Create a Larger Impact: Involve Local Media
The media can help shape public opinion and can be one of the most influential advocacy tools. When seeking effective media strategies keep the following in mind:
- Stay local. One strong article in your hometown newspaper may be worth ten in the New York Times.
- Keep it focused. Stick to one issue at a time.
- Clip and send press to your member of Congress. Send good articles to support your positions on federal issues or to support the need for federal action for funding or improvements.
- Stick to what you know and never exaggerate. You can always get back to reporters after finding the right answer.
- Consider your unique perspective. What can you tell a reporter learn about an issue that they cannot learn from other resources? Often reporters want more than just facts. You can provide context by interpreting facts and situations in terms of the impact on the schools in your community.
- Don’t just say it – show it. A demonstration or real-life testimonial goes a long way to illustrate your point and make it more colorful.
- Build media relationships. Get to know the education reporters and take the time to meet with editorial boards.
- Put media relations in your federal advocacy policy. Media relations should be a year-round function.
- Appoint a press spokesperson for your school board. This contact person must be fully informed about your federal advocacy agenda to know what to tell and what not to tell reporters.
- Don’t forget your school system’s media outlets. Take advantage of school district newsletters, publications, radio, and cable programs to educate and get others involved in your advocacy campaigns.
- Take advantage of all the media outlets. Congressional offices may read newspapers most often, but radio and television have a powerful impact on public opinion and should not be overlooked.
You may use the samples below as a guide to alert the media about events you are organizing with your member of Congress in your state or district this August.
Resources
- Sample Media Alert
[DOC 23,552kb]
Send an alert to local news media to encourage them to cover your event with the member of Congress.
- Sample News Release [DOC 25,600kb]
Send a news release to local media outlets following an event or meeting with a member of Congress. Be sure to include local examples and the key messages you shared with the member of Congress.
- Sample Letter-to-the-editor [DOC 24,576kb]
Customize this sample editorial to send to your local news papers to elevate federal funding for public education to a higher priority on the public agenda.