Leadership in a Media Driven World Perception is Reality Minnesota Association of School Business Officials Duluth, Minnesota5 May 2016 1 Copyright 2012 Diamond6 Leadership and Strategy, LLC Dr. Jeffrey D. McCausland Diamond 6 Leadership and Strategy, LLC Why school should leaders care? Little Rock 1957 Marinette, Wisconsin Dec 2010 School of Thought The Wisconsin Teachers' Crisis: Who's Really to Blame? By Andrew J. Rotherham Friday, Feb. 18, 2011 4 What do we mean by Media? According to the Oxford Dictionary the media is defined as: The main means of mass communication (especially television, radio, newspapers, and the internet). EXAMPLE: The campaign won media attention. Is dealing with the media a new phenomenon????? 5 1
Uncertainty/Complexity 4/18/2016 Not a new issue for public officials I could walk the length and breadth of the nation by the light of the fires of me burning in effigy. Washington wrote to Hamilton in his last year in office that he had a disinclination to be longer buffeted in the public prints by a set infamous scribblers. 6 Changing Leadership Landscape.. Back to Gettysburg: Sliding Scale of Leadership Train for Certainty Future - Physical Strength - Physical Courage - Doing - Reacting - Touching - Direct Leadership - Climate - Policies - Direction Educate for Uncertainty - Intellectual Strength - Moral Courage - Thinking/Planning - Anticipating-Thinking in Time - Influencing - Indirect Leadership - Culture - Values - Purpose Today 186 Tomorrow Today 186 PLT CO BN BDE DIV CORPS Direct Organizational Strategic Middle Managers Ex VP - CEO 7 World is changing and so is the media 9 2
10 11 General Krulak, former Commandant, US Marine Corps The inescapable lesson of Somalia and of other recent operations is that their outcome may hinge on the decisions made and by actions taken at the lowest level In many cases, the individual Marine or soldier will be the most conspicuous symbol of American foreign policy and will potentially influence not only the immediate tactical situation, but the operational and strategic levels as well. His actions, therefore, will directly impact the outcome of the larger operation; and he will become the Strategic Corporal. What US public official has had the greatest impact on the War on Terrorism? 12
Sadly, this is a Strategic corporal PFC Lynndie England and there is one in your organization as well! 1 Our adversaries understand this well I say to you that we are in a battle, and that more than half this battle is taking place in the battle field of the media. And that we are in a media battle in a race for the hearts and minds of our nation. -Letter from Al Zawahiri to Abu Musab al-zarqawi in Iraq, 2005 14 So what do we do? 15 4
Thoughts on dealing with information and the media "The basis of our governments being the opinion of the people, the very first object should be to keep that right; and were it left to me to decide whether we should have a government without newspapers or newspapers without a government, I should not hesitate a moment to prefer the latter. But I should mean that every man should receive those papers and be capable of reading them." -- Thomas Jefferson 16 Press Conference or Interview Is an Opportunity to Speak But you haven t asked mine!!! -- Lyndon Johnson Look at the good news.it could have been hemorrhoids! nd Strategy, LLC -- Johnson aide 17 Copyritght 2012, Diamond6 Leadership a Don t get stuck on stupid! LTG Russ Honore, Commander, Katrina Recovery Operation Remember just because you refuse to talk to them does not mean there will be no evening news tomorrow 18 5
Bad news does not get better with age it is not like rare wine! 19 CREDIBILITY It s kind of like virginity..it is hard to get back. -- John Zogby, Washington Pollster Culture may have an impact on the story! 20 Real journalists are NOT entertainers... entertainers are not journalists 21 6
Journalists are NOT cheerleaders. 22 Cheerleaders are NOT Journalists Those involved in public info are not firemen if you stay on the defense, you lose every time. 2 Beware becoming part of the story 24 7
Social Media is here to stay. Teacher Loses Job After Commenting About Students, Parents on Facebook What would King Canute say about Social Media? 7 Fantastic Free Social Media Tools for Teachers 25 Remember perception is reality 26 Social Media Comments(?) after Hurricane Sandy 27 8
Justine Sacco Dir of Corp Communications, IAC/InterActiveCorp Use The Washington Post Test for Email Time for some traffic problems in Fort Lee, Email from Kelly, to David Wildstean, a Christie appointee to the Port Authority, who replied: Got it. later when asked about the effect on school children stuck in the traffic jams Wildstean added they are probably, the children of Buono voters Chrisitie s opponent in the 201 gubernatorial election. (Top) Bridget Anne Kelly, right, stands with Gov. Chris Christie, left, during a tour of the Seaside Heights, N.J. (Bottom) David Wildstean, Christie senior appointee to the Port Authority. Good news does sometimes get published! Response by a Marine Gunnery Sergeant when hit by enemy sniper fire.. 2 9
Dealing with the media must be part of your strategy Derek Jeter did not get a base hit every time and neither will you...have to accept some risk Develop an integrated communication s plan 4 Dealing with the media raises as many questions as it provides answers Excuse me. The machine is making a funny noise and the little light is going in a straight line. 5 10
Who speaks for your organization? Avoid multiple spokesmen! White House Press Spokesman Jay Carney Was the first time they met the local media during a crisis??? 6 How do mature organizations deal with 21 st century media? To care for him who shall have borne the battle and for his widow, and his orphan. --ABRAHAM LINCOLN 7 8 Is your organization developing leaders who can deal with the media in the 21 st century? 11
At the end of the day remember perception is reality 9 Take full advantage of what the media offers!! QUESTIONS??? 4 0 12