39 PART IV: MEDIA TOOLS AND RESOURCES Now that you have developed your message, learned how to build a coalition, and formed an advocacy plan, get your message out there! The media can act as a great resource for you if you use it to your advantage. Getting others to hear your argument and tell your story will help you engage new audiences, create stronger partnerships, influence key decision-makers, and build momentum for change. For all media outlets and journalists, you should know how to: Find and Talk to the Right People*
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Create a list of reporters who cover ECE and general education issues. Reporters change jobs and beats frequently, so it’s vital to keep your list updated. Keep the following outlets in mind: daily and weekly newspapers; local, city, and regional newspapers and magazines; television and radio stations (including cable and local access stations); and Internet outlets. You may also consider early childhood or education-specific outlets such as Education Week or Education Daily. Stay in touch with reporters via press releases, emails, and phone calls. Be a Reporter’s Go-To Source Know the ground rules. Everything you say to a reporter is on the record. If you don’t want to be quoted, or if you just want to speak “on background,” say so. Know your audience. Journalists have different needs, interests, and levels of expertise, so vary your remarks accordingly. Frame your issue in 30-second sound bites. Most journalists have neither the time nor the inclination to go deeper than a few quotes. Identify one or two key points about your issue and repeat these often. * Adapted from Physicians for Human Rights, “Advocacy Toolkit,” http://physiciansforhumanrights.org/toolkit (accessed April 2009).