Media Relations: What Every Advocate Should Know About the Tricks of the Trade

Abstract

Effective use of media is an essential component of gifted program advocacy. Strategies for using media effectively include cultivating contacts with media personnel, targeting newsworthy content, and selecting an appealing format in which to feature the content. A gifted program's image can be enhanced by employing the Driver-Rider Matrix concept. The author provides practical suggestions for writing news releases and features, making radio and television presentations, conducting news conferences, and preparing a newsletter.