Pub. 5 2015-2016 Issue 1

30 Typically, the only time you are going to engage with the media is when you are in a time of crisis. Rarely do they show up for the great accomplishments, though seemingly without fail they are there when you need them the least. Expect it! Here are 10 steps to help you navigate the sea of media attention. Step 1: Realize the crisis It is very important to embrace the crisis at hand. At times, key people will be dismissive and think that it may blow over. This does happen, although being prepared is key and you cannot be prepared when you are in denial. It is better to prepare a response and not need it, than the other way around. Step 2: Close the internal communica- tions loop It is very typical that the left hand does not know what the right hand is doing. The key interactions with the media world will always come from either the board chair and/or the school leader. At the first sign of problems, these two key players need to immediately have a candid conversa- tion. Imagine a great court room drama, which is made worse when key facts are discovered by the other side dur- ing cross examination. Once these two key leaders have communicated, other key players are brought in. This in- cludes the rest of the board of directors and key members of the school team. Step 3: Create a quick action Media Team A determined plan needs to be developed. You would be surprised at how detailed these plans get. For large enti- ties they discuss details down to what clothes are worn and by whom! You should be every bit as detailed. The Media Team must identify the leader. While it may seem obvious that it is the school leader, you may be better served by a member of your community that has experience with the media or communications. This helps bring objectivity to, what may be a tough and embarrassing discussion. You also need to bring in key assets that could potentially be a resource, such as someone from the parent organization, friends with connections, etc. Step 4. Preparation, preparation and preparation Once you have the team you begin the preparation. Re- searching all aspects of the issue and identifying every key person or fact related to the issue, such as students, family 10 Step Action plan How to Work with the Media when in Crisis T he media in general is very much like the old adage from the sea: Twenty-three hours and fifty-five minutes of complete boredom followed by five minutes of sheer terror! BY MATT THROCKMORTON, UTAH MILITARY AND ATHENIAN EACADEMY