| Need to have a spokesperson at the start |
6/8/04 2:30 PM |
Author:
Lisa O'Brien
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Gary, you are absolutely right. Depending on your situation, it may make a lot of sense to have a low profile until it feels right to do proactive media outreach.
I have found, though, that making sure your school has a spokesperson (whether it's your board chair or another director, school leader, or someone else within the school) is very important at the earliest stages of your charter school's formation. Training for the spokesperson can often be provided at no cost by your state association, or perhaps your school's board includes a public relations professional who can fill the role.
If information is provided to the media (and community) from the beginning about routine events (building selected, lottery announced, student awards, etc.), the media will be less likely to jump all over you when something negative happens. It's a relationship to be cultivated, like any other, but it can ensure a more fair hand when the news isn't good.
Your point about asking to review what a reporter has written during an interview is totally fair. A good journalist will appreciate your making sure his piece is accurate.
Posted as a reply to:
developing relationships with reporters by Gary Larsen
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