Brad Domitrovich

PR Zealot, Speaker, Educator

Posts tagged TSPRA

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TSPRA VOICE Article for TASA INSIGHT Magazine … My article on crisis communication was published in the TASA INSIGHT Spring 2011 magazine. Many thanks to Brad Smith, Craig Verley, and Richie Escovedo for their assistance.When Worlds Collide!(How crisis communication theory meets crisis communication reality)by Brad Domitrovich, PR ZealotWhat is a crisis? By definition, it is a crucial or decisive situation, a turning point. For those of us who happen to be in the school PR business, a crisis is better defined as any event that causes us to stop what we are doing and react. From a personal standpoint, I define a crisis as any situation that makes me reach into my medicine cabinet and grab my favorite bottle of headache relief!Over the past year, I’ve presented crisis communication seminars at several conferences across Texas. In attendance at these workshops were School Board Trustees, Superintendents, District Level Administrators, and Campus Level Administrators. It is always such a breeze lecturing people about what to do in a crisis, especially  when there isn’t one going on at that very moment. It sure is easy being “the expert” on stage answering questions about managing the media when there isn’t a line of reporters at my door. Life is so easy when you’re operating in “theory” mode rather than “reality” mode. I’m a big fan of the show Seinfeld. So what happens when, as the character George Costanza states, “worlds collide”? What happens when reality is here and theory takes a back seat?Every school district has to deal with a crisis from time to time. The ones I have worked for are no exceptions. A couple of months ago, I had a crisis situation pop up. A big one. One of those that you know that within the next twenty-four hours, you are going to be contacted by virtually every media outlet in your market.Instead of getting myself worked up into frenzy mode, I opted to close my office door, sit in the quiet for a few minutes, and jot down some notes as a plan of action. When I finished penning my last bullet point, I realized that what I was jotting down, was a parroting of what I have been presenting as “theory” throughout the past year.Although each crisis is different and should be weighed on its own merit, preparation is paramount. What does being prepared mean? Being prepared for me in this case was reviewing information with key individuals. I made sure that I had all the details I needed so I knew what to say. There is no such thing as having too much information when you are preparing for a media blitz. I reviewed timelines, activities, and actions and made sure that all of us knew what to do and what to say during and after the crisis period. Bradley D. Smith, School Board President for Georgetown ISD reiterates this thought. “My advice to administrators would be to completely understand the facts regarding the crisis and then articulate a strong strategy”, he states. #1: Be prepared.Everyone knows that you should never say no comment. I always try to view the crisis from the eye of the public. Do they want to hear you say “no comment”? Anytime you ignore a crisis situation, it only makes things worse. If we provided no comment, we would have lost our greatest opportunity to control the crisis. #2: Never say “no comment”.Having one spokesperson who is comfortable in front of reporters is an incredible asset in a crisis situation. One individual should always be designated as the primary spokesperson to make official statements and represent the company. A back-up individual should also be identified in the event the primary person is unavailable. “Have a predetermined spokesperson to handle all the information releases and interviews,” explains Craig Verley, Public Relations Director for Mission Consolidated ISD. “One voice with correct and timely info – frees up other staff  to do their jobs in dealing with the emergency situation without media distractions,” he adds. #3: Have one spokesperson.The best time to build a relationship with the media is when you don’t have a major issue in the spotlight. Stay current with reporter names, phone numbers and e-mail addresses. Be proactive. Don’t wait for bad news to begin developing relationships. Mansfield ISD’s Director of Media and Communications Richie Escovedo tells us to “establish positive relationships with the media, community, and advocates before you need them.” #4: Media relations is critical.It is always good practice to confront the situation immediately and take charge. If you’re hoping that the radar doesn’t find you because you’re lying low, that just doesn’t work. Embracing the crisis, being prepared, and having a statement ready allows you to get on with business as usual after only one day of controlled chaos. #5: Bleed for a day, not a week.So those were the five bullet points I jotted down. As I look back, worlds can collide! Managing a crisis can be accomplished as long as you allow “reality” to meet with “theory”.BiographyBrad Domitrovich is a “PR Zealot” with over thirty years of experience in the academic, entrepreneurial, and corporate environment. He is Past President of the Texas School Public Relations Association and served for  six years on the TSPRA Executive Committee. Brad is invited frequently to speak at conferences sponsored by a number of educational organizations. He has delivered keynotes and presentations for several school districts and Educational Service Centers throughout Texas. Currently, Brad is the Director of School and Community Relations for the Georgetown Independent School District. He can be contacted at Brad@Domitrovich.com or (830) 688-9912.

