Click to edit Master subtitle style Advocacy and Postsecondary Success Grantee convening June 2010

© 2009 Bill & Melinda Gates Foundation | Reporters are increasingly paying attention to completion 22  The number of stories on the issue was up 22% in early 2010 over the previous year.  Mainstream outlets including TIME, Newsweek, The New York Times, The Washington Post, National Public Radio, and USA Today and trade publications all devoted coverage to the issue. Number of print articles about completion or degree attainment *projected based on Q1 coverage

© 2009 Bill & Melinda Gates Foundation | But completion is not yet a dominant higher ed news story 33 Despite the increase, completion coverage still lags behind stories about affordability and developmental education.

© 2009 Bill & Melinda Gates Foundation | Where are we seeing success? 44 Reporters are getting past the drop out numbers and are reporting why completion matters:  Completion is an economic issue The New York Times’ economics reporter David Leonhardt wrote about completion as a necessary solution to the recession.  Completion is a societal issue Newsweek’s Jonathan Atler on HBO’s “Real Time with Bill Maher” talked about it the context of the racial wealth gap.  Completion is a demographic issue USA Today’s “Take America to College” coverage shone a spotlight on the “non traditional” student. AEI’s report on the Hispanic completion issue saw extensive coverage.

© 2009 Bill & Melinda Gates Foundation | What hurdles or risks do we face? 55 Increased attention also means tough questions  Do we already send too many students to college? The New York Times’ Jacques Steinberg article “Plan B: Skip College” called for alternatives to a traditional degree.  Reporters use a narrow definition of college USA Today’s recent story, “What if a college education just isn't for everyone” implied that technical training or career certificates isn’t “college.”  We need more front-and-center spokespeople National reporters need a “go-to” list of several national spokespeople who can speak concisely and passionately about completion.  We need more stories that more thoroughly explore the urgency, challenges and potential solutions

© 2009 Bill & Melinda Gates Foundation | Being your own spokesperson  How does your effort address the bigger picture and fit into the national context?  How much as been written about this already?  Do you have data or a financial impact? (Reporters love numbers, even when they’re theoretical.)  Is there conflict? (Hint: you must answer yes, or there probably isn’t a story.)  Are there real people involved? (Students, professors, counselors. But especially students.) 66 Step One: Come up with a good story idea

© 2009 Bill & Melinda Gates Foundation | What’s Your Story?  Join your tablemates and develop a story idea. What would you say to a reporter to get him or her interested?  Be ready to share your “pitch” with the rest of the room! 77

© 2009 Bill & Melinda Gates Foundation | Making pitch: Basic preparation  Who are you trying to reach?  What do you want to tell them?  Where do I need my story to be to reach that audience?  Why should they care?  When should I reach out? 88 A good idea can be scuttled by poor execution, Part One

© 2009 Bill & Melinda Gates Foundation | Making the Pitch You have about 30 seconds to capture attention Have your top three pitch points at the ready Practice what you are going to say Don’t get discouraged if you have to move on to another reporter Eventually, if you have a good story idea and connect with the right beat reporter, you are going to get a hit. 99 A good idea can be scuttled by poor execution, Part Two

Click to edit Master subtitle style Thank You © 2009 Bill & Melinda Gates Foundation. All Rights Reserved. Bill & Melinda Gates Foundation is a registered trademark in the United States and other countries.