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Reports from the Field
Get Good Press, Then Use It
At no time since the Proposition-13 days of the
late '70s has adult education in California faced a more uncertain
future. It is thus a time to make the community aware of the important
services offered by your agency. A perfect opportunity to do so
is during the coming May-June graduation period. It is an opportunity
no adult school should miss to garner positive media coverage.
Often criticized for reporting only bad news,
the press is extremely receptive to adult school graduation stories.
Over the past several years CSCAE's clipping service has sent us
stacks of newspaper stories on adult school graduations. They range
from full-page, full color features to just a few paragraphs.
Now is the time to start planning the publicity
effort that will elicit local press coverage of your school's graduation
event. Here's an easy four-step publicity plan:
- Identify local media you want to cover your
graduation: daily and weekly newspapers; radio, TV and cable broadcast
outlets.
- Identify key personnel at these outlets that
can authorize coverage of your event. Focus on positions such
as education writer, city editors, news editors, and public affairs
directors.
- Prepare at least two press releases to be distributed
via regular mail and email. Time the first release to arrive at
your target two weeks prior to the event and the second to arrive
two days prior. Follow-up each with a phone call. On the day of
the event send a reminder email. The releases should include the
basic who, what, when, where info and, if available, a list of
graduates. It is also a good idea to include side-bar notes on
honor students and extraordinary graduate stories. To obtain sample
graduation press releases, email bob@gemut.com.
- Clip and copy positive stories and send them
with a cover letter to educational decision-makers such as legislators,
school board members, and district administrators. Step #4, of
course, is a concept that can be extended to any positive publicity
that comes your way.
For more info contact us at
bob@gemut.com or call 541-488-8462.
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