Media Survival Skills

1. Media Survival Skills Andrew J. Chávez NMSBA - Master Board Member Candidate 2012 NMSBA Leadership Retreat

2. Welcome! Andrew J. Chávez 2012 NMSBA Leadership Retreat

3. Have You Found Yourself in This Predicament? Andrew J. Chávez 2012 NMSBA Leadership Retreat

4. Anything That Happens at a School Board Meeting Could Turn Up ... • In the newspaper • On T.V. news • Online in a blog or podcast Andrew J. Chávez 2012 NMSBA Leadership Retreat

5. As We Know… The business of the school board is required by law to be conducted in a public meeting. Andrew J. Chávez 2012 NMSBA Leadership Retreat

6. We Also Know That… The business of the local media is to report on the news of the community. Andrew J. Chávez 2012 NMSBA Leadership Retreat

7. That includes reporting on the business of the school board!! Andrew J. Chávez 2012 NMSBA Leadership Retreat

8. Tips for Effective Media Relations Andrew J. Chávez 2012 NMSBA Leadership Retreat

9. Establish and develop good contact and relationship with the media. • Respect reporters and editors as professionals. • Be open in your attitudes to the press (they need us as much as we need them). Andrew J. Chávez 2012 NMSBA Leadership Retreat

10. Establish a board policy on dealing with the media that defines a designated spokesperson for the board of education i.e., board president. • Adesignated spokesperson for the district (Superintendent or designee, etc.). Andrew J. Chávez 2012 NMSBA Leadership Retreat

11. One Voice - One Story! Andrew J. Chávez 2012 NMSBA Leadership Retreat

12. When a Reporter Asks for an Interview… • Be available - return all phone calls as soon as possible. • Review any background information and gather printed information to provide to the reporter. • Anticipate probable questions and plan your responses. Consider three major points you’d like to make. • Take a look at the location and your appearance. Avoid anything that will distract from the message. Andrew J. Chávez 2012 NMSBA Leadership Retreat

13. During the Interview… • Always speak in plain English. Avoid education jargon. • Concentrate on communicating your key messages. • Always be honest. • Three acceptable responses to a reporter’s question: I know and I’ll tell you. Don’t know. I know, but I can’t tell you—The third response should be used only rarely, as in cases of student confidentiality. Andrew J. Chávez 2012 NMSBA Leadership Retreat

14. If you don’t want to see it in print, don’t say it. Always assume that the microphone is on or that the reporter is taking notes, even if you don’t see a notebook. • Never say “No Comment.” • Relax, stay calm and be yourself. Show enthusiasm and smile. If you get angry, don’t argue with the reporter. Count to 10 and calm down. Take time to think before you answer a question. Andrew J. Chávez 2012 NMSBA Leadership Retreat

15. Don’t tell the reporter how to write the story and don’t ask to see a story before it is printed. • Listen, make sure you know what question you are answering. Sometimes the question itself can suggest appropriate ways to focus or phrase an answer. • Get to the point. Capture the essence of what to say in the first one or two sentences of your response, and add details later. Andrew J. Chávez 2012 NMSBA Leadership Retreat

16. Keep it simple. Most Journalists are looking for clear, simple quotes that can be understood by wide audience. • Do not go “off the record.” • If a mistake is made in a story, consider whether it’s worth troubling over. If you decide it is, point it out politely and professionally to the reporter. Andrew J. Chávez 2012 NMSBA Leadership Retreat

17. When Dealing With a Negative News Story… Andrew J. Chávez 2012 NMSBA Leadership Retreat

18. Don’t try to cover up bad news. Be the first with good news and bad. • Use your district spokesperson so the facts are consistently portrayed. • Don’t lecture the reporter about how this story will “hurt” education or the school district. • Don’t say what you don’t know. Stick to the facts. Don’t inject personal opinion or guess what might have happened. Say what you know and stop. Andrew J. Chávez 2012 NMSBA Leadership Retreat

19. Press Release/News Conference Andrew J. Chávez 2012 NMSBA Leadership Retreat

20. Utilize opportunities to inform the public via a press release. • Submit “fresh info” via press release to all facets of local media and follow-up with a phone call or email. • Hold News Conferences. Utilize the free publicity afforded by media coverage including photo opportunities. Andrew J. Chávez 2012 NMSBA Leadership Retreat

21. Remember… • You cannot control what the media prints or airs. But you can control what you say. • If you don’t want to see it in print or hear it over the airwaves … Andrew J. Chávez 2012 NMSBA Leadership Retreat

22. DON’T SAY IT!!! Andrew J. Chávez 2012 NMSBA Leadership Retreat

23. Lastly, remember that there will be a time when no matter how hard you try or how much you prepare, the media will print a story you don’t like. Despite, remain focused and “hang tough!” Andrew J. Chávez 2012 NMSBA Leadership Retreat

24. Thanks for Your Time! Enjoy the 2012 NMSBA Leadership Retreat! Andrew J. Chávez 2012 NMSBA Leadership Retreat