4.11.24 Mass Incarceration and the New Jim Crow.pptx
Advice on Dealing with the Media
1.
2. You may want to familiarize yourself with Chapter
286, the “Sunshine” Law and Chapter 119, Public
Records. Both of these laws help to guarantee that
as a public official, you will be interacting with the
media regularly. The advice in this presentation
should help to ensure that your interactions are
effective.
3. The Importance of Public
Relations
In an educational environment public relations has
been defined as “…A planned and systematic, two-
way process of communication intended to
encourage public involvement and to earn public
understanding and support.”
The National School Public Relations Association
4.
5. The Importance of Public
Relations
If school board members
don’t speak up for
themselves, others will --
and public opinion will be
out of control. It is up to
YOU to influence public
opinion. You face increased
news media scrutiny,
increased competition and
rampant cynicism about the
economy, government and
the integrity of business.
6. The Importance of Public
Relations
Keep in mind that there are different
groups of people that have different
interests in what happens in schools.
7. Internal Public
• Administrators/Principals
• Teachers
• Paraprofessionals
• Secretaries
• Support Personnel
• Bus Drivers
• Maintenance Workers
• Cafeteria Workers
• Students
These are people directly
associated with and
participating in the
school system every day.
8. External Public
• Parents
• Businesses
• Civic Groups
• Elected Officials
• Media
• Government Agencies
• Non-Parents
These are the people who
are not participating in the
school system every day.
9. The Importance of Public
Relations
• Effective
communication
with the various
publics can be
through mass
communication or
interpersonal
contact.
Face-to-face
communication is
generally considered to
be the best way to bring
about a change in
attitude.
10. The Importance of Public
Relations
The definition of
communication includes
public relations,
community relations,
government advocacy
and media relations. As a
school board member you
are involved in each of
these.
16. Media Relations
The news media has the
responsibility to tell the
public what is happening
in their community. It
needs your information to
inform the public and to
make money. YOU need
the media to transmit your
information and gain
public approval and
credibility. Both can be
achieved.
17. Media Relations
Education is news
and will be
reported with or
without the
assistance of the
school district.
Helping a reporter
obtain news about
the school system
increases
understanding.
18. Newspapers, radio and television can be
advantageous communication channels
• to increase awareness of district
programs, services and accomplishments,
• to reinforce the importance of the
contributions of various partners in
education,
Media Relations
Effective use
19. Media Relations
• to win public support for educational
causes or issues,
• to build the school district’s public
image, and
• to foster pride in staff, students and
their families.
Effective use, continued
20. Media Relations
Every public relations
professional has a list
of time-tested tips for
working with the
media. There is
probably someone in
your district or
community who can
offer you advice on
this subject.
22. Understand the News
Business
• The single most important factor in working
with reporters is your personal working
relationship.
• The news media is not your public relations
department.
• Know the difference between “news” and
“entertainment”.
• Don’t ask to see a story before it is printed
and don’t ask for copies.
23. Understand the News
Business
• Anticipate stories. State and national stories
generate local angles.
• Be sure the appropriate people are informed
about the story and your comments.
• Be available.
• Use a news release or “script” when
necessary.
• Understand confidentiality implications,
particularly on staff and student issues.
• Refer reporters to the best information
source whenever possible.
24. Strategies and Tactics
• Avoid responding to “what if?”
questions.
• Become informed BEFORE
commenting.
25. Strategies and Tactics
• Get the story out first, especially when it is
bad news.
• Know the two or three points you want to
make and weave them into your responses.
• Avoid saying
26. Strategies and Tactics
• Be careful when
expressing an
opinion. Don’t
guess what the
reactions of
others might be.
• Don’t play
favorites with
reporters.
27. Strategies and Tactics
• Be judicious when
saying, “No
comment.”
“No comment” can be
portrayed as guilt, a
lack of transparency,
or any number of
other negatives.
28. “There are only two forces that
can carry light to all the
corners of the globe... the sun
in the heavens and the
Associated Press down here.”
Mark Twain
29.
30. “For a politician to
complain about the
media is like a ship’s
captain complaining
about the sea.”
Enoch Powell
32. Never go “off the
record”.
There is no such
thing.
