This media plan outlines goals and strategies for earned media outreach for a school. It discusses key messages to convey about the school in media coverage, target audiences to reach, local media outlets to engage, topics and story ideas to pitch reporters, materials to include in a media kit, and how to track the success of outreach efforts. The plan provides guidance on promoting the school through editorial coverage.

1. (name of school)______________________________
MEDIA PLAN
GOALS: What are the goals for your earned media outreach plan?
KEY MESSAGES: What are the three key messages you want to get across in coverage?
TARGET AUDIENCES: Who are you trying to reach?
OUTLETS: What media outlets exist in your area?
BEATS: What topics should the reporter cover? Is there someone other than a community news
reporter I should be speaking to?

2. EDITORIAL CALENDAR: What items do I need to include in my editorial calendar? What events are
coming up?
STORY IDEAS: What unique stories does my academy have to tell?
MEDIA KIT ITEMS: What items need to be in my media kit?
MONITORING AND TRACKING SUCCESS: How will I track success? What will success look like?