Talking Points for All Audiences - Linked Learning Alliance · Web viewStudents graduate with the skills and confidence to ... . Keep up to date on ... There are also a variety of

Table of ContentsGeneral Media DocumentsTalking Points for All Audiences...................................................................................................................................3Online Assets...............................................................................................................................................................9Statewide Plan for Earned Media Outreach...............................................................................................................10Measuring Success of Earned and Social Media Outreach.........................................................................................11Template Earned Media Analysis...............................................................................................................................13Template Online Analytics Report.............................................................................................................................15

Earned MediaEarned Media Best Practices......................................................................................................................................20How to Pitch the News Media...................................................................................................................................21Media Tips for Spokespeople.....................................................................................................................................25Template Editorial Calendar.......................................................................................................................................28Template Press Release.............................................................................................................................................30How to Set Up an Editorial Board Meeting................................................................................................................31How to Write an Op-Ed..............................................................................................................................................32Template Op-Ed.........................................................................................................................................................33How to Write a Letter to the Editor...........................................................................................................................35Template Letters to the Editor...................................................................................................................................36How to Pitch a Public Service Announcement...........................................................................................................38Template PSA Cover Letter and Radio Reader Scripts................................................................................................40How to Stage a Successful Press Event......................................................................................................................42Template Media Advisory..........................................................................................................................................44Template Community Calendar Listing and Cover Letter...........................................................................................45Getting an Event on the Daybook..............................................................................................................................46Working with and Selecting Students to Speak with the Media................................................................................47Template Flyers to Advertise Your Press Event..........................................................................................................49Template Invitation Letter to Elected Official or Community Leader.........................................................................57Template Thank You Letter for Elected Official or Community Leader......................................................................58Template Personal Release for Spokespeople (Including Students and Parents).......................................................59

Social Media Social Media Best Practices........................................................................................................................................61Social Media Map and Tweetitorial Calendar............................................................................................................66Sample Tweets...........................................................................................................................................................71Sample Facebook Posts..............................................................................................................................................72Sample Guest Blog Posts............................................................................................................................................73

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FOR INFORMING THE MEDIA | p 1

Introduction

Thank you for making a commitment to Linked Learning and for offering your time and resources to help expand educational opportunities across the state for all students. Reaching Linked Learning’s primary audiences with key messages about Linked Learning will require coordinated and sustained efforts. Those efforts will also include leveraging a variety of media channels, including traditional outlets—such as newspapers, television and radio—as well as social media—such as blogs, Facebook and Twitter. That is why we have provided you with this toolkit to help you with earned and social media strategies. The information, tips and templates contained in this toolkit will help you plan and execute a variety of outreach activities to reach target audiences through various media. Successful media outreach will require careful planning and consideration, as well as a strategic eye for identifying unexpected opportunities.

This toolkit is organized into three main sections: general materials, traditional media tools and social media tools. However, these divisions only serve to organize the materials. In everything you do, there are opportunities for integrating traditional earned media with social media to amplify and strengthen your message and its reach. Be familiar with the various tools that are available in this toolkit and become comfortable with using them together.

These materials were developed with the support and help of The James Irvine Foundation, the Linked Learning Alliance and ConnectEd: The California Center for College and Career, as well as with advice from Stanford Center for Opportunity Policy in Education (SCOPE). This document also incorporates the feedback of California educators in the Linked Learning District Initiative who attended communications trainings in Oakland, Los Angeles and San Francisco in March 2013.

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General Media Documents

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Talking Points for All Audiences

Basic Definition:Linked Learning is a proven approach to education that combines college-focused academics, work-based learning and integrated student supports. By centering high school around industry themes, learning becomes relevant. Students graduate with the skills and confidence to succeed in college, career and life.

Elevator Speech: Linked Learning is a proven approach to education that combines college-focused academics, work-based learning and integrated student supports. By centering high school around industry themes, it makes learning relevant. Research shows that compared with their peers, students in certified Linked Learning pathways earn more credits in the first three years of high school, report greater confidence in their life and career skills and say they are experiencing more rigorous, integrated and relevant instruction.

One reason is that Linked Learning answers the question “Why do I need to learn this?” and inspires students to work harder, dream bigger and learn more by exposing them to previously unimagined career opportunities. Students graduate with the skills and confidence to succeed in college, career and life.

Four Core Components: Linked Learning encompasses four core components which are woven together in industry-themed pathways: Rigorous academics. Core subjects that prepare all students for college, including the a-g coursework required

by California’s public universities and aligned to the Common Core State Standards. Career-based learning in the classroom. Professional skills and industry-related knowledge woven into lessons

and projects to give students context for what they’re learning. Work-based learning in professional settings. A range of real-world experiences, from mentoring and job

shadowing to internships, that expose students to possible career paths. Integrated student supports. Dedicated support services tailored to the needs of students, such as counseling

and supplemental instruction, that help ensure students are successful in school and life.

Primary (for All Audiences): Linked Learning is a proven approach to education that combines college-focused academics, work-based

learning and integrated student supports.

Centered around industry themes in high school that make learning relevant, Linked Learning ensures that students graduate with the skills and confidence to succeed in college, career and life.

Research shows that compared with their peers, students in certified Linked Learning pathways earn more credits in the first three years of high school, report greater confidence in their life and career skills and say they are experiencing more rigorous, integrated and relevant instruction.

Linked Learning answers the question “Why do I need to learn this?” and inspires students to work harder, dream bigger and learn more by exposing them to previously unimagined career opportunities.

Each career-oriented pathway is centered on one of California’s 15 largest industries, such as engineering, health care, performing arts, energy and law, ensuring that students graduate with skills applicable to actual jobs.

Linked Learning is helping to create an engaged and productive future workforce for California and is bringing employers into the classroom to ensure that students learn the skills they need to succeed.

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Linked Learning is a way to implement the Common Core State Standards. The framework for the Common Core State Standards is directly aligned with Linked Learning—a focus on critical thinking, analysis and applying knowledge to solve real-world problems.

Secondary (for All Audiences): Students in the Linked Learning approach understand how their high school education leads to their next

academic or career steps.

Students engage in professional learning via job shadowing, apprenticeships, internships and professional skill-building before they leave high school. They begin to understand all the possible choices available to them after high school and raise their aspirations accordingly.

Employers are critical partners in Linked Learning. Employers provide essential work-based learning opportunities for students. Students interact with professionals in California’s top industries in real-world settings and graduate with a clear understanding of what they need to do to be successful in any postsecondary education program or career.

Linked Learning creates more opportunity for students to discover new aspirations and graduate with the skills and knowledge they need to succeed in college and career. Linked Learning improves equity for all California students. It inspires students who may never have imagined going to college to excel in high school, graduate and succeed in college and life.

Improving educational achievement for all students will require the help of entire communities—including business leaders, parents, community organizations and higher education—working together with educators as stakeholders in the public education of their communities.

Secondary (for Educators):Administrators and School Board Members Ask any Linked Learning district superintendent, principal or teacher and they will tell you about students who

arrived in high school not expecting to attend college, but who quickly raised their aspirations as well as their achievement.

Teachers working in Linked Learning pathways are energized, engaged and enthusiastic. They collaborate with their peers, interact with the larger community and are invested in their students’ success.

The Linked Learning approach is an affordable and sustainable long-term investment in student success, even in the current fiscal environment.

While Linked Learning can benefit from additional resources, the districts already practicing Linked Learning prove that successful implementation can be achieved by reallocating existing resources.

Linked Learning is flexible, adaptable and can be tailored to the unique needs of most districts, schools and communities.


Because partnerships with employers and industry are essential for Linked Learning pathways, district leaders play a key role in building support and maintaining successful relationships with business leaders.

Teachers

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Teachers working in Linked Learning pathways are energized, engaged and enthusiastic. They collaborate with their peers, interact with the larger community, are invested in their students’ success and are fully supported by their principals and districts.

Teachers already work hard to prepare students for better opportunities after high school. Linked Learning enhances those efforts and makes teaching more collaborative and enjoyable. It also offers students a more cohesive, engaging experience that inspires them to work harder.

Linked Learning is a way for teachers to implement the Common Core State Standards. The framework for the Common Core State Standards is directly aligned with Linked Learning—a focus on critical thinking, analysis and applying knowledge to solve real-world problems.

Linked Learning is flexible and adaptable and can be tailored to the unique features of most schools and classrooms.

Many resources and tools are available1 from the Linked Learning Alliance, ConnectEd, the National Academy Foundation and other organizations that can help teachers incorporate student-centered, project-based Linked Learning instruction aligned with career pathways.

Secondary (for High School Students): Linked Learning gives you the opportunity to learn what you love, connecting your coursework with your

interests and aspirations.

Your Linked Learning education will help you decide what you want to do after high school, prepare you for the challenges of college and career and make sure that you have the skills and knowledge to seize opportunities that come your way.

Your pathway is part of the larger Linked Learning movement across the state. This movement is working to create a more engaging and relevant academic experience for all California students.

Your voice matters. You can help expand Linked Learning opportunities to more students statewide by sharing your experience with policymakers, school officials, parents and other students.

Secondary (for Middle School Students): Linked Learning gives you the opportunity to learn what you love, connecting your school work with your

interests and goals.

Linked Learning will give you hands-on experiences in real-world projects in fields such as engineering, health care, performing arts, law and more.

Linked Learning will help you decide what you want to do after high school, prepare you for the challenges of college and career and make sure that you have the skills and knowledge to seize opportunities that come your way.

The Linked Learning pathway(s) at [SCHOOL NAME/IN THE NAME OF DISTRICT] are part of a larger Linked Learning movement across the state to make high school more relevant and answer the question you’re always wondering…”Why do I need to know this?”

Secondary (for High School Parents):

1 Whenever this talking point is used, direct the audience to the available resources online, or include hyperlinks.

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Everyone should take time to decide their future, but too often, students are unaware of all the options and opportunities available to them.

Linked Learning inspires students to stay in school, achieve more and graduate ready for college and career. And, it helps students see the connection between education and life, answering the question, “Why do I need to learn this?”

Linked Learning opens doors to more opportunities for your child after high school. By gaining real-world experience and skills in California’s top industries, Linked Learning students are highly employable and ready to succeed in their chosen career path, whether they go straight into the workplace or go to college first.

Linked Learning is a way for students to meet the Common Core State Standards. The framework for the Common Core State Standards is directly aligned with Linked Learning—a focus on critical thinking, analysis and applying knowledge to solve real-world problems.

Parents have an important role to play in creating Linked Learning pathways in their communities and advocating for expanded opportunities for their children. Parents should use their voices to tell educators that they want Linked Learning for their children and their community.

Parents should encourage policymakers at the local and state level to support expansion of Linked Learning and urge them to provide resources and funding to help schools create and expand the Linked Learning pathways offered to students.

Secondary (for Middle School Parents): Everyone should take time to decide their future, but too often, our students are unaware of all the options

and opportunities available to them.

Linked Learning pathways are an opportunity to help your child explore their interests while developing the skills they will need for life after high school.

Linked Learning is not about funneling your child into a set career path early in life. It’s about exposing them to real-world experiences to help them get a clearer sense of where they want to go and what they need to do to get there. Linked Learning helps students see a path for themselves and then gives them the skills and knowledge they need to reach their goals.

Secondary (for Business Leaders): California’s businesses need a better educated workforce to meet current and future demands. But right now

not enough students are graduating high school, and those that do often lack the skills and knowledge to succeed in college and career.

Linked Learning pathways are giving students more exposure to California’s major industries, giving them a better understanding of the types of career paths and jobs available and helping them develop the skills and knowledge they will need to succeed.

The Linked Learning approach invites employers to partner with schools to ensure that both the academic and professional learning curricula are preparing students to succeed in a career within the pathway’s field.

Businesses can invest in the future of their workforce by providing students in Linked Learning pathways with exposure to high-quality work-based learning opportunities from a variety of industries and sectors.

Secondary (for State Policymakers):

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By creating a workforce that is better equipped to succeed in postsecondary education programs and handle the jobs of the future, Linked Learning makes California more competitive and benefits the state’s businesses, tax base and economy.


Linked Learning is a way for the state’s schools to implement the Common Core State Standards. The framework for the Common Core State Standards is directly aligned with Linked Learning—a focus on critical thinking, analysis and applying knowledge to solve real-world problems.

Linked Learning pathways are an approach to learning within our public schools. They are not charter schools.

Policymakers need to work together and with local communities to ensure that a favorable policy environment and funding are available to help expand Linked Learning opportunities for more students in the state.

Secondary (for Local Policymakers): Linked Learning exposes students to real-world work-based experiences in their communities—helping to

prepare the future workforce of the region and strengthen the community.


While Linked Learning can benefit from additional resources, the districts already practicing Linked Learning prove that successful implementation can be achieved by reallocating existing resources.

Linked Learning is a way for the state’s schools to implement the Common Core State Standards. The framework for the Common Core State Standards is directly aligned with Linked Learning—a focus on critical thinking, analysis and applying knowledge to solve real-world problems.

Secondary (for Teachers Unions): Linked Learning provides many benefits to teachers by offering an enriching framework and proven approach

that help them fulfill their mission of helping all students succeed and the unique opportunity to work with teachers and professionals outside of their schools.

Teachers working in Linked Learning pathways are energized, engaged and enthusiastic. They collaborate with their peers, interact with the larger community, are invested in their students’ success and are fully supported by their principals and districts.


While Linked Learning pathways have the same length school day, teachers in Linked Learning pathways have more time to plan and collaborate with colleagues to create a more enriching and rewarding classroom experience.

Linked Learning pathways are an approach to learning within our public schools. They are not charter schools.

Secondary (for Potential Community Partners):

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We need the voices of community leaders, employers, industry leaders and labor unions to help make the case to policymakers and other business leaders about the need for expanded Linked Learning opportunities.

Secondary (for Higher Education): Linked Learning in high school is helping prepare more students to graduate high school prepared to take

college courses without the need for remediation.

