As leaders of state and local agencies, corporations, and national organizations committed to the advancement of equity and diversity in classrooms and workplaces, NAPE members communicate the policy, advocacy efforts, legislation, and key stories that promote NAPE’s mission and goals to increase awareness in communities across the nation. Ensuring that NAPE’s voice is heard by key decision makers on Capitol Hill and in your home towns is critical to the success of our programs!

NAPE has created this Media Toolkit to supplement the Advocacy Toolkit to assist NAPE members in communicating with local and national media outlets about the issues that impact special populations. This kit will demonstrate how to research media outlets, build relationships with the media, and craft messages to better promote their work in the community and to advocate for equity and diversity in classrooms and workplaces.

How to Research Media Outlets

Your local media outlets–local newspapers, TV and radio stations, websites, newsletters, and magazines–can play an important role in raising awareness in your community about NAPE and the issues we care about. They are the channels through which you can disseminate your messages. Working with the media is an ongoing relationship-building effort. This section of the toolkit provides strategies and tactics to identify and approach the appropriate journalists for local media coverage.

For your convenience, here is a free media outlet tool/website that lists all local media outlets per state. You will be able to find contact information for local newspapers, radio stations, and news channels.

How to Work with the Media

Media outreach, or media relations, is an ongoing process. Building a relationship with the media can be an important component of your organization’s community outreach efforts. The media can help spread your message effectively and widely. When you work with the media, keep in mind that their job is to draw readers, viewers, or listeners to their outlet by running relevant, compelling, and localized stories. The following are some basic considerations for building effective relationships with the media:

How to Communicate with the Media

It is important to be prepared for a callback from someone in the media. Be ready to explain who you are and who you represent, and to provide a brief description of your issues/concerns. It is equally important to gather information from the reporter as well. Find out:

Also keep these tips in mind:

If you aren’t ready to answer questions it is okay to ask if you can call back. Find out when would be a good time, or offer to answer the questions by e-mail. It is very important to follow up by the time requested, because the reporter will most likely be on a deadline. Be sure to contact NAPE if you need assistance in crafting a response, or if you would like to have NAPE respond to any questions.

Develop Talking Points

You can use the following talking points about NAPE:

For talking points specific to government agencies and/or legislation, please read NAPE’s Public Policy Agenda for 2014.

Pitch Your Story

A media pitch is a suggested news story idea or a proposed article you provide to a reporter or editor. Pitches can be made via telephone or written correspondence. Each reporter or editor will likely have a personal preference for communications, and you can find out by simply asking.

The goal of your pitch is to engage a reporter and provide the tools and resources to develop a compelling story about the issue, activity, or event. The following are illustrative tips to consider when you speak with a reporter:

Write a Press Release

A news release, media release, press release, or press statement is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value.

Write a Letter to the Editor

A letter to the editor of a publication discusses issues and concerns and is intended for publication to increase awareness.