“Working with the Media: a Guide for Affiliates”

“Working with the Media: a Guide for Affiliates” By Kristina Gawrgy Communications Coordinator National 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

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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 Gawrgy Communications Coordinator NAEYC Office: 202-350-8857 Mobile: 202-427-4734 Fax: 202-328-2649 kgawrgy@naeyc.org

“Working with the Media: a Guide for Affiliates”