The California Community Colleges share the commitment to better prepare young people for success in college, career and life and support all efforts to create seamless career pathways that extend from high schools through certificate and degree programs and into careers in industries important to California.

Students who earn a community college degree or certificate nearly double their earnings within three years. However, only half of California Community College degree or certificate-seeking students complete that process, and the rate is much lower for African American and Latino students.

This effort focuses on building community college pathways focused on specific industries with support for the transition from high school to college and ongoing academic support and student services while in college in order to ensure more students can complete a community college degree or certificate.

Additionally, colleges and high schools are working together in new ways to build dual enrollment opportunities and to develop opportunities for new assessments, coursework and student support

Secondary (about Common Core and Linked Learning): Linked Learning is a way to implement the Common Core State Standards. The framework for the Common

Core State Standards is directly aligned with Linked Learning—a focus on critical thinking, analysis and applying knowledge to solve real-world problems.

By challenging students to think critically, work collaboratively and solve complex problems, Linked Learning emphasizes many of the same skills the Common Core does.

By engaging students in a deeper understanding of the world around them, Linked Learning helps students develop the knowledge that they need to be prepare for college and career.

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Online Assets

Resources for the Linked Learning BrandThe following resources provide the Linked Learning field with guidelines and best practices to ensure that the field is presenting a consistent and united identity for the Linked Learning brand, thereby uniting practitioners, partners and schools. Materials include:

Linked Learning Brand Style Guide (www.LinkedLearning.org/get-involved/resources) This guide provides best practices and information about the Linked Learning colors, fonts, logo, etc.

Linked Learning Logo (www.LinkedLearning.org/get-involved/resources) Download this image to embed in Linked Learning documents.

Stay Informed and Spread the WordSeveral key Linked Learning partners provide resources to help keep you informed on the latest developments in Linked Learning. We also encourage you to use them to keep yourself updated and to help spread the message by sharing recent developments about Linked Learning. If you have a great story, feel free to share it with the Linked Learning Alliance and the field by emailing it to [email protected].

Websites Linked Learning Alliance at www.LinkedLearning.org. This website is your one stop shop for a broad range of

Linked Learning information and tools.o Sign up for the Alliance’s monthly e-newsletter (www.LinkedLearning.org).

ConnectEd: The California Center for College and Career at www.connectedcalifornia.org. You will find resources and tools and technical assistance for Linked Learning pathways.o Learn the latest on the Stay ConnectEd Blog (www.connectedcalifornia.org/blog). o Connect with educators implementing the Linked Learning approach on ConnectEd Studios

(www.connectedstudios.org). National Academy Foundation at www.naf.org.

o Keep up to date on the latest innovations in career-themed academies and work-based learning around the country in NAF’s monthly e-newsletter (www.naf.org/publications) (editions listed at the bottom of the page).

The James Irvine Foundation at www.irvine.org. o Find key research and information supporting the Linked Learning approach on the Youth News & Insights

page (www.irvine.org/news-insights/categories/listings/youth).

Twitter Linked Learning Alliance: www.twitter.com/linked_learning ConnectEd: www.twitter.com/connectedorg National Academy Foundation: www.twitter.com/NAFCareerAcads James Irvine Foundation: www.twitter.com/IrvineFdn

Facebook Linked Learning Alliance: www.facebook.com/LinkedLearningAlliance ConnectEd: www.facebook.com/ConnectEdCalifornia National Academy Foundation: www.facebook.com/NationalAcademyFoundation

http://www.facebook.com/NationalAcademyFoundation

http://www.facebook.com/ConnectEdCalifornia

http://www.facebook.com/LinkedLearningAlliance

http://www.twitter.com/IrvineFdn

http://www.twitter.com/NAFCareerAcads

http://www.twitter.com/connectedorg

http://www.twitter.com/linked_learning

http://www.irvine.org/news-insights/categories/listings/youth

http://www.irvine.org/

http://www.naf.org/publications

http://www.naf.org/

http://www.connectedstudios.org/

http://www.connectedcalifornia.org/blog

http://www.connectedcalifornia.org/

http://www.LinkedLearning.org/


mailto:[email protected]

http://www.LinkedLearning.org/get-involved/resources


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Statewide Plan for Earned Media OutreachPreliminary Editorial CalendarThe Alliance will be conducting statewide earned media outreach throughout year. Please feel free to coordinate your media outreach with the statewide efforts, either through outreach to your local media and/or by amplifying stories on social media channels. If you have questions about the Alliance’s earned and social media plans, contact [email protected].

As plans evolve, the Alliance will be sure to share updates. In the coming weeks and months, look for opportunities for strategic media outreach, announcements, potential speaking engagements and coordinated communications outreach across multiple platforms and across the state. Additionally, a webinar training on social media tools and tactics, tailored to the education, policy and business communities of California will be made available to help you run successful social media campaigns.

High school graduation (May)o Focusing on success stories at pathway level, as well as overall success of Linked Learning o Targets: regional newspapers and blogs, TV news and radio news

Back to school (August and September)o Focusing on policy implications and business tie-ins to Linked Learning and any new pathway launcheso Targets: Large newspapers, trade publications, business and education blogs

Over the course of upcoming school years Localized stories:o Focusing on local success stories such as an event, students being lifted out of poverty or making an

academic turnaround, a student making a noteworthy contribution to a business or the community, a student being hired by an employer who partnered with their pathway or state education conferences.

o Targets: Local newspapers, education reporters, TV news and radio newsEmployer-focused stories:o Focusing on placing stories of successful employer partnerships with schools and broader stories of

industry partnerships, graduates hired, etc.o Targets: Business journals, trade publications, business reporters at newspapers and radio stationso Timed around release of state test scores, state education legislation, the Common Core State Standards

or assessment results. National stories:o Focusing on sharing California success stories with audiences outside the state to position Linked Learning

as a successful model for policy and practice with implications nationally and for other states. o Timed around key national news stories, such as the Common Core State Standards, new assessments,

key decision points on federal K-12 legislation, releases of state-by-state test scores, a national education conference, White House announcement, etc., or around national attention on California’s failing schools, garner national news stories focusing on successes and promise here in California.

Social MediaBe sure to connect with Linked Learning on Facebook (Linked Learning Alliance), Twitter (@linked_learning and @iLinkedLearning) and Tumblr (linkedlearning.tumblr.com). Throughout the year, the Linked Learning Alliance will use these platforms to post updates, share news and connect with the field, the public and the media. More information will follow about upcoming activities online, including a student video contest, a central tweetitorial calendar and online forums with business leaders.

Additionally, feel free to let the Alliance know of opportunities for earned and social media outreach that are worth coordinating on a statewide level. If you have questions or ideas, you can submit potential opportunities to [email protected].



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Measuring Success of Earned and Social Media Outreach

MeasurementAs part of your ongoing earned and social media efforts, we recommend tracking media activities on a regular basis. This practice helps to not only measure the effectiveness and reach of your media strategy and tactics, but will also help identify ways in which you can improve your outreach on an ongoing basis.

By tracking news coverage and social media mentions over time, you will be able to identify whether outreach efforts are resulting in positive momentum. To get a better sense of the overall penetration of Linked Learning’s messaging into the discourse, numerous key measures, especially within social media and the online conversation, will help paint a comprehensive picture. When determining the best metrics to use, consider measures such as: Number of earned media placements, including the number of articles in local and regional newspapers, the

number of radio segments, the number of local television news stories, the number of blog posts and comments on relevant blog posts

Quality of earned media stories, gauged by analysis of the tone and content of media coverage (whether Linked Learning is mentioned by name, whether Linked Learning is described correctly, whether a Linked Learning pathway is described as a successful model, etc.)

Number of visitors directed to your organizations website via a linked story posted online (if access to web analytics is available)

Number of “likes” (as well as comments or posts/shares) on Facebook, as well as level of engagement among both adult and student Facebook fans

Number of Twitter followers and retweets of Twitter posts Sentiment of tweets about Linked Learning, including whether people are having positive conversations and

sharing resources and information using relevant hashtags

Before you begin measuring the success of your efforts, you should identify a baseline to establish a starting point for your efforts. Take note of the number of Facebook and Twitter followers, earned media placements, blog/e-newsletter views, website traffic, etc. that are already happening. This will also help you to determine a realistic goal that can be achieved within your timeframe.

Finally, be sure to set measureable goals that are realistic in terms of your overall objectives for outreach. For efforts aimed at certain target audiences, some tactics and goals are less realistic or may not be relevant at all. Do take time to consider what communication vehicles are best suited for reaching your target audience and focus your efforts. To reach the following Linked Learning audiences, consider using the following tactics:

Business Leaders and Business Policy Allies Targeted local print and radio earned media stories Targeted Twitter outreach Targeted website content E-newsletters or blog posts with a focus on Linked Learning and the economy Direct contact through meetings, phone, etc. Targeted print, radio and online advertising

Policymakers Targeted local print and radio earned media stories Targeted Twitter outreach Targeted website content E-newsletters or blog posts with a focus on Linked Learning and the economy and student outcomes Direct contact through meetings, phone, etc. Targeted print, radio and online advertising

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Teachers, Principals and Educators Targeted print, radio and online advertising Targeted local print and radio earned media stories Targeted Twitter outreach Targeted website content E-newsletters or blog posts with a focus on Linked Learning and student outcomes Direct contact through school visits, meetings, phone, etc.

Students Targeted online advertising Targeted radio earned media stories Targeted Facebook outreach Targeted website content Direct contact through school visits, meetings, etc.

Parents and Guardians Targeted print, radio and online advertising Targeted local print and radio earned media stories Targeted website content Direct contact through school visits, meetings, etc.

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Template Earned Media Analysis

The following template provides guidance and an organizational structure to help you develop an analysis of recent news coverage of Linked Learning in newspapers, magazines, trade publications and online news sites.

[ANNOUNCEMENT/EVENT NAME][DATE]

Introduction When examining the quality and reach of earned media coverage it is helpful to provide a comprehensive overview of news coverage. Begin with a short, high-level introduction of the amount and type of coverage. Make sure to provide some context to the analysis by mentioning what news was pushed to the media, who the primary audiences were for the story and how this earned media outreach fits into larger efforts.

In the following sections, provide some additional details that can help qualify and quantify the success of your earned media efforts. While you do not need to provide an analysis of every article written, you want to make sure you provide a thorough, accurate depiction of news coverage.

Key FindingsIn this section, call out some major highlights of news coverage. Consider using a bulleted list to keep your points concise. Some questions to consider include: How many stories were generated by your earned media outreach efforts? What type of outlets covered your story(ies)? What key messages got the most coverage? Were there any major articles or stories that were considered big “wins”?

Detailed FindingsFollowing the key findings, dive into the coverage in more detail. What was the general tone of coverage? Was it positive or negative? Did reporters include critical pieces of information? Was anything reported not entirely accurate that needs to be corrected? Were there any spokespeople (e.g., students, teachers, business leaders, etc.) that attracted more coverage/quotations than others? As mentioned above, focus on the best stories that capture the overall sentiment of the media coverage.

To help readers digest the media coverage, focus your analysis on the most important stories—those from media outlets (e.g., newspapers, bloggers, local NPR station, etc.) that reach the largest audience and/or target your most important audience. Feel free to give a brief, high-level description of each of the most important stories.

It is also important to capture a summary of your efforts to determine what strategies work best. What strategies did you employ to reach a reporter (e.g., emailed a press release, called directly, etc.)? What journalists did you reach, and how many of those that you connected with decided to write a story?

RecommendationsBased on your results, provide recommendations on what strategies worked well and what approaches to consider for future outreach efforts. What outlets/reporters would be most receptive to future news about Linked Learning? Were there any

reporters that said they were interested, but were unable to write a story at the time? What outreach approach worked well? Were reporters more interested in the story when you offered specific

data or framed the story in a certain way? Are there any other partners or advocates that would be willing also amplify your message through their

communication channels (e.g., company newsletter or organization’s blog post).

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Are there any spokespeople that were specifically requested, such as a teacher or a business leader?

Full Text of ArticlesAt the end of your analysis is the best place to include all of the full articles for readers who want to dig a little deeper. We recommend copying and pasting the full articles instead of only including hyperlinks. Oftentimes older links can become inactive, or articles that are archived require an online subscription to access the full text.

[TITLE 1][OUTLET 1][PUBLICATION DATE 1][AUTHOR 1][HYPERLINK 1]

[PASTE FULL TEXT 1]

The above article was also posted on:[OUTLET A] [HYPERLINK A][OUTLET B] [HYPERLINK B][OUTLET C] [HYPERLINK C]


[PASTE FULL TEXT 2]


[PASTE FULL TEXT 3]

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Template Online Analytics Report

There are also a variety of tools to help you track the effect that your efforts have on your online presence. Website analytics and social media metrics can provide a comprehensive look at how many people are searching and interacting with Linked Learning on the Internet, what kind of information they are seeking and how individual events and outreach efforts are affecting traffic, as well as providing insight on how you can increase the effect of your efforts on driving traffic.

The following template includes information you may want to consider tracking to give you the best sense of your overall reach.

URL: [WEBSITE]Source: Google AnalyticsTime Period: Month 1, 2015 – Month 31, 2015

Highlights and Analysis Did the number of visitors increase or decrease? Was there a general trend? Were there significant spikes in traffic? What caused the spike (e.g. news story, tweet, Facebook post)? Was there a noticeable change in the number of pageviews or time on the site? Was there a noticeable number of resources downloaded or viewed? Was there a noticeable number of visitors to the website blog or e-newsletter?

Visits Visitors Pageviews Pageviews per Visit

Avg. Time on Site

Visit Bounce Rate

% New Visits

Number of Downloads

Number of Visitors

Top Content This table provides insight into the relevance of site content by comparing page views, how long users are spending on the page and the percentage of users who exit the site after viewing only the page on which they entered (also known as the bounce rate).

Rank Page Pageviews Unique Pageviews

Avg. Time on Page

Bounce Rate

12345

Example: News story

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6789

10

Top Content Highlights Where are visitors primarily entering the site (other than the homepage)? How consistently have these pages been the most visited? Was there a noticeable change? What caused it?

