Guidelines set to provide clarity, consistency
With media attention on schools likely to grow in the coming months as Governor Andrew Cuomo announces his budget plan details and the New York State Education Department continues to roll out its changes and mandates, Capital Region BOCES is sharing guidelines with all staff on how to work with media.
| Reminder: opt-out policy
for release of student info |
| BOCES switched
in the 2010-2011 school year to an "opt-out" policy for
release of student information and photographs to media and
in BOCES publications. What it means: BOCES staff must annually alert all parents/guardians and eligible students (those 18 years or older) that they have the right to "opt-out" or not have their student's/own photograph or information included in BOCES publications or released to media. Once that notification has been given, staff can publish and release student information as they see fit — unless they receive written notification from the parents/guardians or eligible students stating otherwise. Download a sample annual notice in Microsoft Word or as a PDF. |
Previously distributed to managers, the guidelines cover common interactions with media; if you have any questions, please speak with your supervisor. Most of these guidelines have been used informally throughout the organization for years, but are being put into print now to ensure consistency across the organization.
"Getting messages to the community about our programs and activities is key for Capital Region BOCES," said District Superintendent Charles Dedrick. "But we just want to ensure our messages are consistent and further the goals of BOCES as an organization."
If a reporter contacts you...
As an employee of Capital Region BOCES, you may occasionally be called by a reporter to comment on the work you do or to give a local perspective on a national education issue or trend. It is impossible to predict the variety and scope of news stories that staff may be called to comment upon. Judgment calls will need to be made ― which is why it is important that you always notify your immediate supervisor and division communications specialist before speaking as a representative of BOCES. (Division communication specialists are listed on the bottom of the front page of BOCES Insider.)
If you have a topic or story you want to publicize...
First, ask your supervisor about publicizing the event or topic. If together you agree the story should be publicized, then:
1. Contact your division communications specialist to discuss the various options for publicizing your story, including press releases, the BOCES Web site or BOCES internal or external newsletters. Your communications specialist knows all the options and can help you get maximum exposure for your story ― and give you a realistic expectation of coverage.
2. Work with the communications specialist to draft a release or story.
3. Ask your supervisor/program manager to review the draft release or story; the communications specialist will also have it reviewed by the District Superintendent.
Guidelines for BOCES staff working within school districts...
Many staff employed by Capital Region BOCES spend much of their work day within area school districts and may find themselves called upon to speak on behalf of the district OR BOCES.
It is important to follow and respect the media policies or guidelines that exist in the school district(s) you serve. It is always better to get prior authorization from the building principal and/or school superintendent before responding to a reporter or initiating media coverage. Most school districts also have a communications office that may prefer to take the lead on school-related publicity.
Bottom line? Know and respect the policies of both BOCES and the district(s) you serve.
Yes, exceptions may apply...
In an organization as large and diverse as Capital Region BOCES, nuances will exist in which exceptions may apply regarding the media guidelines outlined above. In all cases, just be aware of these guidelines and work in conference with your supervisor if there are any questions.
