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March 2010
How do you get those positive stories in the local newspaper and on the morning news? According to some experts, it goes back to building relationships and knowing what makes news. If you want reporters, journalists and bloggers to know about and cover your good news, you need to get to know them. Find out who in the newsroom covers education and start building that relationship.
Staying connected with your local media may seem laborious, but remember: The more you do to maintain an ongoing relationship now, the less effort it will take to get your positive stories in the news when they happen.
Keep your media contacts list up to date as well. Routinely verify newsroom and editorial staff rosters, emails and phone numbers. "With layoffs being so common these days, you don't want to be sending your press release to the person who was laid off last week," says Kristen Escovedo, a PR consultant and former communications director for Eagle Mountain/Saginaw ISD. Keep in mind that building relationships with media professionals requires some give and take. Be willing to cooperate on any story.
This relationship, once built, can help your district when bad news occurs. "Most people don't realize that the most important thing in dealing with the media is that you have to have a relationship with the media before a crisis occurs," says Escovedo. "If we are cooperative with them, they really appreciate that. When a crisis occurs, they are more likely to give you a fair shake and work with you more." To make headlines, you must determine which media outlet is most appropriate for the news you have to share. "If you're pitching a story to television, for example, it has to be visual," says Clint Bond, external communications coordinator for Fort Worth ISD and a former broadcast news assignment editor. "So, we have to think in terms of action. A school board meeting with a bunch of talking heads isn't going to get their attention.
Read your local print and online publications. Listen to the local radio stations. Watch the local TV news. It's the best way to understand each news organization's target audience, as well as its focus and style, Escovedo says. Once you have that information, you can tailor your press releases accordingly. The reality is that sometimes reporters and editors don't have time to pursue stories. By doing most of the legwork in gathering photography, scheduling interviews and providing a thorough press release complete with relevant data, you make it easy for journalists and reporters to pick up your district's positive news and run with it. Escovedo says the trick is knowing what makes a good story — and what doesn't. "Not everything that your campuses send you is going to make a good story. Not every bake sale is newsworthy," Escovedo says. "You have to go through those stories that your schools give you and identify what has good visuals, what has a broad appeal to your media. [Media outlets] get hundreds of press releases every day, and they appreciate you going through and weeding out the ones that are not going to be newsworthy." Taking the time to craft a compelling press release increases your chances of getting media coverage. Jerome says to think about what the reporter needs to finish the assignment. This could range from interview quotes to supporting data, high-resolution digital images or video footage. The importance of branding A good way to maintain a positive media presence is to brand your school district - to give it a strong sense of identity and clear goals. "Every district, every organization, has a story to tell, and you have to determine what that story is — what your message is, generally speaking," Bond says. "A brand is a promise you make," says Griffith, noting that all the district's communications reflect standard colors and font styles. She says the visual uniformity sends a message to the public and to everyone in the district. "It really inspires people to understand both internally and externally that you know what you're doing," Griffith says. "It says that you are operating from a place of strength. And you know what you are about." "Once we hammer out what our message is, we base all of the communication that we have with the media around that vision, that mission," Bond says. "And we search for stories within our organization that help support that vision." Timing is everything Knowing the best times to send your press releases to a particular media organization will increase the chances of getting your schools and districts covered. Get to know the deadlines of the reporters and newsrooms you interact with. Griffith, who worked in broadcast news for a number of years, says pitching stories to TV stations on Mondays gives the newsroom the whole week to work your story into the newscast. "It's always hard to hit the ground running out of a weekend newscast, so sending your stories on a Monday is a good idea," says Griffith, who also urges her staff to try to avoid sending press releases on a Friday. "The news rolls Monday to Friday; by the end of the week, newsrooms tend to be fully engaged in whatever began in the week that gathers steam throughout the week," she says. Griffith says schools should avoid pitching stories on days that are predictably preoccupied by other news, such as city council meetings or local elections. And she encourages pitching around the holidays. "For instance, if the courthouse, city government and county offices are closed around a holiday, there might be a little more opportunity," she says. "So, we'll try to find stories that either tie into the holiday or that are easy to cover." Beyond the mainstream An ever-growing number of people are getting their news from online and mobile sources. These outlets provide more opportunities to get your positive stories in the media. After Fort Worth ISD redesigned its Web site, it started getting upwards of 30,000 unique visitors a day, Griffith says. The Web site features streaming live video and photo galleries, and it's updated daily. Also, don't underestimate the power of social networks, like Twitter and Facebook, to share good news instantly with your community. A little bit of positive press can go a long way in promoting confidence and unity among parents, educators, students and the community. The same can be said, however, about the affects of a negative news report. "If you don't tell your story, somebody else is going to tell it for you," Bond says. "And it may not be in the way you want it told." WHITNEY ANGSTADT is a freelance writer in Austin. |
Keeping a steady stream of positive news about your schools in the public eye can do wonders for building community and confidence among all stakeholders in the district. Yet, administrators and educators know too well how easily a negative story can make it into the media.
"Sometimes you can talk with them about something that has nothing to do with a story," says Barbara Griffith, senior communications officer for Fort Worth ISD. "Just check in with them and let them know you're still there."
"Once you build a relationship with a reporter, you know that when there is good news in your district, you can pick up the phone and say, 'Hey something great is going on,' and the relationship is already there," says Julie Jerome, Hays CISD assistant superintendent of information, communications and student services.
"If you are willing to work with the media when they need help on a story … then you're establishing that goodwill," Escovedo says.
"A bunch of kids who are conducting a mock trial or who are setting up cans in the shape of castles — those things are visual and they get a lot of attention," he says.