CREATING THE RIGHT IMAGE FOR THE TEACHING INDUSTRY

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CREATING THE RIGHT IMAGE FOR THE TEACHING
INDUSTRY
Prepared and Presented by Dr Charlene Ashley
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MEDIA AWARENESS FOR TEACHERS
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WHO IS A TEACHER?
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• Each person is employed to an institution or
  organisation
• And every boss has a boss
• To which organisation are you employed?

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• How do you affect the image of yourselves as a
  group
• How do you affect the image of your employer

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How can you help in redefining your image?
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THE MEDIA AND YOU
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• DONT BELIEVE THE HYPE

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MEDIA AWARENESS

• Whether you are a media novice or well versed in
  media relations, getting the message right with
  the media can be a real challenge - getting it
  wrong is just not an option.

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CREATING AN IMAGE The Right Image

• In participating in an interview you are creating
  an image of your profession and in turn of the
  education system
• Thus, any media appearance must be approached
  with confidence, taking control, managing the
  media more effectively and effortlessly.

MEDIA AWARENESS
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Get it Right the First Time

• We show you how to get it right the first time
  because
• You never get a second chance to make a first
  impression!
• Say the wrong thing to a journalist at the wrong
  time and the results could be devastating to your
  profession and your school.

MEDIA AWARENESS
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WHAT IS PUBLIC RELATIONS?
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Creating Maintaining a Positive Image

• Public relations (PR) is the managing of internal
  and external communication of an organisation to
  create and maintain a positive image.
• Public relations may involve popularising
  successes, downplaying failures, announcing
  changes, and many other activities
• It is the process by which entities work more
  closely with its various publics and form win-win
  relationships.

PUBLIC RELATIONS
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• Public relations includes ongoing activities
  to ensure the institution has a strong public
  image

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Helping the Public to Understand

• Public relations activities include helping the
  public to understand the organisation /
  institution and its products.
• Similar to effective advertising and promotions,
  effective public relations often depends on
  conceptualising and implementing a well-designed
  public relations plan.

PUBLIC RELATIONS
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PUBLIC RELATIONS

• Often, public relations is conducted through the
  media, that is, newspapers, television,
  magazines, etc. Publicity is mentioned in the
  media.
• Institutions usually have little control over the
  message in the media
• Regarding publicity, reporters and writers decide
  what will be said.

PUBLIC RELATIONS
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What Impressions do You Want to Create

• Consider
• What groups of stakeholders do we want to appeal
  to and how?
• What impressions do you want each of your
  stakeholder to have?
• What communications media do they see or prefer
  the most?
• Consider collaborations, TV, radio, word of
  mouth,
• What messages are most appealing to each
  stakeholder group?

PUBLIC RELATIONS
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• MEDIA RELATIONS

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Creating a Media Team

• Within the school actually within any
  institution, there is the inclination to be
  egalitarian with respect to who should deal with
  the media. While this may create an atmosphere of
  internal fairness, it will not always get the
  desired results.

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The Entire System is Dependent on What You Do

• As times changed, and we see public relations in
  increasingly life and death terms,
• We recognise that those we serve deserve the best
  we can provide, rather than it offering an
  "experience" for those who may not be well suited
  for the job.
• Lives depend on what we do, and we must never
  lose sight of that truth.

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A Professional Approach to Handling the Media is
Essential

• The devise of a chain of command is critical to
  the process of effective media management.
• Roles may overlap, and often can be handled by
  the same person, thus each must be clear on their
  roles

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THE SPOKESPERSON

• The spokesperson must be someone who is-
• personable,
• can succinctly articulate the issues, and is
• willing to spend a great deal of time on the
  telephone.

THE SPOKEPERSON
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While the Spokesperson Must be Someone who is
Articulate, he/she Should also be More Than That

• He/She should -
• be a good listener,
• have camera presence,
• be well-informed about the issue at hand,
• be able to think quickly on his/her feet,
• have credibility,
• be able to develop a good rapport with a
  reporter, and
• be intuitive enough to know when a reporter is
  not friendly.

