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#NPS15 USING MEDIA RELATIONS AND SOCIAL MEDIA. ACTE Staff  Sean Lynch  Legislative and Public Affairs Manager  Saleah Loomis  Digital Media Coordinator.

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Presentation on theme: "#NPS15 USING MEDIA RELATIONS AND SOCIAL MEDIA. ACTE Staff  Sean Lynch  Legislative and Public Affairs Manager  Saleah Loomis  Digital Media Coordinator."— Presentation transcript:


2 ACTE Staff  Sean Lynch  Legislative and Public Affairs Manager  Saleah Loomis  Digital Media Coordinator

3 Session Goals  Build understanding of components of media relations  Identify tools and resources to build your strategy’s efficacy  Work with other stakeholders to increase your influence

4 Why now?  Economy has positioned CTE and workforce discussions in spotlight – continued success hinges on sustained, effective workforce  CTE is a hot topic  CTE image needs to be modernized – VoTech stigma is lingering  Policymakers taking notice – provides great hook! Lets use it while we can.

5 Getting your ducks in a row  First thing’s first:  Who are we?  Who are we trying to communicate with?  What do we need to tell them?  Why are we telling them this?  These questions should have clear, reasonable answers before moving forward.

6 Identify yourself as the expert  Have a concise explanation of who you are, and why a reporter should listen to you  Include  Who your association is as a whole  What your background is  What your mission or purpose is

7 Who are we trying communicate with, and how can we tailor our message? Local community/parents/students  To encourage participation in CTE programs  To develop partnerships with local business and leaders The media  To raise awareness in the general public and encourage positive coverage of CTE Policymakers  To influence their decision making

8 What are we telling the public?  Media relations is a great way to amplify the messages that you’ll be sharing on Capitol Hill  CTE is for every student, and prepares them for success in both college and careers  Business and industry leaders are calling for a stronger emphasis on CTE to bridge the skills gap  Federal policymakers must support these programs to ensure they can serve our students!

9 Speaking of communications...  Let’s walk through the full press outreach cycle to examine each piece.  We have a message we want to share with local reporters, such as an upcoming CTE Month school visit  Four things to do: Create a plan for an event. Tell people our plan for our event. Tell people what happened at our event afterwards. Tell people to check out what others said about our event.

10 A plan  If we’re trying to maximize coverage of an event, it’s important to consider what we know will create challenges for getting reporters there  Nobody likes Mondays, including reporters.  Halfway out the door for the weekend on Friday? So are they. Same goes for holidays.  Big community events – check local calendar, can also check with local police department (non- emergency number!)

11 Getting reporters there  Let’s tell people about it! This is called a Media Advisory.  Media Advisories are for one thing – to get a reporter (or their editor) interested in a story and onto their calendar.  Short, sweet, to the point  Answer the 5 w’s – who, what, where, when and why  Include instructions on attending – if they’re interested and can’t figure that out, it’s a wash!  If you have a particular reporter you’d love to have at the event, call a couple of days prior to the event to ensure they received the release

12 Formatting the header, fitting in and closing the deal  Anatomy of a header:  FOR IMMEDIATE RELEASE  Date  Contact person  Contact info  Follow Associated Press style guidelines – reporters do, you should too!  Close the message with your boilerplate and “###”

13 Where do I send it?  You want to send your advisory to local papers about a week prior to the event and the day prior  Typically news editor, doesn’t hurt to include reporters on education or local news beat  Not sure? Call the paper!  Need help? ACTE Action Center!

14 OK – now we have reporters coming to our event.  Provide support to the reporter on-site at your event  Have any necessary registration forms taken care of, best to waive registration fees, etc.  Have a name badge if they will need it for entry  Offer to get them names and titles for any photos, connect with stakeholders and spokespeople for quotes Bear in mind – students often need a photo waiver!

