Seven Keys to Working With Local Media

FOCUS: PUBLIC COMMUNICATION

The new school superintendent had a Herculean task: Revitalize the school district’s reputation after a major financial scandal. The previous superintendent and assistant superintendent had been placed on leave and then retired, staff members were protesting, and several school board members had departed.

The district needed to start fresh on the public relations front, so forging effective working relationships with local journalists would be an important step forward. The district’s leadership used these seven principles to get on a stable footing with public perception.