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Working with the Media
Publicity can be a powerful tool. Media coverage of your efforts can build awareness and influence public opinion, creating a positive climate for public education initiatives.
You Make the Call: - Develop a list of editors and reporters (print) and assignment editors and news directors (television and radio) that you can contact regularly to share good news about your district and invite to district events.
- Get to know your local reporters and their interests and backgrounds.
- Take the initiative to write an opinion editorial or a letter to the editor on behalf of your board.
- Try to call reporters in the morning. They work on a deadline and may not have time to talk later in the day.
- Get to the point quickly.
- Keep your message as simple as possible with clear, specific examples of how the issue relates to your students.
- Prepare a one-page fact sheet about the issue that can be faxed or e-mailed to the reporter.
- Avoid technical language or acronyms.
- Anticipate questions.
You Take the Call: - If possible, designate a contact person for the media.
- Be prepared to respond to breaking news.
- Become a resource for reporters.
- There is no such thing as "off the record." Consider everything you say "on the record."
- Never lie or guess at answers. If you realize later you made a mistake, call back as soon as possible.
- Timeliness is important, but don't feel rushed. When a reporter calls, ask for his deadline. If possible, take the time to gather more information and collect your thoughts before responding.
School Board Member's Role in Legislative Process Communicating with Legislators Building Grassroots Support and Citizen Involvement Making Advocacy a Habit How the WASB Can Help
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