Garnering Positive Media Coverage

By Nora Carr

For many school leaders, working with reporters ranks right up there with root canals and kidney stones. They’re just glad when it’s over.

Surviving a tough interview unscathed may seem like success, but most school leaders can -- and should -- expect a better return on their investment of time and district resources.

Since press coverage often plays a disproportionate role in shaping public perception about a community’s public schools, taking a more proactive approach to media relations can pay off. For many press offices, simply ramping up activity will yield some results. Few school districts truly maximize the media opportunities they have available.

As a small business complete with a chief executive officer, an executive team, dozens of employees, and hundreds of clients, every school has multiple stories to tell. The job of the public relations team is to find these stories, and then package and sell them to reporters. 

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