Jendi Coursey

  • Sep 15 2016

    10 Tips for Talking to the News Media

    By

    1. Get clear on your talking points; then talk to journalists.

    Before anyone from your organization speaks with a journalist, be sure you know exactly what you want to say. Don’t let anyone pressure you into talking before you’re ready. It is perfectly allowable to ask a journalist when their deadline is, and offer to call them right back (before their deadline so you can influence the story, but after you’ve established your key message points).

    1. Don’t go “Off the Record” or provide “Private Background Information”

    Members of the media are interested in a story. Editors can overrule their journalists about what gets included in a story, and your private information can end up on the front page. So, only share information that is truly public. This is also true when it comes to interviews: the casual conversation you have with a reporter before or after the “official” interview is still part of the interview. Off-hand comments can become the major focus of the story, if you’re not careful.

    1. Use the Perfect Pause.

    When someone from the media asks you a question, take a moment to think about how to answer. Briefly pause after every question to think. Take a breath. You will be more focused and articulate if you are not trying to talk and think at the same time.

    1. Avoid jargon, but don’t dumb your information down.

    Be sure to avoid acronyms, education-speak, and jargon. This type of language is particularly problematic for English learners. It’s fine to tackle a complicated subject; just be sure you walk people through it. This allows you to be regarded as an expert and appreciated for your candor.

    1. During interviews, be ready for the questions that you know will come.

    While you cannot predict every question, you can predict the types of questions you’ll be asked. Be sure you’re ready for these, especially for a live broadcast (radio, TV):

    • Questions you don’t know the answer to
    • Response: “Interesting question. Here’s what I can tell you …” and then share what you know
    • Questions that call for speculation
    • Response: “I can’t speculate, but here’s what is clear…” and then stick to the facts
    • Questions that ask for your opinion
    • As a spokesperson for an organization, your opinion is considered that of the organization. Be aware of your role, and don’t give a personal opinion that runs counter to your organization’s stance.
    • “Not-so-simple” yes/no questions
    • If someone says, “This is a yes or no question. Where do you stand?” You can respond with, “Well, it’s not that simple.” And then give a thoughtful answer.
    • The question you’ve already answered, asked in a different way
    • Sometimes reporters don’t get the answer they want, so they’ll ask a question that is substantially the same as one they’ve asked. Be sure to stick to your message, and don’t get exasperated. Just politely answer the question the same way you did last time. (If your tone gets snippy, the reporter can use that against you.)
    1. Get quoted accurately.

    Stick to limited talking points and speak slowly enough for a reporter to keep up. When talking to a reporter over the phone, listen for the sound of typing or writing, and slow down to let the reporter stay with you when needed. Also, while reporters are under no obligation to do so, many will read back your quote if you ask them to. Finally, you can offer to send them your quote via email, so they’re sure to get it right.

    1. Build relationships.

    If you share information with reporters regularly (and before they must come looking for it), they will appreciate it. Having good relationships with reporters is helpful during good times and crucial during bad times.

    1. Tell your story.

    In a void, reporters will share the story they find. If you share your story, and it’s a compelling one, reporters are just as likely to tell your story as anything.

    1. Refer to your media kit.

    Offer comprehensive background information and engaging photos/video via your media kit. Once an interview is over, refer reporters to your website’s media kit.

    1. Be sure the reporter can get back in touch easily.

    Depending on how a reporter was routed to you, he or she may not have your direct contact information. It is in your best interest to be available for questions and/or fact-checking.

  • Aug 04 2016

    Communication Tips for Education Leaders

    By

    Leaders set the tone for communication throughout their schools and departments. With consistent, transparent communication, teachers and staff will have the information they need to support school goals and share key points with student families.

    1. Be Clear, Concise and Consistent
      1. What do you want to say, and what do you want to have happen as a result?
      2. Maximum of 3-5 talking points per issue, no one can remember more
      3. Only ask for feedback if you plan to use it
      4. Be clear about what you know and what you don’t—bluffing doesn’t work, especially with students
    1. Know Your Audiences – What do each of these audiences want? Need? Fear? Hope for? What motivates them to act? How can you help them achieve their goals? Tailor your communication accordingly.
      • Students
        • Want to know how the system works so they can achieve their goals (make grades to play sports, be accepted to a four-year college, etc.)
      • Families
        • Care more about how their individual student is doing than how all students are doing – district test scores aren’t all that interesting.
        • Parents want to attend their students’ functions, but need plenty of notice. Many work schedules are set months in advance.
      • Teachers & Classified Staff
        • Want meaningful work, the tools to do their job, clear expectations, and recognition/appreciation.
      • Community Partners (local community and educational community)
        • Be sure opinion leaders have accurate information so they can share it/act on it.
      • Media
        • Many people still read the newspaper. Human-interest stories often get front-page coverage.
    1. Listen More Than You Talk
      • Make time in groups and one-on-one to gather feedback. Sending out an electronic survey is fine, but if no one responds, go talk to people.
    1. Seek To Understand Opposing Viewpoints
      • Don’t avoid your critics; seek them out. They may have vital information to help you change or strengthen your position.
    1. Communicate Proactively
      • Build relationships so you have trust there when you need to call on it.
      • Share good news and make others look good, too.
    1. Repurpose Your Material to Communicate Through More Than One Medium
      • Students read texts
      • Parents read emails and newsletters
      • Teachers and staff are busy and may need to hear information more than once
      • Website and social media communication require people to come to you, which is fine for some information, but not all
      • Don’t forget traditional media—newspapers, radio stations, trade publications, etc.
    1. In a Crisis, Communicate Early and Often
      • Perception is reality
      • Nature abhors a vacuum – if you don’t inform people, they’ll come up with their own stories to explain what they see and hear
      • You know what’s coming, prepare
        • What types of crises are likely? Staff-related issues? Facility-related issues? You can write 90 percent of those press releases now and fill in the details if/when they happen.
      • Never say, “No Comment.” Instead, say, “Here’s what we know…” which can be next to nothing, but it sounds a lot better.

    Communication Basics to Get You Started

    • Communicate major goals at the beginning of the year – communication should support strategic goals.
    • Send a weekly email to teachers/staff with brief updates on pressing issues. Include a question requesting feedback on a timely topic.
    • Publish a quarterly newsletter to student families, (send home a paper version in English and Spanish via student backpacks, send it electronically as an e-mail attachment, and publish it online)
    • Create an online calendar with all events and include it with each newsletter.
    • Write a monthly press release about good news happening at your school.

    Here are a couple of my favorite resources

    Made to Stick, Chip & Dan Heath

    Be Quiet, Be Heard, Susan & Peter Glaser