Social media and the educational outlet

As an educational leader, working in a district, we often have to speak with people of media. Does your district have a PR person? If so, does that PR person only look at media relations from a newspaper, TV, and other traditional forms. The 5 o'clock news, often becomes the storyline that scares educational leaders to the core. With the advent of other media outlets i.e. social media, the relations piece becomes the Wildwest, and school districts oftentimes have to put on a different hat. Not addressing something, or having it brought to you out of the printer of someone's home, requires educational leaders to embrace 21st-century skills and the outcomes produced. Conversations with teachers students Capson district administration along with parents around social media, and acceptable use of social media becomes very important.