Effectively Communicating the Value of CTE

Ashley Parker, ACTE

Erin UY, NASDCTec

Dave Bunting, Iowa ACTE

Why communicate NOW?

• Economy has positioned CTE and workforce discussions in spotlight.

• CTE image needs to be modernized

• You cannot wait to build a supporter base in your community/state.

Communication Yields Results

• Reaching out to your community builds your human and reputation capital.

• Reaching out to media positions you as an expert.

• Communicating about CTE changes perceptions.

Building Community Capital

• Tusacloosa News– CTE Television Production program

traveled to Mississippi town devastated by Hurricane Katrina in 2005

– Service project combined curriculum area, giving back.

– Yielded positive publicity for CTE program & student learning experience.

Changing perceptions & positioning CTE program as an expert

• Iowa board tour results– Placements– Continued relationship

• Opinion article in Tucson Business– Favorable response by local businesses– Increased support of programs by increased

enrollments.

CTE needs EvangelistsWhat is an “Evangelist” in the context of communication?•A person with a personal connection to the “cause”•Cultivates networks for to support the cause. •Builds a cause’s and/or organization’s overall community.

Who can be an evangelist for CTE?•Teachers•Administrators•Parents•Students•Business leaders

How do you foster CTE “evangelism”?

Internal public awareness•Why is this important•What are the key issues?•Why does my voice matter?

Information comes from…

• The internet– Online newspapers, blogs, Facebook and

microblogging sites (Twitter)

• Television

• Print newspapers

• Radio

• Word of Mouth

Communication Tools and Tactics

What are today’s top

communication tools?

Who do we need to communicate with and what are the goals?

• Local community/parents/students– To encourage participation in CTE programs– To develop partnerships with local business

• The media– To raise awareness in the general public and

encourage positive coverage of CTE

• Policymakers– To influence their decision making

Overlapping audiences, but different strategies and tactics for approaching these groups

The “Media”, both traditional print and television and new media such as social media tools Facebook, Twitter, and Youtube, reach policymakers and the community. Policymakers listen to the community and parents and communities reach out to policymakers and influence the media. All these audiences interconnect but require different approaches in DIRECT communication. When you successfully reach all three groups you are building “BUZZ” about your issue.

Targeting the Media

• Basic rules that apply for ALL media outreach– Research first– Tailor your message– Build a relationship

Targeting the media

Media Do’s and Don’ts• DO be respectful of a journalist/blogger’s time• DO follow-up with journalists/bloggers• DO be persistent but..• DON’T spam reporters• DON’T use tricks- be TRANSPARENT

• DON’T LIE

Targeting the media: methods

• Format your communications– Press release– Media advisory– Op-ed & Letters to the Editor

• Email vs. phone– Intro email, ask for a phone call or meeting– Editorial board meeting

Targeting the media: ideas• Initial contact

– Editorial board meeting, calling reporters, send a press kit about your program

– Follow them on Twitter/Facebook!

• Invite the media to an open house• Share an outstanding student story, an award,

or other notable event with the media• Offer to contribute!

– Op-Ed– Guest writer

Targeting Policymakers• Build Relationships!

– Education staff member is key.

• Meet with Members of Congress in Washington and in home district/state.

• Attend town hall meetings• Email newsletters and media pieces.• Invite Members of Congress and staff

to visit your program.

Targeting Your Community: Grassroots Communication

• People to people

• “On the ground” driven

• Engagement

• “Word of Mouth”

• Most “feel good” method- great for building evangelists!

Tools for outreach

What do I say!?• Facts + Narrative= the “pitch”• Press kit• ACTE materials, CTE

Research Fact sheet• CTE: Learning the Works for

America branding

Now what do I do?

• Tip sheet from today’s session

• ACTE website• Contact ACTE anytime for

assistance– Ashley Parker, Media Relations

Manager– aparker@acteonline.org or 703-

683-9312