Ten Tips for Working with the Local Press
from Ann Bradley of Education Week

• Be proactive. Don't wait to contact a reporter until you have a story to suggest. Instead, arrange a meeting, and focus on building a relationship.

• Be prompt when reporters are on deadline and contact you for information.

• Be honest when you can't help.

• Meet with the editorial board of your local paper(s), in addition to reporters.

• Do your homework. Read the local paper(s) and watch local news broadcasts regularly to get a sense of the topics they cover and their perspective.

• Stay abreast of education issues on the national level and try to connect what you are doing locally to those larger issues.

• Know where your stories are and identify potential sources. The more information you can provide to a reporter, the better.

• If you are trying to pitch a story, focus on concrete results or events; don't talk about huge social problems.

• Don't try to force your agenda on the reporter or editor; be forthright, present him or her with the information, and make yourself available for follow-up in case of questions.

Don't ignore problems that may exist, but avoid public mud-slinging (e.g., between a union and district administration). This sort of conflict generally results in negative coverage.