generally a positive story about something or someone

that is newsworthy.

Reporters usually learn about these through news releases or pitches.

In the Newsroom

Localized PieceA localized piece is a national story localized with a local comment and

local information.

Reporters learn about these types of stories through other news sources

or the Associated Press.

In the Newsroom

The “Oh $#!&” storyThe “Oh $#!&” story is a negative story. These types of stories are

often based on facts that have been taken out of context.

Reporters learn about these types of stories through disgruntled residents

or national news releases.

In the Newsroom

All too often, the decision to pursue a story is made in haste and without

knowing all the facts. Because reporters are not experts in

the subject matter they cover, incorrect assumptions are often

made.

In the Newsroom

Most education reporters have no knowledge of education beyond

their own experience.

In the Newsroom

There are far fewer reporters covering education today compared to a few

years ago. This is not good.

What You Don’t Say Can Hurt You

You are more likely to get into trouble by saying too little rather than too

much.


When you feel like hiding from the media is probably when you should

be speaking to them.


You must own your district's media coverage.

The Five Golden Principles

• Always return media calls as soon as possible

• Never, ever lie. Not even a little.• More information is better than less

information.• When providing information always

provide context.• There is nothing like off the record

Taking Media Calls Like a Pro

Don’t put yourself on the spot.

When responding to a media call, you should ask the questions first.


Initial call…

• Make nice• Get as much information as possible• When is your deadline?• Ask specifically what they need?


Shape the story…

“You know, there is another way you might consider reporting on this

issue that may be of even greater interest to your readers.”

Providing Information to Reporters without Shooting

Yourself in the Foot

Provide reporters what they ask for and what they really need.

These are often different things.

Provide more information that what is asked for.



When providing information, also provide context.



Getting Your Message Across

Whenever you speak with the media you have to know exactly what you are going to say, how you are going

to say it, and when to stop.

Use talking points.

The Rules of Engagement

On the record that means everything you say can be quoted

On background means you are providing information that can be

attributed to you but you will not be quoted directly.

Basic Interview Tips

A bridge phrase is simply an acknowledgement of a question or

statement and then leading the audience back to your message.

Basic Interview Tips

A flag is a keyword or phrase that tells the reporter that what you are

about to say is important.

Radio Interviews

Tips for great radio interviews:

• Speak slowly• Act like you are speaking to

someone you know• Use flags and bridges; try not to

ramble

Television Interviews

Set expectations and ground rules before you go on camera.

Television Interviews

Tips for great television interviews:

Look at the interviewer, not the camera Speak slowly Hold something in your hands If you have a jacket, wear it Stay out of the wind The big light on top of the camera is very

bright and off-putting. Don’t be bothered by it.

Use bridges and flags to get your messages across.

Tips for Dealing with Difficult Reporters and Sticky Situations

Keep your cool, don’t get rattled.

Getting in Front of Bad News

Know how bad news spreads:

• Local newspaper• Editorial board• Associated Press• Statewide television• National wires


- THE END

Education

Media Relations for School Leaders: Learn to Work with the Media like a Pro