::Administrative Regulations for Dealing with the Media
Oftentimes, our districts decide it might behoove them to establish some sort of administrative regulation on dealing with media inquiries, and in particular, on directing staff to refer media inquiries to the proper person and the proper office.

Nola Lionberger, PIO at the Solano County Office of Education is using a CSBA template as a starting point. Their developing paragraph on this issue will read something along the line of:

"In order to help develop strong relations with the media, the Superintendent or designee shall develop a proactive media communications plan. This plan may include, but not be limited to, information related to district programs and needs, student awards, school accomplishments and events of special interest.

The plan shall specify the districts and/or sites primary media contact to whom all media inquiries shall be routed. Spokespersons designated to speak to the media on behalf of the district include the Board president, Superintendent and public information officer. Other Board members and staff may be asked by the Superintendent or designee to speak to the media on a case-by-case basis, depending on their expertise on an issue.

The Superintendent or designee shall provide training on effective media relations to all designated spokespersons."

Margo Minecki, Communications Specialist at the Los Angeles county Office of Education, says the LACOE has a set of media relations guidelines that are available to staff on an intranet-based ToolKit. The ToolKit also offers guidelines and forms on crisis communications, public records act requests, graphics standards, publications procedures, and more. While the media relations guidelines are too lengthy to print here, you can email Margo at minecki_margo@lacoe.edu.

Peggy Marshburn, Director of Communications at Contra Costa County Office of Education says that CCCOE has a Protocol for Responding to Media Inquiries that is taken from the ABCs and tailored to her agency. Peggy has given trainings on this to the entire CCCOE Leadership group. The protocol is in CCCOE’s employee orientation binder and is posted on the internal Web site. You can email Peggy for a copy at pmarshburn@cccoe.k12.ca.us.

::Naming New Schools
We’re always on the lookout for names for those new schools going up all over the state. But we all know that sometimes what’s in a name can cause all sorts of trouble for school district down the road. Below are a few listserv responses to the issue:

Glendale Unified School District policy states that the “naming of all schools, school buildings, special purpose rooms, athletic fields, quads, playgrounds and other campus facilities and areas in the District is subject to approval by the Board of Education and may be in recognition of:

1. individuals, living or deceased, who have made exemplary contributions to the school district and/or community;
2. individuals, living or deceased, who have made contributions of county, state, national or worldwide significance;
3. the geographic area in which the facility is located.

Requests for the naming of schools and school facilities as specified above may originate from the school district or community. They will be referred to the Superintendent for review and recommendation to the Board.”
Madera Unified School District policy gives the Governing Board sole discretion in naming new and existing school facilities and sets the following guidelines:

1. Schools or buildings may be named in honor of local community members who have made outstanding local contributions for the betterment of the community and children. Individuals who have made outstanding contributions to the nation and state and who have been deceased for a minimum of 10 years may be considered.
2. Local geographic areas may be considered, provided adequate research is conducted.
3. Community involvement may or may not be solicited by the Governing Board, and the strategy, if any, to gather community input will be determined by the Board."
4. Because renaming existing schools and facilities could be a highly emotional and costly issue, the Governing Board will need overwhelming evidence of community consensus to change the identity of a school or facility. Even when presented with this evidence, the Governing Board will make the final determination in all cases of naming or renaming facilities or schools.

Mt. Diablo Unified School District policy states that “the Governing Board shall name schools or individual buildings in recognition of:

1. Individuals, living or deceased, who have made outstanding contributions to the county or community
2. Individuals, living or deceased, who have made contributions of state, national or worldwide significance
3. The geographic area in which the school or building is located