The Board Member's Role as the Media Relations Liaison

It is the board member's responsibility to act as the media-relations liaison. This is where the board member will:

1. Develop a media policy and plan governing relations with the media. The policy should cover such issues as:
   • Establishing a good working relationship
   • Appropriate or designated spokesperson
   • How the board provides information and access
2. Assure that the media is kept informed - especially when trouble is brewing.
3. Develop a personal relationship with the reporters covering your district. Keep the relationship friendly, but professional.
4. Provide media packages prior to board meetings. These should include:

• Diagram of the seating arrangement and the name of each board member
• Copy of the agenda
• Copy of informational items given to the board, when appropriate and not confidential.
• Background information for each item - again, when appropriate and not confidential
• Name and phone number of a contact person

It is important that the board member follow the chain of command in the media - start with the reporter. Always remember that your role is that of a school board member representing the district, not as an individual with personal issues. (excerpted from the Washington State School Directors' Association's Passport to Leadership)

What Should I Put In A Press Release?

The crucial information to include in a press release is:

• Who you are
• What you are doing
• When you are doing it
• How you’ll do it
• Where you’ll do it
• Why you’re doing it

Three Easy Steps to Media Coverage

Press releases are often sent out in a series of related releases, designed to build interest. Use the following steps as a guide to creating your media plan:

Step 1: Create a simple one-page factual release that explains who you are and what you’re doing.

Step 2: Two weeks later, release a second factual piece with new angle, emphasizing when, where or how.

Step 3: Two weeks later, distribute a third release that has more of a creative angle. Seek out things that highlight why your project is important to the community.

When developing your release:

• Relate the facts of your project to the needs to the community.
• Highlight your project with a real-life situation.
• Explain how your project came into being.
• Tell a story about an unexpected benefit to the community.

(excerpted from the NetDay Planning Kit)

In this Module:

In the Toolkit: