May I get a showing of hands of who among you is a Communications Leader?
Oh good! You all are! Fantastic.
Let me tell you why that is critical -- Your kids. They need you. They need you to step into that role and help your community think/believe that the education of its kids is the only priority you have. You do this by taking every opportunity you have to drive that message, no longer seeing all the piece part topics as THE SUBJECT, but making every topic be about how it impacts kids and their learning, their safety, their welfare.
And have you met your reporters in your district yet? This is a working relationship you are establishing, one built on professionalism. Do it.
If I could give a nod to one of your colleagues, Benny Lile, who posted a blog a few days ago titled "Media Rules." He did a couple of media interviews and thought he did pretty well, but later realized that he focused on the reporter as the audience vs. his community. His words: "I
totally missed the part about who I was talking to. I was talking to
the reporter, and even though I think I had my message right, if I had
the correct audience more in mind I think I could have had a more
focused message. From now on, when I see the reporter with pen in hand, or mic in face,
or e-mail on screen...I must remember "who is my audience."
Kudos to his bravery and honesty. I bet the next one he does he'll hit out of the park!
As I told you all in Louisville, this kind of focus and mindset takes real practice. I am hoping you all have already begun thinking this way and putting it to good use. I urge you to do it every day. This is how you build muscle.
Good luck with your Opening Day. Your number one mission is TO FIRE UP THE TROOPS. You all get excited about what kids can accomplish this school year.
I am looking forward to spending more time with you in the next few weeks to help you apply this thinking to your test scores. How will you talk about them? What do you want your community to know? Hint: The scores are not THE SUBJECT -- Rather, what you are doing for kids is, and test scores is one example, one indicator. See?
Know that I urge you all on. I am on your team. Let me know how I can help.
Go, Communications Leaders, GO!
Brenda