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Effective media relationships ensure your message is heard

December 5, 2015

There is more to working with the media than simply responding to questions.  You need to develop a cooperative relationship, and become a valued resource.

When you are on good terms with the local media, they can become an important tool in your district’s communications toolbox.  The media can enhance your image, or they can destroy it.  A relationship built on mutual respect benefits everyone.

To build a solid relationship, it is helpful to understand what the media looks for in a source.  Some tips:

  • Tell the truth, no matter how much it hurts. One needs to look no further than the current presidential race to understand that lies warrant headlines. The truth is rarely as interesting. This does not mean, however, that you must reveal every ugly truth or fact that will have a negative impact on your district. Sometimes, it is better to say nothing. But when you do speak, tell the truth.


Posted in Allerton Hill News, Campaigns, Community Outreach, Education, Policy, Social Media
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The power of Twitter-A lesson for public schools

April 29, 2013

As a native Bostonian, the tragic events of two weeks ago hit particularly close to home. Patriots Day is a holiday we hold sacred in New England; the Marathon is the seminal event of the day, drawing the eyes of the world upon our great city to watch feats of physical endurance and mental strength. 2013 will be remembered for different reasons regrettably. The Marathon bombings will be seared in our collective memory for their cruelty, their inexplicability and — most of all — their unexpectedness.

The moment of the Marathon Monday bombings captivated the global audience. Talking heads, pundits and prognosticators were thrown into high gear to opine on the developing situation. What ensued was an unintended lesson in modern media. The New York Post buried its own grave by putting the picture of innocent high school student’s on its front page as the FBI’s chief suspects. CNN’s John King embarrassed his embattled station by declaring that a suspect had been caught midday Thursday when no such arrest had been made. And countless other false leads and dead ends were broadcasted on “revered” news networks.

Yet, through all the mainstream media noise, the savvy followers were gleaning their news from a different signal: Twitter.

When seconds counted, mainstream media was left lacking. I sat on Friday night, riveted to the news of the chase for the second bomber, while my wife updated me on the latest developments through her Twitter feed. Who would have thought that my wife would be breaking news faster than Anderson Cooper? But such is the social media world we live in today.

What the example of the Boston bombing media coverage makes clear to me is how important social media – and in particular a platform like Twitter – is in breaking news in this day and age. Information and calls for action in moments of crises are now, and forever will be, crowd-sourced.

In education, where planning involves a large population of people and each school decision has ripple effects, social media can serve as an immeasurable ally. Every 21st century school district must be equipped with the capability to communicate on modern platforms with their students and parents. Through the tragedy of Boston, we in the education community have learned a central lesson: when news needs to get out fast, we can’t rely on the old channels.

Posted in Community Outreach, Social Media
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School superintendent is under investigation for political campaigning against Ohio Governor

February 15, 2013

Ohio prosecutor probes Kasich critic

LEBANON, Ohio (AP) — A southwest Ohio prosecutor says a school superintendent is under investigation for possible misuse of public resources for political campaigning.

Franklin City Schools Superintendent Arnol Elam wrote a letter to parents urging them to join a campaign to make sure Gov. John Kasich and legislators supporting him aren’t re-elected. Elam is among school officials in some of the state’s poorer districts upset about the Republican governor’s new school funding plan.

Elam says his district’s state funding remains flat, while wealthier neighboring districts get more money.

Warren County prosecutor David Fornshell says Elam might have crossed a legal line by using school resources for campaign purposes. Elam tells The Dayton Daily News his purpose was informative, not political.

Ohio’s Democratic Party blasted the Republican prosecutor’s move as intimidation.


 Read the Full Article on »

Posted in Policy
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