March 2011: Working with the Media
A trusting school district–media relationship is vital to district–community relationships
By Gail M. Zeman


ImageWhat do school business administrators and media reporters have in common? Not much, you say? Consider this:

Media reporters have a job to do.
So do school business officials.

Media reporters talk to the public.
So do school business officials.

Media reporters are required to know enough about a broad range of topics to convey accurate, timely, balanced information that their audience will understand.
So do school business officials.

The media world is experiencing massive changes and cutbacks.
So is public education.

Your local education reporter can be your best friend or your worst enemy. Spending some time getting to know reporters, developing a sense of trust, and recognizing that you can met each other’s needs can go a long way toward making the school district–media relationship positive and symbiotic.

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Gail M. Zeman is a school business management consultant in Massachusetts. Email: gailzeman@gmail.com 



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March 2011 Table of Contents

THE ABCs OF COMMUNICATION 

12 Planning to Communicate: A Budget Companion
By Marvin Dereef, SFO

16 How to Communicate Your Budget to Nonfinance People
By Linda Jones, CPA

18 Tips for Working with the Media
By Gail M. Zeman

20 How Are You Doing? Key Performance Indicators and Benchmarking
By John P. Fahey

24 After-School Activities and Security: Another Challenge
By Robert Ruder, Ed.D.


ASBO SPECIAL

26 Reflections on ASBO’s Centennial Celebration


DEPARTMENTS

4 PRESIDENT’S MESSAGE
"What We've got Here is a Failure to Communicate"
By Charles E. Linderman, RSBA

6 PUBLISHER’S MESSAGE

8 EXECUTIVE DIRECTOR’S MESSAGE
Communicating Without Filters
By John D. Musso, CAE, RSBA

30 LEGAL AND LEGISLATIVE ISSUES
Christian Legal Society v. Martinez: Regulating the Use of School Facilities
By Charles J. Russo, J.D., Ed.D., and William E. Thro, M.A., J.D.

34 RISK MANAGEMENT
Increasing Efficiency with Web-Based Communication Tools
By Michael Sheppard and Tom Strasburger

36 TIPS, TOOLS, AND RESOURCES
SBA-Speak: A (Mostly Serious) Guide to Acronyms and Terms Used In School Business Administration

39 CORPORATE CORNER
Gaining — and Keeping — Corporate Support
By Margit Weisgal, CME


Next month in School Business Affairs:
April 2011
Kids and Community


For more information on School Business Affairs, contact ASBO’s Siobhan McMahon at 866/ 682-2729, x7076 or email  ASBOSBA@asbointl.org


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