1. Delivering the Message that
“CTE Works!” to Media & the
Public
Ashley Parker, Media Relations
Manager
ACTE

2. Media Advocacy
• Advocacy doesn’t stop at the Capitol
Hill steps
• CTE programs & leaders must be self-
advocates
• Building relationships key in media
relations too

3. Media Outreach: Not an
Option
• Reaching out to your community builds
your human and reputation capital.
• Reaching out to media positions you as
an expert.
• Communicating about CTE changes
perceptions.

4. Establishing a relationship
• Basic rules that apply
for ALL media
outreach
– Research first
– Tailor your message
– Build a relationship.
Contact should be
consistent.

5. Approaching Media
Media Relations Do’s and Don’ts
• DO be respectful of a journalist/blogger’s time
• DO follow-up with journalists/bloggers
• DO be persistent but..
• DON’T spam reporters
• DON’T use tricks- be TRANSPARENT
• DON’T LIE

6. Targeting the media: methods
• Format your communications
– Press release
– Media advisory
– Op-ed & Letters to the Editor
– Think brevity & clarity
• Email vs. phone
– Send an email FIRST

7. What Do We Say?
• Be an evangelist for your program
• Share positive data and trend info
• Connect CTE to economy
• Draft a “pitch” beforehand

8. Reasons to Pitch Media
• Initial contact
– Editorial board meeting, calling reporters, send a
press kit about your program
– Follow them on Twitter/Facebook!
• Invite the media to an open house
• Share an outstanding student story, an
award, or other notable event with the media
• Offer to contribute!
– Op-Ed
– Guest writer

9. What Media Doesn’t Know About
CTE
• What are the most common CTE programs
today?
• How is CTE different now than 20 years
ago?
• How are CTE programs delivered in
schools?
• Who is the “typical” CTE student?

10. It Pays to Be Nice
• Media often need
information & sources
for stories but they
don’t always take this
on record.
• Relationship is long-
term goal
• Be helpful but have
boundaries

11. Outlet Tips: Newspapers
• Early morning is best time to contact
• Most reporters on deadline in
afternoons
• Daily deadlines= busy newsroom
• Feature stories better for special
sections

12. Outlet Tips: Radio
• Many stations offer spots to nonprofit
groups- check with station manager
• Early morning production times- pitch in
afternoon
• Pitch a panel of speakers

13. Outlet Tips: TV News
• Production meetings always take place
at same time
• Think in clips & segments
• Do not contact the anchors
• Get into the daybook for special events,
tours, conferences, etc.

14. Your New Best Friend:

15. Social Media
• Twitter, Facebook great for “guerilla” PR
• Muckrack.com and Twitter lists for
journalist contacts
• Use hashtags to join the conversation
#careerteched, #CTEMonth,
#climbingthehill

16. Social Media “Hacks”
• Facebook for event invites- free
web publicity for open houses,
career fairs, etc.
• Live-tweeting or live-blogging-
send links to media who can’t
attend
• YouTube for DIY videos
• Flickr for image gallery; post on
school website

17. Now what do I do?
• Tip sheet from today’s
session
• ACTE website
• Contact ACTE anytime
for assistance
– Ashley Parker, Media
Relations Manager
– aparker@acteonline.org
or 703-683-9312