Get your students, press involved in CTE month.

Kidwai, Sabrina

AS YOU PREPARE FOR CAREER AND TECHNICAL EDUCATION (CTE) MONTH in February, it's important for you to reach out to the press about your activities and help raise awareness about CTE's impact in your community. Newspapers, television stations, magazines and bloggers are always looking for story ideas from their readers. The press rely on the public to provide them with tips, ideas and information on what's happening in education. But before approaching the media, it's important to do your homework! Determine the types of stories they write about regarding education, students, and awareness events and months. Once you have figured out the types of stories they cover, send appropriate information to the media. Student profiles are a great way to illustrate the value of CTE. Contact your local morning television programs in the area to highlight your CTE program or event during CTE Month. Encourage students to contact the stations and talk about how CTE impacts the community; be sure to include research and data about CTE if you have it. You can also distribute copies of ACTE's Public Service Announcement to your local television stations and community-based organizations.

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How to Plan and Publicize Events

With any major awareness week or month, it's important to plan as far in advance as possible, especially if you want the press to attend. Once you have secured dates and speakers for the event, send a "save the date" invitation to the press. For example, if you are planning to have an open house for your CTE program on February 16, then send a "save the date" invitation to the press four weeks ahead of time. The media will place the event on their planning calendars as a possible story to cover. Although it won't guarantee coverage, it will put the event on their radar, which is very important.

When I worked with a student organization at the University of South Carolina (USC) in 2002, they wanted to raise awareness about the organization amongst the students, professors and the community. The group secured dates and speakers for their awareness week by the middle of February. In the past, the group started publicizing events two weeks ahead of time. But I started to reach out to the local media six weeks before the event.

I divided the tasks among the organization's members; they then reached out to student and university organizations requesting the opportunity to co-sponsor an event or distribute information to their members. Students also asked professors to offer extra credit for students who attended an event.

A week before the awareness week, I provided a copy of the press release and a script for students to call the local television stations. The scripts had information about the event, the speakers, and the impact the event would have--in particular as it related to current events and issues in the community. I sent event updates and reminders to print media a week ahead of time and to television stations the day before the event. Students followed up with the television stations the day of the event.

There are a number of ways that students can help with publicity including: writing press releases or media alerts, developing signs, and helping plan the events. Students can inform their peers in other student organizations and attend local community events.

Vicki Hillsman, DECA adviser at El Dorado High School in El Dorado Springs, Missouri, involves her students in promoting events for CTE Month and DECA events throughout the year. She says that her promotional plan is "a set recipe that we follow with every event." According to Hillsman, students write and distribute press releases, record and produce commercials for local radio stations and develop flyers to promote events. After Missouri's Capitol Hill Day in February, Hillsman's students send photos and news releases of their hill visits to the local newspaper.

Measuring Media's Impact

Before hosting a major event, you need to decide how you want to measure the impact of your event. Teachers need to help students develop specific goals that are measurable. For example, a goal could be to increase event attendance by 20 percent, or to get three stories about the event (say CTE Month) in the media--either print, online or television. To measure the increase in public awareness, you will need to either survey your audience or direct people to a Web site to respond to an event or cause.

The students at USC wanted to increase attendance and media coverage for their awareness week. At the end of the awareness week, the USC organization determined that it had increased attendance from an average of 30 people to 70 at each event, and that it had successfully secured media presence. Print and television media covered the week, including The State newspaper, which published three stories and included daily events in the "What's Happening Today" section. The alternative weekly paper included the awareness week in its calendar of events. The local ABC and NBC stations covered events during the week and aired segments during the 11 p.m. newscasts. With their goals for the event met, the students' awareness week was a successful event.

Promoting the Success

After hosting a successful CTE Month, it's important to convey this information to the press, local community and policy-makers. As you receive press coverage for CTE Month events, send a link to your policymakers to raise awareness about CTE in your community. In the e-mail, include research information on how CTE reduces the dropout rate, engages students in the classroom and builds a pipeline of qualified workers for high-wage, high-demand careers. If the press doesn't attend an event, send a follow-up e-mail with photos and keep the media informed of your activities. It's important to build that relationship and keep the door open for future coverage of CTE events.

Sabrina Kidwai is ACTE's media relations manager. She can be contacted at skidwai@acteonline.org.