In our dealings with the news media, we must always remember:
- To the extent possible, do not engage directly with the media until you have consulted with your Board’s media specialists or senior administration
- Media are not our “friends” so we should treat them as professionals and not overshare or breach confidentiality.
- Smaller market media are often the toughest.
- School public relations professionals are no longer a reporter’s only source of news. Parents and students can and do go directly to the media with potential news stories.
- Social media is often a reporter’s first source of news.
- Reporters are professionals just trying to do their job; they are not “out to get us”—not all of them, anyway.