1. DO get to know the reporters who cover your district. Newspapers and TV provide VERY LITTLE training in basic school finance, so be prepared to educate them as to the difference between a tax rate increase and a budget increase. They'll appreciate your interest in helping THEM succeed.

2. DO be accessible. Nothing annoys a reporter more than the statement "She's in a meeting and I don't know when she'll be available." Have your assistant ask, "What's your deadline?" (they'll appreciate that you understand their job) and then have her promise to get back to the reporters with enough time for them to write the story. If you can't return the call, have someone else do it.

3. DO be honest. If you can't say something because of student privacy issues or because it's a personnel matter, say so. Reporters are used to hearing that. Don't say NO COMMENT. That's a RED FLAG because it implies you are stonewalling them without a valid reason. If you're caught off-guard, say you will investigate and then get back to them within a reasonable time.

4. DO expect parents and others to call reporters themselves. TV stations and newspapers occasionally will call you with rumors-some outlandish and some true. Feel free to tell them you'll investigate the matter and call them back. Again, find out their deadlines.

5. Do offer up POSITIVE stories to them. Remember that TV requires VISUAL APPEAL and newspapers want a STORY. You're upgrading library technology? BORING. A blind high school student can now do all her projects in the library because of new visual technology she can use? INTERESTING!!

6. DON'T expect to see the story before it's in print. That's not how the news business works. DO offer to verify quotes or figures, especially if the news story is financially complex.

7. DO call a reporter if a story is incorrect. DON'T necessarily expect that a correction will be run. News media are sensitive to charges of errors, but they will run corrections only if the error is MAJOR. If they call you "Mr." instead of "Dr.," they won't run a correction. If your tax rate increase is 0.85 percent and they say 8.5 percent, odds are good that they will. If not, be sure they have the correct figure for later stories. And remember, YOU CAN WRITE A LETTER TO THE EDITOR with the correct information.

8. DO be careful about pointing figures or blaming others for district problems. The media will call them for comment and they could damage YOUR credibility. Police agencies, town assessors, parents and taxpayer groups are our partners in educating our children.

9. DO participate in media discussions about current issues IF the discussion paints your district in a positive light. Do offer comments about stories highlighting your energy conservation, your new anti-bullying program, and your new parent support group. DON'T comment on stories involving another district having problems.

10. DO look good on TV. Wear a plain blue shirt and dark blue suit. No black or white (you'll blend into the background). No plaids or checks. Keep your sentences SHORT and don't be afraid to pause. No "uhs" or "ums."