Delivering the Message that “CTE Works!” to Media & the

Public

Ashley Parker, Media Relations Manager

ACTE

Media Advocacy

• Advocacy doesn’t stop at the Capitol Hill steps

• CTE programs & leaders must be self-advocates

• Building relationships key in media relations too

Media Outreach: Not an Option

• Reaching out to your community builds your human and reputation capital.

• Reaching out to media positions you as an expert.

• Communicating about CTE changes perceptions.

Establishing a relationship

• Basic rules that apply for ALL media outreach– Research first– Tailor your message– Build a relationship.

Contact should be consistent.

Approaching Media

Media Relations Do’s and Don’ts• DO be respectful of a journalist/blogger’s time• DO follow-up with journalists/bloggers• DO be persistent but..• DON’T spam reporters• DON’T use tricks- be TRANSPARENT

• DON’T LIE

Targeting the media: methods

• Format your communications– Press release– Media advisory– Op-ed & Letters to the Editor– Think brevity & clarity

• Email vs. phone– Send an email FIRST

What Do We Say?

• Be an evangelist for your program

• Share positive data and trend info

• Connect CTE to economy

• Draft a “pitch” beforehand

Reasons to Pitch Media• Initial contact

– Editorial board meeting, calling reporters, send a press kit about your program

– Follow them on Twitter/Facebook!

• Invite the media to an open house• Share an outstanding student story, an award,

or other notable event with the media• Offer to contribute!

– Op-Ed– Guest writer

What Media Doesn’t Know About CTE

• What are the most common CTE programs today?

• How is CTE different now than 20 years ago?

• How are CTE programs delivered in schools?

• Who is the “typical” CTE student?

It Pays to Be Nice• Media often need

information & sources for stories but they don’t always take this on record.

• Relationship is long-term goal

• Be helpful but have boundaries

Outlet Tips: Newspapers

• Early morning is best time to contact

• Most reporters on deadline in afternoons

• Daily deadlines= busy newsroom

• Feature stories better for special sections

Outlet Tips: Radio

• Many stations offer spots to nonprofit groups- check with station manager

• Early morning production times- pitch in afternoon

• Pitch a panel of speakers

Outlet Tips: TV News

• Production meetings always take place at same time

• Think in clips & segments

• Do not contact the anchors

• Get into the daybook for special events, tours, conferences, etc.

Your New Best Friend:

Social Media

• Twitter, Facebook great for “guerilla” PR

• Muckrack.com and Twitter lists for journalist contacts

• Use hashtags to join the conversation #careerteched, #CTEMonth, #climbingthehill

Social Media “Hacks”

• Facebook for event invites- free web publicity for open houses, career fairs, etc.

• Live-tweeting or live-blogging- send links to media who can’t attend

• YouTube for DIY videos• Flickr for image gallery; post on

school website

Now what do I do?

• Tip sheet from today’s session

• ACTE website• Contact ACTE anytime for

assistance– Ashley Parker, Media Relations

Manager– aparker@acteonline.org or 703-

683-9312