Dealing with the MEDIA
BUMP & RUN
School Communication in a Crisis
When the local media approaches YOU...
Feeling overwhelmed by the media? Introducing "Bump and Run" - a simple yet effective technique to help school leaders confidently navigate media inquiries.
In today's fast-paced media environment, school leaders are often faced with the challenge of handling sensitive and sometimes difficult questions from reporters. Whether it's addressing a controversy, responding to test scores, or explaining a new policy, effective media communication is crucial for maintaining a positive public image.
The 'Bump and Run' technique—a powerful, no-nonsense approach designed to help school leaders deliver clear, concise responses to even the toughest media inquiries. With this method, leaders can confidently turn challenging questions into opportunities, leaving the press with a positive takeaway about the district. In some cases, this technique can even flip a negative story, transforming it into a narrative that promotes and strengthens your district's reputation.
Scenario 1
Reporter:
Tell me about the contaminants found in the drinking water at your school.
School Administrator:
Bump: At this time, we are still waiting for the results from the testing being conducted by our county health department, so I can't provide specific details about the issue just yet. However, I can tell you that we've proactively turned off all water fountains and are providing bottled water for both students and staff.
Run: As soon as we identify the source of the issue, we will promptly communicate with our families and staff. In the meantime, have you heard about our new STEAM classrooms? Our elementary students are exploring the components of water and diving into exciting, hands-on science activities
Scenario 2
Reporter:
We have received information that the district has fired a long-time football coach for racist comments made during a pre-game speech to players. Is it true?
School Administrator:
First, please clarify your question. Are you inquiring about the termination of the coach or the allegations regarding racist comments?
Reporter:
Both
School Administrator:
Bump: First, I can confirm that Coach ________ is no longer employed by the district. However, I cannot address your second question due to the sensitive and confidential nature of personnel matters.
Run: What I can tell you is this: racism in any form has no place in ___________ Public Schools. We are wholeheartedly committed to creating a safe, supportive, and inclusive environment for every student and staff member. Our dedication goes beyond words—we actively implement professional development and innovative programs focused on Diversity, Equity, and Inclusion (DEI) across our schools. Have you heard about any of these initiatives? Let me share some of the impactful programs and trainings we offer that are making a real difference in our community.
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Scenario 3
Reporter:
While analyzing this year's test scores, there seems to have been a significant drop off in student achievement compared to last year. Why is that?
School Administrator:
Bump: Academics are our business; of course, we want students to achieve. But, a single test score does not tell the entire story.
Run: It’s essential to note that we use multiple assessments throughout the school year to gauge exactly where students are in their learning journey. By closely analyzing these results, we can create targeted plans to boost achievement for all students. As we learn more about each individual’s strengths and needs, we connect them with opportunities in AP, dual enrollment, or CTE programs—ensuring they’re on the path to success. Have you heard about these programs and the impact they're making?
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Scenario 4
Reporter:
You claim you need the community to support a bond for significant improvements to the high school and middle school. What do you say to parents of students in the elementary buildings? They aren't getting anything from this bond; why should they support it?
School Administrator:
Bump: It's true that the school district has needs across multiple buildings, but we recognize that we must go to voters over time for improvements to our facilities as we do not want to seek a tax increase.
Run: Our school district is deeply committed to being fiscally responsible and conservative with taxpayer dollars, understanding and valuing the hard work of our community. Right now, we’re focusing on addressing specific needs in some of our buildings while keeping in mind that our youngest students will soon transition to our upper-grade levels. In the meantime, our elementary schools offer an array of exceptional programs—from immersive STEAM projects and early literacy initiatives to hands-on discovery labs and creative arts opportunities—all designed to nurture and inspire our little learners. Have you heard about these amazing programs?
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