Let’s Get Our Voices Heard: Developing a Press Release & Leveraging Social Media

A press release in a nutshell A press release is an official announcement issued to the news media. The heading should contain action verbs, the first paragraph should answer the; who, what, why, and where. The press release should contain understandable language and a quote. A press release in nutshell

Components of a press release Contact information – “For immediate release;” contact [Name], [Email Address and Phone Number]. Title/headline – One line, clear, action verb, and informative. First paragraph – Cover the who, what, why, where, and how of your announcement, event, statement, etc. Interesting quote – Include a quote that highlights the details. Background information – Provide valuable background information. Boilerplate – The last paragraph should be information about your organization and what it does.

Identify journalists at your local media outlets. Distribution Identify journalists at your local media outlets. Distribute the release via email. Subject line = title or headline Body = copy and past the press release text into the body of the email Leverage Twitter. Put your release on your unit/division website to generate link. Follow and engage with key contacts.

It’s your turn! Let’s look at your press release now.

[ Insert Letterhead ] Email Subject Line: Special education advocates from [Insert your city or state] stormed Capitol Hill in Washington, D.C. FOR IMMEDIATE RELEASE [Insert your city, state], July [Insert date], 2019, [Insert # on state team] special education and early intervention professionals from [Insert your city, state] volunteered their time to storm Capitol Hill in Washington, D.C., and advocate on behalf of children and youth with exceptionalities and the professionals who work on their behalf. Organized by the Council for Exceptional Children (CEC) and the Council of Administrators of Special Education (CASE), over 270 special and gifted education and early intervention advocates participated in the 2019 Special Education Legislative Summit from July 7-10. "For me, the highlight of the summit was meeting with Members of Congress and their staff," said [Insert your name], a [Insert your professional title] at [Insert your school, district, institution]. "There are important policy issues before the U.S. Congress, which can have a positive impact on the outcomes for children and youth with exceptionalities." While on Capitol Hill, the [Insert state] team of advocates presented [Insert senator or representative that you met with or which offices you met with] with five issues currently challenging the field of special education and early intervention. In unison with the 270 advocates at the summit, advocates from [Insert state] asked the men and women of Congress to: Fund special education and early intervention programs. Protect public funds for public education. Address the shortage of special education teachers and early intervention providers. Build positive climates for learning by investing in mental health. Invest in IDEA early childhood programs.

Share your experience Share your 2019 Special Education Legislative Summit experience with us. Upload your photos on the SELS 2019 Shutterfly website. https://2019sels.shutterfly.com/

Social Media and Advocacy: The “What” and “Why”

Social Media and Advocacy: The “What” and “Why” Expand the reach and inclusivity of a campaign Relationships, relationships, relationships! Empower a community network of supporters Create meaningful opportunities for participation Bridge online and offline interactions

“Building relationships with my elected officials is a priority I was determined to make work with my busy schedule. I started Facebook messaging and tweeting my local representatives. So far, I've had two representatives reach back out to me. One of the representatives met with my husband and me during lunch, and one invited us to a family dinner at a restaurant (he brought his spouse and newest addition to the family, and we brought our son). Both events were completely informal. Don’t get me wrong it started off awkwardly, as you truly are complete strangers. But, after a quick conversation, the awkwardness quickly faded. In both instances, it was all about learning more about them: their hobbies, their careers, why they went into their roles, their true intentions while in office … and then, we discussed the issues. From there, it was truly a learning experience for them, as they might have heard of my son’s disease but really didn't understand what it meant. The meetings were only 30-45 minutes long, but they were so important. Now, when a new proposal comes across their desks, they can reference back to our conversation and reach out to us to discuss the potential impact that proposed legislation has on our family. Since meeting, we've friended each other on Facebook and they have started to follow our team's page. Now, I feel that we have a real connection. There is a face to the name, a story behind the photos, and – most importantly – a reminder that we are all human.” - Elaine, a rare disease advocate

Social Media: The “How” A) Supplement traditional strategies B) Relationship building C) Participatory approaches D) Sense of community

Social Media: Ways to Engage

When and Where to Post

Don’t Forget to Say Thank You! Here are some great examples of how past SELS participants have thanked their congresspeople. Posts don’t need to be long, but clear, concise, and use proper hashtags and handles.

Social Media allows you to advocate 365 days of the year! Remember… Social Media allows you to advocate 365 days of the year!

Join CEC on To hear passionate stories from SELS advocates!

Connect With Us! @cechq @CASECEC @CECMembership @CECAdvocacy @casecec @cec_headquarters