Reporters exist to
do a job. Being
your friend is not
their job.
33. Offer to call back
in 10 minutes to
allow yourself
time to gather
facts or
information
rather than
“shoot from
the lip”.
34. Working With Reporters
• Be honest and
accurate. Don’t try
to fake it.
• Avoid being flip,
humorous or
sarcastic. That dog
will come back to
bite you.
35.
36. Working With Reporters
• Avoid jargon and condescending
remarks.
• Beware of the “killer pause”. Just
because it’s quiet doesn’t mean you
need to fill the silence.
• Be willing to admit mistakes and
problems.
37. Working With Reporters
• Compliment
reporters for a
job well done.
• Think like a
reporter.
• Never lie.
39. Handling Problems
• Generally, don’t complain about
a story. If you do complain, do it
tactfully and through appropriate
channels.
• Never tell a reporter WHAT to
report or HOW to report a story.
41. Ask Yourself
In what ways can I improve the methods in
which I communicate with the media?
Does your board have a media policy?
Are you helping improve the image of your
school system through your interactions with
the media?
42. During an Emergency
At a time of chaos
or uncertainty,
the public looks to
its elected leaders
for reassurance
and facts.
43. During an Emergency
The single most
important time to
deal effectively
with the media is
during an
emergency or
crisis.
Ask to view the district
Emergency
Communications Plan and
know what district policy
requires during these
times.
44. During an Emergency
Know who has the
authority to speak
during these
times and ensure
that person(s) is
the only person
who gives
information to the
public.
Too many people giving
information results in
conflicting messages which
raises levels of concern by
the public.
45. During an Emergency
Ensure that
whoever has the
authority to speak
on behalf of the
district is available
to the media
regularly to
provide updates
and details as they
emerge.
Also, know when the media
deadlines are so that the
most recent information can
be shared to meet those
deadlines.
46. During an Emergency
If necessary,
consult a
professional to
assist with district
communication
efforts.
Especially if district staff is
working on logistics of
solving operations issues,
you may need additional
assistance with expertise in
this area.
48. How to Have a Good
Interview
Find out what the reporter is after, the slant of
the story and the names of the other people
being interviewed.
Now you know the audience and the
context!!
49. Think about your
subject BEFORE the
interview. Make every
attempt to find out the
answer to any
questions you may
have or facts you are
unsure about.
How to Have a Good
Interview
50. How to Have a Good
Interview
Pause before
answering
each question.
This gives you
time to decide
if you have an
appropriate
statement.
51.
52. How to Have a Good
Interview
Keep your
answers brief.
Too much
information can
confuse the
reporter. Be sure
you focus on the
main point of
your message.
53. How to Have a Good
Interview
Admit if you don’t know the answer.
“I don’t know” is a legitimate response.
You should say that you will find out
the answer and call back.
54. How to Have a Good
Interview
Some reporters may ask you something like
“Would you say”….or “In your opinion”….and
then offer an idea for your agreement or
disagreement. Make your own statement
instead of following the reporters agenda.
Make sure
your response
is YOUR
response!
55. How to Have a Good
Interview
In controversial
situations ask for
help. When
questions make you
uncomfortable,
point the reporter in
the direction of
district staff who
may be better
prepared to
respond.
56. How to Have a Good
Interview
Avoid using jargon. Speak in terms
that the reporter and the
reader/listener can understand.
NCLB
ELL
EOC
FSBA
57. Television Interviews
When preparing for a
television interview, the
National Association of
Broadcasters has some
helpful hints.
Avoid wearing
large prints and
patterns or
pinstripes.
69. “…um, and you
know, um, well,
uhhh, you see…”Take the time to think
if you need it.
Don’t fill thinking
time with “um,”
“you know,” “uh,”
or any other filler
phrases. It is
distracting and
presents you in a
bad light.
80. Cooperation is almost always
preferable to confrontation
when dealing with the media.
You should be open and helpful
in bad times as well as good, but
there may be a time when it is
necessary to restrict or deny
access.
81. You may want to say “NO”
when…..
the media’s
presence
would truly
disrupt your
operation.
And, just because the media has asked a question doesn’t
mean that it must be answered immediately. Give yourself
whatever time you need.
