ABSTRACT
The media’s commitment to engaging readers and giving everyone a voice by inviting comments online can also work against schools when inaccurate or unpleasant contributions are posted beneath a story. Media organisations have a responsibility to moderate reader comments but, they would argue, have to draw a fine line between curbing the less-pleasant impulses of their readers and protecting their right to free speech. Managing the media with parents in mind – whether troubleshooting or seeking positive public relations (PR) – requires some understanding of how it all works. Head teachers need a clear strategy on how to deal with the media and to share it with parents via the school website. In the media industry it’s a common-known fact that the best PR tip for anyone, business, school or public service, experiencing negative publicity of any kind is not to ignore it.
