Topic 1: Handling Media Inquiries & Interview Requests

Topic 1: Handling Media Inquiries & Interview Requests

Objective:
To maintain clear, consistent, and strategic messaging by ensuring that only designated spokespeople respond to media inquiries and all information shared with the press aligns with the District’s mission and strategic goals.

Internal and External Stakeholders:

• Internal: Superintendent, Program Manager of Communications and Strategic Initiatives, All Staff

• External: Reporters, Media Outlets, Board of Education, Families, Community

Step-by-Step Operations Procedure:

1. If a staff member is contacted by a reporter (in person, by phone, or by email), they must NOT provide any comment or information.

2. The staff member should politely state that all media inquiries must go through the Superintendent or the Program Manager of Communications and Strategic Initiatives.

3. The staff member should collect:

   • Reporter’s full name

   • News organization or affiliation

   • Contact information (email and phone)

   • Details about the story/topic they are inquiring about

4. The staff member immediately sends this information to the Program Manager of Communications and Strategic Initiatives and Superintendent.

5. The Program Manager of Communications and Strategic Initiatives and Superintendent assess the inquiry and determine next steps.

6. If an interview is requested, the Superintendent or Program Manager of Communications and Strategic Initiatives will evaluate the request and determine whether to proceed and who will speak (if anyone).

7. Only the Superintendent or Program Manager of Communications and Strategic Initiatives may speak to the press under normal circumstances.

Step-by-Step Communications Procedure:

1. The Program Manager of Communications and Strategic Initiatives drafts a media response or press statement.

2. All statements must be:

   • Clear and concise

   • Aligned with the District’s Strategic Plan Goals

   • Strategically positioned for media context and tone

3. The Superintendent reviews and approves the final statement.

4. A press release or official comment is shared with:

   • The media

   • Board of Education

   • District administrators and staff

5. The statement may also be posted on the district website, app, and social media if relevant.

6. The Program Manager of Communications and Strategic Initiatives monitors social media for public/media questions and responds only with the formal message or referral to the website.

7. The district will not engage in back-and-forth discussion on social media.

8. A debrief may be conducted with the Board after major media situations.

Possible Communication Mediums:

• Formal Press Releases

• Superintendent or PR Director Statements

• District Website Updates

• Mobile App Notifications

• Social Media (Official District Channels Only)