Implementing It Does Matter

ImplementingIt Does MatterKeith Dalton, M.A.Regional School Wellness Specialist

Learning ObjectivesReview of bullying issuesDiscuss It Does Matter resourcesExamine RESA 2s implementation, including tips for working with the media.

Personal HistoryReporter and Copy Editor, 1992-1996, Bluefield Daily TelegraphHealth Promotion Specialist, 1996-1999, Mercer County Board of Health, with a focus on media and community relationsPublic Information Specialist, 1999-2003, WV Tobacco Prevention ProgramPublic Relations Account Manager, 2003-2005, The Manahan GroupTobacco/Wellness Specialist, 2005-2013, RESA 2

Bullying DefinedBullying is unwanted, aggressive behaviorInvolves a real or perceived power imbalance Behavior is repeated, or has the potential to be repeated, over time Physical, emotional and oral or written (cyber)

Why the new focus on bullying?Increase in media coverage, specifically cyberbullyingIncrease in parental and student sensitivity to bullyingEmphasis from U.S. Department of EducationRevision of state policies to reflect the new reality (Policy 4373)New trends in bullying

Sample News Articles As Bullying Goes Digital, Parents Play Catch-Up. New York Times, December 4, 2010.Kids Aren't Even Safe at Home Now Because of Social Networking. The Sun, June 10, 2013.Impossibly Tragic Tween Suicide Blamed on Cyberbullying. New York Magazine, May 23, 2013.

Bottom LineAs our society grows increasingly dependent on new communication technologies, the new avenues in which bullying can occur threaten to outstrip the abilities of schools and parents to address the issue.

Bullying in the School SettingDisrupts learning environmentCreates emotional/social issues for victims and witnessesContributes to an overall negative school climateConsumes administrative time and resources

It Does Matter Online ContentUnveiled by the WVDE in October 2012.Freely downloadable online content at itdoesmatterwv.comIntroductory packet to every school by November 1, 2012

Online Content Continued

Spotting BullyingExplains Policy 4373 and gives responsibilities of counties and schoolsState Code 18-2C-1Safe and Drug-Free Schools and Communities Act does not prohibit bullying, but incidents may trigger anti-discrimination investigationsCyberbullying Laws

Anti-Bullying RulesProvides bullying definitionWhat bullying is not: Bullying is recurring and a deliberate abuse of powerExamples of some things that are not bullying - not liking someone, single act of aggression, etc.Section on cyberbullying

What Is Being Done?Provides parents with resource links to information on bullyingProvides tips on what parents and other adults can do to help children understand bullyingModel kindness and respect

Tips for StudentsTreat everyone with respectStand up for othersProtect yourself from cyberbullyingWhat to do if you are bulliedGet involved

Are you a bully?

OutreachClings and postersSample PA announcementsSample radio PSAsT-shirt design, billboard design, newspaper ad designAnti-bullying audio announcements from WVU athletes

Sample Announcements Stop and think before you say or do something that could hurt someone. It Does Matter what you do and say. Please start the conversation about anti-bullying. Visit www.itdoesmatterwv.com.

If you think you have bullied someone in the past, apologize. Everyone feels better. It Does Matter what you do and say. Please start the conversation about anti-bullying. Visit www.itdoesmatterwv.com.

RESA 2 and BullyingSix counties: Cabell, Lincoln, Logan, Mason, Mingo, and WayneFormed bullying prevention task force in January 2011 after superintendents recognized need for review of policies and trends in bullyingDeveloped recommendations for addressing cyberbullying and other new trends that eventually became part of Policy 4373.

RESA 2 and Bullying ContinuedRe-convened task force when It Does Matter materials became available to implement RESA-wide.Representatives from all six counties, including PRO officers, school psychologists, counselors, administrators, principals and teachers.Desire was to create a long-term effort, not just flash in the pan

ImplementationRealized a great opportunity existed with the outreach materials to set the environmentWorked to create a kick-off day that would launch other activities and initiativesResearched curricula and peer-to-peer programs as well

Kick-Off DaySet the date of January 11, 2013 as the launch day for all countiesExtensive media outreach with follow-up activitiesEach county picked a single media contact school to direct reporters and photographers to on that day, with extra It Does Matter signage and materials made available to those schools Every school in the RESA encouraged to conduct some sort of anti-bullying activity on that day

Get to Know the MediaResearch who the local media are in your areaNewspapers, TV, Radio, OnlineTry to determine the news director (TV and radio), assignment editor (newspaper), or education beat reporter; call these people before you need themPut together a contact list of names, e-mail addresses, phone and fax numbersConsider whether your story is important enough to interest regional or statewide media outlets

Know the Medias AngleIf a reporter has an axe to grind, youd better know itMake sure you have permission from your supervisor to speak to the media

Develop Your MessageSingle Overriding Communication Objective (SOCO)Pick your audience or audiencesDecide what your main message will be, and write it in one brief paragraphList three talking points or statistics to support your argumentPractice, practice, practiceBridging statements

Media MaterialsMedia advisoryMedia releaseMaterial packet for event

Media AdvisoryThis is a brief, one-page descriptor of your event: the who, what, when, where, and whyShould answer the question, so what?Is sent to media contacts via e-mail or fax 3-5 days before eventCall the next day to ensure each contact received the advisory

Media or Press ReleaseThis is a somewhat longer version of the media advisory that recounts the who, what, when, where, and why and adds additional statistics, quotes or other relevant informationShould answer the question, so what?Is sent to media contacts via e-mail or fax 1-2 days before eventCall to make sure they receive it

Material PacketHanded directly to media members who cover your storyContains the press release and other relevant handouts; for example, It Does Matter packets had examples of school activities and PA announcementsMake sure a business card or contact information is inside the packet for follow-up questions

Other DeliverablesEach school received a list of sample activities to conduct on the day of the eventA series of suggested follow-up activities from the It Does Matter guide was sent to all schoolsRequests to forward media coverage or photos of events for documentation.

ResultsWV Metro NewsHuntington Herald-DispatchLincoln JournalPoint Pleasant RegisterWayne County NewsLogan BannerWilliamson Daily NewsWDHR Radio (Kentucky)

Why No TV? The day of the event Sen. Rockefeller announced his retirement at a press conference, serving as a reminder that no plan is foolproof and your best efforts may fall victim to circumstance.

Logan Middle SchoolAs part of Kick-Off Day, students were encouraged to write their own radio public service announcements, which were then recorded for a local radio stationAds were used during the WV State Basketball Tournament to publicize It Does Matter

Next StepsWorking to implement WVU Extension Service bullying program in elementary schoolsWe Take A Stand peer-to-peer program for middle and high schools

Questions?Keith DaltonRegional School Wellness SpecialistRESA 22001 McCoy RoadHuntington, WV 25701304.529.6205 Ext. 28kddalton@access.k12.wv.us