THE SPOKEPERSON
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Know Your Interviewers

• Do they have a reputation for honest reporting?
• Are they sympathetic to your issue?
• Are they fair?
• Or combative?

THE SPOKEPERSON
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Be Humble

• If you want to learn to be a good spokesperson-
• Spend time listening to others who are good at
  the job.
• Research your issue until you know it inside and
  out and can hold your own in a conversation or
  debate.
• Think through each question that you are likely
  to be asked, and consider carefully the possible
  responses.
• Always be ready to revise and refine. Listen for
  "good lines" that others may use.
• Be humble. You always have more to learn

THE SPOKEPERSON
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HANDLING THE MEDIA

• Never lie to a reporter.
• If you don't know an answer, simply say so, but
  add that you will be happy to find out and get
  back to them.
• If you are not at liberty to discuss a particular
  aspect, again, say so, but never lie. Your lie
  will be discovered, and a good story will turn
  bad. Many learned this the hard way.
• Don't be forced into saying something you don't
  want to say. If you don't feel comfortable
  answering a particular question, answer the one
  you want asked.
• Be clear about the point you want to get across.
  Always bring the discussion back to your points.

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Make it Count

• It is important to realise that much of the
  substance you want to communicate gets lost. The
  quote that is inevitably used is the one that is
  the most colorful. Make it count. Everything else
  becomes background.

Handling the Media
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Be smart. Be professional. Learn from others

• Understand the media people you are trying to
  influence and make sure they understand you.

Handling the Media
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THE MINISTRY OF EDUCATIONS MEDIA COMMUNICATION
PROCESS
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• TIPS FOR
• PUBLIC SPEAKING

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Know the Needs of your Audience and Match your
Contents to their Needs.

• Know your material thoroughly.
• Put what you have to say in a logical sequence.
• Ensure your speech will be captivating to your
  audience as well as worth their time and
  attention.
• Practice and rehearse your speech at home or
  where you can be at ease and comfortable, in
  front of a mirror, your family, friends or
  colleagues.
• Use a tape-recorder and listen to yourself.
  Videotape your presentation and analyze it.
• Know what your strong and weak points are.
• Emphasize your strong points during your
  presentation.

PUBLIC SPEAKING
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When you are Presenting in Front of an Audience,
you are Performing as an Actor is on Stage

• How you are being perceived is very important.
• Dress appropriately for the occasion.
• Be solemn if your topic is serious.
• Present the desired image to your audience. Look
  pleasant, enthusiastic, confident, proud, but not
  arrogant.
• Remain calm.
• Appear relaxed, even if you feel nervous.

PUBLIC SPEAKING
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Establish a Rapport with your Audience

• Speak slowly, enunciate clearly, and show
  appropriate emotion and feeling relating to your
  topic.
• Establish rapport with your audience.
• Speak to the person farthest away from you to
  ensure your voice is loud enough to project to
  the back of the room.
• Vary the tone of your voice and dramatize if
  necessary.
• If a microphone is available, adjust and adapt
  your voice accordingly.

PUBLIC SPEAKING
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Body Language is Important

• Standing, walking or moving about with
  appropriate hand gesture or facial expression is
  preferred to sitting down or standing still with
  head down and reading from a prepared speech.
• Use audio-visual aids or props for enhancement if
  appropriate and necessary.
• Master the use of presentation software such as
  PowerPoint well before your presentation.

PUBLIC SPEAKING
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Do Not Over-dazzle

• Do not over-dazzle your audience with excessive
  use of animation, sound clips, or gaudy colors
  which are inappropriate for your topic.
• Do not torture your audience by putting a lengthy
  document in tiny print on an overhead and reading
  it out to them.

PUBLIC SPEAKING
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Speak with Conviction as if you Really Believe in
What you are Saying.

