Media Relations
ADM 12.5
Presidents/Principals should use discretion when communicating with media representatives.
Purpose:
Effective media and public relations efforts bolster marketing programs and a sense of well-being for the school.
Appropriate disclosure of information may help to minimize damage to a school and speed recovery in crisis management situations.
Commentary/Procedural Points:
Public communications, primarily through the media, can be useful for schools as they relate to crisis management and marketing.
Communications consultation and guidance is available from the archdiocesan Communications Office.
Media lists are maintained by the Communications Office to identify appropriate outlets for news on a school that is positive in nature. The Communications Office is also capable in helping format information in ways familiar to the media.
Schools will find that media readily come to them for bad news. The archdiocesan Communications Office, primarily but not exclusively, can help principals decide on what terms to meet media requests. When situations occur, refer to the Director of Communications and/or Director of Marketing. Principals are strongly encouraged to contact the Communications Office before responding to media requests if there is any concern regarding how the request should be handled. In general, when response to media is warranted, the principal should talk on-the-record with media, at a location close by but outside the school. In addition, the principal, and not other members of the school faculty or staff, should respond to media requests, except where otherwise indicated (e.g., interview of an athletic coach).
When speaking to media, school representatives should always; decide beforehand what central message they wish to transmit, keep the scope of the conversation to the matter at hand, refuse to speculate for things that you do not know or on what others may be thinking, don’t rush to fill silence since this is a simple media trap; remember that “I don’t know” and “No” are valid answers that do not always require elaboration. Media will respect short, forthright answers that demonstrate that a principal is in control of the situation. Fair treatment by reporters is also more likely if a principal is cooperative, and where appropriate, willing to provide information and images necessary for the reporter to complete his/her assignment in a deadline driven environment. Care should be taken not to disclose educational record information in violation of FERPA.
Offering faculty or students to the media for comment must be handled carefully. For adult faculty or staff, mere verbal assent is all that is required. Children generally may be videotaped or photographed in a group without identification unless a parent has requested this not be done. Students who are to be singled out for comment or identified in a photograph or videotape must have permission from their parent/guardian.
September 8, 2022