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Diane Pratt-Heavner SNA Director of Media Relations media@schoolnutrition.org 301-686-3124

Photo Credit: The Food Channel/David Nehmer. Diane Pratt-Heavner SNA Director of Media Relations media@schoolnutrition.org 301-686-3124. Promoting Your Program, Making the Most of  Media Opportunities and How SNA Can Help!. SNA promotes healthy school meals year-round.

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Diane Pratt-Heavner SNA Director of Media Relations media@schoolnutrition.org 301-686-3124

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  1. Photo Credit: The Food Channel/David Nehmer Diane Pratt-HeavnerSNA Director of Media Relationsmedia@schoolnutrition.org301-686-3124 Promoting Your Program, Making the Most of  Media Opportunitiesand How SNA Can Help!

  2. SNA promotes healthy school meals year-round • NSLW, NSBW, Back to School, summer campaigns • Tray Talk • Social Media (Twitter, Facebook, blogs) • Responding to hot topics (CNR, Meal Pattern, Jamie Oliver) • Spokesperson Network

  3. So why should YOU promote your program? Parents care more about what is being served in their own children’s schools than what is going on nationwide. Either let your local media assume the worst, or show them your best!

  4. SNA’s PR Tools Can Help! Visit www.schoolnutrition.org/pr • New meal pattern PR tools • Parent outreach tools • Talking points • Media tips • Backpack brochures • Hot topic videos • And more!

  5. www.schoolnutrition.org/pr

  6. Insert logo here! Insert your logo here!

  7. www.TrayTalk.org has great resources to share with parents!

  8. NSLW 2012 and NSBW 2013

  9. Media Outreach:First Steps • Make your district communications staff your new best friend: • Include success stories and facts about your program on district website and in email notices, newsletters, blogs, tweets & Facebook posts • Ask for ideas on pitching media • Learn restrictions on film/photography

  10. Think of a hook! • NSLW, NSBW, Back to School • Student taste test • Nutrition education initiative • School garden • Farm to School • Green initiative • New menu item • Presentation before school board • Other ideas?

  11. Invite the media to visit! If the education reporter doesn’t bite, try the food, health/wellness reporter Invite a TV/Radio personality or columnist to serve a meal If you’re hosting a tasting, ask a media personality to vote with parents and students

  12. Student taste tests are always a hit Lunch menu items pass, fail students' taste test Norfolk schools use hummus to get kids eating healthy food

  13. Consider Alternative Outlets… • Community magazines • Newspaper blogs

  14. If media won’t come to you… A picture is worth 1,000 words! Share a close-up, released photo with your local newspaper

  15. Go to the station! Offer to host a taste test during an in-studio tv or radio interview • Bring a colorful sampling of your healthy offerings • Don’t forget a table cloth and props

  16. Letters to the Editor Respond to a national story on school meals or childhood obesity with details on the healthy meals available to children in your community

  17. Think outside of the box! One school district, one paper, one month… Three hits! “Norfolk schools serve cold meals for Earth Day,” (Lia Russell, community reporter, April 23, 2010) “Bad Reputation Finally Cooked Chicken Patty Lunch in School” (Stephen Vegh, columnist, May 2, 2010) “Norfolk schools use hummus to get kids eating healthy food” (Lorraine Eaton, food writer, May 19, 2010)

  18. When Reaching Out to Media… Plan ahead! Try to accommodate the outlet’s schedule Consider the visual Focus on nutrition: Fresh produce, whole grains Low fat/sugar/sodium items (Remember to tell the reporter about the improvements that can’t be seen!)

  19. Don’t Forget! Provide printed stats about your program: Number of children served, prices, sample menu, nutrition standards, nutrition education materials Post positive stories on your website Ask a supportive teacher/parent/principal/student to speak

  20. Photo Credit: The Food Channel/David Nehmer MOST IMPORTANTLY… • Don’t get defensive • Don’t personally attack your attackers • Demonstrate that you are not resistant to change. • Turn the focus back to your program’s improvements and nutrition • Taking the high ground pays off!

  21. Photo Credit: The Food Channel/David Nehmer Thanks for being a spokesperson for healthy school meals!

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