Due to the changes with more rigorous standards and complex testing formats, creating a positive image is very important for public schools. School principals have a big job of making sure that all information is accurately and effectively communicated to the public. It is very important to know how to correctly handle all types of situations dealing with the news media. News media as we see on daily television can be brutal and not always present the best angle or accurate interpretations. Administrators could create good-will ambassadors, follow procedures from the district’s media policy, and use effective communication skills to assist them in establishing a positive working relationship with the media.
After contacting the communications and media relations’ director for my school district, she sent the newly created media guide. Interestingly, the guide was a mere nine pages long, which seems rather short for a large school district. Therefore, reading through it was no problem and quite informative as well. Most of the information presented seemed like common sense, but in situations where emotions takeover, common sense doesn’t always find its way out. That is when the media guide will definitely come in handy.
Going through the guide, I noted several effective components to utilize when communicating with the media. The district guide explained how beneficial the media can be for schools by providing accurate information to the public in regard to our schools. The desired actions and behaviors for administrators when speaking to the media were discussed and explained. For example, when speaking to the media in any content, you should be respectful, calm, and polite. In addition, you should always...
... middle of paper ...
...a positive public image in our community by spotlighted the great events at our school.
When it comes to students and the media, there is a fine line. Per district protocol, reporters may not come on campus and interview students without written parent permission. In a crisis, students are not allowed to speak to the media at all. However, principals cannot prevent reporters from interviewing students off school grounds. If the principal is aware that this has occurred, he must contact the Communications Department to let them know about the situation.
A media policy provides necessary guidelines and restrictions for keeping a positive and open line of communication, or at least it strives to create a positive flow of information. Being aware of the district guidelines and expectations will definitely make communicating with the media a much easier task.
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