Traffic Referral SourcesThis table provides insight into traffic sources. Has referral traffic increased or decreased over the past few months, and how much does it contribute to overall traffic? This table lists the top referral sources.

Rank Medium Source Total % New Visits

1 Referral Site2 Referral Site3 Referral Site4 Referral Site5 Referral Site6 Referral Site7 Referral Site8 Referral Site9 Referral Site

10 Referral Site

Top Referral Highlights Were there any earned media stories posted online that directed traffic to your site? Are there any strategies

to employ to increase coverage on these sites? What type of website directed traffic? Are there any strategies that will help increase this type of traffic?

Keyword Search TermsBelow are the 10 most commonly used search terms that led visitors to the site.

Rank Keyword Total % New Visits

123456789

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10

Keyword Analysis Are searchers getting the title of the organization? Are there certain terms, other than “Linked Learning,” that are drawing visitors to your site? Was there a recent story that tied a particular search term to your organization?

Top LocationsBelow are the top 10 cities that contributed the most visitors to the site.

Rank City Total % New Visits123456789

10

Location Analysis Was there a noticeable change in the 10 ten cities? Are the top 10 cities in your target area?

TwitterURL: [WEBSITE]Source: The Archivist (www.tweetarchivist.com), TweetStats (www.tweetstats.com), Twitter Counter

(www.twittercounter.com) Time Period: Month 1, 2015 – Month 31, 2015

There are a variety of free tools available online to help you better understand your followers and trends. Test out a few to see what platform you like the best to track your outreach—similar to the data collected above. These tools can provide a robust suite of information, including: Top users Top words Top URLs Tweet vs. retweet ratio Sources (tools) tweets are sent with A comparison of your growth to the growth of other users

FacebookURL: [WEBSITE]Source: Facebook Insights (must be administrator of the page to have access)Time Period: Month 1, 2015– Month 31, 2015

Once your fan page has reached 30 “Likes,” you can begin collecting data on your page—similar to the data collected above. These tools can provide a robust suite of information, including: Number of Followers

http://www.twittercounter.com/

http://www.tweetstats.com/

http://www.tweetarchivist.com/

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User demographics Total "Likes” Trends on the number of people “talking” about your page (i.e., liked, shared or commented on a post) Total reach Page views

YouTubeURL: [WEBSITE]Source: YouTube Analytics (must be an administrator of the account to have access)Time Period: Month 1, 2015 – Month 31, 2015

The YouTube dashboard provides analytics for page managers and the platform provides similar data to Google Analytics, including: Views Total “likes,” “dislikes,” “favorites,” and number of shares Top videos viewed on your page Visitor demographics Traffic sources Data on embedded videos on other sites

If your target audiences include educators, consider also posting videos to SchoolTube (www.schooltube.com), which functions similarly to YouTube, but is meant for education videos only and is safe for school use. This is useful as YouTube is often blocked on school computers.

http://www.schooltube.com/

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Earned Media

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Earned Media Best Practices

This document provides an overview of basic best practices for outreach to the news media. Working with the media to create regular accurate news coverage about Linked Learning will require a strategic, focused approach.

Why do Earned Media Outreach?Earned media, whether it is coverage through newspapers, magazines, broadcast news or online news sites and blogs, can be an effective tool for connecting with audiences. Events, announcements, releasing data and other major milestones are opportunities to promote the solutions that Linked Learning offers public education in California.

While earned media requires a significant investment of time to have a meaningful effect, the results can play an important role in influencing the conversation about Linked Learning. The news media are a credible third-party source of information for Linked Learning’s audiences. By being proactive, taking time to plan and coordinate your media outreach in a strategic way and taking advantage of opportunities as they arise, you will quickly be able to contribute to building the profile of Linked Learning.

Tips for Earned Media OutreachHere are some general tips for conducting outreach to the media that can help you build positive relationships with the news media and generate interest in Linked Learning news.

Be proactive in your outreach. When conducting media outreach, plan ahead and take advantage of upcoming newsworthy opportunities. Plan to do outreach around major events or during certain times of the year, such as back-to-school or graduation, and make time to prepare outreach materials.

Think big and small. While sometimes you may have something major to announce that may warrant a full-scale press conference, you don’t need to have a press conference in order to conduct news media outreach. Sometimes the small stories are more interesting to reporters anyway, and a simple phone call or email to a media contact will suffice.

Be flexible. While it’s important to plan ahead, also stay on the lookout for unexpected newsworthy items that are worth sharing. For example, if a student wins an award or a pathway receives some recognition, it may be worth conducting some outreach around that. Again, it can be as simple as an email to a reporter, a tweet at their Twitter handle or a quick phone conversation to share background information.

Have spokespeople. While prepared materials are helpful, journalists will want to hear the perspective of real people. Identify your spokespeople, ensure they’re comfortable with the talking points and make sure they have ample availability to talk with reporters. In many cases, it may be helpful to have several spokespeople who can offer multiple perspectives, such as a teacher, a business leader and a principal.

Play the long game. A reporter may not be interested in the story at the moment for a variety of reasons. Focus instead on building a relationship with the reporter. Make them see you as a resource they can go to for information on Linked Learning and education reform in California. Offer to help coordinate interviews and share interesting resources. When they do write an article about Linked Learning, thank them and stay in touch even after the pitch has ended.

Use available resources. The materials in this and the other toolkits contain valuable information and resources that can help focus your efforts and tailor your message. Use these materials in the process of planning your outreach and developing materials.

Don’t forget social media. Social media is another opportunity to amplify earned media efforts. Don’t forget to tweet or post to Facebook positive news. Furthermore, social media is another opportunity to engage with journalists, many of whom have significant followings on Twitter.

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How to Pitch the News Media

This document provides a step-by-step guide of how to coordinate and plan an earned media (i.e. news media) pitch. While not all of these steps will always be applicable and while circumstances will not always allow you this much time for preparation, this overview should provide you with a framework to help focus your efforts.

If you haven’t reached out to the media before, it may seem intimidating or daunting. But at its core, media outreach is simply calling or emailing a reporter and sharing something that you think is worthy of a news article or a feature story. This section is designed to help demystify the process of getting print, broadcast and online media coverage. Included is information about how to identify your community’s media outlets, how to find the right contacts, when to call them and the type of information to provide.

Whether you are having an event, making an announcement about an accomplishment, releasing some new research or data or just have something really interesting to share, this timeline will help you plan and sequence your outreach to be as effective as possible.

NOTE: All of the materials referenced in this document are provided in template form within this toolkit.

Timeline for Conducting Media Outreach

4 Weeks Before

Send op-ed to target

publication

3-4 Weeks Before

Send PSA and community

calendar listing or blog

post

2 Weeks Before

Send drop-in article or blog

post

1 Week Before

Send letter to the editor if

op-ed is unsuccessful

3-4 Days Before

Send media advisory to

media

Day ofEvent

Send press release to

media

Four Weeks Prior to ActivitiesOp-Ed: Thirty days prior to your launch, email the op-ed to the editorial page editor at your local newspaper and follow up with a phone call to emphasize the importance of the news. Do NOT send the same op-ed to more than one newspaper at a time. If your op-ed is using your event as a news hook you will want to aim to have it run either on the day of the event or shortly after it. Coordinating with editors in advance will ensure enough time to secure placement and work through any potential feedback.

Three to Four Weeks Prior to ActivitiesPublic Service Announcement (PSA) and Community Calendar Listing: Send the PSA radio scripts to the public affairs directors at your local radio stations three to four weeks prior to your event. If the planned activities include a public event, send a community calendar listing to the community calendar section at local daily and weekly newspapers. With both cases, make follow-up calls a few days after sending to make sure they received the materials and to encourage them to use the announcements.

Two Weeks Prior to ActivitiesDrop-In Article or Blog post: Send a short article or blog post to local community newspapers and magazines, organization newsletters, relevant websites and church bulletins. These types of weekly/monthly publications can need two weeks’ lead time, but some drop in new items daily.

Letter to the Editor: If the op-ed is unlikely to run in any local publication email a letter to the editor one week

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prior to your event. If the op-ed is going to run in the local newspaper and the community has a second local newspaper, you can also send the letter to the editor to ensure that opinion pieces about the news appears in both publications. Also encourage teachers, principals, parents, business leaders and other community partners to submit their own letters to the editor in support of your efforts.

Three or Four Days Prior to ActivitiesMedia Advisory: Three to four days before your event, email the advisory to television, radio and newspaper outlets. Send it to the assignment desk or news director, unless you have established relationships with specific reporters. Make follow-up calls to each outlet to be sure that reporters know about your effort.

Day of Announcement or EventPress Release: Tailor the news release to emphasize the news that is being announced or what will take place at the press conference. Be sure to include a quotation from at least one spokesperson, such as a teacher, a business leader and a parent. Email the release to local television, radio and newspaper outlets on the day of the announcement or the day the event begins. But do not send it earlier than the announcement time or the start time. Follow up to see if the reporters need more information.

Other Useful MaterialsTalking Points: These talking points are for internal use and NOT for distribution to the press. They can be used by any spokesperson who will be speaking to the media or other audiences to interest them in your efforts. It is important that everyone adheres to these talking points so that audiences across the state hear the same consistent message about Linked Learning.

Frequently Asked Questions (FAQs): These FAQs are for internal use and NOT for distribution to the press. They will help your spokespersons prepare for interview questions, especially those that are more difficult.

Factsheets: These factsheets are for internal use and NOT for distribution to the press. They provide data points and numbers that validate the overall narrative of Linked Learning’s success. While the data of the factsheets can be used liberally, do not make the mistake of relying too heavily on them. A list of numbers and figures is less compelling than telling the big picture story.

Developing Media Lists and Newsroom Contacts If you do not already have a list of reporters, editors, columnists, bloggers and producers who might cover Linked Learning or education issues, here are some strategies for creating one.

There are many potential news angles to Linked Learning, so it is important to cast a wide net when contacting newsrooms. Start by identifying the news staffers who are responsible for assigning stories to reporters, as well as the key reporters or producers who are likely to cover education issues and workforce issues. You might also want to include editors of the op-ed and editorial pages of the local newspaper, as well as the columnists and feature writers who might take an interest in some aspect of this story.

To create a media list, you can follow these basic steps:1. Determine if a current list of relevant reporters, editors and producers for your local area already exists. If the

existing list is more than six months old, it is important to research everyone on the list to make sure it is still current. People in the media change jobs frequently and if you do not reach the correct person, your information likely will be discarded. It is far better to personalize your outreach as much as possible and email a specific person.

2. If you do not have access to an existing list, it is easy to create one. Begin by doing a quick Google search for the websites and contact information of local television and radio stations and local daily and weekly newspapers and magazines. You can also use the U.S. Newspaper List at www.usnpl.com/canews.php. Also consider researching online publications and local blogs. Think about hyper-local neighborhood blogs and specialty publications that could be good outlets for your news.

http://www.usnpl.com/canews.php

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Once you have a list of outlets and stations, do a search on their websites to determine the appropriate media contacts. You can also call the station or outlet’s main phone number. Ideally, you should look for reporters who cover the right issue or “beat,” perhaps education or business issues. Compile the name, beat or title, phone numbers and email address for each contact. You can also try to find out their Twitter handles by searching their first and last name on Twitter. Many journalists now want to be approached via tweets. You can also include information about the best method and time for contacting each person. Other people to contact are: Print: 1) city editor/writer; 2) writers for the calendar or community events page; 3) columnists who have

an interest in education, business and workforce issues; and 4) photo editor (for visual events) TV: 1) planning editors; 2) assignment editors; 3) reporters/on-air personalities; and 4) producers of

specific shows like morning shows or community programs Radio: 1) news directors; 2) assignment desk staff; 3) public affairs show hosts and/or producers; and 4)

on-air personalities.

3. Remember to include smaller media outlets on your list, including local cable access TV, community newspapers, free shopper newspapers, bloggers, including “mommy bloggers,” and local parenting magazines and tabloids.

4. If your city has a bureau of the Associated Press (AP) wire service in your community, add the bureau chief or assignment editor to the list.

Guide to Pitching MediaOnce you are prepared to begin contacting reporters here are some general guidelines, tips and rules to follow to help you with your outreach through email, Twitter and phone.

What are you pitching or promoting to news organizations? News Hook – You must give reporters a reason to cover your announcement or event. What is the new news

or interesting twist? For example, are you releasing new research findings at your event or announcing an award?

Tools – What are you providing to help reporters tell your story? Will there be fact sheets or interviews? Is there video? Will there be visuals at your event? Will there be students enrolled in a Linked Learning pathway or a business leader from a partner organization available for interviews?

How do you prepare to pitch? Compile your media list with contact information. Develop a set of pitch points. These are the main ideas that you will focus on to sell your story. Develop social media content, including tweets and Facebook posts that can go live at the start of your event

or at the time of your announcement. Be sure to include links to relevant content online where reporters and other users can find out more information. Also consider developing several tweets that can be tweeted at reporters’ handles to alert them about the news.

IMPORTANT: When preparing to do your pre-event calls, emails and social media outreach, do not give the news away when pitching reporters. Instead, preview the type of information that will be released at your news conference. For example, you could say: “At our news conference, we will release new data on the retention rates of students in Linked Learning pathways.”

When do you pitch the media? Three to four days before: Email the media advisory to everyone on your list. Make follow-up calls to gauge

media interest. The day before: Send the media advisory again as a reminder and follow up with contacts that you haven’t

spoken with yet. The day of the announcement or event: Call again just to find out who’s attending the press conference or

event. Email the press release at the release time or start time. Post tweets and Facebook posts, including

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tweets directed at reporters’ handles. (Use the social media how-to guides included in this toolkit for more social media guidance.)

Respect reporters’ deadlines… When you speak with a reporter, always ask if they are on deadline before starting your pitch. If they’re busy,

ask for a better time to call back. Typically, reporters are near deadline by late afternoon. It is best to avoid making a pitch call after 3:30 p.m.

