Getting the Max from the Media

NATIONAL SCHOOL BOARD ASSOCIATION CONFERENCE, San Francisco

I attended this session on Friday and it was a fascinating, informative program presented by Barbara Hunter, NSBA Communication Director and David R. Voss, President of Voss and Associates. Ms. Hunter and Mr. Voss offered a very professional, interactive, and enlightening presentation on how to handle the media. Whether you are a board member from a small district or a large district, they taught you how to be in control and confidant when dealing with the local newspaper, radio, television and much more.

One of the most important recommendations, in my opinion, was P-A-M. Prepare A Message. The media knows what message they want to portray but you can counteract their tactic by preparing a message of your own. What message do you want to get across? Here is four basic steps to prepare your message.

1. What is your goal?
2. Who is your target audience? (narrow, not just parents)
3. What is the format? (print, radio, TV, meeting)
4. What is your theme or message (soundbite)

In addition we learned the 10 B’s of getting the max from your media…

1. Be Realistic
2. Be Aware
3. Be Prepared
4. Be Accessible
5. Be Honest
6. Be Quotable
7. Be in Control
8. Be Liked
9. Be Innovative
10. Be Assertive

And one final piece of advice…
Never screw up on a slow news day :)