[NLA] Media LONG

[pat fina]

David --

	The way we deal effectively with the media is the same way we deal 
effectively with legislators -- we educate them to our mission and then let 
them meet our students. None of us is here because ABE will lead us to fame 
and fortune -- we're here because our students stole our hearts long ago. 
As long as we keep them center stage, they'll charm the media, political 
and community leaders the same way they did us.

	Specific suggestions about media contacts:

1.  At the state level, I think you're perfectly correct: every state needs 
a media committee as a permanent subcommittee of its public policy 
committee.  Ours is still evolving under your sterling leadership, but I'd 
suggest the following as good first steps for a statewide media committee.
	a. They would create a database of all print and electronic media in the 
state -- complete contact information (including copy deadlines), cities 
and towns covered by each organization, and names of individual media pros 
(editors, reporters, photographers) personally known to committee members 
and other ABE coalition members.
	b. They would cross-reference the media list with their master list of 
state ABE programs so they could target individual press releases correctly.
	c. They would prepare a small number of standard releases each year -- one 
covering the state coalition's annual budget request to the legislature, 
one covering any keynote speeches and awards for X of the Year given at the 
state ABE conference, etc.
	d. They would maintain (and post to the Internet) an up-to-date, 
state-specific fact sheet to be included in press kits.
	e. They would keep clippings, tapes and video recordings of their successes.
	f. They would offer assistance to small programs in need of help with 
seting up local media efforts.
	g. They would stand ready to go into campaign mode for any fiscal or other 
crisis.

2. At the program level, the progam director or designee needs to be the 
media point person. This should be a recognized -- read, paid -- duty in 
some senior staff member's job description at every program.
	a. This person would keep a mini-database of local media contacts and 
forward changes in contact information to the statewide media committee.
	b. S/he would write and disseminate press releases for annual events like 
upcoming registrations, graduations, awards, scholarships, volunteer 
recognition days, etc.
	c. S/he would make sure that the program's student confidentiality policy 
is followed (all releases signed, etc.) before students' names are released 
to the media.
	d. S/he would either have access to -- or create -- a slick outreach 
brochure worded generally enough that it could be given to all VIPs 
visiting the program and be included in press kits. S/he would also have 
access to -- or create -- alumni databases that track student success 
stories, to the organization's historical archives and to picture files of 
student events like graduation, field trips, annual dinners, parties and 
the like. [In passing, I note that keeping in personal contact with each 
program's successful alumni is one of MANY reasons why NRS follow-up should 
be done by programs calling former students, not via SSN-based data matching.]
	e. S/he would arrange for media coverage of any program visits, graduation 
speeches, etc. made by politicians or community leaders and would ask the 
speakers' permission to include photos of their visit on the program website.

3. I suspect we'd be wise to cultivate good relations with the media at the 
local and state level before contemplating a national campaign. [Campaigns 
are best used sparingly -- for fiscal crises -- because media overexposure 
leads to donor/taxpayer fatigue, the "Didn't we solve world hunger with 
that rock concert back in the 80's?" syndrome.] One of my fondest fantasies 
is that Hollywood discovers us. One sympathetically portrayed adult learner 
as a cast member of a TV series or one dynamic hit movie would do more to 
educate the public than a raft of midnight PSAs. Another fond fantasy is 
that professional sports teams discover us. Wouldn't it be wonderful if 
sports teams hired an ESOL teacher to travel with the team instead of 
interpreters? Now THAT's a workplace ed job...

Peace, friends,

Pat Fina
CLC, Cambridge, MA
   

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