Don’t pitch your event during breaking news or big events. Breaking stories will divert a newsroom’s resources. For today’s journalists, the news never stops. If you find your news conflicting with an unexpected event, consider waiting some time to see if the news cycle comes around or reassessing your outreach strategy to determine a realistic level of coverage.

After the event, follow up with reporters who were interested in your event but did not attend. Call them and send them the press release and other relevant materials. You can also tweet at them, including a link to relevant information. Do not forget to track and evaluate your media coverage. Review the stories to analyze how well your message was delivered and compile it into a media analysis, including mentions on Twitter and Facebook.

DO be respectful and helpful DO be concise while pitching the story DO assume your announcement or event is worth

a reporter attending DO be enthusiastic about your event DO be persistent and call back if you do not get in

touch with the reporter right away DO augment your pitch by using social media

direct messaging

DON’T leave a long phone message with your phone number at the end; give your name first, leave your number immediately after your brief pitch

DON’T assume a reporter will see your email. Call to ask if the email was received and ask if any more information is needed

DON’T pitch two reporters at the same news outlet at the same time without telling them both about your conversations with the other

DON’T read a script DON’T argue with a reporter DON’T call during a big news story or at

deadline

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Media Tips for Spokespeople

Understanding Roles The role of the reporter is to tell a story, provide timely and interesting information and sell newspapers or

attract listeners or viewers. As a spokesperson, your role is to deliver your key messages about Linked Learning to your target audience. Building a positive rapport with reporters will help you meet your objectives.

o Be responsive: return calls promptly.o Be helpful: provide referrals and background information.o Be responsible: show up for scheduled appointments.o Be informed: follow how key reporters are covering the issue.o Be accommodating: know when the reporter must complete the story and plan your interview

accordingly.

Your Key Message The chief objective of your interview is to deliver the most important information you want your audience to

hear: your key messages. Based on your target audience for the interview, select three to five key messages or talking points from the

Linked Learning Communications Toolkit that you want to convey during the interview. Everything you say in the interview should restate or reinforce your message. Don’t be afraid to repeat your message. Reporters often will only use a small fraction of the total interview, so

be sure that whatever is used includes your message. Stick to your message. Don’t offer an opposition group a platform by bringing up their conflicting position. If you don’t have information the reporter wants, don’t guess. Offer to look it up and follow up with the

information or refer the reporter to someone who may have it.

Prepare for the Interview Research the interview. Key questions to ask include:

o What is the goal of the story?o Will this be live or on tape?o If it is a radio interview, will listeners be calling in to ask questions?o Or, if it is a TV talk show interview, will there be other guests or panelists?o Conduct a brief Google search on the reporter conducting the interview to learn about the reporter’s

expertise, typical article tone and content and the types of questions he or she asks. Practicing your responses to questions aloud and with a partner if possible, can help you become comfortable

with speaking your responses and gauging how you sound.

Setting the tone of the Interview Determine the ground rules at the outset of the interview.

o On the record: anything you say can be attributed to you.o Background: information you provide may be included in the story, but you will not be quoted.o Off the record: there is no such thing as off the record.

Know your message and be dogged in delivering it to your audience. Bring talking points and refer to them during your interview. Set the tone of the interview. You can set a comfortable pace by pausing to gather your thoughts before

answering tough questions. NEVER lie to a reporter. If you don’t know an answer, say so, or tell the reporter that you will get back to them

later with more information. Never say, “No comment.”

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Technique Lead with a positive conclusion and then state supporting facts. All other remarks should support your lead

statement. Be brief. A response to a question should be short, about 18 -30 second bites. Block and bridge. If you get a question you don’t want to answer, change the question by using a traditional

phrase such as:o “What’s more important…”o “Another thing to remember…”o “That’s not my area of expertise, but what I can tell you is…”

Flagging helps you emphasize what’s most important.o “I’ve talked about many issues, but it really boils down to these three things…”o “The most important thing to remember…”

Use anecdotes from your work to support your points. You will increase the likelihood of being quoted if you use colorful language such as metaphors or analogies to

help make your point.

Remember your audience The audience is not the reporter. The audience is the viewers, listeners or readers who receive the story. Speak in lay person’s terms. If you must use jargon or technical language, explain it. Technical language may be appropriate if your audience is policymakers or professionals, but all audiences

appreciate when speakers avoid jargon.

Tips for Television Interviews Prioritize your key messages. Typically, TV news programs can cover a topic only superficially. Be prepared to

make only one main point. Your appearance and delivery will be part of your message. Don’t do anything that will detract from your

remarks.o Control nervous habits.o Dress conservatively.o Keep gestures small.o Don’t nod your head. It may appear you are agreeing with a statement the reporter says that actually

contradicts your key message. Be personable. People are watching you in their living rooms. Try to relax, make eye contact with the reporter

and talk with them rather than at them. Never look directly at the camera. Overemphasize positive facial expressions (SMILE). Neutral expressions appear angry and uninterested. Your image and personal presentation and delivery matter.

o Vocal tone: be expressive; speak slower than usual, use a relaxed and informal tone.o Posture: sit as far back in your chair as possible, lean slightly forward and cross your legs at the knee or

ankle.o Clothing: wear professional clothing like a suit or blazer to enhance credibility, solid colors are best and

avoid big, busy patterns and big jewelry.

Tips for Radio Interviews Most often, radio interviews are conducted over the phone. On occasion, you may be invited into the studio. Keep your answers short. A typical radio news story is 30 – 60 seconds long, and a reporter will generally use

only one or two 10-second sound bites. Be expressive and animated, as if you were talking with people in the room.

Tips for Print Media Print reporters often want to learn as much as possible about a topic and then distill the information down to

write the story.

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Don’t allow a reporter to get you off on a tangent. Stick to your message and repeat and reinforce it throughout the interview.

Don’t let your guard down. Remember, everything you say can be included in the story. Hard questions do not mean that the reporter has taken a side on the issue. Don’t become defensive. Take your time to think through your responses to hard questions. If you are unsure of your answer, tell the reporter you’ll get back to them with the information. Then be sure

to get back to them promptly.

Template Editorial Calendar

This template provides a guide to help you think through the timing and strategy for your earned media outreach for the year. Use this calendar and think through the different categories before you begin developing materials and preparing for outreach.

2015 Editorial Calendar

Dates Owner/Lead Event/Topic Description Target Strategy Target

AudienceSpokesperson/ Voice Target Outlets Hits? Social

Media

What is the news hook?

What is the story angle? Why should this outlet's audience care?

What communication/ advocacy goal will this effort meet?

Who do we want to know about this news?

Who can provide the best message?

Which newspapers, radio and TV stations and/or blogs?

How many stories came out?

Did you Tweet? Post? Share?

1/16/15 John

Major local company reports positive outcomes with local Linked Learning students

Positive outcomes lead to increased commitment to take on more students.

Increase awareness among local business leaders

Business Leaders CEO of XYZ

corporation

local business journal, local NPR affiliate, business reporter at local newspaper

2 articles, 1 radio interview

1 FB post;2 tweets on release date

TBD (late Jan.) Jane

Announcement: Test scores released

Linked Learning students outperform other students in the county.

Increase awareness among local policymakers leaders

School board; local policymakers

Superintendent of ABC district;Parent from Genericville, CA

Education reporter at local newspaper, local NPR affiliate, CA education bloggers

TBD TBD

Dates Owner/Lead Event/Topic Description Target Strategy Target

AudienceSpokesperson/ Voice Target Outlets Hits? Social

Media

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Template Press Release

This template is one example of a press release that you might tailor for your local outreach. It provides information to your audiences about a new partnership announcement and uses several spokesperson quotes early in the document so that reporters can easily write a story using only the press release. If you write your own release from scratch, we recommend following this general format and length.

For Immediate Release Contact: [DATE] [NAME]

[EMAIL/PHONE]

EMPLOYER X TO START LINKED LEARNING INTERNSHIP PROGRAM FOR XX HIGH SCHOOL STUDENTS

Career-based learning equips students with professional skills and opportunities

[CITY, STATE] – Today, [BUSINESS] is starting a new internship program for local teens attending [HIGH SCHOOL]. The program will give students who are interested in a career in [CAREER FIELD] the opportunity to gain real-world experience before they graduate from high school.

“[HIGH SCHOOL] is thrilled about our new partnership with [BUSINESS]”, said [NAME], principal of [HIGH SCHOOL]. “Our goal for the internship program is to help students apply the academic skills they learn in school to solve real-world issues and ultimately, show them how their high school education directly relates to their career interests and aspirations. We want students to be able to answer the age-old question, ‘Why do I need to learn this?’”

[BUSINESS’S] internship program is part of a proven approach to education called Linked Learning that combines college-focused academics, work-based learning and integrated student supports. Centered around industry themes in high school that make learning relevant, Linked Learning ensures that students graduate with the skills and confidence to succeed in college, career and life.

“We’re excited to be giving [COMMUNITY] students more exposure to one of California’s major industries, [INDUSTRY] and helping them understand the different career paths and jobs that are available to them,” said [NAME], [TITLE] at [BUSINESS]. “We view this internship program as an investment in potential future employees by helping students develop the skills and knowledge they will need to succeed in college and career. There are not enough workers with the necessary training and credentials to fill the increasingly skilled jobs our company and economy demands. We believe that by exposing high school students to this potential career path, they will feel motivated to study [FIELD] in college.”

[INSERT DESCRIPTIVE PARAGRAPH ABOUT THE SPECIFIC BUSINESS AND INTERNSHIP PROGRAM]

To learn more about the [BUSINESS] internship program or how you can become involved in Linked Learning in your own community, please contact [NAME] at [CONTACT INFORMATION] or visit the Linked Learning website at www.LinkedLearning.org.

###

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How to Set Up an Editorial Board MeetingOverviewThe editorial section of a news organization is widely read and influential. As the “voice of the community,” a newspaper, local news website or local radio station attempts to articulate the community’s values and stake out positions that it believes are in the best interest of the community through its editorials.

Editorials are written by the editorial staff and are extremely influential in setting public opinion and mobilizing a community to action. Studies show that editorials are particularly well read by influential members of the community, including elected officials and other thought and opinion leaders.

Nearly all news organizations have an editorial board that determines the opinions expressed on the editorial page. Editorial board meetings allow interested parties or groups to present their point of view on issues that are important to the community. The board then takes these views into consideration when deciding what editorial stances to take and even what stories to cover. Editorial board meetings usually include the editorial page editor, the op-ed page editor, one or more editorial writers and often a reporter or editor who covers the issue being discussed.

To set up an editorial board meeting with your newspaper:

Call or email the head of the editorial board. If you don’t have the name or number of the best person to contact to request a meeting, the newspaper switchboard can connect you with the head of the editorial board. If needed, follow up with the newspaper to set your appointment. Most papers reserve regular hours for the board to meet with outside groups.

When a time is set, ask how many people you should bring to the meeting. Generally, bring no more than four people to meet with the editorial board. You should assemble a diverse group, with each person having different experiences related to education and Linked Learning in California. Participants might include educators, parents, business leader partners, policymakers or students.

Plan your remarks. What one central point do you want to leave behind in the room? You should know exactly what each person will say and even gather to rehearse and plan in advance. Back up your points with facts and anecdotes of real stories showing Linked Learning’s success.

Meetings are usually one hour. One person generally acts as the spokesperson and introduces the issue (e.g., education reform efforts in California and how Linked Learning addresses education issues). Your presentation to the editorial board should be no more than 15 minutes, leaving plenty of time for discussion. After the presentation, the members of the editorial board generally ask questions of the group. Let your lead spokesperson coordinate your responses, to be sure the best person answers each question.

Determine your request of the editorial board in advance and make it explicit: Do you want them to write an editorial in support of Linked Learning? Do you want them to change an earlier position? Be sure to provide some leave-behind materials that explain Linked Learning and list your local pathways. Highlight any results and data you may have to support claims about Linked Learning’s successes. Make sure you let the board know how to contact you and everyone on your team if they have additional questions. Get the editorial board’s contact information as well.

Follow up. An editorial board meeting is the beginning, not the end, of your interaction with this news organization. Follow up with the editorial page editor if they have not written an editorial (or fulfilled your request) in a couple of weeks. Engage the reporter or editor (if any joined) with follow-up calls about Linked Learning events or activities that arise that would make good stories. Continue to be a resource for the news organization.

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How to Write an Op-EdOverviewThe op-ed (short for “opposite the editorial page” because op-eds traditionally appeared on the page facing a newspaper’s editorial page) section of a newspaper or website allows experts and readers to share their opinions. If your organization has members with direct experience with or knowledge of Linked Learning (e.g., a business leader who offers student internships as part of a Linked Learning pathway), consider asking them to share their insights on this topic by writing an op-ed. The more well-known the person is, the easier it will be to place the op-ed, especially in larger outlets. A sample op-ed is included in this toolkit to help you get started.

The following pointers will help you get your op-ed piece published.

Check the guidelines. Be sure to check the website for regulations for submitting op-eds to increase the likelihood that your submission is considered. The outlet likely will include details about word count, the best way to submit your op-ed and what contact information you should include with your submission.

Use big events as a news hook. Tying your piece to an event, such as a timely piece of national or state news or the launch of a new pathway or community activity, increases its chance of being published. Op-eds can be effective follow-up after a news event to extend interest or to make a larger policy point or argument.

Keep it brief. Outlets have limited space and editors do not have the time to cut your piece down to size. In general, 750 words are enough, but do check the newspaper’s or website’s guidelines.

Make a single point. You have a limited number of words. Make one strong point clearly and persuasively. Back up that point with supportive facts or anecdotes, especially about students whose lives have changed.

Draw the reader in. Your first paragraph should draw the reader in by using a dramatic vignette or a well-stated argument.

Avoid jargon. Simple language ensures that all readers, even non-experts, can understand your point. How would you explain Linked Learning to your mother? Be interesting. It’s best to avoid acronyms or technical language as well.

