Topic 3: Collecting Reporter Information & Controlling Narratives

Topic 3: Collecting Reporter Information & Controlling Narratives

Objective:
To empower staff to handle unsolicited media contact appropriately and preserve the district’s ability to shape the narrative with accurate, timely, and strategic messaging.

Internal and External Stakeholders:

• Internal: All District Staff, Public Relations Director, Superintendent

• External: News Media

Step-by-Step Operations Procedure:

1. Any staff member approached by the media should immediately stop the interaction and:

   • Politely decline to comment

   • Collect the reporter’s name, affiliation, contact information, and story topic

2. The staff member forwards that information to the Program Manager of Communications and Strategic Initiatives and Superintendent.

3. The Program Manager of Communications and Strategic Initiatives begins crafting a response or statement.

Step-by-Step Communications Procedure:

1. Only the Program Manager of Communications and Strategic Initiatives or Superintendent drafts and delivers statements.

2. Messaging must align with the district’s values and strategic plan.

3. Statements are approved, archived, and shared as necessary.

4. If misinformation arises in media coverage, the district may issue a clarification or follow-up.

Possible Communication Mediums:

• Press Releases

• Social Media Statements

• Internal Communications to Staff and BOE

• Website Updates