Amidst Crisis, Be Prepared for Tough Questions.

Administrators often find themselves the focus of news media attention during a school crisis. However, contact with the media, even in the midst of a crisis, can be an opportunity to educate the public and gather support for schools.

School district leaders need to consider carefully who will represent the district when responding to a tragedy and consider how that response will be communicated to the public. Through planning and execution of the plan, the interview can result in a positive outcome for everyone.

The following guidelines will assist school administrators in preparing for interviews with the press following a school-related crisis.

* Select a specific contact person to respond to the media during and following a crisis.

Consider using a media representative who is not a building administrator. This allows the administrator to continue his or her daily schedule and still maintain a positive leadership role with the public. Consider using a district crisis team member to be the media liaison. Team members are actively involved in the crisis so they are in a good position to accurately reflect the event while being removed from the political association between district administrators and the media.

Choose someone who is verbally deft, calm under pressure, and a quick thinker. This person also should be able to guide the media interview into a positive outcome and avoid being maneuvered into a corner.

* Adequately prepare for media interviews before the first question.

Avoid surprises by asking questions of those on the scene. Get as much information as you can before the interview begins. Find out what will be asked so you can prepare a thorough response. By anticipating the worst question, you will be prepared for an appropriate response.

Determine your objective for the interview, then structure your responses to accomplish it. Don't let the media rush you. If you feel you need more time to prepare, ask for it. Be knowledgeable about all events surrounding the crisis and what is being done to assist students, staff, parents, and community members.

* During the interview, follow some basic principles.

First, be honest. Do not try to deceive the interviewer or your audience. Never say "no comment." It sounds as if you have something to hide. If you don't know the answer, say so. Tell reporters you will get back to them with an answer.

Everything you say, even something you believe is "off the record," is fair game to the press, so use caution when casually talking with reporters. Always be cognizant of the location of microphones or cameras nearby. Assume they are on.

Make sure you accomplish your goal for the interview. Use your answers to move a question from where you are to where you want to be. In other words, use the reporter's question as an opportunity to accomplish your objective.

* You have some responsibility to ensure the success of the interview.

Using an outline may promote organized and focused responses. Provide newspaper reporters with supplemental notes to assist their understanding of the crisis situation. Asking the reporter to read you the story before publication or broadcast may help clarify any confusing points and ensure its accuracy.

During a radio interview, be aware of background noises, put energy in your voice, and respond in complete sentences. Rather than read a prepared statement, write down the important points and then elaborate with your own words. Television interviews require additional attention to your physical presentation. Look at either the camera or the reporter, then stay with that focal point. Do not shift your gaze back and forth. Avoid any distracting objects in the background.

Most importantly, do not allow media into the school where the crisis is occurring. You must protect the privacy of the students and staff. This can be done, however, while still cooperating with the media by arranging interviews away from the school and those impacted by the tragedy.

John Dudley is the author of When Grief Visits School, published by Educational Media Corp., Minneapolis, Minn.