Use examples. Illustrations, anecdotes and personal stories are persuasive tools. They help explain complicated issues and bring them to life.

Make a specific recommendation. This is an opinion piece. State your opinion on how to improve matters and offer a solution or a call to action. What do you want readers to do? Opinions should be supported by facts and avoid generalizations, especially about the California education system.

Give readers an action step. Remind readers how to learn more about and get involved with Linked Learning.

End with a bang. Your final paragraph is as important as your opening paragraph. Be sure to summarize your argument in one strong final paragraph.

Follow up. Most op-ed editors will respond to you within a week. If you have not heard back by then or if your piece is time sensitive, make a follow-up phone call to be sure it was received and ask about its status.

More follow up. If your piece is not accepted, ask for feedback. Could you make changes that would cause it to be accepted? Find out what would make it better. Learn from the experience and try to place it in a different outlet. Sometimes it takes three or four attempts to get an op-ed placed, so don’t be discouraged.

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Template Op-Ed

Work with prominent leaders in your community to write and place opinion pieces in your local newspapers. This sample op-ed provides an example of what an op-ed might look like with areas and spaces for customization. The more you customize it to make it in your own voice and highlight your local experience and your local people, the better.

FUTURE WORKFORCE NEEDS SUPPORT FROM LOCAL BUSINESSESBy [NAME OF BUSINESS LEADER]

Many California students are not getting the resources and training they need to succeed in the workforce. This distresses me, especially when there is an answer right before us for our community.

I am a/an [ASSOCIATE, MANAGER, EXECUTIVE ETC.] at [NAME OF COMPANY/BUSINESS]. As a business professional and employer, I realize the importance of providing foundational skills and training to students to prepare them for jobs after high school or college. Our state and local economy has suffered because workers do not possess fundamental skills that sustain and grow local businesses. Not just highly technical skills, but the most basic professional skills. What’s more, when our education system does not give students the professional and communications skills they need to succeed, they are left in the dust.

The good news is that a proven approach to education called Linked Learning can address this need. Linked Learning is available in more than a dozen school districts in California and is currently expanding to more than 63 districts across the state. Linked Learning combines college-focused academics, work-based learning and integrated student supports. Centered around industry themes in high school that make learning relevant, Linked Learning ensures that students graduate with the skills and confidence to succeed in college, career and life. Many business leaders are choosing to become involved with Linked Learning—as I did—as a way of investing in their community and in the future workforce of our state. Through Linked Learning pathways, students choose a topic to inform their curriculum (such as engineering or health care) and apply their classroom knowledge in a practical, real-world setting with oversight and guidance from mentors.

One student from the [TOPIC] program at [HIGH SCHOOL NAME], who recently completed an internship with our company, had the chance to [INSERT ANECDOTE WITH AS MUCH DETAIL AS POSSIBLE BUT DO NOT USE STUDENT NAMES WITHOUT PARENTAL/SCHOOL PERMISSION]. It’s time to ensure that all students get what they need to become contributing members of society after high school, regardless of what path they choose.

The students I work with are eager, hardworking and grateful to have the chance to learn outside their classrooms. And we learn from them as well. We work closely with the teachers and school administrators to share updates on students’ progress and discuss opportunities for the student to engage with different projects and really get a feel for what it’s like to be an employee. We even hired a few of the students we worked with in the past after they graduated high school.

It will take time, but investing in our students now will ensure a more engaged and productive workforce for California. And that benefits us all.

Linked Learning only works with the help and support of businesses in our community. It will take people inside and outside the education world to work together to make high-quality education accessible for all students. A first step toward this goal is to join the efforts around Linked Learning by participating in [INSERT CAMPAIGN OR

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MEETING INFORMATION]. Please join me. Together, we can help California build a strong workforce that will support and sustain our state’s economy.

NOTE: Remember to put your op-ed on your organization’s letterhead. Also, make sure your op-ed is double-spaced with wide margins. List your name, address, phone and email contact information at the top.

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How to Write a Letter to the Editor

The letters to the editor section of the newspaper is one of the most widely read sections. Responding to an editorial or article that is published in your local paper about public education is a good way to increase awareness about Linked Learning and can be an effective strategy to implement if an op-ed preceding or following an event or announcement is not published.

Tips and guidelines when writing a letter to the editor:

Check the guidelines. Be sure to check the paper or website regulations for submitting letters to the editor (you can find this on their website), to increase the likelihood that your submission is considered. The paper likely will include details about word count, the best way to submit your letter and what contact information you should include with your submission.

Tie the letter to an outreach event or respond to an article or editorial published by the paper. Editors are interested in printing letters that relate to events happening in the community. This could be the opening of a new Linked Learning school or the start of a new internship program for students, among other events.

Make one clear argument. The piece should clearly address a particular position taken by the paper or described in an article. For instance, the letter could focus on student engagement in school or helping students graduate college and career ready, among other Linked Learning principles.

Be specific. If a response, the letter should focus on a specific issue that was raised in an article or opinion piece. It is critical that your letter is a direct response to the policy or education issue addressed in the original editorial or article.

Cite the article. Be sure to mention the title and date of the article you are responding to within your first two sentences. For example: “Dear Editor, Your recent coverage of [LINKED LEARNING/PUBLIC EDUCATION/JOB GROWTH] (“Public Education and California,” January 7, 2013) was a thoughtful piece …”

Stay calm. Use no more than one exclamation point per letter. Do not attack anyone personally. Stick to the facts and keep the letter respectful.

Be brief. Generally, four to six short paragraphs is ideal. Keep in mind many papers prefer to receive letters around 250 words. Be sure to check the paper’s guidelines for their preferences on word count. If you cannot contain the piece to the length they recommend, consider asking someone to help you edit it or writing an op-ed instead.

Follow up. If you have sent your letter to the editor and have not heard anything within a week, make a follow-up call to check on its status. Be aware that editors receive hundreds of letters and may not immediately respond to you.

You must include your name, address and daytime phone number in your letter and make sure the letter is printed on your organization’s letterhead if possible. Instructions for submitting a letter to the editor are usually at the bottom of the page where they appear or on the paper’s website. Find out from your local paper the best way to send a letter. Some papers like them mailed, others prefer faxes, while others favor emails.

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Template Letters to the Editor

Below are customizable letters to the editor that can be adapted and customized by authors of different backgrounds, including students, educators, parents, business leaders and policymakers. These templates can help your organization and partners quickly submit letters to your local newspaper following an event.

[DATE]

Dear Editor,

[NOTE: Begin with the appropriate introduction below and then continue into the body of the letter.]

EducatorAs an educator of [XX] years, it is my responsibility to ensure students graduate from high school prepared for a successful future. I teach at a Linked Learning school and see firsthand how this approach is transforming education in California. ParentAs a parent, my greatest wish is to see my child lead a successful, productive life. Succeeding in today’s world requires education beyond high school, and too often, students are unaware of all the options and opportunities available to them.

StudentAs a student preparing to graduate, I want to be sure that I am prepared for success in whatever path I choose.

EmployerAs a [TITLE] at [BUSINESS] for [XX YEARS], I see firsthand that California’s employers need a better educated workforce to meet current and future demands.

PolicymakerAs a representative of [LOCATION], I know firsthand the importance and difficulty of sustaining a robust public education system while facing sharp funding cuts.

Main BodyI noted with interest your recent [editorial/article/op-ed] about [Linked Learning/public education/job growth] titled [INSERT HEADLINE].

[STATE THE POINT OR ARGUMENT THAT YOU SPECIFICALLY AGREE OR DISAGREE WITH OR THAT YOU THINK IS INCORRECT INFORMATION IN THE ARTICLE TO WHICH YOU ARE RESPONDING]

California public schools must ensure students graduate prepared to succeed in college, career and life. Linked Learning is a proven approach to education that combines college-focused academics, work-based learning and integrated student supports.

By centering high school around industry themes, learning becomes relevant. Students graduate with the skills and confidence to succeed in college, career and life. Linked Learning answers the question “Why do I need to learn this?” and inspires students to work harder, dream bigger and learn more by exposing them to previously unimagined career opportunities.

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Research shows that compared with their peers, students in certified Linked Learning pathways earn more credits in the first three years of high school, report greater confidence in their life and career skills and say they are experiencing more rigorous, integrated and relevant instruction.

Linked Learning has already made a tremendous difference in the lives of students in our community, but we can do more. I encourage readers to go to www.LinkedLearning.org to learn how they can get involved.

Sincerely,

[NAME][TITLE][ORGANIZATION][FULL CONTACT INFORMATION]

NOTE: Remember to put your letter on your organization’s letterhead.


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How to Pitch a Public Service Announcement

OverviewPitching and placing a public service announcement—or PSA—is challenging work. However, for organizations with limited resources, PSAs can be an effective tool for reaching key audiences through trusted media sources. A PSA can take many forms—a quick mention on a community calendar, a mention as a part of station marketing or even a fully produced television or radio spot produced by the station.

When considering pitching a PSA in association with an event, keep in mind that a draft PSA script should be sent to the public affairs directors at your local radio and TV stations three to four weeks prior to your event or announcement. The following is a sample of the steps involved in pitching PSAs:

Do your homework. Before pitching your PSAs to any local or regional broadcast or print outlet, do some research to learn more about the media organization, its programming and its viewership audience, as well as how robust a website the organization has and whether they post PSA videos or banner ads on it.

Tailor your PSAs. Sample PSA scripts for a 10-, 15- and 30-second live read are provided in this toolkit. Tailor them to your audiences and to the organization you’re asking to run your PSA.

Prepare your pitch. Present your script with a cover letter to outline key points to persuade the outlet to accept your request. See template provided in toolkit. In your pitch letter, be clear about what you’re asking for, as well as possible back-up options. For example, a TV station may not be willing to produce a full spot to air on television, but they may be willing to develop a banner that they could post on their website or be willing to include information about Linked Learning in a scroll or ticker at the bottom of a newscast. They may also be willing to post one of the pre-existing Linked Learning videos to their website or tweet about an event you’re holding. Be sure you ask about several possible options.

Consider a partnership. If your organization has some small amount of funding available to pay for airtime,

consider a partnership with media outlets in which your small amount of paid airtime would be matched by additional visibility and news coverage for Linked Learning.

Prepare a spokesperson. Once you begin pitching a PSA, some media outlets may request interviews to learn more about Linked Learning within the media market or area. This toolkit includes key messages and tips for spokespeople to help prepare for the interview.

Make preliminary calls. Make introductory pitch calls before sending your PSAs to media outlets. These initial calls give you a chance to double-check your contact information and build a rapport with public service and community affairs professionals.

Distribute and follow up on your PSA request. Follow up with all of the media contacts that received a PSA request about one to two weeks later.

Respond to requests from your contacts. As you pitch your PSAs, your media contacts may ask for information that might not be at your fingertips. If you need to follow up, be sure to do so quickly.

Nail down a PSA placement commitment. You may need to continue placing follow-up calls for several weeks to find out if your announcement will run.

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Evaluate the impact of the PSA campaign. Track your PSAs once they begin airing. Your media contacts may be able to provide you with specific placement information. You can also track the success of your effort by identifying any increase in the amount of online traffic you receive during the period when the PSAs ran and by trying to discern the number of media impressions the PSA received.

Share and build on the results. Compile your evaluation findings not only to share with your organization and partners, but also to share with the media outlet. This will provide an opportunity to thank them for their support. Based on the success of your PSA campaign, you can also use this as an opportunity to propose taking this media relationship to a new level.

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Template PSA Cover Letter and Radio Reader Scripts

The following is a cover letter and PSA radio script for 10-, 15- and 30-second PSAs that on-air talent would read live. These public service announcement template scripts are designed to inform local listeners of Linked Learning activities in your area and to encourage them to find more information online to get involved. It’s important to include a range of asks in the cover letter that reflect the multimedia nature of news organizations today. Send two to three weeks before your event or announcement date.

You may also tailor and share these scripts with local TV stations and ask for their suggestions about what the visuals may be. Oftentimes, TV stations will run voiceover PSAs over a visual with details for an event or over a community calendar.

TO: [NAME], Public Affairs Director, [STATION]FROM: [NAME], [ORGANIZATION]RE: Linked Learning in Action in [CITY/DISTRICT]DATE: [DATE]

Every day, parents and educators across the state work hard to make sure students are prepared to succeed in the fast-paced, ever-changing world we live in today. In [CITY/COUNTY], Linked Learning pathways are helping local students meet those challenges. Linked Learning is a proven approach to education that combines college-focused academics, work-based learning and integrated student supports. Centered around industry themes in high school that make learning relevant, Linked Learning ensures that students graduate with the skills and confidence to succeed in college, career and life.

The Linked Learning pathway at [SCHOOL] is demonstrating exemplary results. To celebrate the many successful accomplishments of Linked Learning, [SCHOOL] will be hosting an [EVENT] showcasing [NEWSHOOK].

We need your help to tell parents and businesses in our community about this innovative approach to education. Below are 10-, 15- and 30-second live-read scripts for PSAs notifying your audience of the upcoming [EVENT]. We would appreciate it if your on-air talent would read these announcements as often as possible before the event on [DATE]. This PSA has an end date of [DATE].

In addition, we would be grateful if you would consider posting the PSA, in voiceover or text form, to your website, as well as post the information on your community calendar and tweet about it. We would also like to invite you to [LOCATION] on [DATE] at [TIME] to participate in the event, as well as to receive a private tour at your convenience.

If you have any questions regarding this PSA or to arrange a tour of [LOCATION], please contact [NAME] ([PHONE], [EMAIL]).

Thank you in advance for your support of this important educational movement that is making a difference in the lives of our students, our community and our state.

Radio (10 seconds)ANNOUNCER V/O: Learn more about Linked Learning in [SCHOOL] on [DATE] at [TIME] at [LOCATION] and by visiting www.LinkedLearning.org.