82. Try to avoid controversy
but be aware that it sells!
83.
84. You may want to say “NO”
when…
The media interviews would
invade privacy or exacerbate a
very delicate situation.
88. Promote the great things
your students are doing!
Take advantage of news media’s
slow news days. The best time to
generate coverage is on a Monday
or Tuesday. The most difficult day
to get coverage is on a Friday.
90. “There is a terrific disadvantage in not
having the abrasive quality of the press
applied to you daily. Even though we
never like it, and even though we wish
they didn't write it, and even though
we disapprove, there isn't any doubt
that we could not do the job at all in a
free society without a very, very active
press.”
John F. Kennedy
92. Ask Yourself
How do I view the media?
Do I cultivate a positive relationship
with the media?
Do I work to promote the positive
newsworthy events in my school
district?
94. Social Media
Social media is a broader concept than social
networking, though people often put them
together — social media refers generally to
content that is created by random internet
users rather than by a central person or
group. YouTube and Wikipedia are great
examples of sites built on social media
concepts, as are blogs that allow comments.
95. Social Media
Social media
technologies take
on many different
forms including
magazines, internet
forums, weblogs,
social blogs, micro
blogging, wikis,
podcasts,
photographs or
pictures, video, and
social bookmarking.
More are being
designed everyday.
96. Social Media
Social media was prevalent in
the 2008 campaign for
president. All the major
campaigns had Facebook
groups for and against them;
all had blogs building them
up and cutting them down.
97. Social Media
It is important that you as an
elected official monitor what
is posted on the internet.
Oftentimes someone who
wishes to help you can
damage your campaign or
simply your reputation by
what they post. The best you
can do is make the request
that all videos, blogs, etc. be
approved by you.
99. Social Networking
With over 500 million users, Facebook is now
used by 1 in every 13 people on earth, with
over 250 million of them (over 50%) who log
in every day. The average user has 234
friends as of December 31, 2011, but that
number continues to expand.
100. Social Networking
48% of 18-34 year olds check Facebook when
they wake up, with 28% doing so before even
getting out of bed.
101. Social Networking
The 35+ demographic is growing rapidly, now
with over 30% of the entire Facebook user
base. The core 18-24 year old segment is now
growing the fastest at 74% year on year.
Almost 72% of all US internet users are now
on Facebook. 70% of the entire user base is
located outside of the US.
102. Social Networking
Over 200 million people
access Facebook via their
mobile phone. Meanwhile,
in just 20 minutes on
Facebook over 1 million
links are shared, 2 million
friend requests are
accepted and almost 3
million messages are sent.
103. 48% of young people said they now get their
news through Facebook. If this information is
not coming from you, what is their source?
104. Social Media
Because of its pervasiveness, social media
cannot be ignored. Modern elected officials
need to be more aware than ever before about
the changes occurring in communication.
105. Social Networking
These statistics suggest that elected
officials should identify some way to
utilize social media to get their message
out to the masses.
But, be smart.
Use these helpful tips as you tweet, blog
or email.
106. 1. Be candid.
In the information age,
transparency is very important.
Be sure the message that you
send can be verified and
archived.
107. 2. Be careful what you
say about others.
When Leslie Richard, owner of a North
Carolina clothing company, described
Vision Media Television as a “scam,” she
was slapped with a $20 million lawsuit.
While your posts may not lead to a
lawsuit, it’s best to steer clear of name-
calling.
108. 3. Interact with visitors
carefully.
Just putting up a blog or a
Facebook fan page won’t do
much good if visitors sense the
flow of information only goes one
way.
109. 4. See what people are
saying about you.
A quick search for mentions of you on Facebook,
Twitter, and Yelp can yield a goldmine of
information concerning your reputation.
Several users on Yelp, for instance, suggested
that employees at Quimby's Bookstore in
Chicago were less than welcoming. After
reading the comments, owner Eric Kirsammer
focused on improving customer service.
110. 5. Make amends with
dissatisfied constituents
quickly.
A public post does not substitute
for personal contact when
responding to constituents’
concerns.
111. 6. Don't go on the
defensive.
Resist the temptation to lash out
in public. If there is a response
that needs to be made, do so
privately.
