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.
- Get to know the newspapers, magazines, radio, and TV stations in your area. One of the best ways to do this is to read more newspapers and magazines, listen to local radio stations, and watch more TV. You will not only learn who the reporters, editors, and producers are but also what types of stories are more likely to get coverage. Becoming familiar with the media in your area will also help you when you start to contact reporters to ask them to write about NAPE and its work.
- No outlet is too small. In addition to the “big” papers and stations in your communities, look for community weeklies or smaller publications. These media outlets are often as widely read as the larger outlets. For example, in the greater Washington, DC, area, the Senior Beacon is a popular free monthly publication for the senior audience. Local weeklies or community papers are also more likely to cover your story and will likely lift content directly from the materials you send them.
- Monitor your local newspapers and your local TV news to see which reporters are reporting stories that are related to NAPE’s and your priorities. These reporters might include education writers and/or editors or writers who focus on women’s or minority issues. Take note of any trends you see: Do they tend to feature local students and/or families? Have they covered stories on education/career technical education/etc. recently?
- Use existing media contacts. Build upon any existing relationships that your organization may already have with the local media by letting them know about NAPE, issues of significance to you, and how your organization is involved.
- Build a media list and update it annually. A good media list is one that is customized appropriately for your cause and updated regularly. Use the Internet to find contact information for news outlets and build a simple contact database. Use the media outlet finder tool to build your list! Include phone numbers, e-mail addresses, and notes about the types of stories covered, specific preferences (e.g., likes to interview students and teachers, prefers to talk to a local expert on issues). As you reach out to reporters, you will also gather more information about your media contacts that you can use to update your media database.
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:
- Consider lead times. Each media outlet will likely have its own preference for how far in advance it would like to receive information for a potential story. For example, most monthly magazines prefer to receive materials for consideration 3 to 5 months in advance, newsletters often require receipt of information 4 to 6 weeks before printing, and daily newspapers may only need 1 week to develop and run a story. By securing editorial calendars for print publications or by contacting editors/producers at individual outlets you can get a good sense of how early they need to receive information.
- Know the reporter. Reporters typically have a “beat” or issue they cover. For example, your local newspaper may have a reporter who covers issues related to Medicare, or retirement, or women’s health. Consider monitoring the coverage of reporters who seem to consistently cover issues that could relate to your concerns (NAPE priority issues). Knowing a reporter’s work before you contact her will help you to gauge her interest in your issues and to tailor your conversations to her interests and areas of expertise. Being able to reference or cite recent coverage back to the reporter who wrote it can be a sign to a journalist that you take his work seriously, making the connection more meaningful.
- Return calls or e-mails promptly. If a reporter or editor shows interest in your pitch by calling you back or responding to your e-mail, aim to follow up with him as quickly as possible, particularly if he have an impending deadline. Demonstrating your responsiveness is an effective way to build your credibility and to position yourself as a reliable source, making reporters more likely to consider you as a source for future related stories.
- Be sensitive to deadlines. Reporters usually work under tight deadlines and often need information quickly. For example, it is ideal to begin your outreach to newspaper reporters early in the morning between 8 a.m. and 11 a.m. You are more likely to get voice mail if you try to pitch a reporter after 12 p.m., when she is working to meet the daily deadline. Be proactive about asking reporters for their deadlines so you’re aware of them in the future.
- Be accommodating but do not over promise. Reporters who express interest in your story may want to interview more than one expert or may ask for additional information about your issue/or story. Try to be as accommodating as you can, but also try to manage their expectations. Before you begin reaching out to the media, you should identify your local spokespeople (you can contact NAPE for help with this as well).
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:
- Who is she?
- What sort of questions does she have?
- When is her deadline?
- Why is she interested?
- Is your story related to another story?
- Ask if you can call back if necessary.
Also keep these tips in mind:
- Be clear and concise.
- Keep your tone conversational.
- Provide content (Give the journalist something to go on but remember your “key points”).
- Be consistent.
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:
- NAPE advocates on key equity issues, particularly gender equity, in education.
- NAPE’s membership includes professionals of state and local agencies, corporations, and national organizations committed to the advancement of equity and diversity in classrooms and workplaces.
- NAPE’s work expands options for women and girls in science, technology, engineering, and math (STEM); increases public awareness by providing materials for equity in education, with an emphasis on gender equity; develops partnerships with organizations that have similar missions; and expands career options and the economic potential of America’s workforce by collaborating with stakeholders to build the capacity of teachers, administrators, parents, and employers.
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:
- Create and practice your pitch. Before picking up the phone, practice verbalizing your talking points. Make sure your pitch answers: Who, What, Where, When, Why, and How.
- If at first you don’t succeed, try again. When targeting a particular publication, radio station, or TV affiliate, consider identifying several reporters or editors at that same outlet who might be interested in your story.
- Make it relevant. Make sure the story idea you are proposing is suitable for the reporter you are calling. For example, if you’re trying to engage a reporter who typically covers the baby boomer generation in your community, consider positioning your issue as it pertains to the reporter’s expertise or focus. Make it locally relevant by finding local individuals who can identify with the issue. If you can, localize it even further by providing statistics on the number of people in your community who are impacted by the issue.
- Be concise and respect deadlines. You should start your call by asking, “Is this a good time to talk?” Ask the reporter about his deadline or when his editorial meetings take place. This will help inform your pitch efforts in the future. Reporters may not have time to listen to or read long-winded pitches if they are on deadline.
- Be clear, concise, and convincing. If you need to leave a message, speak clearly and be sure to provide your contact information early in the message, because reporters may not choose to or have time to listen to your entire message. Avoid providing too many details or talking points in a voice message. This can also be unappealing to a reporter, who may determine that she is not interested based on your message. Aim to tease a reporter with language that may pique her interest. For instance, “I want to talk to you about the underlying impact of decreased funding for special populations and/ or equity standards in schools.”
- Always follow up a communication. For example, if you had a conversation with a reporter who seems interested, you should aim to follow up that same day with an e-mail containing supporting, value-added information. This can help build your relationship and credibility with the media.
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.