Prepare yourself and your school staffers for when enviable: Eventually the media will come calling, whether you want them to or not. Be ready for it.

• List three (or more) main messages you want to convey. Always come back to those messages.
• Think of the audience for your messages. The audience is usually your district families – not the reporter!
• Be certain that any students who could potentially be photographed have signed video releases.
• Walk the hallways and classrooms that the media will see; remove litter or unsightly clutter. Is your entryway welcoming?  Remember pictures speak more loudly than words.