“WORKING WITH THE MEDIA: A GUIDE FOR AFFILIATES”By Kristina GawrgyCommunications CoordinatorNational Association for the Education of Young Children (NAEYC)February 23, 2010

WHAT IS PUBLIC RELATIONS?

Public relations involves the cultivation of favorable relations for organizations and products with its key publics through the use of a variety of communications channels and tools.

To put it simply– Good PR is being able to communicate to the public what your messages are.

WHY IS IT IMPORTANT FOR NAEYC AFFILIATES?

If a tree falls in the forest, does it make a sound?

Affiliate leaders, volunteers, and staff work hard every single day and people should know that!

Good PR is essential to increasing awareness in your communities of your work, supporting your efforts and this will in turn increase membership, revenue, sponsorship, marketing opportunities, and so much more.

HARDEST PART OF PR IS PLANNING FOR IT

Once you make a commitment to strategic public relations, it is not hard to fulfill.

What kinds of things do you want to bring attention to? People? Policy? Events?

What are your messages? Create talking points about issues.

SO WHAT ABOUT THOSE REPORTERS?

Reporters are a pathway to the general public. Connect with local newspapers and main

education reporter at the state-wide or regional newspaper

Make a list of these reporters – broadcast, print, online

NAEYC has databases they can pull from. Just ask!

Don’t forget about bloggers! Online outreach is becoming essential to any media relations plan.

PRESS RELEASE V. MEDIA ADVISORY Press Releases come after the fact or to

announce a general plan/idea – NAEYC supports long awaited investments for children and education in President’s budget

Media Advisories are best for events that you are inviting press to - Nearly 20,000 Educators Meet in Washington for Largest Annual Early Childhood Education Conference

Key components: Five W’s and contact information!

Make sure it is newsworthy.

LTE V. OP-ED

Letters to the Editor – Great to react to a specific story that has been in the news. Did someone write a terrible story about preschool funding and you want to respond? LTEs are great for this.

New York Times letter - Food Stamps in New York

Follow rules set by specific newspaper.

LTE V. OP-ED

Opinion Editorials – More appropriate if you want to address a larger topic of news without referring to one news story in particular. Should come from someone of authority – President/Executive Director/Policy Chair

Policy opinion editorial from 2008 – Various states took advantage of this template KS AEYC – Deb Crowl in the Wichita Eagle NJ AEYC - Lorraine Cooke in NorthJersey.com CA AEYC - Ginger Swigart in The Union

Medium Starting Point Contact Person

Newspapers List the newspapers in your area. Local weekly or daily newspapers, as well as state/regional newspapers.

1. Find reporter who cover your beat (education, family, health)

2. Editor is backup if a direct reporter is not found

Television List local ABC, CBS, NBC, Fox, Etc. Think about nontraditional markets like Telemundo or Univision

Assignment editor, weekend editor, “news desk”

Radio Identify news, talk and public affairs stations

News director or program director

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Document Purpose and Description

Sent to Length Timeline Pitch?

Talking Points Memo

To have your key message points in one place. Key facts you want to push in any story or interview. Also will be used repeatedly in all media materials.

FOR INTERNAL USE ONLY!!

3 main points;2-4 other points

Have this ready today. Don’t wait until you get a media inquiry to come up with these.

No

Press Release (aka News Release)

To summarize and present your activities. Helps frame your messages. Provides journalists with background information, facts and quotations from spokespeople. Key component of press packet.

Newspaper beat reporters; TV assignment editors; radio news director or program director.

1 page is preferable, but two pages is absolute max.

Day of activities (issued in only press kit, sent to others not attending)

Email, then call to follow-up only

Media advisory

To notify the media about your activities. Provide the Five Ws of activities, provide information to entice media to attend/cover.

Calendar/Daybook editors, and reporters

1 page max

At least one week prior to the event, especially for weekly reporters, follow up 2-3 days before

Yes, email and phone calls

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Document Purpose and Description

Sent to Length Timeline Pitch?

Opinion Editorial

To express your opinions on issues or policies. Good way to explain complicated issues. Must come from an expert source.

Op-ed editor at daily or weekly newspapers

Check newspaper for details

Whenever it is most timely and newsworthy, use best judgment

Email and Follow-up only

Letter to the Editor

To respond, either positively or negatively, to a previously published article on an issue of importance. Good way to offer views without writing op-ed.

Editor at paper or letters editor of large daily.

Usually 100-300 words but check newspaper for details

No longer than 3-5 days after original story appeared

Email and Follow-up only

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TIPS FOR SPOKESPERSONS

Dedicate at least one person, preferably two or more, to be spokespersons for your Affiliate.

Get the request, ask for a deadline, and ask for some time to prepare first.

If there is no time to prepare, refer to the talking points you’ve drafted up. Go with instinct. Assume EVERYTHING is on record. Never ask to go off the record; it’s not worth the risk.

Choose pronouns carefully. Be specific and to the point.

TIPS FOR SPOKESPERSONS

Avoid jargon. Be honest and refer to others if you cannot

answer the question yourself. Use your talking points. Ask reporter if they want to be included on

newsletters or emails. Be excited! If you aren’t excited, reporters

won’t be.

GREAT EXAMPLE!

Week of the Young Child – Affiliates have welcomed amazing local news coverage of their events and advocacy around this week or month. Mountain Home News (ID) Gatehouse News Service (MA) New Haven Register (CT)

NAEYC Early Learning News – if you haven’t already, sign up and follow the news of the week

http://www.naeyc.org/newsroom/inthenews

PUTTING YOUR BEST FOOT FORWARD

WEBSITE! www.naeyc.org

“About us”, “contact us”, and “newsroom”

The website is so important because this is where most people go first. NAEYC Google Social Media

SUPPLEMENTAL COMMUNICATION TOOLS

Newsletters – Are you updating the public? Do they feel like they hear from you? NAEYC Early Learning News NAEYC Children’s Champions

Social media! – Great tool to use in addition to your website and newsletter. Spread the word to a whole new audience and potential members. www.facebook.com/naeyc www.twitter.com/naeyc

RESOURCES

NAEYC’s Newsroom- http://www.naeyc.org/content/news-room

Help a Reporter Out (HARO) http://helpareporter.com/ (sign up to receive alerts and let reporter’s know when you can help them with a story idea or give them a source)

Journalistics Blog – http://blog.journalistics.com/ (Great blog postings about public relations and journalism. Interesting read if you are a PR expert, novice, or in between.)

Additional resources are on Affiliate resources page – templates, sample releases, etc.

NAEYC IS HERE TO HELP

Kristina GawrgyCommunications CoordinatorNAEYCOffice: 202-350-8857Mobile: 202-427-4734Fax: 202-328-2649kgawrgy@naeyc.org