Leadership - Dealing with the Media

When interacting with the media it is important to understand that you are not just talking to one person; rather, you are sending a message to hundreds of parents, colleagues, school stakeholders and community members.  There can be devastating consequences if you do not know what you are doing or do not follow school district guidelines.   Be proactive and get to know local media personnel.  If you have established a relationship with them, you are more likely to get fair or accurate coverage when difficult situations arise. When handled skillfully and intentionally, successful media relations can educate the public, and their perceptions of events, in an accurate and precise manner.