PRESS RELATIONS POLICY
"When I use a word," Humpty Dumpty said, in a rather scornful tone, "it
means just what I choose it to mean - neither more nor less."
"The question is," said Alice, "whether you can make words mean so
many different things."
"The question is," said Humpty Dumpty, "which is to be master - that's
all." -- Lewis Carroll (Through the Looking Glass)
There are four distinct areas in which the school may have contact with the
media.

Initiating Publicity.

Invited to comment on indirect local/national news
story.

Invited to comment on a low-key news story specific
to The Colleton.

Invited to comment on a crisis within the school.
In all cases it is imperative that we provide a simple effective message.
"Communication is the response we get"
1.
Initiating Publicity
From time to time in order to promote an event or share in the school's success
a member of the SMT may decide that some form of publicity is required. This
means that the school will contact the appropriate media. The head teacher or
their appointed spokes-person will make this contact.
When seeking publicity for the school the following points are to be considered.

Use the contact details for media agencies from the current list held in the
school office.

Make contact in good time; be aware of local press news deadlines etc.

Prepare a statement in writing before you make contact even if the contact
is to be verbal.

Keep a copy of the statement along with any notes made including name of
contact.

If it is not possible to send a written statement always have your statement
read back to you ensuring that all details (spellings etc.) are correct.

If a reporter is attending the event identify a spokesperson, staff member or
pupils to be interviewed in advance.

Ensure all participants are adequately briefed.

Be aware of those children in school who should not be photographed.
2.
Invited to comment on indirect local/national news story.
3.
Invited to comment on a low-key news story specific to The Colleton.
There may be times when we are invited to comment on a particular issue
either specific to the school or some national or local matter for a more general
news story. Such contact is made most commonly by telephone and in order
that we can respond in a clear and concise manner the following additional
points are to be considered.
"Use tasteful words. You may have to eat them later".

If invited to comment on any issue contact the head teacher before
making any comment.

The head teacher or their agreed representative should be responsible
for contact with the media.

Understand who is asking you to make the comment. Listen for clues to
what the interviewer wants, quite often they will have decided on what
line is to be taken.

Give yourself time to think and prepare, beware of off the cuff responses.
Arrange to call the reporter back agree a time and stick to it.

Never say "No comment" It will often lead to a suspicion that there is
more to a story than there is.

Beware of making jokes they are often misinterpreted.

Follow points above in section 1. for preparation of written statement.

Be clear at the outset about areas you cannot discuss.

Answer questions as simply as possible avoid over elaboration.

Check back that your questioner has understood the points that you have
made.

Never be lead into criticising another person or organisation.
4.
Invited to comment on a crisis within the school.
In times of extreme crisis the media may arrive on the doorstep without prior
invitation. It is sensible to have considered various adverse situations in
advance and have had discussions on how best the school could respond. SMT
will have included such emergency plans as part of their ongoing strategic
planning. All of the points raised in 1. 2 & 3. above are relevant to this situation.
In addition the following may also be of use.
"No man means all he says, and yet very few say all they mean, for words are
slippery and thought is viscous. -Henry Brooks Adams "The Education of Henry
Adams"

Ask about expected areas of questioning before preparing your
statement.

Ask who else may be included in the report.

Remember that words once said cannot be unsaid.

Avoid commenting on stories of a scandalous nature.

Prepare what you want to say, using the questions as a vehicle for giving
your preferred answers.

Be honest never give inaccurate or misleading information.
5.
Some General Points

Interviews in school time and on school premises come under the control
of the Headteacher. Any interviews or participation by pupils in any form
of media coverage must take place in the presence of either the head
teacher or the class teacher. Parents permission has been sought for all
general day to day issues and staff are aware of those children who are
not to be included in such activities. However at the discretion of the
Headteacher parental permission should be obtained prior to the
interview /participation of the child.

In all cases media coverage that threatens the good reputation of the
school or invades the personal privacy of the participant will be
prevented.

Home addresses or telephone numbers for pupils or staff will not be
divulged.