“WORKING WITH THE MEDIA: A
GUIDE FOR AFFILIATES”
By Kristina Gawrgy
Communications Coordinator
National Association for the Education of Young
Children (NAEYC)
February 23, 2010
WHAT IS PUBLIC RELATIONS?


Public relations involves the cultivation of
favorable relations for organizations and
products with its key publics through the use of a
variety of communications channels and tools.
To put it simply– Good PR is being able to
communicate to the public what your messages
are.
WHY IS IT IMPORTANT FOR NAEYC
AFFILIATES?


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If a tree falls in the forest, does it make a sound?
Affiliate leaders, volunteers, and staff work hard
every single day and people should know that!
Good PR is essential to increasing awareness in
your communities of your work, supporting your
efforts and this will in turn increase membership,
revenue, sponsorship, marketing opportunities,
and so much more.
HARDEST PART OF PR IS PLANNING FOR IT


Once you make a commitment to strategic public
relations, it is not hard to fulfill.
What kinds of things do you want to bring
attention to?
People?
 Policy?
 Events?


What are your messages? Create talking points
about issues.
SO WHAT ABOUT THOSE REPORTERS?
Reporters are a pathway to the general public.
 Connect with local newspapers and main
education reporter at the state-wide or regional
newspaper
 Make a list of these reporters – broadcast, print,
online
 NAEYC has databases they can pull from. Just
ask!
 Don’t forget about bloggers! Online outreach is
becoming essential to any media relations plan.

PRESS RELEASE V.
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MEDIA ADVISORY
Press Releases come after the fact or to announce a
general plan/idea – NAEYC supports long awaited
investments for children and education in President’s
budget
Media Advisories are best for events that you are
inviting press to - Nearly 20,000 Educators Meet in
Washington for Largest Annual Early Childhood
Education Conference

Key components: Five W’s and contact information!

Make sure it is newsworthy.
LTE V. OP-ED
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Letters to the Editor – Great to react to a specific
story that has been in the news. Did someone
write a terrible story about preschool funding and
you want to respond? LTEs are great for this.
New York Times letter - Food Stamps in New
York
Follow rules set by specific newspaper.
LTE V. OP-ED
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Opinion Editorials – More appropriate if you
want to address a larger topic of news without
referring to one news story in particular. Should
come from someone of authority –
President/Executive Director/Policy Chair
Policy opinion editorial from 2008 – Various
states took advantage of this template
KS AEYC – Deb Crowl in the Wichita Eagle
 NJ AEYC - Lorraine Cooke in NorthJersey.com
 CA AEYC - Ginger Swigart in The Union

Starting Point
Contact Person
Newspapers
List the newspapers
in your area. Local
weekly or daily
newspapers, as well
as state/regional
newspapers.
1. Find reporter who
cover your beat
(education,
family, health)
2. Editor is backup if
a direct reporter
is not found
Television
List local ABC, CBS, Assignment editor,
NBC, Fox, Etc. Think weekend editor,
about nontraditional “news desk”
markets like
Telemundo or
Univision
Radio
Identify news, talk
and public affairs
stations
News director or
program director
kg 2/23/10
Medium
Purpose and
Description
Sent to
Length
Timeline
Pitch?
Talking Points
Memo
To have your key
message points in one
place. Key facts you
want to push in any
story or interview. Also
will be used repeatedly
in all media materials.
FOR
INTERNAL
USE
ONLY!!
3 main
points;
2-4 other
points
Have this ready
today. Don’t wait
until you get a media
inquiry to come up
with these.
No
Press Release
(aka News
Release)
To summarize and
present your activities.
Helps frame your
messages. Provides
journalists with
background
information, facts and
quotations from
spokespeople. Key
component of press
packet.
Newspaper
beat
reporters;
TV
assignment
editors;
radio news
director or
program
director.
1 page is
preferable,
but two
pages is
absolute
max.
Day of activities
(issued in only press
kit, sent to others not
attending)
Email,
then call
to followup only
Media advisory
To notify the media
about your activities.
Provide the Five Ws of
activities, provide
information to entice
media to attend/cover.
Calendar/D
aybook
editors, and
reporters
1 page max
At least one week
prior to the event,
especially for weekly
reporters, follow up 23 days before
Yes,
email
and
phone
calls
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Document
Purpose and
Description
Sent to
Length
Timeline
Pitch?
Opinion
Editorial
To express your
opinions on issues or
policies. Good way to
explain complicated
issues. Must come
from an expert source.
Op-ed editor
at daily or
weekly
newspapers
Check
newspaper
for details
Whenever it is most
timely and
newsworthy, use best
judgment
Email
and
Followup only
Letter to the
Editor
To respond, either
positively or
negatively, to a
previously published
article on an issue of
importance. Good way
to offer views without
writing op-ed.
Editor at
paper or
letters
editor of
large daily.
Usually
100-300
words but
check
newspaper
for details
No longer than 3-5
days after original
story appeared
Email
and
Followup only
kg 2/23/10
Document
TIPS FOR SPOKESPERSONS
Dedicate at least one person, preferably two or
more, to be spokespersons for your Affiliate.
 Get the request, ask for a deadline, and ask for
some time to prepare first.
 If there is no time to prepare, refer to the talking
points you’ve drafted up. Go with instinct.
Assume EVERYTHING is on record. Never ask
to go off the record; it’s not worth the risk.
 Choose pronouns carefully. Be specific and to the
point.

TIPS FOR SPOKESPERSONS
Avoid jargon.
 Be honest and refer to others if you cannot
answer the question yourself.
 Use your talking points.
 Ask reporter if they want to be included on
newsletters or emails.
 Be excited! If you aren’t excited, reporters won’t
be.
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GREAT EXAMPLE!
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Week of the Young Child – Affiliates have
welcomed amazing local news coverage of their
events and advocacy around this week or month.
Mountain Home News (ID)
 Gatehouse News Service (MA)
 New Haven Register (CT)

NAEYC Early Learning News – if you haven’t
already, sign up and follow the news of the week
 http://www.naeyc.org/newsroom/inthenews
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PUTTING YOUR BEST FOOT FORWARD
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WEBSITE! www.naeyc.org
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“About us”, “contact us”, and “newsroom”
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The website is so important because this is where
most people go first.
NAEYC
 Google
 Social Media
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SUPPLEMENTAL COMMUNICATION TOOLS
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Newsletters – Are you updating the public? Do
they feel like they hear from you?
NAEYC Early Learning News
 NAEYC Children’s Champions
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Social media! – Great tool to use in addition to
your website and newsletter. Spread the word to
a whole new audience and potential members.
www.facebook.com/naeyc
 www.twitter.com/naeyc
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RESOURCES
NAEYC’s Newsroomhttp://www.naeyc.org/content/news-room
 Help a Reporter Out (HARO)
http://helpareporter.com/ (sign up to receive
alerts and let reporter’s know when you can help
them with a story idea or give them a source)
 Journalistics Blog – http://blog.journalistics.com/
(Great blog postings about public relations and
journalism. Interesting read if you are a PR
expert, novice, or in between.)
 Additional resources are on Affiliate resources
page – templates, sample releases, etc.
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NAEYC IS HERE TO HELP
Kristina Gawrgy
Communications Coordinator
NAEYC
Office: 202-350-8857
Mobile: 202-427-4734
Fax: 202-328-2649
kgawrgy@naeyc.org