Dealing with the media

Chief educational officers need to recognize that there are skillful and effective ways to deal with the media. Moreover, we need to recognize that reporters are not negative news hounds whose main mission in life is to destroy the credibility of public officials. Their job is to seek out information for stories that would be of interest to their readers (aka the public).

However, reporters will point out that their job is to seek news and not to serve as school public relations advocates. So, there will always be a necessary tension between the news media and schools.

Perhaps the most important step to take in working effectively with the media is to establish positive relationships with them before a crisis occurs. It is better to be pro-active then reactive. If possible, get to know the local media and reporter that cover your district. Informal meetings are a great way to break the ice.

In addition to holding informal meetings, schools should designate a spokesperson with authority to speak to the press. The NJASA recommends that the chief education officer be the designated spokesperson for the district.

Below is a list of some helpful tips when dealing directly with the media:

• Always Be Truthful

Always tell the truth and be prepared to be accountable for information given to reporters. If the answer is not immediately known tell the media you will respond in a timely manner. While honest mistakes may be acceptable, do not speculate or guess.

• Listen carefully to the Full Story

Probe the media’s angle and information to get a feel for why a story is in the making and how this story will affect the district’s overall operation. Do not be afraid to ask questions.

• Never Go “Off the Record”

There is no such thing as off the record. Everything that is said can and will be fair game. Choose words wisely and well.

• Furnish Accurate and Complete Details

This may take time. Not all stories are being written during the time of a conversation with a reporter. There may in fact be several conversations with a reporter about a story before it is aired or printed. In fact, a story may develop over several days or even weeks. The reporter may even produce several news pieces about one topic. When appropriate, invite the reporter to see first hand what has happened. This builds a relationship with the reporter and provides the best information.

• Avoid Educational Jargon

Every profession uses a certain amount of jargon to communicate with its own. The administrator’s job is to bring about understanding. Do not use acronyms.

• Return Calls Promptly

A good rule of thumb is the “2/24” rule of responding to a media call. Return the call, if possible, within two hours and no later than 24 hours. Courtesy and sensitivity to reporters’ deadlines is always important.

You can always contact the NJASA office if you need assistance in dealing with the media.