1. Stay local. Your hometown newspaper is your best bet for building community support, but getting stories shared between rural-suburban-urban communities is an important element to building statewide support.  The key is to keep the stories local, even if your target media outlets include other areas. 
   
   
2. Keep it focused.  You may have many issues to bring to the media, but stick to one at a time or they'll lose their impact.  Develop a calendar of media efforts timing the effort to the issue. To get the most impact during the session, refer to your elected officials by name and cite legislation by name and bill number when you talk to the media.
   
   
3. Keep your press alive.  A good article can have a long life. Send clippings to your local and state elected officials, coalition partners and other decision-makers.
   
   
4. Don’t forget your own media outlets.  Take advantage of your coalition newsletters, publications, local radio and cable programs to educate and get others involved in your campaign.
   
   
5. Just the facts.  Stick to what you know and never exaggerate. Remember, you can always get back to reporters after finding the right answer.
   
   
6. Don’t just say it—show it.  A demonstration or real-life testimonial is the best way to illustrate your point.  Invite a reporter to your school!
   
   
7. Build relationships.  Get to know the reporters who cover education issues and take time to meet editorial boards. Relationships develop over time!
   
   
8. Put media relations in your action plan.  Media relations should be a year-round function, part of the “official” operations of your coalition or organization.
   
   
9. Appoint a spokesperson.  This contact person must be fully informed about your local education issues.
   
   
10. Take advantage of all media outlets.  Elected officials may monitor newspapers most often, but radio and television have a powerful impact on public opinion and should not be overlooked.

Developing good relationships with reporters and other media contacts is an important part of developing a media strategy. You want them to value what you say and give you favorable press.  By maintaining contact with reporters who cover stories related school issues, you will be more likely to have them take the time to come to your events or write an extra article.