TSPRA VOICE Article for TASA INSIGHT Magazine …

My article on crisis communication was published in the TASA INSIGHT Spring 2011 magazine. Many thanks to Brad Smith, Craig Verley, and Richie Escovedo for their assistance.

When Worlds Collide!
(How crisis communication theory meets crisis communication reality)

by Brad Domitrovich, PR Zealot


What is a crisis? By definition, it is a crucial or decisive situation, a turning point. For those of us who happen to be in the school PR business, a crisis is better defined as any event that causes us to stop what we are doing and react. From a personal standpoint, I define a crisis as any situation that makes me reach into my medicine cabinet and grab my favorite bottle of headache relief!

Over the past year, I’ve presented crisis communication seminars at several conferences across Texas. In attendance at these workshops were School Board Trustees, Superintendents, District Level Administrators, and Campus Level Administrators. It is always such a breeze lecturing people about what to do in a crisis, especially  when there isn’t one going on at that very moment. It sure is easy being “the expert” on stage answering questions about managing the media when there isn’t a line of reporters at my door. Life is so easy when you’re operating in “theory” mode rather than “reality” mode. I’m a big fan of the show Seinfeld. So what happens when, as the character George Costanza states, “worlds collide”? What happens when reality is here and theory takes a back seat?

Every school district has to deal with a crisis from time to time. The ones I have worked for are no exceptions. A couple of months ago, I had a crisis situation pop up. A big one. One of those that you know that within the next twenty-four hours, you are going to be contacted by virtually every media outlet in your market.

Instead of getting myself worked up into frenzy mode, I opted to close my office door, sit in the quiet for a few minutes, and jot down some notes as a plan of action. When I finished penning my last bullet point, I realized that what I was jotting down, was a parroting of what I have been presenting as “theory” throughout the past year.

Although each crisis is different and should be weighed on its own merit, preparation is paramount. What does being prepared mean? Being prepared for me in this case was reviewing information with key individuals. I made sure that I had all the details I needed so I knew what to say. There is no such thing as having too much information when you are preparing for a media blitz. I reviewed timelines, activities, and actions and made sure that all of us knew what to do and what to say during and after the crisis period. Bradley D. Smith, School Board President for Georgetown ISD reiterates this thought. “My advice to administrators would be to completely understand the facts regarding the crisis and then articulate a strong strategy”, he states. #1: Be prepared.

Everyone knows that you should never say no comment. I always try to view the crisis from the eye of the public. Do they want to hear you say “no comment”? Anytime you ignore a crisis situation, it only makes things worse. If we provided no comment, we would have lost our greatest opportunity to control the crisis. #2: Never say “no comment”.

Having one spokesperson who is comfortable in front of reporters is an incredible asset in a crisis situation. One individual should always be designated as the primary spokesperson to make official statements and represent the company. A back-up individual should also be identified in the event the primary person is unavailable. “Have a predetermined spokesperson to handle all the information releases and interviews,” explains Craig Verley, Public Relations Director for Mission Consolidated ISD. “One voice with correct and timely info – frees up other staff  to do their jobs in dealing with the emergency situation without media distractions,” he adds. #3: Have one spokesperson.

