Founding Charter Schools: A Basic Guide to Working with News Media.

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)