Working with the Media, Mon!

For a second year in a row, I was invited to attend the Washington Post’s Distinguished Educational Leadership Seminar in St. Thomas. Wow, what a wonderful learning experience and a spectacular location! The Washington Post, who has had a long tradition of supporting public education, has provided selected principals with media training for the past 21 years. The training concentrates on providing school leaders with the skills to communicate effectively during crisis situations by utilizing the media as one way to provide information to stakeholders. The training was provided by consultants from the Pincus Group http://www.thepincusgroup.com/. They shared the technique of making sure your communication has considered the following points: Audience, Intent, Message (AIM).

During the 5-day conference, I had the opportunity to interact with members from both the print and TV media to gain a better understanding of their role in covering schools. I enjoyed listening to Bob McCartney, the editor of the Metropolitan section of the Washington Post, as he shared his mission to help his readers understand educational trends, current issues and the need to hold educational authorities accountable. He gave the following advice to school leaders at the conference:

TIPS FOR DEALING WITH NEWS REPORTERS by Bob McCartney

1. Tell the Truth
2. Put your message out there
3. You can decline to comment, but provide a reason.
4. Be clear about "off the record"
5. Get to know reporters
6. When pitching a story, consider the reporter's perspective
7. Let your staff talk to the media, but arrange with the reporter a chance to respond or comment afterward.
8. Return calls in a timely way, even if just to say you'll comment later
9. Seek correction if an error is made.
10. Give all your best stories to the Washington Post, exclusively

I also learned a lot about the meaning of Live, Local and Late Breaking from ABC-7’s Horace Holmes. He jokingly said, “If I show up on your campus, it is probably not a good thing. You better have a plan to deal with me and all of the other TV people who typically travel with me.” Horace’s words were very powerful and helpful as I begin to review our emergency plans for the coming year.

I want to thank the Washington Post for providing this very useful training and their support of educational leaders.