The best time to build a relationship with the media is when you don’t have a major issue in the spotlight. Stay current with reporter names, phone numbers and e-mail addresses. Be proactive. Don’t wait for bad news to begin developing relationships. Mansfield ISD’s Director of Media and Communications Richie Escovedo tells us to “establish positive relationships with the media, community, and advocates before you need them.” #4: Media relations is critical.

It is always good practice to confront the situation immediately and take charge. If you’re hoping that the radar doesn’t find you because you’re lying low, that just doesn’t work. Embracing the crisis, being prepared, and having a statement ready allows you to get on with business as usual after only one day of controlled chaos. #5: Bleed for a day, not a week.

So those were the five bullet points I jotted down. As I look back, worlds can collide! Managing a crisis can be accomplished as long as you allow “reality” to meet with “theory”.

Biography

Brad Domitrovich is a “PR Zealot” with over thirty years of experience in the academic, entrepreneurial, and corporate environment. He is Past President of the Texas School Public Relations Association and served for  six years on the TSPRA Executive Committee. Brad is invited frequently to speak at conferences sponsored by a number of educational organizations. He has delivered keynotes and presentations for several school districts and Educational Service Centers throughout Texas. Currently, Brad is the Director of School and Community Relations for the Georgetown Independent School District. He can be contacted at Brad@Domitrovich.com or (830) 688-9912.

Filed under Brad Domitrovich TSPRA TASA Crisis Communication

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Region 12 Summer Leadership Conference … I presented “The Administrative Guide to Crisis Communication Management” this afternoon at the Tenroc Ranch in Salado for the Summer Leadership Conference sponsored by ESC Region 12 in Waco. Pretty neat and relaxing facilities. Just a beautiful ranch to visit. I presented a one hour session to Principals, and then a one hour session to Superintendent’s. Good interaction with the participants. Thanks to my TSPRA friend Jennifer Marshall-Higgins for recommending me to speak.

Region 12 Summer Leadership Conference …

I presented “The Administrative Guide to Crisis Communication Management” this afternoon at the Tenroc Ranch in Salado for the Summer Leadership Conference sponsored by ESC Region 12 in Waco. Pretty neat and relaxing facilities. Just a beautiful ranch to visit. I presented a one hour session to Principals, and then a one hour session to Superintendent’s. Good interaction with the participants. Thanks to my TSPRA friend Jennifer Marshall-Higgins for recommending me to speak.

Filed under Brad Domitrovich Crisis Communication TSPRA ESC12

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Social Media: Friend, Follower, or Casual Observer … This afternoon I will be co-presenting “Social Media: Friend, Follower, or Casual Observer?” at the Texas School Public Relations Association Annual Conference in Austin with Terry Morawski from Mansfield ISD. The presentation is very similar to the one I did last week in Corpus Christi at TASB, but we will be running through the slides very quickly and allowing more time for questions and dialogue. The presentation has been uploaded to SlideShare. Here is the session descriptor: “Communicators are embracing social media tools and why not? Social media is an intrinsic part of our students’ lives and quickly being welcomed by many adult constituents. Where does your district stand? This session explores the options, reviews the successes and examines the challenges as we a look at social media from the administrator, educator and community angles.”

Social Media: Friend, Follower, or Casual Observer …

This afternoon I will be co-presenting “Social Media: Friend, Follower, or Casual Observer?” at the Texas School Public Relations Association Annual Conference in Austin with Terry Morawski from Mansfield ISD. The presentation is very similar to the one I did last week in Corpus Christi at TASB, but we will be running through the slides very quickly and allowing more time for questions and dialogue. The presentation has been uploaded to SlideShare.

Here is the session descriptor:

“Communicators are embracing social media tools and why not? Social media is an intrinsic part of our students’ lives and quickly being welcomed by many adult constituents. Where does your district stand? This session explores the options, reviews the successes and examines the challenges as we a look at social media from the administrator, educator and community angles.”

