media advocacy nps 2013
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Delivering the Message that “CTE Works!” to Media & the
Public
Ashley Parker, Media Relations Manager
ACTE
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Media Advocacy
• Advocacy doesn’t stop at the Capitol Hill steps
• CTE programs & leaders must be self-advocates
• Building relationships key in media relations too
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Media Outreach: Not an Option
• Reaching out to your community builds your human and reputation capital.
• Reaching out to media positions you as an expert.
• Communicating about CTE changes perceptions.
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Establishing a relationship
• Basic rules that apply for ALL media outreach– Research first– Tailor your message– Build a relationship.
Contact should be consistent.
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Approaching Media
Media Relations Do’s and Don’ts• DO be respectful of a journalist/blogger’s time• DO follow-up with journalists/bloggers• DO be persistent but..• DON’T spam reporters• DON’T use tricks- be TRANSPARENT
• DON’T LIE
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Targeting the media: methods
• Format your communications– Press release– Media advisory– Op-ed & Letters to the Editor– Think brevity & clarity
• Email vs. phone– Send an email FIRST
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What Do We Say?
• Be an evangelist for your program
• Share positive data and trend info
• Connect CTE to economy
• Draft a “pitch” beforehand
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Reasons to Pitch Media• Initial contact
– Editorial board meeting, calling reporters, send a press kit about your program
– Follow them on Twitter/Facebook!
• Invite the media to an open house• Share an outstanding student story, an award,
or other notable event with the media• Offer to contribute!
– Op-Ed– Guest writer
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What Media Doesn’t Know About CTE
• What are the most common CTE programs today?
• How is CTE different now than 20 years ago?
• How are CTE programs delivered in schools?
• Who is the “typical” CTE student?
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It Pays to Be Nice• Media often need
information & sources for stories but they don’t always take this on record.
• Relationship is long-term goal
• Be helpful but have boundaries
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Outlet Tips: Newspapers
• Early morning is best time to contact
• Most reporters on deadline in afternoons
• Daily deadlines= busy newsroom
• Feature stories better for special sections
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Outlet Tips: Radio
• Many stations offer spots to nonprofit groups- check with station manager
• Early morning production times- pitch in afternoon
• Pitch a panel of speakers
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Outlet Tips: TV News
• Production meetings always take place at same time
• Think in clips & segments
• Do not contact the anchors
• Get into the daybook for special events, tours, conferences, etc.
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Your New Best Friend:
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Social Media
• Twitter, Facebook great for “guerilla” PR
• Muckrack.com and Twitter lists for journalist contacts
• Use hashtags to join the conversation #careerteched, #CTEMonth, #climbingthehill
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Social Media “Hacks”
• Facebook for event invites- free web publicity for open houses, career fairs, etc.
• Live-tweeting or live-blogging- send links to media who can’t attend
• YouTube for DIY videos• Flickr for image gallery; post on
school website
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Now what do I do?
• Tip sheet from today’s session
• ACTE website• Contact ACTE anytime for
assistance– Ashley Parker, Media Relations
Manager– [email protected] or 703-
683-9312