Specific Strategies for Dealing with the Press
After the Feb. 5 Discovery Middle School shooting, we followed a very strict schedule of media conferences in the first few hours after the incident and did not take questions because so much was still unknown. This was the initial media conference timeline:
1. Immediately following the incident, we confirmed the tragedy and gave brief details on what was being done to secure the students and get them home as quickly as possible.
2. Once students were gone from the campus, we provided more information on what the public and the media could expect over the next few hours.
3. Two to three hours later, we gave final details for that day, plans for the weekend, and what the media could expect the following day.
At each news conference the first day and for the days that followed, we used the same speakers to maintain consistency:
1. The police chief gave updates on the status of the case and the victim who passed away in the early evening.
2. The school superintendent gave updates on the school system response and upcoming plans for providing assistance to students and families.
3. The mayor gave updates on what the community was doing in support of the tragedy and how others could help.
Each speaker had prepared notes for each conference, each one stayed “in his lane,” and each one provided as much information as possible in his area. Speakers did not answer questions more appropriately answered by someone else, nor did they speculate about the case.
We made sure we provided at least some new content at each conference so journalists had something new to report for upcoming newscasts. At the end of each news conference, we announced the time and location of the next one.
Campus at a Glance
Discovery Middle School serves over 1,000 students in grades 7-9 and is located in a suburban community with population of more than 40,000 just west of Huntsville, Ala. The district has 10 schools, approximately 8,600 students, 600 certified staff members and a $60 million annual operating budget.
