Promoting Your Arts Learning in Action Event

Inviting the Media
In addition to inviting your elected officials, invite your local media to your event and make a splash! The fact that your elected officials are attending your event is newsworthy, and your officials will appreciate the spotlight. Take advantage of this opportunity to build public awareness about your programs.

Prior to the event

• Fax or e-mail a press release: The press release is a short piece that includes the "who, what, where, when and why" about your event. The press release should be faxed or e-mailed to newspaper, television and radio reporters at least 5-10 days in advance of your event. (See Sample Press Release)
• Follow up with a phone call to each reporter 3 days before your event. DO NOT call to find out if the reporter received your press release, as they do not have time to respond to everything they receive. Instead, call to remind them about your event and ask if they plan to attend. Be prepared with a few talking points (see fact sheet) to sell your event to each reporter, including the names of all elected officials that will be attending. Reporters are often inundated with releases. Offer to re-send the press release, if yours got lost in the shuffle.
• Write an opinion editorial: Opinion editorials ("op eds") are an effective way to get your message out without relying on reporters to write articles. As the name connotes, op eds should be written in your own voice around a subject that you have a strong opinion about, such as "the effects of budget cuts on your arts programs" or "why the arts are vital to every child’s education." Use information from the fact sheet to validate your opinions. (See Sample Op Ed)

During the event

• Delegate a member of your organizing committee to greet the press and act as host and escort throughout the event.
• Provide each reporter a press kit including a press release, fact sheet, copies of opinion editorials that you might have placed, sampling of any previous press clippings you might have and a business card.
• Ask reporters when they plan to publish or air a piece on your event. Request copies.

After the event

• Designate members of your organizing committee to search the local papers for press coverage. Save articles for future use. If your event received television coverage, call the station and request a videotape copy.

Finding Your Local News Media
Use the following resources to find the web sites and contact information of your local media:

News Voyager (newspapers)
www.newspaperlinks.com/newspaperlist.cfm?sid=ca

Radio-Locator (radio stations)
www.radio-locator.com/

Involving Your Community
If you are incorporating a public event, such as an arts exhibition, performance or awards ceremony in your elected official visit, invite parents, teachers, administrators, school board members and community members to participate. Methods of getting the word out might include:

• Public Service Announcement (PSA): Often your local public and cable public access television stations and public radio stations will run a public service announcement about your event. A PSA is a short 15-30 second spot announcing your event that television and radio stations run free-of-charge. Usually, a double-spaced script typed in all CAPS is submitted to the station. Contact your local station’s public service director to find out if the station will run a spot and specific submission requirements. (See Sample PSA)
• Create a flyer about your event. At least one week prior to your event, send copies of the flyer home with all of your students to give to their parents, put them in teacher and staff mailboxes, post them around your school and in community buildings such as libraries and recreation centers. (See Sample Flyer)
• Write a newsletter article for your school paper.
• Add your event to the CAAE statewide Arts Ed Calendar.