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Radio (15 seconds)ANNOUNCER V/O: Add the Linked Learning [EVENT] to your calendar. On [DATE] at [TIME], find out how Linked Learning inspires students to work harder, dream bigger and learn more by exposing them to previously unimagined career opportunities. Visit www.LinkedLearning.org for more information.

Radio (30 seconds)ANNOUNCER V/O: Add the Linked Learning [EVENT] to your calendar. On [DATE] at [TIME], find out how Linked Learning ensures that students graduate with the skills and confidence to succeed in college, career and life.

Linked Learning is a proven approach to education that combines college-focused academics, work-based learning and integrated student supports.

Linked Learning answers the question “Why do I need to learn this?” and inspires students to work harder, dream bigger and learn more by exposing them to previously unimagined career opportunities.

For more information, visit www.LinkedLearning.org. That’s www.LinkedLearning.org.

Sincerely,

[NAME][TITLE][ORGANIZATION][FULL CONTACT INFORMATION]

NOTE: Remember to put your letter on your organization’s letterhead and include the Linked Learning logo, available at www.LinkedLearning.org/get-involved/resources.





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How to Stage a Successful Press Event

Event ChecklistA media event involves inviting the media to a news conference, announcement, conference call, virtual forum and/or other activity related to Linked Learning. Below is a check-list to run through each time you plan a media event.

What: A media event should be centered on a significant Linked Learning development. Consider hosting a major news conference to launch watershed activities like the opening of a new Linked Learning pathway or the announcement of a new internship program. Other events, such as announcement of a big achievement, pathway certification, an award or a new corporate partnership, are potential news hooks as well.

When: Your media event should take place on the morning of the activity or announcement. The best time to schedule a media event is midday, between 10:00 AM and 1:00 PM on a Tuesday, Wednesday or Thursday. These times and days tend to generate the most media attention. Try to invite the media with a week’s notice, if possible. Send a media advisory in advance and follow up by telephone. But if you have something big happening, it’s also okay to move fast to bring attention to a timely, newsworthy event.

Where: Pick a location relevant to Linked Learning or your announcement, a place where you can best showcase and illustrate the announcement. Ideally, the location will add relevancy, such as the school building of a new Linked Learning pathway. If you are thinking about holding your event outdoors, consider the weather and plan for a back-up location in case of inclement weather. Choose a location that is easily accessible for your participants and to the media you hope to attract. A room slightly smaller than you need is better than one that is too large, which could look empty at the time of the event. Also consider having a conference call line for reporters to listen to the event, which will help increase attendance by eliminating the need to physically attend. In addition, a virtual venue, such as conference call or a Google+ hangout, can be an interactive way to connect spokespeople with reporters and make it easier for people to participate. But without compelling visuals, you may not obtain television coverage of your virtual event.

Who: Choose lively and/or prominent participants who best illustrate your news and bring it alive. Linked Learning and student success should be the focus of the event. Other organizations and businesses can help to demonstrate a community-wide effort. The media often takes an interest in the human side of an issue, so look for a student or a business leader that has a positive story to tell about their experience with Linked Learning. Consider inviting community leaders, including the mayor, school superintendent or a high-profile civic leader, to speak.

Why: A media event not only promotes local media coverage of your efforts and of Linked Learning, but also provides families, schools, policymakers, businesses and other target audiences, with information about Linked Learning. While it is important to draw the media to your event, it is even more important that the attending cover Linked Learning accurately. Remember, your audience is NOT the news media. It is their readers, followers, viewers, fans and listeners.

What Should the Event Look Like? Signage: If you can, use a Linked Learning banner or poster with your school or local banner. It will reinforce

the message that your program is part of a major, successful statewide effort. Hang posters and banners in the most visible places possible. Post them behind your new conference podium. Cameras will want to get footage of student activity and any banner should be in that shot.

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What is my Event Trying to Say? Messages: It is important to clearly define what core message you want your event to convey to your target

audiences. This message will help frame the event—including where it’s held, whom you invite to attend and whom you select as spokespeople. For instance, if the event is focused on advocating for increased funding and resources for Linked Learning pathways, your message should focus on the messages targeted at policymakers and educators. You might focus on the value of Linked Learning to the community and the state and on how Linked Learning will help students succeed in college, career and life.

Spokespeople: Assign one to three representatives to communicate the message at the event. Make sure that your spokespeople have been briefed thoroughly beforehand. Set a specific time and specific goals for each speaker and offer to help draft their remarks. Use the frequently asked questions, talking points and fact sheets appropriate for your target audience to help prepare spokespeople, but do not distribute them to the public without careful consideration. For example, a fact sheet might be appropriate to share with the press, but do not share your taking points. Your representatives should rehearse for the event, if possible. During the event, keep the proceedings as tight as possible, leave time for questions from the media and remember to convey your key points as well as the Linked Learning messages. Consider recruiting representatives who can provide remarks in Spanish or other languages that are frequently spoken in your community. Remember that student stories can be especially compelling, as can first-hand stories from businesses working with students through Linked Learning.

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Template Media Advisory

Media advisories should be sent 3-4 days prior to an announcement or event date on appropriate letterhead and with the Linked Learning logo.

News Advisory Contact:[DATE] [NAME]

[EMAIL/PHONE]

NEWS ADVISORY HEADLINE TO ANNOUNCE THAT SOMETHINGWILL BE HAPPENING—THE NEWS HOOK

“Kicker” in italics contains the secondary piece of info that is also a hook

As in a news advisory, your first sentence should reveal information about the “news” that will be coming. It is always loaded with information about the who, what, when and where, without giving away the entire story. Write this in a way that will interest the media, but does not give away so much that they do not need to come to the event or receive a full press release to report on it.

Make the event facts in your media advisory easy to read by highlighting them with bullets or placing them in a box like the one below.

What: Description of the event written in an attention-grabbing way that highlights newsworthy aspect

Who: Names and titles of your spokespersons, except students, which should be listed as:[NAME] from [CITY/SCHOOL DISTRICT/BUSINESS/ORGANIZATION] of [LINKED LEARNING SCHOOL/LINKED LEARNING INTERNSHIP PROGRAM]

Where: Exact address of event, with directions if necessary and if applicable

When: Day of week, date of event/announcement, time of event/time press embargo is lifted

End your advisory with a brief description of your organization and Linked Learning.

NOTE: Remember to put your news advisory on your organization’s letterhead

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Template Community Calendar Listing and Cover Letter

[DATE]

Dear Community Calendar Editor:

As we prepare [for a successful school year/for a successful legislative session/to wrap up another school year], educators and policymakers are renewing their focus on providing the best possible education for California students. [SCHOOL] in [SCHOOL DISTRICT/CITY] is adopting a proven approach called Linked Learning, which combines college-focused academics, work-based learning and integrated student supports. Research shows that compared with their peers, students in certified Linked Learning pathways earn more credits in the first three years of high school, report greater confidence in their life and career skills and say they are experiencing more rigorous, integrated and relevant instruction.

On [DATE] at [TIME], [SCHOOL] will be hosting an event about Linked Learning. Educators, parents and the larger community can attend to receive information about Linked Learning and learn how they can start pathways in their own school districts. Business representatives involved in Linked Learning internship programs will be on hand to answer questions as well [OR OTHER INCENTIVES IF APPLICABLE]. [INSERT SENTENCE TAILORED TO THE ACTIVITIES AVAILABLE AT YOUR EVENT]

Please include the following notice in your community calendar listing on air, online and in print. We’d appreciate it if you could also share this information with your audiences in other ways, such as by posting it on your station’s social media profiles or blogs. I will follow up with you in the next few days. If you have any questions in the meantime about our program, or if anyone at your organization would like to visit a participating school for a more in-depth look at our success, please contact me at [PHONE].

Thank you for your cooperation.

[NAME][TITLE], [ORGANIZATION]

Information About the Event for the Community Calendar:

Linked Learning: Transforming Education in CaliforniaWhen students love what they’re learning, they work harder, dream bigger and learn more. Come find out more about Linked Learning, a proven approach to education in California that is helping to create an engaged and productive future workforce for California and that is bringing employers into the classroom to ensure that students learn the skills they need to succeed. On [DATE] at [TIME], [ORGANIZATION] will be hosting [EVENT] that will feature the success of the Linked Learning pathway at [SCHOOL/DISTRICT]. Stop by to learn about Linked Learning in the community and how you can get involved. For more information, please call [PHONE].

NOTE: Remember to put your letter on your organization’s letterhead

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Getting an Event on the Daybook

What is the daybook?The daybook is a daily calendar of media events that are happening in and around a city or state. News services like the Associated Press (AP), as well as many prominent blogs and news websites, maintain a daybook or calendar of events. The AP publishes a national daybook that is distributed to thousands of journalists nationwide, as well as state and local versions of the calendar. Newsroom managers, assignment editors and reporters check daybooks and calendars several times every day for the latest updates on important events happening throughout the region.

To find an AP bureau near your area, visit the AP website at www.ap.org/company/contact-us for a list of AP news bureaus in California.

How can you get Linked Learning events listed on the AP daybook?You must pitch your event to the daybook editor in order to have it placed on the calendar of news events for a specific day, just as you would pitch an assignment editor to cover your event. Pitching a daybook editor should not replace contacting local print and broadcast media outlets about your events.

Step-by-step guide for pitching and placing stories on the AP daybook: 1. Consider pitching events that include one or all of the following elements:

Media-friendly activities or appealing visuals, such as an academic competition or school event where students will be displaying their work or projects.

Participation by an elected official, public figure or well-known leader in the community. A spokesperson that is available to speak to reporters about Linked Learning and new research that might

be released. Students who are in a Linked Learning pathway and their parents, both of whom can speak with reporters

about the positive effect Linked Learning is having on their current academic achievement, the positive effect Linked Learning is having on their future academic and career plans and the need for expanded Linked Learning opportunities for other communities.

2. Prepare a media advisory with the who, what, when and where of the Linked Learning event. 3. Identify the appropriate California AP bureau by visiting the AP website, www.ap.org/company/contact-us. 4. Contact the daybook editor, pitch your event and email a copy of the media advisory to the bureau.5. Follow up with the daybook editor to find out when the event will be listed. When you begin contacting local

reporters to give your pitch, refer to the daybook listing (e.g., “You may have seen our event in the AP daybook. I’m calling to give you additional information about our upcoming Linked Learning announcement.”)

Update the daybook editor if there are changes in your event location or time or if prominent speakers join your efforts. The daybook editor will change from time to time, so try to keep the contact information up to date.

How can you get your event on other daybooks and calendars?Be sure to search the Internet to find community event calendars in your area, including those of local television and radio stations that may be read on air or posted online, those of local and regional blogs, those of newspaper and alternative weekly websites, those in student newspapers and those in neighborhood or community newsletters. Most towns and municipalities also maintain event listings on their local government websites. Reach out to all of these outlets just as you would the AP daybook and follow up to ensure that your event is on the calendar.

http://www.ap.org/company/contact-us

http://www.ap.org/company/contact-us

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Working with and Selecting Students to Speak with the Media

Linked Learning can have a profound impact on a student’s life and opportunities. Identifying and sharing the positive experiences of students in Linked Learning pathways puts a human face on the importance of supporting Linked Learning opportunities. But this should be done with care.

Identifying StudentsTo identify Linked Learning students to act as spokespeople, start by speaking with their teachers and guidance counselors. You also can speak to business leaders and other community organizations that partner with Linked Learning. These people can help you identify Linked Learning students who are strong performers, hard workers, naturally gifted speakers or have unique personal backgrounds.

When you approach a student, always be sure to reach out to his parents or guardians first. Teachers or counselors can help with this outreach. Be sure to convey your appreciation of their willingness to speak with you. Also, make sure that they are comfortable with taking your call. If necessary, ask for a better time or way to talk. Remember that you are asking them to share their personal experiences publically, so always be deferential to their desire for privacy.

Once you have permission, it is important to find out as much as possible about a student’s background and Linked Learning experience before choosing their story to be highlighted at an event or in media interviews. Speak with the student yourself. Ask yourself if the student’s experience would help motivate target audiences to support expanded Linked Learning opportunities. Would parents want to enroll their children in Linked Learning? Would policymakers be motivated to expand funding for local pathways? Would business leaders be compelled to reach out and partner with a pathway? Think carefully about the elements that make this student’s story both unique and relatable.

Tips for selecting and working with students:

Choose a student whose story is compelling. Are there any negative aspects to the student’s story that could undermine their credibility or raise distracting questions? Would the student be an articulate spokesperson? Would their parent? Explain to them that you are speaking with several students and that you will get back to them once a decision is made. Make your decision promptly after you have spoken to other students and call them back within a day or two.

Interview several students. You may have to talk with several students before finding a story that is appropriate for your event or media outreach. Be sure to give yourself ample time prior to your event to talk with many students and their families to ensure that you find the right story.

Ask the student if he is comfortable sharing his story in public. Not all students are comfortable sharing their story. As you interview students and parents, begin to evaluate whether they are comfortable with sharing their story. Be open that their story could be featured in news articles and blogs. Ask them if they are comfortable sharing their story on social media or having other students read about them. You will also need to get written consent once you have selected the right family.

Tell them how their story could be shared at an event. Once you have decided on a student to feature, explain what his/her involvement will entail and his/her role at the event. Do not overpromise or promise students that they will speak at the event. Rather, explain that you are looking for individuals to share their stories in a variety of ways, such as being quoted in a press release, conducting a phone interview with the media, speaking at a press conference, attending a press conference to be available for post-event interviews, having their story posted online or shared on social media, etc. Be sure to obtain a signed personal release

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form from the student and his parents to give permission to have their photo taken, be interviewed by reporters, etc.

Offer a stipend for missed work or costs they may incur. You may want to consider compensating a parent for their time, especially if attending the news conference will involve missing work. You should compensate them for transportation to the event or parking fees, as appropriate.

