Create your own headline and make your own message - Media Relations - Brief Article

School Administrator, June, 2002 by Cindy McCartney

It's 6 p.m. While walking to your car, a TV reporter thrusts a microphone in your face and says, "What do you have to say about the allegation that one of your teachers is selling drugs?" Film rolling, lights in your face, what is the first thing you do? (And, no, you can't run.)

First: Engage your brain before you open your mouth.

Second: Never lie. They'll get you.

Third: Listen to the question; don't assume.

In any news media contact, think before you speak. Have basic messages ready for any situation. If you know it's coming, anticipate and develop relevant responses.

A possible answer here is, "Our dedicated teachers give day in and day out to our students. (Pause.) I will check it out." And stop speaking. Do not repeat the allegation. Neutral, positive language. No specifics.

The reporter will wait for more, but stop talking. Let there be air. Do not fidget or look upwards (it conveys panic). Instead, calmly look at the reporter. When the reporter repeats the question, give the same answer in the same positive tone. Crisp, direct, sincere answers win the day while demonstrating your leadership and authority.

Know Yourself

While there are many aspects of working with the media, let's focus on your basic message, your headline, your lead, your language. What you say, how you say it and how you look are important to conveying leadership. But first, you need to complete your homework. Reporters do their homework. Why wouldn't you?

One of the biggest hurdles for superintendents is that you are too well-educated. You think in complex ways and consider all the ramifications and consequences. Details often emerge as more important than themes.

A reporter understands this and will try to lead you down that treacherous path of speculation. This is not your dissertation. Nor is it even an abstract. To successfully convey your leadership, you need to develop quick, clear, quotable, interesting sound bites. Remember the Zen saying, "A good explanation never explains anything."

Message development is tough because you have to distill complex and complicated answers into short, catchy phrases that tell your story.

Build a team to work on message statements. Teachers, parents, students, staff and community leaders all bring good ideas and offer different viewpoints. Mix it up and, with today's adversarial climate, consider bringing in an outside media professional for expertise and a fresh perspective.

Facing Negatives

Here are a few questions to start the process:

What is your mission? How are you unique? How is your school district tackling the tough issues and making a difference? How are you preparing students for the world? What innovations are going on? What are your successes? What awards and recognitions have your district, students and teachers received? Where are you changing? How do you face your growing pains?

Now for the negatives. Face them head on with confidence, and always stay mired in solutions. Don't state the problem; flip everything to a positive growth opportunity.

Develop concise, clear answers to your questions. These form the basic framework of your media message and can be incorporated into any situation--interviews, speeches, meetings and so forth.

Now gear your messages for different media. Figure out who on your team says what and when. A knowledgeable parent conveys more authority than an employee. Check the egos at the door. Think results and who gets me there faster and effectively. Create a list of media contacts by person and topic. And make sure each person is briefed and media ready.

Understand that the reporter has conducted research and called sources before you receive your first call. So before you return the call, determine your headline and lead. Figure out what spin makes this story work for your district. Develop confident responses distilled into seven-second sound bites.

"School Takes Aggressive Stance To Stop Violence" with the lead, "Superintendent put into action today a special..." is the coverage you want rather than "Violence Runs Rampant at Local High School" with the lead, "Superintendent didn't know but will investigate." The difference is in your preparation, language and delivery.

Using One Voice

Tell your story. Don't refute someone else's allegations. Stay in charge of your message. Repetition works, especially coming from different community voices. That is why it is so critical to include parents, community leaders and students in developing and disseminating your message.

Finally, practice saves the day, as well as your reputation. Write it out to see how it looks in print. Tape it; listen to how you sound. Practice it with someone. It makes a huge difference in your delivery and confidence.

Cindy McCartney is a public affairs consultant specializing in school leadership based in Washington, D.C. E-mail: cj2262@aol.com