Welcome!

This brief Media Guide is to help identify how we can best collaborate on media outreach to promote the exciting things your school will be doing to make global solidarity come alive in your community.

The communications unit at CRS is happy to provide any help you might need in telling your CRS Global High School story. We can help you plan your media outreach and provide tips and contacts for specific media outlets; we will even make the media pitch for you if you don’t have staff or volunteers to do so. Our contact information is provided at the end of this guide.

1.WHYMEDIACOVERAGEBENEFITSYOURSCHOOLANDCRS

We share the goal of wanting more people to know about the good work being done by our organizations, and of the talented people and the inspiring individuals who support our mission.

Today, there are more news channels open to us than ever: online newspapers, social media, blogs, secular, and Catholic media have expanded the news world.

Regardless of the medium, we begin at the same place—identifying strong stories and telling them in attention-getting ways to specific audiences with an individualized or local hook.

As we get started with a media plan, it’s important to ask some basic questions and follow some guiding principles.

2.WHATISNEWSWORTHYATYOURSCHOOL?

Every story has a ‘hook’, that is the thing that grabs a reporter’s attention and says, “Yes, this is worth covering for my news outlet, people who read or watch my news outlet want to hear about this.” Section 3 of this guide has examples of typical story hooks.

THINGS TO KEEP IN MIND AS YOU PLAN:

Plan Media Outreach into Your Event/Program Strategy

Identify the highlights of the upcoming year; list key events, activities, and all the individuals who play significant roles based on how newsworthy they will be and the strength of their story.

Plan events knowing reporters won’t sit through the whole thing—tell them when the “important” parts of the event will occur. For example, if you are holding a series of emergency response events to benefit CRS, highlight the one day or afternoon when the most meaningful, visual, or prominent aspect of the program will occur. Invite the reporter to that event and provide background information on the rest of the events and your relationship with CRS in general.Offer “insider access” if possible or appropriate. For example, if a reporter is doing a more in-depth feature on your school, offer a behind-the-scenes tour of students preparing for events, programs or other activities (perhaps touring an art, music, or social studies classes where students are doing things; actions are memorable and will help reporter “picture” the story when they review their notes). Invite a reporter for a school lunch with some of the students and the teachers.

Identify Key Messages

Make it simple, one or two short messages; repeat often to all audiences. Let your message answer the following questions: Why is this important for our school? How does being a school in relationship with CRS distinguish us in the community?

Identify Key Spokespeople

Identify your school’s point of contact for the media; it’s important to keep this role to one person and refer all inquiries to that person. Identify one or two people who are the spokespersons for your school, perhaps a teacher or principal and a student leader. Include quotes for the key leaders of your school for media releases and stories.

Pitch with Flair

When you pitch your story by email or phone, make sure your subject line is catchy or your conversation is descriptive. NO: “School Holds Solidarity Event for Community.” YES: “250 Students Build Wall of Healing for Hurt Community” or “Students Turn Plant Sale into Seeds for Hope.”

Avoid Jargon and Acronyms

Think of your audience as a neighbor, a grandmother, or someone in the local store you have just met who has never heard about Catholic Relief Service, global solidarity, or Catholic social teaching. What do they need to know to make them understand and care about your story?

3.HOOKSFORMEDIAOUTREACH

Here’s a short list of where hooks can be found in your story.

[These are ideas, not necessarily specific events or people in your program.]

Launch Announcement

What’s newsworthy about your school’s work with CRS? Does it signify something unique for your school or community? Are you holding an event to launch your initiative? Who’s making the announcement?

Core Programs and School-wide Events

If there are individual activities or larger events that include the Bishop or other leaders from your diocese, this is worth pitching. If there are individuals who have made a strong contribution to your work with CRS, they can be profiled on your Facebook page, your school’s webpage, and pitched to the local media.

Think Visual

What can a reporter and photographer cover about your event that’s visually interesting? Think of incorporating visual elements such as: flags, artwork, globes, costumes, backdrops, placards, or other visual elements to “show” the meaning of your event. A group shot of the event organizers is not the photo that will “tell your story to the world.”

Immersion Trips and Virtual Travel

For those in your community who have experienced overseas travel related to the work of CRS or are doing a “virtual” travel experience, this can be newsworthy for the local media. Photos and travel diaries or a photo gallery with short captions can also be good for a school’s website, newsletter, and Facebook page. CRS is interested in using your photos as well; we’ll need photo releases for those featured in photos.

Individuals

Who is changing lives in your community through the relationship between CRS and your school? Whose life is being changed? These individuals can make great profiles and interviews for your internal and external audiences. Think about students, visitors, parents, alumni, or others who are having an impact or being impacted by this experience.

Visitors

If there are speakers coming to your school from overseas or to address a special aspect of your school’s work with CRS, invite a reporter.

4.WHOTOTELLABOUTTHIS(INTERNALANDEXTERNALAUDIENCES)

Traditional media: local paper/radio/TV; diocesan media;

Social media: maximize your web presence and Facebook profile;

CRS: share ideas with the communications contacts at CRS;

Don’t forget about your own community: share with alumni, parents, peers, and your diocesan network.

5.MEDIAINYOURAREA:HOW/WHAT/WHENTOTELL

Diocesan Newspaper

If you haven’t done so already, get to know your local diocesan reporters and editors. Tell them about your school’s work with CRS and what the school is doing. Phone and e-mail introductions are acceptable. We can also supply you with a contact name.

Local and Regional Newspapers

Same as above. Localize your story.

Social Media

The conversation has moved to blogs and social networks. Stay tuned in and contribute often. Encourage students, parents, and staff to comment on posts about your school’s participation and share content with their own social media contacts.

Radio/TV

TV will cover an event, especially when there’s a well-known name attending or an external hook, such as community service day, World Water Day, etc. For radio, the best bet is if there is a community focused talk show or a Catholic radio station in your area. Pick your best spokesperson. CRS can offer training and tips for broadcast interviews.

School website

Feature lots of photos and up-to-date information about how the relationship between your school and CRS is ‘happening.’ If you are beating the drum about being a CRS Global High School, make sure there is something for people to look at and read. Keep it coming!

6.HOWTOWORKWITHTHECRSMEDIATEAM

If you need a quote from a CRS staff member, information about CRS or, if your press release references specific information about CRS programming, please contact the Communications Unit so we can review content for accuracy.

Please use CRS’ communications staff freely to plan your media outreach or to help pitch specific stories. We can provide additional media training for your team, if needed. Let us know what news you expect to be making so we can collaborate.

SusanWalters

CommunicationsOfficer,U.S.Operations443-955-7103

TomPrice

SeniorCommunicationsManager,U.S.Operations410-951-7450

Good luck! We look forward to working with you and sharing our stories. Thank you again for all you are doing to help your school community live in asone human family!