Delivering the Message that“CTE Works!” to Media & the Public Ashley Parker, Media Relations Manager ACTE
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
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.
Establishing a relationship• Basic rules that apply for ALL media outreach – Research first – Tailor your message – Build a relationship. Contact should be consistent.
Approaching MediaMedia 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
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
What Do We Say?• Be an evangelist for your program• Share positive data and trend info• Connect CTE to economy• Draft a “pitch” beforehand
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
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?
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
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
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
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.
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
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
Now what do I do?• Tip sheet from today’s session• ACTE website• Contact ACTE anytime for assistance – Ashley Parker, Media Relations Manager – email@example.com or 703-683-9312