ERIC Number: ED359629
Record Type: RIE
Publication Date: 1993
Reference Count: N/A
Working with the News Media.
Ordovensky, Pat; Marx, Gary
This booklet provides advice on how schools can forge useful working relationships with the news media. Nineteen ground rules for working with print or broadcast media are outlined. The most important rule for all occasions is to make sure that your information is true. Strategies are described for using various tools of the trade, such as the phone call, news release, media advisory, fact sheet, news conference, individual briefings, the op-ed piece, editorial board visits, letters to the editor, public service announcements, and appearances on radio and television. Sidebars present tips for TV interviews, protocol in the electronic age, media kits, media access to the school, rapport with reporters, credibility do's and don'ts, and effective wording of media responses. Appendices contain definitions of media jargon and samples of a news release, media advisory, and fact sheet. (LMI)
Descriptors: Administrator Effectiveness, Communications, Educational Administration, Elementary Secondary Education, Information Dissemination, Interviews, Mass Media Use, Media Selection, Public Relations, Publicity
American Association of School Administrators, 1801 N. Moore Street, Arlington, VA 22209-9988 (Stock No. 21-00374: $2.50 plus postage).
Publication Type: Guides - Non-Classroom
Education Level: N/A
Authoring Institution: American Association of School Administrators, Arlington, VA.