A r c h i v e d  I n f o r m a t i o n

Department of Education Seal

* President Clinton's Call to Action

* Partners' Activity Kit 1997

* Co-chairs and Steering Committee members

* Tell us what you're doing!

America Goes Back to School logo

Working With the Media

* General Information

* Making News

* Media Contact

* Publicity Outlets

* Working with Newspapers

------------------------------------

General Information

In dealing with the media, it is important to translate your story into language that will appeal to editors and, through them, to the public. Write the story as you would like to hear it or see it appear. Illustrate your story with real life examples, keeping the reader--who doesn't yet know the story--in mind. Listen to a broadcast and read newspapers carefully for guidance.

To be newsworthy, a story must have an element that is new, surprising, creative, significant, or of special local interest. The media also respond to salient quotes, especially from local people--your chairperson, teachers, parents or students.

The best news stories are those that are built around an issue or event, preferably featuring local people or local organizations. A news story must give specific dates and name specific people, places, and actions. Include your phone number so that local editors can confirm the story.

Making News

There are many effective and legitimate ways to make news. One basic technique is to tie your event in with another news event or public person. Here are a few suggestions:

* Share human interest stories about how a volunteer, business, senior citizen, or community group turned around a student, a class--a school.

* Conduct a poll or survey about one of the points in the Call to Action and release the results.

* Issue a report on the status of family and community involvement in your schools.

* Present an honorary award to a local government official or local leader.

* Hold a contest--essay, poster, composition.

* Stage a special event--a parade, open house.

* Organize a tour of your school.

* Present a free concert.

* Conduct a workshop on family and community involvement.

* Arrange for a speaker at a community function.

* Set aside an America Goes Back to School Day or Week.

Media Contact

In working with the media, remember that every editor, reporter, and producer is a professional whose primary task is to present important and interesting information to the public. Your material should be relevant, and interesting. Prove that you are a reliable source of information for your organization. If a member of your group has a personal contact with the media, use it.

Publicity Outlets

When mailing your news releases, remember to notify all available media. Find out what the editors of the following publications are printing and their deadlines:

* Area high school and college publications

* Chamber of Commerce publications

* Civic Club publications

* Women's club publications

* Church and synagogue bulletins

* Fraternal organization publications

* Municipal and state publications

* Educational publications

* Magazines

* Daily, weekly, and monthly publications

* Business publications

* Suburban advertisements and shopping guides

* Retirement home publications

In addition:

* Ask business people to donate a previously purchased billboard to promote education.

* Ask a billboard company to donate an unused billboard for display.

* Put up posters or banners advertising your event in.

a. Bank lobbies

b. Hotel lobbies

c. Restaurants

d. Store windows and bulletin boards

e. Libraries

f. Community Centers

g. Local YMCAs and YWCAs

-------------------

-###-

Back to How to Build Awareness in Education Partners' Activity Kit Working With Newspapers

This page last updated on August 8, 1997 (smj)