Earning Better Press for Schools

By Nora Carr

It’s no wonder so many people believe the nation’s public schools are failing. If you only knew what you saw on TV or read online, what would you think?

Urban districts, situated in the nation’s biggest and most sensational media markets, are particularly hard hit. For them, “swift-boating” happens daily. Perhaps we all need to take a page from the Obama campaign, and start fighting back -- hard.

We can get a whole lot smarter about how we pitch stories, craft press releases, package news, and grab attention. We can create what media guru Terry Abbott calls “an overwhelming fire hose of good news” about our students, teachers, parents, and schools.

Public relations agencies do it every day. Why can’t we?

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