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Revised (Nov 20 2008)
Relationships with the news media
As an elected official, you will be contacted by the media. To make the most of these opportunities, it is helpful to know how news media functions so that you can respond appropriately.
Reporters often cover local board of education meetings, especially when a controversial issue is on the agenda. Statements should be made by the official spokesperson. However, you could be asked for your opinion. Unless you say otherwise, you will be regarded as speaking on behalf of the board, even if your position does not coincide with the corporate board. If you are not the official spokesperson, you must make it clear that you are speaking as an individual trustee.
It is a good idea to seek advice from staff, at least initially, and you may want them to respond to more detailed questions, but trustees play a prominent role in media conversations. You are the public face of education in your district. Learn some media relations skills and take on a leadership role whenever it is appropriate.
Find out what your district’s policy and procedures are in relation to crisis media relations. Districts usually appoint a single spokesperson, either the chair or a senior manager, to talk to the media to ensure a consistent message goes out to the public.
It is also important to recognize that you should not rely on the news media exclusively to communicate the goals and position of the board. Their agenda is different from the board’s.
For more information about working with the media see Section 5, Reference materials, Working with the Media.
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Relationships with senior staff
