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What do you think about having a district public information/relations professional?

By Brenda McClain posted 09-03-2013 18:04

  
I just read a couple of items of interest in today's clips and wanted to address an issue being raised -- the role of a district public information professional in assisting with the news media. 

The first, an article titled "Teacher, students lay bad writing to rest" in the Kentucky New Era, showcases a creative fifth grade teacher at Millbrooke Elementary School in Christian County.  http://www.ksba.org/protected/ArticleView.aspx?iid=6GP0UIB&dasi=3UBI

Quoting from the article:
Dana Patterson, a fifth grade writing teacher, wore all black along with a veil as she led the procession of students outside.

A somber Beethoven combination played softly on an iPod as she told her students it was the last time she wanted to see words like “ain't” and “gonna” in the their writing assignments.

Patterson hosted a series of “funerals for bad writing habits,” giving the students a chance to rip up the words on index cards and toss them into the ground.

“Teaching it in the classroom works with some kids, but some kids need this hands-on (demonstration),” she said.

One at a time, each student said goodbye to a list of bad grammar and improper sentence structure, like using “because” or “and” at the beginning of a sentence.

Once all the words were in the hole, Ariana Cushenberry, 10, shoveled dirt over them as her classmates pretended to look sad and cry.

I used to be an English teacher.  I must say I found the article delightful.  Very interesting.  I bet those kids will never forget it!

Today's clips carried a second article that referenced the one above, this one an editorial in the same newspaper. http://www.ksba.org/protected/ArticleView.aspx?iid=6GP0UIY&dasi=3UBI

It starts off this way:
Stories like the one on today’s front page about a Millbrooke Elementary School teacher and her students should run in this newspaper more often. The story is not about anything extreme or extraordinary. No one was in trouble, went to jail or got hurt. Nor did anyone win an award or set any records. It is simply a story from the authentic middle, that vast place where most of us spend our days trying to do good work.

However, it has become almost impossible to tell these kinds of stories from the Christian County Public Schools. Over the past couple of years, the central office has insisted that the district’s community relations director be present for all interviews between a New Era reporter and a school employee. Over and over, we’ve been told it is the district’s “procedure.”

We want to get along, but district administrators fail to understand that using a media handler puts a chill on the natural conversation that should happen between a news reporter and a story subject. Although it might not be intentional, there is stiffness to an interview that is observed by a public relations employee.

We can talk about this when I see you at the Teaching & Learning session, but I wanted to trot it out in front of you here to see if we can generate a discussion. 

For me, I very much see the value of such a professional -- as long as he/she performs with respect.  It's all about establishing a respected, professional relationship with the media.  He/She is not there to run interference but to be of help. 

Any response to this, Folks? 





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Comments

01-28-2014 10:42

Rob, if you'd seen me reading your comments, you would have seen my continual head nodding. I agree with every syllable you wrote. And I applaud you for adding this critical piece to your team.

01-28-2014 10:35

I think we can all agree that a clear and consistent message of the Vision/MIssion is critical to the success of any organization. I believe one key component is the title of the position, and I prefer the title of Communications Director as opposed to Public Relations Director or Public Information Officer, etc. The title plays a significant role in the perception of the public which is always important to tax payers who fund the position. I agree with Paul that training folks throughout the district is important if we want others to speak with the news media. For a district my size, I find it often difficult to respond to the media in a timely manner for ordinary events. In these cases, I think it would be advantageous to our school community that an individual be readily available to respond with comments that support our district's Vision/Mission. In circumstances of great significance, it's important for the Superintendent to be available to respond. However, if I'm out of town or unreachable, having a qualified professional available to respond will alleviate the negative perception of "Did not return our call or was unavailable for comment". One key point that is often underestimated with this type of position is the vital role of internal communications. A strong Communications Director should be able to develop a systematic approach for both internal and external communications. Having someone solely devoted to the development of a model internal and external communication process is critical to the future success of our district.

09-28-2013 10:38

Taylora I'm on the same page with you and the community and media expect to see us, not necessarily anyone else on items of importance. Brenda, IMO the media experts most effective role in my district could be to coach administrators on how to address media (using many of the same strategies you have shared with us), how to prepare themselves, how to prepare staff, how to prepare students and let the interview (ie, Milbrooke article) take place. The district employing someone to control the message can work for you or against you...... but giving tools to those people to enhance and push out the schools mission does, I believe give the appearance of unity and one vision for the district.

09-15-2013 10:14

In a small district and small community, nothing substitutes for the person in charge working with the media. If our district had someone solely assigned to "PR" and something goes wrong, our local media would want to hear from the superintendent not the person who writes about the education that takes place everyday!