Fix School Discipline Toolkit for Educators | Page 86
put in place, you can put the reporters in contact with
those school leaders and/or conduct a site visit to put
real words and a visual to the story. When you are
ready to move forward with a newsworthy event, then
you will already have the list of reporters to contact
in advance to invite to the event and they will have
information about the problem and the solutions.
an attachment to read your press release, and you
won’t have to spend extra time formatting it.
Why is news media coverage even important?
How else can I keep a focus on school discipline
reforms?
Press coverage is important because it can help
to engage more school members in the reforms,
educate parents and others about the problems
and solutions and solicit their involvement in the
effort, and help keep the issue in the forefront and
emphasizes its importance. If the school community
is in denial about the school discipline practices
being a problem, a strong story with real facts and
real stories can change the equation.
When you have a victory around school discipline,
it is important to share it with the news media, as
this can also help with implementation and really
memorialize the changes you were able to make
so you can share them with more people in the
community who might want to get involved.
How do I let the news media know about any
events or action items that are being planned
around fixing school discipline and what
information should I be prepared to give them?
You already made a list of all the news media in
your area, so you will want to send them a press
alert or release that tells them the three “W”s about
your event, namely who, what and when. We have
attached a sample press release on the next page.
Try to send this out at least two days before the
event, if you can. Also, it is very important to followup with phone calls. In the press release, let the
media know who will be available for interviews,
such as teachers, parents, and students.
I’ve written a press release. Now what?
Here’s where having your reporter list really helps.
When it’s time to send out your press release, you’ll
know where the reporters are and how to reach them.
It’s usually best to just paste your press release into
the body of the email. Reporters won’t have to open
84 How we can fix school discipline
Don’t count on email to do your job for you. Always
call reporters after you’ve sent the email and ask
them: will you be able to cover this event? Don’t
assume they have already received the press release.
You can also create a broader communications
strategy to highlight the data on discipline and
the changes you are making with the community.
You can create a Public Service Announcement
for parents, asking them to volunteer at their local
schools and help create safe passages for students.
You could create a district-wide campaign to
encourage community volunteers and community
based organizations to partner with the school
district to provide interventions to students
struggling with behavior issues, such as after-school
programs, mentors, and folks trained in conflict
resolution. As suggested in the model policy, you
can set aside clear times on the Board agenda for
reports on how the school discipline reform efforts
are proceeding and for parents, students and others
to provide input!
When schools successfully implement alternatives
to discipline and they start seeing the increases in
attendance, achievement, and school funding, make
certain to call reporters and send out a press release
so that those strong stories about positive change
are highlighted. They can inspire more schools and
districts to get on board quickly with the reform
efforts!