Filed under Brad Domitrovich TSPRA Social Media School PR

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TSPRA 2010 Annual State Conference … It was great getting into Austin today for the annual TSPRA Conference. It’s always good to see my fellow school PR folks, renew friendships, and make new contacts. In looking through the program, it appears that once again it’s going to be hard to choose which of many great sessions to go to. I attended my final Executive Committee Meeting this afternoon as Immediate Past-President. It is hard to believe that I have served the organization for the past six years. It will be nice to take a break, but I know I will miss the leadership role. My hope is that I will one day be able to serve the organization again.

TSPRA 2010 Annual State Conference …

It was great getting into Austin today for the annual TSPRA Conference. It’s always good to see my fellow school PR folks, renew friendships, and make new contacts. In looking through the program, it appears that once again it’s going to be hard to choose which of many great sessions to go to.

I attended my final Executive Committee Meeting this afternoon as Immediate Past-President. It is hard to believe that I have served the organization for the past six years. It will be nice to take a break, but I know I will miss the leadership role. My hope is that I will one day be able to serve the organization again.

Filed under Brad Domitrovich TSPRA

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Being a Past-President has its privilidges…

Today, the Texas School Public Relations Association’s annual conference in Austin begins. As I sit here in Pipe Creek relaxing with a cup of coffee before heading out, I started to reflect on what it was like one year ago when I was the President instead of the Immediate Past President.

One of the big responsibilities of the President is making sure the conference is awesome. Last year I felt a lot of pressure the week before the conference and spent a lot of time tossing and turning during the night. When I arrived at the hotel to begin the conference last year it was non-stop activity. There was rarely a moment when someone wasn’t whispering something to you, or asking your opinion, or letting you know there was a problem. All in all the conference went off with only a few glitches. The conference planning team we assembled needed to hold their heads high for the tremendous job that was accomplished.

This year is so much different. My responsibilities include only a couple of reports during the Executive Committee Meeting on Sunday, a presentation with Terry Morawski on Monday, and making a brief speech at the Installation Luncheon on Tuesday. So much more relaxing.

Of course the week is still filled with excitement as I begin my new job on Friday as Director of School and Community Relations for Georgetown ISD. Unfortunately because of the weeks time constraints, I have to leave the TSPRA Conference right after the Installation Luncheon to return home. Wednesday and Thursday will be busy at Bandera ISD wrapping things up, training a few people on some of the things I do, and saying farewell. The evenings at home will be just as busy making sure loose ends are taken care of and everything is packed for my new adventure.

Gina gave me a wooden cross with a scripture from Jeremiah engraved on it as a present three years ago when we discussed looking for a new position and moving to the Austin area. I had it hanging in my office and have read it every morning when I arrived and every afternoon when I left. The cross reads “For I know the plans I have for you. Plans to prosper you and not to harm you. Plans to give you hope and a future”.

I am sure glad that God waited until this year to put this tremendous new opportunity into my hands. He always knows the right time for us and picks the right place so we can prosper and have a wonderful future.

Filed under Brad Domitrovich TSPRA prosperity Jeremiah

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TSPRA training for new EC members …

I was able to attend and participate in the TSPRA New Executive Committee Member meeting this afternoon. Julie Jerome (Hays CISD) did a great job organizing the agenda so our new board members are up to snuff really quick.

Larry Goddard (Tyler ISD Foundation) put together a wonderful presentation on the responsibilities of good board members. He focused on the Four F’s: Friedship, Focus, Fidelity, and Future.

Filed under Brad Domitrovich TSPRA Larry Goddard Julie Jerome

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School PR and Social Media …

This past week, I had the opportunity to present “Social Media Overview for School PR Professionals” at the TSPRA San Antonio Regional meeting. We had a great turnout for the lunch and meeting which was hosted by Jorge Topete at the Southside ISD Administrative Building.

Going into the presentation I was starting to get nervous. Although I have enjoyed using blogs and networking sites on a personal basis for a while, I am certainly not an expert.

Click here for the rest of the article.

Filed under TSPRA SASPRA Social Media Brad Domitrovich