Offer to draft the student’s remarks and do a media training. Once you have selected a student, offer to help translate her story into remarks. Clarify that there is potential for media coverage. The day before or near the event, you will want to schedule about two hours for speaker preparation. During that time, have the student rehearse the remarks you have written and prepare her for possible questions with suitable answers. Tell the student to share their story as if they are encouraging a friend to enroll in a Linked Learning pathway. Lastly, assure the student that you will be at the event and that all will go well!

Remember to thank the students. Thank both the students and parents you choose and the families you do not choose. Thanking the student representatives shows that you appreciate their efforts and reminds them that you remain interested in their stories and their lives. Remember to make sure that you have their completed, signed personal release forms.

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Template Flyers to Advertise Your Press Event

In the following pages we have provided you with customizable flyers to help you advertise your event. The design and basic messaging of these flyers are aligned with those of Linked Learning and will help make your event easily identifiable as a Linked Learning event. The flyers can be adapted for an email invitation, posted online or in print or distributed around the community to help raise awareness about the event.

Join us for [INSERT EVENT DESCRIPTION]

Come find out about Linked Learning, a proven approach to education that is transforming our students, our schools and our state.

For more information on this event, please visit [INSERT WEB ADDRESS]

Event DateEvent Time[HIGH SCHOOL][CITY], California

The Future of California EducationPANEL DISCUSSION














Event Date Event Time[HIGH SCHOOL][CITY], California





EVENT DATEEVENT TIME[HIGH SCHOOL][CITY], California












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Template Invitation Letter to Elected Official or Community Leader

[DATE]

[NAME][TITLE][ADDRESS][CITY], [STATE] [ZIP CODE]

Dear [PREFIX] [LAST NAME]:

On [DATE] at [TIME], [ORGANIZATION] will be hosting [EVENT] at [LOCATION] to inform [parents/educators/policymakers/business leaders] about Linked Learning, a proven approach to education that combines college-focused academics, work-based learning and integrated student supports. [Parents/Educators/ Policymakers/Business Leaders] play a critical role in expanding and sustaining Linked Learning in California’s schools.

I am writing to invite you to deliver remarks at [EVENT] on [DATE] at [TIME] in [LOCATION]. In addition to delivering remarks, we would like to recognize and honor you for your work on behalf of California’s students.

Centered around industry themes in high school that make learning relevant, Linked Learning ensures that students graduate with the skills and confidence to succeed in college, career and life. Research shows that compared with their peers, students in certified Linked Learning pathways earn more credits in the first three years of high school, report greater confidence in their life and career skills and say they are experiencing more rigorous, integrated and relevant instruction. [EVENT] will [DESCRIPTION OF EVENT ACTIVITIES] in order to inform and engage [parents/educators/policymakers/business leaders] and let them know how they can get involved.

We hope that you will be available to join us on [DATE] to help us reach [parents/educators/policymakers/business leaders] with this important message. Throughout your career, you have shown your commitment to improving education and academic outcomes for California students. We hope you will accept this opportunity to be recognized for this work.

Enclosed is additional information about Linked Learning. We will contact your staff in the coming days to discuss this opportunity further. In the meantime, if you require any additional information, please contact [NAME] at [EMAIL] or [PHONE].

Sincerely,


Enclosures

NOTE: Remember to put your letter on your organization’s letterhead and to include relevant Linked Learning materials.

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Template Thank You Letter for Elected Official or Community Leader

[DATE]

[NAME][TITLE][ADDRESS][CITY], [STATE] [ZIP CODE]

Dear [PREFIX] [LAST NAME]:

We would like to thank you for your participation in [EVENT]. Your willingness to share your experience with [LINKED LEARNING PATHWAY] at [SCHOOL] helped make the event a tremendous success.

As [an elected official/a community leader], you know that providing an excellent education to students is a top priority. By sharing your story, you helped us reach hundreds of [parents/educators/policymakers/business leaders] who may not know how critical their support is to expanding and sustaining Linked Learning in California. The active role you have taken in this effort is a vital step toward ensuring that students across the state receive the skills they need to succeed in college, career and life.

In addition to the terrific attendance at the [EVENT] on [DATE], we received extensive media coverage from [TELEVISION/PRINT/RADIO OUTLET NAMES]. This includes coverage by [LIST MAJOR MEDIA COVERAGE].

This local effort is part of a statewide movement to engage parents, educators, policymakers and business leaders and show them how their support can make a difference for our students and our future workforce. It takes advocates, local leadership and community support to make Linked Learning a success.

On behalf of everyone at [ORGANIZATION], we thank you for sharing your story.

Sincerely,


Enclosures

NOTE: Remember to put your letter on your organization’s letterhead and to include copies of news clips and/or the Certificate of Appreciation.

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Template Personal Release for Spokespeople (Including Students and Parents)

I, (PRINT NAME), hereby grant [ORGANIZATION] permission to use my likeness, voice, picture and name for commercial and non-commercial print, radio or television broadcast or electronic uses anywhere throughout the United States and the world and to edit such material on film or videotape for these purposes without restriction and without my inspection or approval. I acknowledge that participation in this project is voluntary and without compensation.

I hereby attest that I have read and agree to the above statement on this day of

, [YEAR]. (MONTH)

(SIGNATURE)

(PRINT NAME)

(STREET ADDRESS)

( ) (CITY, STATE, ZIP CODE) (TELEPHONE)

Signature of parent or guardian is required if person is under 18.

(PARENT’S SIGNATURE)

(PRINT PARENT’S NAME)

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Social Media

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Social Media Best Practices

This guide is intended to help you tap into the reach and visibility that social media offers to spotlight Linked Learning. Every work-based learning experience, district, school and student is rich with storytelling opportunities. By sharing this content through digital and social media, you have the power to help others reimagine what learning can look like. Social media channels—including Facebook, Twitter and blogs—will help the Linked Learning field connect with allies and colleagues and raise awareness to build support for Linked Learning.

Establish an Online Voice and ToneBefore determining what social media tools should be used and integrated to reach each target audience, ask what voice and tone is best suited to reach these audiences. Every piece of content you create has the potential to put a personal face on the happenings in the Linked Learning field. To demonstrate your broader message, look for opportunities to be warm and personal. For example, introduce followers to student voices, teachers, work-based learning partners, as well as other partners involved in your work. Their stories can help spotlight broader insights, recent news and new data that impact the field.

Create Meaningful ContentHere are some tips for creating memorable content that gets online followers talking and prompts them to share your updates with their networks. Tell stories. Your work is about the lives you touch, and there is no better way to describe your efforts than by

introducing the world to the students, educators and partners who are supporting Linked Learning. It’s about the connections students make from the classroom to the workplace. It’s about the sense of accomplishment a student experiences and the confidence they develop when they learn real-world skills. It’s about connecting classroom learning to California’s industries.

Take us on a journey. For every conference, event or speaking engagement, you have an opportunity to share updates from the front row with your followers. Through blogs, tweets and posts, you should include photos or videos that connect your work to what’s happening at the event from which you’re reporting.

Spotlight measurable progress and milestones. From new data to pivotal student, school and partnership accomplishments, updates about your work will engage followers and your community.

Be a resource. In all of your communications and content, look for opportunities to spotlight how your organization is part of a broader Linked Learning field that’s bringing life into the classroom. You can refer audiences and followers to resources that illustrate the field’s shared vision for Linked Learning. You can become a go-to resource by sharing interesting links, engaging thought leaders and spurring thoughtful dialogue among users with shared interests.

Integrated Social Media Approach Extend your reach by amplifying your partners’ content. To reach a broader community of educators,

community leaders, families, business leaders and policymakers who support your work, look for opportunities to reach them through multiple social media platforms. For example, one blog update can be amplified through Facebook and teased through Twitter. Being active in social media is the first step. To expand your following, echo what Linked Learning partners are saying through “retweets,” “likes,” and cross posting content on your organization’s website. You can also wedge into ongoing conversations by using trending and relevant Twitter hashtags and handles within your messages.

Cross promote social media accounts. Driving traffic to your website is essential, but there are times when you want to put emphasis on building your social media properties by linking to your Facebook page from Twitter or linking to your website from Facebook.

Mirror appropriately. Share messages concurrently across Facebook and Twitter, but tailor them to each medium and the audience who follows those pages.

Be proactive, stay flexible. Use a calendar of events to proactively develop messages that can be automated, such as event launches, major milestones or media announcements. It also is important to keep up with breaking education news, in the state and nationally.

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Interact with followers. Participate in relevant and timely opportunities to engage with target audiences. Posing questions or fun polls on Facebook is a great way to engage followers on an ongoing basis. Responding to important stakeholders on Twitter also increases meaningful interactions and will make them more likely to share your content in the future.

“Like” and “follow” stakeholders’ Facebook and Twitter pages. And encourage them to return the favor. Once you’ve “liked” your partners’ pages, consider tagging them in posts, when appropriate, such as messages of support, congratulations, kudos, etc. These posts will appear on their feed or wall and be visible to an even larger audience.

Layer outreach. Continue to support the website by using the social media channels to talk about and link to new content or featured topics.

Drive traffic to desired websites. Facebook and Twitter are great ways to link readers to more information, such as new materials on the website, blog posts, news stories, announcements or news releases.

Use visuals. Photos can add variety and freshness to personalize and humanize the campaign. Short videos, including partners’ videos, can spotlight people or schools. This content is compelling to readers and is more likely to be shared and repurposed. Consider sharing interesting infographics to convey information with complex comparisons, numbers or other measurements about education.

Link. Make sure to link to relevant Linked Learning website resources, as well as relevant communications materials such as e-newsletters and email signatures.

Promote the properties internally. Make sure to link Facebook, Twitter, LinkedIn and YouTube pages from relevant communications materials such as e-newsletters and email signatures.

Add share this. For each aspect of your website, users should be able to easily click an icon to share that specific story or interior webpage—if you catch people right after they’ve read something they are more likely to share it if it just requires a quick click of the mouse.

Save time: schedule ahead. Using a third-party application, such as HootSuite or Facebook’s mobile app, can increase efficiencies for scheduled posts. It also will help to strategically post during peak times. You can also consider other new tools like Tweriod, which tracks the best times to tweet based on your followers.

Facebook Best PracticesFacebook has reached a billion users worldwide and by one estimate has more than 13 million users in California. It is one of the best platforms for content sharing, community-building and organizational communication and outreach.

In creating a public Facebook presence, be sure to create an organizational page. Setting up your page so that other users can easily “like” your page makes it easier to amass a following and engage your audience. This lessens the effort required for Facebook users to begin receiving your updates.

Facebook has recently changed their algorithm for the newsfeed feature which significantly impacts the visibility of an organization’s Facebook page. Unless you have a significant number of followers, new people who “like” your page will not necessarily pick up your posts in their feed. The more Facebook fans interact (e.g., like, share or comment) with your posts, the more often their feed will include your updates. This doesn’t mean that Facebook is no longer a good way to engage your audience—it is important to have an audience on a diversity of platforms—but you should think carefully and strategically how you use Facebook to engage your audience online.

What can you do to maximize your visibility? We recommend the following: Image is everything. Posting images has shown to attract many more views and actions. When at events

(visiting a school, etc.), snap photos on your phone and upload posts. Think headline. Grab readers’ attention with short, attention-grabbing sentences and follow with a question,

call to action, photo or link. Remember that it is important to follow up with a response. Post every other day. To maintain interest without bombarding fans, post every other day to keep your

audience engaged. Share stories. Real and compelling stories are memorable. Student stories profiled in text and videos will be

an important piece for increasing awareness and understanding of Linked Learning. Consider posting “behind the scenes” stories and photos. Facebook users tend to be more interested in the informal insights.

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Plan ahead. Use an editorial calendar to help guide frequency and subjects of posts. Scheduling posts in advance is okay, but vary timing slightly and avoid posting at :00 and :30.

Twitter Best PracticesMuch like the objectives for Facebook, the Linked Learning field’s Twitter presence should focus on increasing awareness of Linked Learning, engaging and cultivating relationships with new users and facilitating an active conversation with them. On Twitter, it is essential to go beyond simply tweeting messages and content; engagement with other users and developing personality is vital to fostering growth. Though education reform models such as Linked Learning carry serious undertones, it does not preclude levity on occasion and sharing of personal tidbits about your work.

The goal is to use Twitter to amplify content by pushing it out to new audiences in unique networks. One piece can travel through social media, tweets, blogs and other posts, bringing information to a whole new audience.

Twitter Terms Handle: A person’s or organization’s username on Twitter. Handles are written using the @ symbol in front. Retweet (or RT): The act of forwarding another user's tweet to all of your followers. People do this if someone

has said something especially valuable and they want their own network to see the information too. (e.g., RT @[HANDLE]: Check out this cool #infographic [LINK]).

Modified Tweet (MT): A tweet by another user that signals you have slightly modified the original Tweet. This is often used to spread news or share valuable findings on Twitter with your personal comments added.

@Reply: A tweet posted in reply to another user's message, usually posted by clicking the "reply" button next to their tweet in your timeline. Always begins with @[HANDLE].

Tweet a specific person by inserting an @ before the person’s handle: By putting @[HANDLE] at the beginning of your tweet, that person knows you are following them. Any @replies you receive will go into your @replies tab and will be seen by your followers.

Hashtag (#): The icon that is used to organize conversations on a given event or theme. A hashtag combined with a word, acronym or phrase acts as a way to categorize your tweets and allows them to be found through searches. Ideally, use at least one #[TAG] (e.g., #LinkedLearning) per post. Do not create your own #[TAG]—the idea is to become part of an existing conversation.

Direct Message (or DM): A private message sent from one Twitter user to another by either clicking the “message” link on their profile or typing “D @[HANDLE].” Note that you can only send a direct message to users who are following you.

Lists: Curated groups of other Twitter users. Lists are often used to tie specific individuals on your Twitter account. They can be useful to organize and highlight partner organizations, such as others who work in the Linked Learning space.

