Make It Public:
Creating a Public Engagement Plan

Public Information Materials and Activities

Fact Sheets

One of the first things you will want to do is create a simple, easy-to read one-page summary of your event and partnership. As you generate interest, you'll need something handy to pass out with general information on the project and, more importantly, contact information. Use a "who, what, when, where, why, and how" format. Include a contact name, address, phone and fax numbers, and e-mail and Web addresses if possible. Pass the fact sheet out at meetings, send it home with Students, use it in mailings, post it on bulletin boards. Distribute flyers at churches, community centers, hair salons, doctors' offices-anywhere people come together. The fact sheet is your first and easiest publicity tool. See the "Sample Media Materials and Helpful Tips" for information to use when writing about your local event.

Press Releases

A press release is a succinct account of your story (usually one page) and should be written as a news article. You can use a press release to publicize an event or your partnership, announce an upcoming activity, or report news relevant to your event and partnership. Newspaper editors often use portions of press releases in their stories. Have a colleague read over the press release to make sure you included all the important details and to catch any spelling or grammatical errors. See "Sample Media Materials and Helpful Tips" for an example of an America Goes Back to School press release.

Media Advisory

A media advisory is an alert to the media about an upcoming event (for example, a press conference, awards ceremony, or parade). A media advisory is written in the style of a press release but is much shorter and to the point. The headings who, what, when, where and why are commonly used to organize the information and make it stand out. Advisories should be faxed to reporters about three to five days before an event and followed up with a call to confirm reporters' attendance or to offer additional information. Be sure to include detailed information on where the event is to be held, including directions if necessary.

Letters to the Editor

Letters to the editor offer a ready vehicle for discussing an education issue, for example, the value of setting high standards in the school curriculum. Summon all your persuasive powers, but be precise and get to your point without wasting words-one typed page is usually enough. Sign your letter and include your address and telephone number. Your personal information will not be published but may be used for verification by the editor. It may seem obvious, but remember to address your letter to "Letters to the Editor." See "Sample Media Materials and Helpful Tips."

Photographs

Photos generally full into two classes: news photos and feature photos. News pictures may tell a story themselves while feature photos may supplement newspaper stories about events, individuals, or activities such as concerts, parades, and workshops. Newspapers prefer to receive pictures with news stories. See "Sample Media Materials and Helpful Tips." for things to remember when submitting photos.

Public Service Announcements

Public service announcements (PSAs) are short messages that radio and television stations air free of charge on behalf of the public interest. Many radio stations are happy to run PSAs for school events. In addition, some TV stations air a community bulletin board of events. Some will even help you produce the PSA. The key is to contact the public service directors of your radio and TV stations early to see what arrangements can be made. Usually, stations need at least two weeks notice to run an existing PSA.

Press Conferences

Press conferences should be held only if you have major news to announce. A press conference would be appropriate for:

• The announcement of the chairperson and steering committee of your America Goes Back to School event;
• The signing of a proclamation by the mayor or a school board resolution;
• The launch of a new year-round partnership or activity through America Goes Back to School; or
• The release of survey results or a new study on education your community, perhaps around one of the five key areas in education.

Press Kits

A press kit is a set of materials that provides the information a reporter needs to write an accurate article. Press kits can be sent anytime to reporters, however,, they should always be on hand at press conferences and other special events. Among the materials you may wish to include are press releases, fact sheets, partnership brochures, an agenda for an event or press conference, biographical sketches of speakers or participants, photos of speakers or participants, a copy of your latest newsletter, any other important program information, including details of upcoming America Goes Back to School events, and your contact information.

Activities Calendar

Most papers print an activities calendar regularly. Many people in your community use it as a quick reference for things to do in their free time. Find out deadlines and the person in charge of the calendar so you can gain the widest publicity for America Goes Back to School and related events.

Banners, Posters, and Fliers

Ask a local graphic design or printing firm to donate services and materials to create banners, posters, and fliers to post around your community. Or ask children in a local summer program to design and create unique, one-of-a-kind advertisements for your events and partnership.

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