developing and staying on your positive message

Julie White K-‐12 Communica4ons

916.225.8144 [email protected]

YOUR positive

developing & staying on

message

positive message developing & staying on YOUR

Agenda

• Can you Control the News? • Social Media

• Tips for Working with the Media

• Message Boxes

• What Would You Do Scenarios


Social Media

• 96 percent of 18-‐35 year olds are on a social network

• Each plaHorm has specific rules of engagement.

• Think carefully about the kind of message you want to disseminate, the topic, the format and the audience you are trying to reach.


Specific PlaForms


Facebook Facts

• Facebook usage is up 40 percent since last year.

• The average user on Facebook has 120 friends. • 65 million Facebook users access the site through their mobile phones.

• 3.5 billion pieces of content are shared each week on Facebook.


Blogging Facts

• 34 percent of bloggers post opinions about products and brands

• 78 percent of consumers trust peer recommendaTons and 14 percent trust adverTsers.

• 25 percent of search results for the World’s top 20 largest brands are links to user-‐generated content


TwiMer Facts

• 1 in 5 Americans age 18-‐35 use twiWer. • So far this year there are over 30 million tweets per day.

• 80 percent of twiWer usage is on mobile devices. Imagine what that means for bad customer service?


Before the Interview

Ask yourself:

• What are my goals for the interview? • Who is my audience? • What are the three main points I want this audience to hear?

• What personal examples do I have to support these points?

• What quesTons might be posed by the audience?

Defusing Hos4le Ques4ons

Type of Ques4ons

Double NegaTve

Personal Opinion

Iffy, Unclear A or B Choice

Absent Third Party

Don’t You Think?

Cheap Shots

Guilt by associaTon Ranking

Irrelevancy

Silence or “pause”

Chorus Line

Best Answers

Object, give best answer

Say no, give organizaTon’s opinion

Restate it Don’t pick

Don’t buy it

Disagree

Object, maintain composure

Disassociate or generalize Don’t have to rank

Bridge to objecTves

Ask, “Is there anything else?”

Answer posiTve part of the quesTon


During the Interview

• Always be honest. • Be aware of your nonverbal communicaTon. • Dress appropriately. • Assume that everything you share/say represents an official posiTon, not your own.


AUer the Interview

• Document the quesTons that were asked and forward them to appropriate staff for responses.

• Evaluate what you did well. • Think about what you would do differently next Tme. • Remember to provide any addiTonal informaTon you promised.


• Our messages don’t exist in a vacuum.

• We need to be able to anTcipate opposing messages and prepare ourselves to respond and bring the conversaTon back to our own message.

• One tool we use to map this rhetorical landscape is the Message Box.

• The Message Box is a visual representaTon of key issues that maWer in public educaTon.

Communica4ng a Clear Message

MESSAGE BOXES LEARN HOW TO SHARE A SUCCINCT AND

POSITIVE MESSAGE



The success of the Local Control Funding Formula depends upon our ability at the local level -‐ school administrators, board members, teachers, parents, and the

community -‐ to work together on behalf of students.

The economic crisis coupled with past system of categorical programs has

frustrated districts’ efforts to close the achievement gaps and support the needs

of students.

We are confident that as parents learn about the new school funding system, they will want to get involved in guiding

how these funds are spent.

Our emphasis on parental involvement and community engagement put us on

the right path to ensure all students have equal opportuni4es in school and in life.

School Funding Message Box


The safety of our students is our priority. Our staff is trained and prepared for emergencies.

We rely on support from law enforcement and our en4re community to help us ensure our students and staff remain vigilant to threats of their safety

and well-‐being.

School safety is a na4onal concern. Tragedies that occur in educa4on are deeply disturbing to all of us who have made the care of children our life's work.

School Safety Message Box


Every student deserves an effec4ve teacher in the classroom and the primary purpose of an evalua4on process is to ensure high levels of student learning.

Administrators have the obliga4on to ensure that teachers are evaluated fairly,

consistently and effec4vely.

States and local educa4on agencies, not the federal government, should

determine the process for implemen4ng teacher evalua4ons and what cons4tutes

an effec4ve teacher.

Developing great teachers is recognized as a fundamental strategy for improving schools and closing achievement gaps.

Teacher Evalua4ons Message Box

developing and staying on your positive message

Education