Create a Larger Impact: Involve Local Media
The media can help shape public opinion and can be one of the most influential advocacy tools. When seeking effective media strategies keep the following in mind:
- Stay local. One strong article in your hometown newspaper may be worth ten in the New York Times.
- Keep it focused. Stick to one issue at a time.
- Clip and send press to your member of Congress. Send good articles to support your positions on federal issues or to support the need for federal action for funding or improvements.
- Give just the facts. Stick to what you know and never exaggerate. You can always get back to reporters after finding the right answer.
- Don’t just say it – show it. A demonstration or real-life testimonial goes a long way to illustrate your point and make it more colorful.
- Build media relationships. Get to know the education reporters and take the time to meet with editorial boards.
- Put media relations in your federal advocacy policy. Media relations should be a year-round function.
- Appoint a press spokesperson for your school board. This contact person must be fully informed about your federal advocacy agenda to know what to tell and what not to tell reporters.
- Don’t forget your school system’s media outlets. Take advantage of school district newsletters, publications, radio, and cable programs to educate and get others involved in your advocacy campaigns.
- Take advantage of all the media outlets. Congressional offices may read newspapers most often, but radio and television have a powerful impact on public opinion and should not be overlooked.
View a sample press release that you may send to your local media about your meetings with members of Congress.
View a sample opinion editorial that you may use as a guide to inform your community through the local media about the federal legislative issues important to your school district.