My reflection on the notes below. See the opportunity to talk with the media as an OPPORTUNITY for PR for you and your school. Always take a message and buy some time. Let my BOT Chair know as it may be more appropriate for them to be the spokesperson if serious. Then develop your three points that you want to communicate. Predict what the tricky questions might be and be ready to keep bridging back to the 3 points!
Crisis Communication Plan
Revise ours with senior staff (school docs) and practice it. MOE link to traumatic incident team.
The Media Interview
1 Find out what the media want and buy some time. " I am in a meeting in a moment can I come back to you in 15 mins." What is the focus of your story, who else are you talking to, is it a feature or a news story?
Think of this as an opportunity for you - PR for you and the school.
2 Create a media message. The 3 most important points you want to get across in the interview - summarised in 25 secs in total.
This avoids the risk of your message being edited and paraphrased. If you are questioned, just keep coming back to these 3 points.
The points need to be clear/basic, interesting, and brief.
R regret "ie our hearts go out to those involved."
R response (what you are doing at present)
R reassurance "we will do all we can to ensure this doesn't happen again."
Use bridging statements if you are questioned to go back to your points.
3 Predict what the difficult questions might be. Where, When, Why, What, Who and How?
4 Create your own sound bites and quotes. (7 secs average) Take the three points and dress them up in interesting ways ie to show empathy and compassion.
5 Practice.
Be mindful of your body language - needs to reflect what you are saying.
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