15 After our successful event  We should tell people who couldn’t come about it!  Now we send a press release. Please take out your press release.  Press releases: Include all the pieces a reporter might want – date, time and specifics of the event, a quote from a spokesperson, sometimes even pictures Show the way you might write the article, in paragraph form Are used to inspire media coverage if someone couldn’t attend, or as a refresher for someone who did

16 Working with Reporters  When a reporter wants to interview you:  Reporters will probably e-mail first to schedule time to talk with you about your topic – this goes for both events and general inquiries  Respond promptly with suggested times – try to be early in the day if possible, and work within their guidelines  Ask for clarification on what topics they’d like to cover if they don’t specify initially  Check if they’ve written on CTE topics before to feel out their angle  Write down notes about the topic – make sure you have 2- 3 main points in mind before the interview, and have reviewed info on them

17 Frequently Asked Questions  What’s CTE? How does it differ from vocational education?  Should students interested in going to college pursue CTE? How does that fit in with their education path?  What are some of the big issues in CTE right now?

18 When you work with a reporter:  There is no such thing as off the record – be professional and keep in mind that anything you say may be quoted  That said, be relaxed and calm. They’re just people, and they’ve come to you because of your expertise!  If you do not know the answer to a question, say so. Do not make things up.  Refer them to another expert if you know one – this builds your credibility instead of risking it  Use published data, cite your sources and offer to share materials with the reporter so they can use them in the article

19 After the Article  Wait a few days after working with the reporter for the article to be published  Monitor coverage in all publications you’ve shared your materials with – Google alerts are a great, free tool for this.  Track coverage for several weeks out – longitudinal data is a better indicator of success than one article  Thank them for the article, and offer to be a source in the future once it goes to print. Share with your members and colleagues!

20 Get a little help from your friends  Media work can take more than one person to have a significant impact – so work with other stakeholders to divide the work!  Think about other education groups active in your area – CTSOs, state and local education agencies, other schools  Invite them to partner on events, press releases and public statements

21 Anything else I can do?  Of course! Join ACTE’s Ambassadors Network.  Network of experts ACTE relies on for information we don’t necessarily have on-hand or examples from the field  Be active during CTE Month!  Great hook for a brief feature story, can familiarize you with reporters  Op-Eds/Letters to the Editor  Short and sweet written pieces that get your point of view in print and raise your profile to media outlets and readers  Get involved on social media!

22 How to use:  Twitter  Facebook

23 Twitter? Twitter as a microblogging platform.  Short messages called “Tweets”.  Each Tweet is 140 characters or less.  Twitter as a social networking tool.  “Followers”: Twitter users who subscribe to your page.  “Following”: Twitter users whose page you follow.  “Mentions”: Tweets from other users that include your Twitter username.  “Favorites”: Tweets that have been saved by other users.

24 Tweet A tweet is any individual message on Twitter. Each tweet must be 140 characters or less. Each tweet displays your user name. Usernames always begin with the @ symbol. For example, ACTE’s username is @actecareertech.

25 Retweet 1)A tweet that you choose to forward and display on our profile. 2)A tweet you produced that another user decides to use on their profile. You can Retweet someone by pressing the Retweet button or by copying their Tweet and adding the letters “RT” to the start of the message.


27 Mentions “Mentions” are any Tweets from other users that include your Twitter username. Mentions can be found under the NOTIFICATIONS tab.

28 What is a hashtag? Hashtags are used to follow conversations and to read up on “trending” (popular) topics on Twitter.  It’s generally considered poor form to use more than two hashtags per tweet.  Also used on Facebook!


30 Other Important #hashtags  #NPS15 (Official National Policy Seminar hashtag)  #VISION15  #PerkinsCTE  #BestInCTE  #CTESupportFund  #CTELeads  #CTEMonth  #MembershipMondays  #Techniques

31 Facebook Facebook Personal Profile  Open to any user 13 or over with a verified e-mail address.  Must use real name. But can put nicknames into username  Facebook Page  “Likes”: Content that your followers click to indicate they agreed or enjoyed it.  “Shares”: Content that your followers clicked to share with their own friends or followers.  “Impressions”: The number of times any page, post, or other piece of content is displayed, whether clicked or not.  “Reach”: The number of unique users who see your content.


33 Likes and Shares

34 Your lawmakers are on social media, too!  Many policymakers maintain social media accounts to interact with their constituents and build support for their work

35 Tweeting Tips  Put a period before mentioning someone else so your followers can see it  Tag your legislator if you mention them in a blog post, article or event  Use hashtags for all major events – it’ll increase your exposure!

36 Reporters are extremely active on social media as well  Reporters use Twitter and Facebook to look for scoops and gauge public opinion on issues  Can provide live updates on issues, and are looking for potential interview subjects in real time

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