School Marketers will on occasion experience the Difficult Media Situation.

Sometimes the media request an interview with no forewarning.

This usually happens when a story is considered "big". This may be when something controversial or of a significant status has occurred and the media wants to run with that story on that day or the next.

Examples of these would include:

 a disaster where the school has had major damage, such as from a major storm or fire
 a staff member or student has been allegedly involved with something illegal
 a former student has done something highly successful, controversial or allegedly illegal
 the government or city council have or will make a decision that impacts significantly on the school, etc.

School's Response

In this case initially you need to advise the media that the school, through the principal, yourself or someone else, will speak with them shortly.

You have every right to consider your options before speaking.

It is often best to contact the systemic Communications Manager, if such a role exists. This manager is usually familiar with best practice for such events. The manager will either become directly involved and speak on behalf of the school or offer suggestions on the best approach. The manager may also contact others within or outside the system who may be able to offer advice eg lawyers, building or insurance advisors / consultants, counsellors, etc.

Offering a “No comment” is often fraught with potential misinterpretation or even worse, taking the story according to the information they have which may not be the truth or whole truth. Comment truthfully.

You do not need to give all the details but offer what is needed for the media enquiry allowing for privacy and ethical considerations.

Written by Bryan Foster author. This is an extract from the section 'The Difficult Media Situation' in the 'School Marketing and the Media' chapter in School Marketing e-Handbook: Easy to Use Guide to Market Your School
 

Do not fear the media but be prepared!
All you are ever likely to need to know about dealing successfully with the media.
This chapter will help you deal with the journalists, photojournalists and others to gain the best result for your school.
You are in charge but need to appreciate the role these people play in marketing your school.
The big challenges of writing media releases and editorials (stories) is clearly explained here. There are even samples to view!
 
Headings

Media
Media Releases
Writing a Media Release
Sample Media Release
Media Interview
Journalists at School
Photojournalists at School
Editorial from the School
Sample Editorial
The Difficult Media Situation
‘Staged’ events
 
Written by Bryan Foster Author of School Marketing e-Handbook: Easy to Use Guide to Market Your School

Schools need to develop positive relations with the media as part of their school marketing strategy.

Having the media work for you is a real advantage.

Having the media not work against you is another advantage.

 

Most media outlets want to work with schools to portray positive stories to their readers concerning schools. These are the feel-good stories, which sell newspapers, television and radio time. This builds the media’s advertising base, hence profits. They are also seen as good community advocates.

 

This positive relationship doesn’t just happen. The School Marketing Manager (SMM), in particular, needs to develop this relationship in a number of ways. These include contact with journalists, good media releases, advertising with them and the availability of the SMM to the media outlet.

Schools need to develop positive relations with the media as part of their school marketing plan written by Bryan Foster.

School marketing personnel should not fear the media.

It is acknowledged that trepidation is often felt about certain aspects of dealing with the media, especially by those new to the experience.

Knowing how to use all forms of the media to the school’s advantage, as well as how best to school market through the media is a challenge.

These days schools need to use as many forms of the media as possible. Many are relatively free, especially the social networking websites, web blogs and the school's own website.

The paid forms of media for school marketing can also have a free component, eg the news item on television and in the print media. However, advertising in these forms of the media will cost.

Guidance is needed. Being in regular contact with various experienced school marketing people: personally, through school marketing blogs or groups, is a necessary advantage.

Having an easy to read and use text handy is also a huge advantage. A text, such as: 'School Marketing e-Handbook: Easy to Use Guide to Market Your School' by Bryan Foster, which is written in easy to read summarised form and assists with the 'how to' as well as the 'what is it?' of school marketing, is very advanatageous. This texts assists with all aspects of marketing the school, but devotes considerable information to dealing with the media and various media productions.

Written by Bryan Foster