When it comes to reporters seeking comment on a controversial subject, the best way to come out on top is by being prepared. Review the following tips and keep them near the phone so that you can refer to them when reporters call.
Beyond the desire to avoid controversy is the fear of many school administrators of not knowing where the line is between public and private information. It can seem like the lesser of two evils to respond
--from Keeping the Wolves at Bay (Bernstein, 2004)
with “no comment” or refuse to answer a reporter’s question vs. taking the risk of sharing information that by law you weren’t supposed to. According to Carol Greta, legal consultant for the Iowa Department of Education, it’s important to be clear about those situations where information is privileged. “When it comes to personnel matters, without the individual’s consent, you can’t say anything about discipline situations except for reporting any board action that was taken in open session,” said Greta. “Same goes for student discipline, meetings with the board’s attorney about pending litigation, or real estate negotiations, and other matters deemed to be confidential in Iowa’s Open Meetings and Open Records laws.” You can (and should, if asked) share information about an individual’s professional degree, licensure and endorsement, dates of employment and positions held—both past and present. Beyond that, most everything else is public information and, as a public official, you have an obligation to provide some sort of explanation when a question is posed.
Even when you can’t talk about a matter because the information is protected, it’s important to be clear about your reasons. Most reporters regard the phrase “no comment” as inflammatory and secretive. Answer with something along the lines of “there is some information about public employees that is simply not public, so I can’t answer that.” Your response will likely be quoted but leaves nothing to the imagination as to why you are not responding with specifics.
There are “in your face” reporters, just like there are in-your-face teachers, sales people and others. Allowing a reporter to rattle your cage will almost guarantee a response that you won’t be happy with. The best way to avoid this situation is by being prepared for the call. If a controversial situation is brewing in your district, anticipate a call from your local newspaper, radio or television station and decide in advance how you will respond. Assume that at best, you will deliver three key message points. Or better yet, be proactive with the district’s side of the story and issue a news release with factual, brief information. Remember that it is to everyone’s benefit that the reporter gets the story right. Don’t make getting the facts difficult. If a reporter does catch you off guard, it’s perfectly fine to ask for an hour to collect some background information and call back. Just be sure to call.