Twitter Strategies Length. While you’re limited to 140 characters, it is important to try to keep tweets to approximately 120

characters to allow others to easily ”retweet” and offer their own insight or comment. Frequency. Tweet at least once a day. Post tweets at the beginning of the work day (8:00-9:00am), around

lunch (12:00-2:00pm) and the end of the day (3:00-5:00pm). Establish consistent hashtags. Insert a hashtag, such as #LinkedLearning, to which people can direct their

tweets. Using hashtags will help create a real-time conversation about the latest news. Repurpose positive mentions. Thank reporters for mentioning Linked Learning. Retweet or quote positive

mentions or positive stories about how the pathways have improved lives and are building a better California. Host real-time conversations on Twitter. Invite key stakeholders (e.g., Linked Learning teachers) and local

reporters/bloggers to engage in a real-time conversation about what is happening in the classroom. We would suggest tying this conversation to statewide media outreach conducted by the Alliance.

Save space. Use a URL “shortener” such as bit.ly (www.bitly.com), ow.ly (www.ow.ly), etc., to keep posts succinct and to measure analytics.

http://www.ow.ly/

http://www.bitly.com/

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Plan ahead. Develop a “tweetitorial” calendar to help guide frequency and subjects of tweets, as well as identify a target list of followers with whom to engage on Twitter. Scheduling tweets in advance is okay, but vary timing slightly and avoid posting at :00 and :30.

Retweet. Consider reposting something interesting that someone else has said about Linked Learning or related topics on preparing young people for success in the future.

Ask a question and invite feedback. People love to have their voices heard, but be sure to respond.

Blogging Best PracticesEvery blog post is a new opportunity to engage—both with audiences who already support and are familiar with Linked Learning and with new audiences. Content should be fresh, delivering new information and demonstrating the progress made from the individual student level to state-wide policy initiatives, in a relevant, timely and engaging way.

Post regularly. Consistency is critical and will give readers a reason to return. At a minimum, publish one to two posts per week. It is appropriate to regularly publish very short posts with links to other existing content. Through your networks, you can share relevant and useful articles, videos and images while adding just a few lines when necessary. A consistent publishing schedule is important to keep users engaged and coming back.

Keep headlines short and clear. Improve search engine optimization (SEO) with headlines that are easy to search and find, but clearly relate to the content of the post.

Hook your audience. Use a memorable first sentence and bring some personality to posts to draw in the reader.

Be succinct. Get to the point quickly. Don’t make readers sift through superfluous details to find what they are looking for. We should quickly dispense case studies, information and stories in an engaging and timely manner. The breadth and depth of the information you provide should not be reflected in the length of a blog. Keep it between 150-500 words. Short, but relevant.

Be relevant. Perhaps this goes without saying, but content is still king. The key to writing a good blog is to share experiences through human stories that resonate with your audiences. The goal is to give people a reason to talk about Linked Learning with excellent content and then build conversations through user-generated comments and discussions. Interact with readers and followers the same way you would chat in person with a colleague or friend.

Know your reader. Avoid jargon and keep the tone positive, professional and educational to appeal to a variety of audiences.

Be compelling. Keep content compelling by regularly including web videos, photos, research and graphic elements to visually tell your story. Post media that communicates the essence of Linked Learning—such as material captured while working with students.

Share content from other sources and comment on posts. This is a great way to grow your audience. Sharing ideas with other authoritative sites can introduce you to new audiences. For example, seek out industry leaders and follow and engage in their conversations, reposting relevant content. Linking to existing content allows you to provide more information without sacrificing word count. This creates a greater opportunity to quickly state and support the narrative of your blog post while driving traffic to your existing online content.

Tell stories. Real, compelling stories are memorable. Individual stories profiled in text and through videos will be an important piece to the outreach—particularly given that people are more likely to click on photos and videos than anything else in this medium. Monitoring which stories receive the most clicks or comments can help you determine what types of stories to feature in future posts.

Encourage sharing. For each blog post, users should be able to easily click an icon to share that specific blog—if you catch people right after they’ve read something they are more likely to share it if it just required a quick click of the mouse.

Promote the blog posts internally. Link to blog posts on Facebook, Twitter and in relevant communications materials such as e-newsletters and email signatures.

Be timely. Use a calendar to proactively develop messages that coincide with the school year and important legislative sessions.

Interact with followers. Engage with target audiences by responding to comments and questions when appropriate.

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What to Post? What you’re reading: Post a link to an interesting blog post from another Linked Learning partner or news

article about a partner organization, school, student, etc. and write a few interesting sentences giving your own commentary about it.

Events you’re attending: Share a link about the next conference you plan to attend or write a short post about schools you visit. Also remember to consider live tweeting (or write down a few notes to tweet when you are back in the office).

An announcement: Promote and create buzz around Linked Learning announcements. Drive traffic to your other social media channels, blog posts you’ve written on the announcement, your website and other partner websites or relevant articles.

Multimedia content: Photos and video clips can help bring Linked Learning to life. By sharing pictures and updates as you plan, you can help the field and followers see your success stories—and feel more invested in and passionate about the development of the space.

Invite readers to respond: Use your blog post to ask thought-provoking questions or introduce interesting topics for discussion. Then invite readers to share their thoughts and responses in the comments section. This can help you engage your audience and strengthen the connections among them.

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Social Media Map and Tweetitorial Calendar

Social Media Map To successfully use Twitter, you have to engage your followers—and transport them to your space. Being effective will require strategically inserting your voice into existing conversations, engaging established thought leaders and creating a regular stream of relevant tweets.

In this section we have provided you with a basic example of two types of documents: Social media map Tweetitorial calendar

The two examples and templates of these materials provide you with a basic way of planning and developing your Twitter engagement strategy.

Social Media MapThe social media map template provides you with a guide to help identify and organize important Twitter users and regularly used hashtags.

Once you’ve identified the Twitter handles of influential Twitter users, be sure to follow them, retweet them, tweet at them with content relevant to their interests and create follower lists of these users. Tweeting at these users allows your tweets to be seen specifically by them. To tweet at someone, simply insert @[HANDLE] into the text of your tweet. You’ll also want to create lists of Twitter users with the handles you compile. Creating Twitter lists of partners, key media and political figures will help manage the influx of information and ensure we are monitoring and connecting online to all the right people.

Be sure to use the hashtags that you identify in your social media map whenever you tweet. Use the hashtag that is most relevant to your tweet and always use at least one. By using hashtags that are already part of the existing conversation online, you can be sure that your content will be visible to the community that is discussing similar topics.

Tweetitorial CalendarThe tweetitorial calendar is an example of one way that you can plan your tweets in advance so that you have an idea of what kind of content you will be posting. However, keep in mind that Twitter is meant to be dynamic and responsive. It will be impossible to plan every tweet and often you will need to be prepared to respond to unexpected situations.

That said, the tweetitorial calendar can be useful in establishing a regular drumbeat of content and in making sure the content of your tweets are focused and pertinent. As you become more comfortable with using Twitter, you may find that you will not need to plan your tweets as carefully as you first did.

TEMPLATE: Linked Learning Social Media MapImportant

@sPartners/Policy Leaders Business Policymakers Media (State and Local)

Follow these twitter

handles and comment on their content

@ linked_learning @LAAreaChamber @JerryBrownGov @latimeshiltzik@NAFCareerAcads @SoCalHospNews @TorlaksonSSPI @MelodyGutierrez@ConnectEdOrg @localbusinesscouncil @Localcitycouncil @EdSource@IrvineFdn @localchamber @schoolboardmembers @edutopia@SmarterBalanced @districtsuperintendents @ed100@CaliforniaCTE @jilltucker@americas_edge @howardblume @iLinkedLearning @localeduationreporter

@localbusinessreporter

Important #s Education Policy Local Event Specific Population

Following these

conversations and comment

on what others are

saying

#linkedlearning #lausd #backtoschool #teacher#edchat #Porterville #HSgraduation #students#edu #yourcity #XXXconference#edreform #localdistrict#ccss#stem#collegebound

#collegeready

TEMPLATE: Linked Learning Tweetitorial Calendar – January 2013Tweet that provides information on upcoming events or shares links to resources and/or materials.Tweet that suggests to our followers other people/groups/organizations to follow.Tweet that shares a link to a pertinent news clip.Tweet that encourages communication with followers by posing a question or theme to discuss.

Week(Sun-Sat)

Date To Be

Published

Owner Theme ~1pm Tweet Theme ~5pm Tweet Tweeted? Retweet

1/6 - 1/12

7-Jan NameEvent Info/Resource Sharing

Attn students: Lend yr voice 4 #education change @ #GradNation Summit! Nominate a youth or apply today! @fivepromises

News ClipCheck out this great article on #linkedlearning… OR check out this Op-ed….

Y, Y Y: @[handle], N

8-Jan News ClipCheck out this great article on #linkedlearning… OR check out this Op-ed….

News Clip X Y, Y N, N

9-Jan Discussion Starter

#CA #LinkedLearning educators, pls weigh in! RT @usedgov: Teachers: What is the most powerful thing a student has said to you? #TeachTalk

Respond to Comments

Great story …OR Thanks for sharing. Have you thought about X? @name #LinkedLearning

Y, Y N, Y: @[handle]

10-JanEvent Info/Resource Sharing

MT Bringing dreams to life! RT @NAFCareerAcads: Video inspires Project Based Learning "Caine’s Arcade" @mindshiftkqed ow.ly/g6Nsn

Event Info/Resource Sharing

#CA students describe how #LinkedLearning helps improve HS & guide their future planning @ConnectEdOrg #career #college

Y, Y Y: @[handle], N

11-Jan Follow Friday

Happy Friday! Be sure to #FF @ConnectEdOrg for great #edu resources for #linkedLearning #teachers

News ClipCheck out this great article on #linkedlearning… OR check out this Op-ed….

Y, Y Y: @[handle], Y: @[handle]

Week(Sun-Sat)

Date To Be

Published

Owner Theme ~1pm Tweet Theme ~5pm Tweet Tweeted? Retweet

1/13 - 1/19




Respond to Comments

16-Jan News Clip News Clip



18-Jan Follow Friday Follow Friday

1/20 - 1/26


Respond to Comments





1/27 - 2/2



Respond to Comments




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Sample Tweets

Below are a few sample tweets to demonstrate good use of content to share with your Twitter followers. While you’re limited to 140 characters, it is important to try to keep tweets to approximately 120 characters to allow others to easily ”retweet” and offer their own insight or comment.

If you are not planning on including an image always remember to include appropriate hashtags and handles.

Twitter is a great way to reach out to the media and pitch story ideas.

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Sample Facebook Posts

Below are a few sample posts to demonstrate the type of content that resonates with Facebook fans. Facebook is a great platform for incorporating a variety of dynamic content including links, photos and video clips.

Facebook is great place to not only reach students but also broadcast their success stories.

Once you add a link and the story and image generates, delete the link and add a personal message.

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Sample Guest Blog Posts

Blogs are an important outlet for reaching audiences with the message of Linked Learning. They have become an established source of reliable information and news. Many blogs, including those curated by news organizations, will accept guest posts about timely and relevant topics and events. You can find a local blog that covers education, the workforce or both issues by searching the Internet or checking the website of your newspaper.

The process of submitting a guest blog post is similar to that of submitting an op-ed: First, get familiar with the blog. Check to see if the blogger even accepts guest posts. Look at the subjects

covered and tone. Make sure that Linked Learning will be a topic of interest for the audience. Try to tailor your post to make it relevant to the blog or to a recent event. Small additions or edits can make

your blog post a better fit for the particular blog you are targeting. Finally, submit your blog post to the blogger and follow up by phone if possible. It may take a few days or even

weeks for the post to run. Be patient and be responsive. You’re building relationships that could be beneficial in the long term.

Below are two sample blog posts that will give you a sense of the type of content that could serve as guest blog material.

Sample Guest Blog Post 1Linked Learning district/school spotlight

School is cool again

There’s always something special about seeing Linked Learning in action. Seeing students immersed in topics they truly enjoy—taking lessons they’ve learned in the classroom and bringing them to life—is the icing on the cake after months of preparation and planning. And it’s always rewarding to see how pathways have grown and developed since their start, sparking the minds of more students and engaging broader communities.

One noteworthy example of a successful Linked Learning adaptation is the Antioch Unified School District. Now six years in the making, about 50 percent of Antioch’s students are enrolled in an industry-themed pathway. With academies ranging from pathways in engineering, leadership, public service, media and technology and environmental studies, students have a wide range of pathway options to choose from.

Though students are still taught traditional school subjects such as English, math, history, social science and science, each pathway is tailored to a particular topic that students choose. Because students get to apply their skills through a pathway, their work is centered on their interests. Antioch students are not only learning what’s required by state standards, but they also get to complete projects that have relevant, real-world application. For example, engineering students worked with local building officials to build scale model bridges and medical students participated in mock surgeries with doctors and staff working directly with them.

I can’t wait to see how Linked Learning will shape California students in the next five years. If you’ve ever wondered when school would be cool, the answer is now.

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Sample Guest Blog Post 2Linked Learning student spotlight

Student spotlight: [STUDENT NAME] of [DISTRICT OR SCHOOL] wins local contest

I’m excited for Linked Learning to inspire minds and improve outcomes for students across the state, however it’s important to shed light on individual successes, too. A perfect example: local Linked Learning student [STUDENT NAME] of [DISTRICT OR SCHOOL].

As part of the [PATHWAY NAME] at [SCHOOL], [STUDENT NAME] has been putting [his/her] passion for [SUBJECT] to good use in the classroom and on-site at a local [BUSINESS/AGENCY NAME]. After months of working hand-in-hand with [his/her] teachers and internship manager, [STUDENT NAME] put together an outstanding entry for [LOCAL CONTEST NAME]—one that quickly caught the judge’s eyes. There were a good number of other promising Linked Learning student entries, but [STUDENT NAME] stole the show—winning the [AWARD NAME] for [his/her] work. [STUDENT NAME] plans to continue studying [SUBJECT] and is considering [his/her] future in that field.

Although a career is a long ways from now, [STUDENT NAME]’s parents can’t wait for [him/her] to get started. And neither can [we/I].