Looking at the news release calendar on pages 191-193, what could you do each of the next three months to build connections with all stakeholders?S5edbMediaandSupport78.pptximage_1236502912
• Looking at the news release calendar
on pages 191-193, what could you
do each of the next three months to
build connections with all
stakeholders?
SCHOOL PUBLIC RELATIONS EDAD 5313 Southeastern Oklahoma State University
Jerry C. Stout, Ed.D.
Session 5
Media and Support
Working with the News Media
Important channel of communication
When involved with media, it is an opportunity
Share information
Clarify misunderstanding
Clarify situation
Use intellectual leadership
Demonstrate integrity and ethics
They will be at your school whether you want them or not
Media Relations
98 % of households have TV
More than half read magazines and newspaper
Success with the Media
Mindset; embrace the challenge
Treat them equally
Never underestimate benefit or harm of media exposure
Do not be intimidated
Practice providing regular background information.
4
Media Relationships
One to one with education contacts
Say or write “thanks”
Proactive in sharing information
Lists
News Releases
Complaints
Ideas
Calendar
Feature Stories
Classroom
Curriculum
Students
Teachers
Non-teaching staff
The Negative Slant
Possible negative story sources
The “cure”?
News Releases
Principal reviewed
While building the one to one relationship
What is newsworthy or not
Prior, current, past
Format
Typed, double-spaced, one side of page electronic
Deadlines
Photos
Be sure news contact knows who the school contact is.
9
News Communication
News Conference
Radio Interviews
TV Interviews
Style
Gestures
Voice
Impact
Talk Show (list)
Public Service Announcement
Positive Media Relationships
Dealing with errors
Get to know reporters personally
Reporters earn their living by asking questions
TELL THE TRUTH!
Mentors and Volunteers
Volunteer potential is growing
Real and coerced
Excellent source of knowledge and experience
Expose children to traditional family
Mentors and Volunteers
Recruiting
Technicalities
Roles
Classroom or clerical assistant, tutor
Policies, objectives, goals
List on page 222 & 224
13
Principal’s Role
Foster open-door policy
Set the tone
Allocate resources
Plan the program
Components of Program
Identify needs
Recruit
Interview
Match abilities, create schedule
Train volunteers and staff
Stress teamwork and retention
Show appreciation
Monitor, evaluate and adjust
Discussion Board Week 5
Looking at the news release calendar on pages 191-193, what could you do each of the next three months to build connections with all stakeholders?
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