112. 6 Ways
Facebook Has
Changed
Politics
Traci Andrighetti, PhD
Facebook’s 900 million-plus users deserve the
lion’s share of the credit for profoundly
altering political processes not only in the
United States but also abroad. Here are six
ways that Facebook and its users have forever
changed the “face” of politics.
113. 1. Make Politics and Politicians More Accessible
Since the advent of Facebook,
the general public is more
connected to politics than ever
before. Instead of watching TV
1. Make Politics and Politicians
More Accessible
or searching the Internet for the latest political news,
Facebook users can go directly to a politician’s fan
page for the most up-to-date information. They can
also interact one-on-one with candidates and elected
officials about important issues by sending them
private messages or posting on their walls. Personal
contact with politicians gives citizens more immediate
access to political information and more power to hold
lawmakers accountable for their actions.
114. Because politicians are more accessible to the public via Facebook, they
receive almost immediatefeedback about their stances on the issues from
supporters and opponents. Campaign organizers and
strategists track and analyze this feedback with social
intelligence apps like Wisdom, which identify the
demographics, “Likes,” interests, preferences and
behaviors of politicians’ Facebook fan bases. This
information helps campaign strategists target specific
groups to rally new and existing supporters and raise
funds.
2. Allow Campaign Strategists to
Better Target Voters
Because politicians are
more accessible to the
public via Facebook, they
receive almost immediate
115. Because politicians are more accessible to the public via Facebook, they
receive almost immediatelarger audience and speak directly to supporters,
politicians often subvert the press by posting messages
on their own Facebook pages. Facebook users see
these messages and respond to them. The media must
then report on public response to a politician’s message
rather than on the message itself. This process replaces
the traditional, interrogatory reporting of the press with
a reflective style of coverage that requires the press to
report on trending issues instead of new stories.
3. Force Media to Provide
Reflective Coverage
Communication between
politicians and the public on
Facebook obliges the media to
take a backseat in the reporting
process. In an effort to reach a
116. Because politicians are more accessible to the public via Facebook, they
receive almost immediateFacebook has increased the political mobilization of
young people, in particular students. In fact,
the “Facebook effect” has been credited as a major
factor in the historic youth voter turnout for the 2008
presidential election, which was the second largest in
American history. As young people intensify their
participation in the political process, they have a
greater say in determining the issues that drive
campaigns and make the ballots.
4. Increase Youth Voting Rates
By providing an easy,
immediate way to share and
access campaign information
and support candidates,
117. Because politicians are more accessible to the public via Facebook, they
receive almost immediate
group called"One Million Voices Against FARC” organized a
protest march against FARC (the Spanish acronym for the
Revolutionary Armed Forces of Columbia) in which
hundreds of thousands of citizens participated. And as
evidenced by the “Arab Spring” uprisings in the Middle
East, activists used Facebook to organize inside their own
countries and relied on other forms of social media such as
Twitter and YouTube to get the word out to the rest of the
world. In this way, users in authoritarian nations can
engage in politics while evading state censorship.
5. Organize Protests and
Revolutions
Facebook functions not only as a
source of support for political
systems but also as a means of
resistance. In 2008, a Facebook
118. Because politicians are more accessible to the public via Facebook, they
receive almost immediate
million people who comprise this global community
are playing a significant role in breaking down
borders between nations, religions, races and political
groups. As Facebook users from different countries
connect and share their views, they’re often surprised
to learn how much they have in common. And in the
best of cases, they begin to question why they were
ever taught to hate each other in the first place.
6. Promote World Peace
Although Facebook actively
promotes peace on its Peace on
Facebook page, the over 900
119. Dealing with the Media
You will have many opportunities to interact
with representatives of the media and the
public through various outlets. Be wise and
cautious. Remember Florida’s “Sunshine” and
public records laws. Remember that the
media can and will only report what is
available to them. Give them positive things
to report.
final thoughts…
120. Earn points toward your
Certified Board Member
(CBM) distinction.
Now that you have viewed this presentation,
click the blue button below the slideshare to
fill out the CBM Reflection form. You will be
awarded 1 point in Communications/ Public
Relations once your form has been received by
the FSBA Board Development Office.
