Managing contact with the media
Boards play a vital role in governing schools and kura in New Zealand.
As community representatives, boards may be approached by the media for comments on a range of topics.
Effectively managing these interactions will help protect a school’s reputation, ensure clear communication of key messages, and safeguard sensitive information.
A well-prepared board can confidently deal with the media, which helps to build and maintain trust with its school community.
What are the benefits of working with the media?
From celebrating student successes to maintaining transparency in times of crisis, working with the media has many benefits.
Schools could actively seek positive media opportunities to showcase achievements by:
- Issuing press releases on key events
- Inviting journalists to school functions
- Proactively sharing success stories through media channels.
If there is an incident, working with the media can be a chance for your board to:
- Clearly communicate its position
- Reinforce its commitment to student wellbeing and education
- Reassure the community that appropriate steps are being taken in collaboration with relevant authorities.
Should you have a delegated spokesperson?
We recommend that only an authorised spokesperson engages with the media. This ensures a consistent and controlled message.
Usually, the presiding member will act as the spokesperson, although the task can be delegated to the principal or any other board member.
The spokesperson must be able to present your board’s position confidently, remain professional under pressure, and ensure key messages are delivered clearly.
Any delegations should be recorded in your board’s delegations registeropen_in_new.
How can you plan ahead?
Planning ahead gives your board greater control in media situations, enabling you to respond quickly to bad news, manage controversial issues, and communicate good news.
Take some time to consider:
- Who is authorised to speak to the media on behalf of your board
- The process for responding to media enquiries
- What key messages you want to communicate
- Confidentiality and privacy considerations.
You should also ensure that:
- All members of your board know the “speak with one voice” rule.
- Everyone knows your board’s spokesperson and that they alone handle media communications and online responses.
- School procedures for releasing information comply with the Privacy Act 2020open_in_new and the Official Information Act 1982open_in_new
- An up-to-date contact list is maintained so you can quickly reach the right people for advice and support, especially in a crisis.
What should you do if the media contact you?
If contacted by any journalist for comment, your board’s response should be reliable, timely, accurate, and aligned with the school’s values.
All enquiries should be directed to your delegated media spokesperson.
If an immediate response is not possible, the spokesperson should acknowledge the enquiry and provide a clear timeline for when a response will be given.
Above all else, the wellbeing of students, staff, and any impacted community members should remain the top priority.
It’s crucial that all members of the school community are kept just as informed as the media.
How should your spokesperson respond to a media enquiry?
Before responding, your spokesperson should:
- Gather all relevant information to ensure accuracy.
- Consult other board members or the principal if needed.
- Seek advice from the Ministry of Education and us, particularly if the issue is sensitive or a crisis.
- Engage a reputable media coach (if required).
- Anticipate potential questions and prepare concise, clear answers
When responding, your spokesperson should:
- Remain calm and ensure all statements are factual and measured.
- Stick to agreed-upon messages and avoid speculation.
- Focus on the facts and avoid personal opinions or unverified details.
- Ensure that statements reflect the school’s values and policies.
- Protect the privacy of individuals, including students, staff, and community members.
What about the school’s digital and social media platforms?
Most schools now have a media presence through a school website and/or official social media account.
We recommend setting clear expectations on the following:
- Who can post, and what content is appropriate
- How online discussions are monitored
- The process for addressing any issues
- Avoiding online arguments or speculation.
For more tips, read the Ministry of Education’s guidelines on Managing Negative Social Mediaopen_in_new.
Questions your board could ask
- Do we have a person delegated to speak to the media?
- Have we recorded this in our delegations register?
- Do all board members understand the importance of confidentiality and speaking with one voice?
- Do our staff have a process for handling any media enquiries?
- Does this process include guidance on what actions staff should take if contacted by a journalist?
- Have we reviewed any recent media contact to ensure we responded appropriately?
- Can we change anything in our planning to improve how we deal with the media?
Templates, resources, and references
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Links from us
Ministry of Education
Legislation