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Ten Tips for Working with the Local Press
From Ann Bradley of Education Week
Reprinted with permission from the NEA Foundation.
Visit the National Education Association's NEA Foundation at
www.nfie.org
Ten Tips for Working with the Local Press
1) Be proactive. Don't wait to contact a reporter until you have a story to suggest. Instead, arrange a meeting, and focus on building a relationship.
2) Be prompt when reporters are on deadline and contact you for information.
3) Be honest when you can't help.
4) Meet with the editorial board of your local paper(s), in addition to reporters.
5) Do your homework. Read the local paper(s) and watch local news broadcasts regularly to get a sense of the topics they cover and their perspective.
6) Stay abreast of education issues on the national level and try to connect what you are doing locally to those larger issues.
7) Know where your stories are and identify potential sources. The more information you can provide to a reporter, the better.
8) If you are trying to pitch a story, focus on concrete results or events; don't talk about huge social problems.
9) Don't try to force your agenda on the reporter or editor; be forthright, present him or her with the information, and make yourself available for follow-up in case of questions.
10) Don't ignore problems that may exist, but avoid public mud-slinging (e.g., between a union and district administration). This sort of conflict generally results in negative coverage.
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