• Persuade your audience effectively.
• The material you present orally should have a
  logical progression from-
• INTRODUCTION
• BODY - strong supporting arguments, accurate and
  up-to-date information
• CONCLUSION - re-state objectives of presentation,
  summary, and logical conclusion

PUBLIC SPEAKING
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Do Not Read ..Maintain Eye Contact

• Do not read from notes for any extended length of
  time although it is quite acceptable to glance at
  your notes infrequently-
• Speak loudly and clearly.
• Sound confident.
• Do not mumble.
• If you made an error, correct it, and continue.
• No need to make excuses or apologise profusely.

PUBLIC SPEAKING
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Maintain Sincere Eye Contact with Your Audience

• Use the 3-second method
• Look straight into the eyes of a person in the
  audience for 3 seconds at a time.
• Have direct eye contact with a number of people
  in the audience, and every now and then glance at
  the whole audience while speaking.
• Use your eye contact to make everyone in your
  audience feel involved.

PUBLIC SPEAKING
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SPEAK, LISTEN, REACT, ADJUST

• Speak to your audience, listen to their
  questions, respond to their reactions, adjust and
  adapt.
• If what you have prepared is obviously not
  getting across to your audience, change your
  strategy mid-stream if you are well prepared to
  do so.
• Remember that communication is the key to a
  successful presentation. If you are short of
  time, know what can be safely left out.
• If you have extra time, know what could be
  effectively added.
• Always be prepared for the unexpected.

PUBLIC SPEAKING
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Reflect and Think

• Pause.
• Allow yourself and your audience a little time to
  reflect and think. Don't race through your
  presentation and leave your audience, as well as
  yourself, feeling out of breath.
• Add humor whenever appropriate and possible.
• Keep audience interested throughout your entire
  presentation.
• Remember that an interesting speech makes time
  fly, but a boring speech is always too long to
  endure even if the presentation time is the same.

PUBLIC SPEAKING
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Use Audio Visual Aids Handouts

• When using audio-visual aids to enhance your
  presentation, be sure all necessary equipment is
  set up and in good working order prior to the
  presentation.
• If possible, have an emergency backup system
  readily available.  Check out the location ahead
  of time to ensure seating arrangements for
  audience, whiteboard, blackboard, lighting,
  location of projection screen, sound system, etc.
  are suitable for your presentation.
• Have handouts ready and give them out at the
  appropriate time.
• Tell audience ahead of time that you will be
  giving out an outline of your presentation so
  that they will not waste time taking unnecessary
  notes during your presentation.

PUBLIC SPEAKING
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Establish a Rapport with your Audience

• Speak slowly, enunciate clearly, and show
  appropriate emotion and feeling relating to your
  topic.
• Establish rapport with your audience.
• Speak to the person farthest away from you to
  ensure your voice is loud enough to project to
  the back of the room.
• Vary the tone of your voice and dramatize if
  necessary.
• If a microphone is available, adjust and adapt
  your voice accordingly.

PUBLIC SPEAKING
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Know when to STOP Talking

• Use a timer or the microwave oven clock to time
  your presentation when preparing it at home.
• You don't bore your audience with repetitious or
  unnecessary words in your oral presentation.
• To end your presentation, summarize your main
  points in the same way as you normally do in the
  CONCLUSION of a written paper.
• Remember, however, that there is a difference
  between spoken words appropriate for the ear and
  formally written words intended for reading.
• Terminate your presentation with an interesting
  remark or an appropriate punch line.
• Leave your listeners with a positive impression
  and a sense of completion. Do not belabor your
  closing remarks.
• Thank your audience and sit down.

PUBLIC SPEAKING
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• THANK YOU
• FOR ALLOWING ME
• TO MAKE THIS
• PRESENTATION
• TO YOU

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PREPARED AND PRESENTED BY DR CHARLENE
ASHLEY DIRECTOR OF COMMUNICATIONS MINISTRY OF
EDUCATION