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Communications Campaign

As your preliminary research may have documented, many people in your state or community probably do not realize the importance of international education. One of the first steps to implementing your plan may be to carry out a communications campaign to raise awareness. Research by the Frameworks Institute revealed that many Americans do not have a clear vision or do not know the definition of international education. In light of this, you may want to research the best way to frame your message. Start with this presentation by Megan Bostrum, President, Public Knowledge and Collaborator, Frameworks Institute. In addition, this survey on the Frameworks website highlights public perceptions of foreign affairs issues.

A statewide communications campaign can generate momentum for international education in your state. In 2003, The Goldman Sachs Foundation prize for Media/Technology was awarded to the Global Grover segment of Sesame Street for introducing young viewers to the world. North Carolina is now starting a statewide campaign using the jet-setting blue puppet to promote its message of international education. The state of Kansas has developed a brochure to educate its citizen about international education, why it is important, and how the state is beginning to integrate it. It also encourages citizens to get involved and suggests ways in which they can do so. A web campaign can also be a useful way to gather support. Read an article by Michele Anciaux Aoki, the 2002-03 Washington State Coalition team leader, for ideas and help with web campaigns.

Here are some tips on starting your own communications campaign:

Website
A website can be a low cost way to spread the word about your new initiative. Someone in your community may be able to donate their time or one of your new business contacts may be able to assist. Check under Examples on the right to view state websites.

Printed Materials
Printed materials to distribute at meetings or to members of the school board or school community can also yield results and support. Again, you may be able to find someone in your community with design skills who is excited to donate their time or a business contact can often provide assistance. Check under Examples for samples of printed materials.

Newletters
A newsletter can generate excitement among key allies by showcasing work you have done. Articles can highlight the need for international education, including interviews with political leaders and members of the business and local communities. Check back soon for sample newsletter articles.

Engaging the Media

Building a relationship with local media can be as important as building support among leaders in the political and business communities. Media coverage is free and reaches a broad audience that is often not familiar with your initiative.

Your organization should choose one person to be the spokesperson for the initiative. It should be someone articulate who works well with many different types of people (including the leader of your organization) and can be available whenever the media calls. Give the media full contact information (including after hours phone numbers). Provide your spokesperson with pre-approved talking points and a list of speakers who are willing to work with media requiring more in-depth information. Click here to read tips on dealing with your local newspapers from Bill Stagg, the Managing Editor of the Durham Morning Herald.

Media Tools

• Include correct contact information for your spokesperson
• Keep the press release short and to the point. Try and limit it to no more than two pages
• Assume the reporter is completely new to this subject: provide background information including a timeframe to show why this is timely and examples of how this issue affects your community
• At the end, include boilerplate information on your organization: a sentence or two explaining what your organization is and what it does and an address

Editorials
Editorial support from local media can be the key to obtaining more media coverage and support. Arrange a meeting with the editorial staff or the managing editor of the local newspaper and your spokesperson and perhaps a leader of your group. Let them know about the importance of international education to the world, your state and local community.

If the paper does write a favorable editorial use it as a tool in your communications campaign: put it up on your website and make copies to distribute it to those that you are trying to engage: local and state officials, the education community and the business community.

Letters to the Editor/Op-eds
Another great way to reach a wide audience, especially if you are not receiving coverage by local reporters, is to write a letter to the editor or an op-ed. An op-ed should be written by the most influential, credible and noteworthy author you can find. As with a press release, be sure to include local significance. Check this page on the Communications Consortium Media Center's (CCMC) website for tips on writing and placing op-eds and letters to the editor. Information specific to major newspapers is included.Sample Op-eds can be found under Examples on the right.

Press conferences
When your organization or the international education movement has breaking news or a story of widespread importance, you may want to consider holding a press conference. Send out a press advisory with all pertinent logistical information including the importance of the announcement and who will be speaking. Try to make it engaging by including a short speech or performance by a student. Invite as many reporters as you can and when they arrive, provide them with a press kit containing background information, a press release and any other relevant materials such as a cd-rom with images that can be published or broadcast with the story.

Television
Since television is a visual medium, a press conference is a great way to obtain television coverage of your initiative. Other tactics include inviting a television reporter to tour a school that has implemented language classes or an internationally infused curriculum, or arrange for an official/expert to speak on camera.

Radio
Radio can be easier to target than television because of the possibility of conducting interviews via phone. Without the aid of a visual image, more emphasis is placed on short sound bites, so be sure your spokesperson is prepared. Try your local public station first, they are most likely to respond and their listeners are likely to be the most sympathetic.

References and more information

California Arts Advocates. Media Tools You Can Use. Accessed on December 7, 2004 at: www.calartsadvocates.org/CAA_NEWS/Media%20Tools.htm

WAND: Women's Action for New Directions. WAND Plan of Action. Accessed on December 7, 2004 at:www.wand.org/9-11/media.html

Berkeley Media Studies Group. Check this site for more information, articles and ideas: www.bmsg.org