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This annotated video transcript follows the discussion of six experts in community relations and charter schools. The panel was convened as part of an initiative to identify the specific needs of charter-school founders and to develop a leadership-training program designed to address those needs. Each member of the panel shared his or her insights on public relations, community relations, and public affairs. They emphasized the need for continued, planned, and active participation with and within a community to maintain and enhance its environment to the benefit both of the organization and the community. The experts discussed the four steps of plan development--research, planning, implementation, evaluation--and the importance of acknowledging milestones and special events in the life of a charter school. They also underscored the importance of message development and the use of the op-ed section of the newspaper, an important source of information for community leaders. Some of the other topics considered by the panel include the use of public-relations experts and the building of relationships. Ways in which charter-school leaders can circulate their message are through letters to the editor, presentations, targeting audiences (potential students and parents), and a Web site. (Contains 12 references.) (RJM)

This guide offers those who wish to establish a charter school some of the fundamentals of accessing, establishing relationships with, and working with the media. The first step is to appoint a key spokesperson or contact authorized to speak to the media and then give that person your school's mission statement. When dealing with the media, it is important to know media traits and communication vehicles. Newspapers, for example, should be given a story at least one week before a release date. The media person should always keep in mind the medium, remembering that newspapers are made up of photographs, graphics, and text in a static format, whereas television is a visual and moving medium. Once that distinction is understood, then how the news is packaged should be carefully considered. Tips on writing a news release for newspapers and radio are offered, and media spokespersons are advised to answer the questions of "Who,""What,""When,""Where,""Why," and "How." Many news outlets also appreciate being sent a media kit that contains a collection of related information and may include background material, a fact sheet, photographs, a reproducible logo, slides, or other materials that print and electronic media use in reporting stories. (RJM)