press coverage, and shake our heads
because it allows your communi-
at some of the strange things that
ty to see the interview unedited.
happen. Most importantly, we get to
Also, when the radio stations start
know each other.
calling, you don’t have to do the
My counterpart at the coun-
interviews again; they can pull the
ty health department and I had
sound bites off your website and the
worked on projects together prior to
audio quality is outstanding.
the norovirus outbreak. Being able
Then it was time to monitor
to say we were working with the
Facebook and email to check the
county health department to assess
buzz in the community. I addressed
the situation and to have their guid-
direct questions and misconceptions
ance was an immense help.
on Facebook and called parents who
When you have half of the stu-
emailed with questions. A phone call
dents absent from a school, you’re
is more personal and it helps build
going to attract the press. Once
bridges. As I watched the Facebook
we announced we were closing the
posts that week, I saw the names of
school on Monday night, we got calls
parents I had spoken to in the past
from the Chicago television report-
speaking positively of our district.
ers. They wanted someone to answer
I sti l l consider mysel f new
some questions and get video of our
to school communications. I am
custodial staff cleaning the schools.
amazed by the things my counter-
Normally, our superintendent does
parts do every day. But if I could be
these press conferences, but because
so bold as to offer advice, I would
we had a board meeting that night,
suggest taking time to get to know
I was the guy.
your fellow PIOs in city and county
As we were waiting for all the
government, park district, library,
crews to arrive, I was chatting with
and state’s attorney’s office, along
one of the photographers and found
with the elected officials and busi-
out we had worked together years
ness leaders in your district. Most
ago on some live sports productions.
importantly, talk to as many parents
I should note I always capture video
of students as you can.
of when we have a press conference
When the crisis hits, it’s too late
and I’ll explain why in a moment.
to build bridges. They need to already
Because I was working by myself, I
be in place.
asked the photographer if he could
President Phil Pritzker
Treasurer Thomas Neeley
Vice President Joanne Osmond
Immediate Past President Karen Fisher
BOARD OF DIRECTORS Abe Lincoln Lisa Weitzel
Kishwaukee Mary Stith
Blackhawk David Rockwell
Lake June Maguire
Central Illinois Valley Thomas Neeley
Northwest Chris Buikema
Cook North Barbara Somogyi Cook South Denis Ryan
Shawnee Roger Pfister Southwestern Mark Christ
Cook West Carla Joiner-Herrod
Starved Rock Simon Kampwerth Jr.
Corn Belt Mark Harms
Three Rivers Dale Hansen
DuPage Thomas Ruggio
Two Rivers David Barton
Egyptian John Metzger
Wabash Valley Dennis Inboden
Illini Michelle Skinlo Kaskaskia Linda Eades
Western Sue McCance Service Associates Glen Eriksson
frame my shot and start my camera Board of directors members are current at press time.
when I started the press conference and he said, “No problem.” The reason for capturing video of press conferences we have in crisis situations, and then posting the press conference on the website, is
Columns are submitted by members of the Illinois Chapter of the National School Public Relations Association
M A Y - J U N E 2 0 1 7 / T H E I L L I N O I S S C H O O L B O A R D J O U R N A L
IASB is a voluntary association of local boards of education and is not affiliated with any branch of government.
3