California Educator

August 2016

Issue link: http://educator.cta.org/i/712197

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high school history teacher using classroom simulations to teach about the Holocaust. See bit.ly/29LcWax and bit.ly/29yL6yr. Kristen Hwang, Desert Sun, for her series of stories about tense teacher contract negotiations that eventually produced fair compensation for educators in the Desert Sands Unified School District. Read a few winning stories at desert.sn/1BiT72J and desert.sn/29H5wSW. Beau Yarbrough, San Bernardino Sun, for his deadline news story about legislation proposed last year by Southern California lawmakers and others to regulate California charter schools and make them more accountable. Story at bit.ly/29yMNfd. Kelly Corrigan, Burbank Leader, for a series of stories about strong objections raised by the Burbank Teachers Association concerning the controversial selection process of the new superintendent for the Burbank Unified School District. See lat.ms/2a1UHhS and lat.ms/29LevoM. Ken Epstein, Oakland Post, for his continuous coverage of education; and The Oakland Post, where he is editor, for its outstanding education coverage. Stories included a protest by the Oakland Education Association over a flawed redesign plan for five Oakland Unified School District schools, and questioned OUSD's abundance of highly paid administrators.Sample stories at bit.ly/29BO94r and bit.ly/29TXdqF. San Francisco Public Press, an independent, nonprofit news organization, for a series of stories on how school choice and other factors have led to the resegregation of many schools in SFUSD. See bit.ly/1F0njwY. JOURNALS, MAGAZINES, WEBSITES Kristina Rizga, of Mother Jones magazine, for an in-depth fea- ture story about the overuse of standardized testing in California schools and other school districts. Read it at bit.ly/1PO5J4v. RADIO Angela Johnston, KALW Radio in San Francisco, for a story about California's first teacher housing project, the Casa Del Maestro apartment complex in the Santa Clara Unified School District, which opened in 2002 to help educators cope with soaring rental costs in Silicon Valley. Listen at bit.ly/1PL0eqn. TELEVISION ABC 10 (KXTV) in Sacramento, for six profiles of local inspiring teachers from the station's popular, ongoing "Teacher of the Month" series. The community-driven program awards $1,000 to monthly winners, and $5,000 to the educator picked as the local Teacher of the Year. Profiles were of CTA members Courtnay Kaump (bit.ly/29GEn6I), Beatriz Oropeza (bit.ly/29GEmQ8), Vivian Chapman (bit.ly/29GEmQ8), Araceli Ramirez (bit.ly/29TYzSu), Paula Turner (bit.ly/2aa0Apf), and Nancy Preto (bit.ly/2axO8Ru). 51 August 2016 Building a Relationship With Media L O C A L M E D I A — newspapers, TV, radio, websites and blogs — are an effective way of letting the community know the good work going on with your students and at your school. To do this, consider : 88 Pitch good stories. Call and email reporters and editors about a unique school program or class, or about students or CTA members who have done something remarkable. When appropriate, offer to help them get into the classroom. 89 Make your key points first. When communicating about a specific issue or event, practice a 15-second sound bite and/or write concisely. Keep it simple and clear. 90 Make sure reporters/editors receive your materials and communications, including photos/video (with permissions), social media pages and hashtags, chapter press releases, and newsletters. Issue-specific hashtags are important so media can follow immediate updates. 91 Make sure the media have your contact information, including email, phone number and/or social media handle. Know the reporter's deadline and help them meet it. 92 Op-eds, letters to the editor. Submit an op-ed to tell your story about extraordinary students and colleagues. Write a letter to the editor, or encourage your chapter leaders to do so. Know outlets' requirements for both op-eds and letters. 93 John Swett Awards. Build bridges with local media by suggesting stories for your CTA chapter president to nominate in our annual journalism contest. For chapter leaders 94 Get your message out about student learning and the quality of education in the district. Create a media plan with goals, message, strategies and dates to implement them. 95 Create a communications committee to monitor local events, keep media lists updated, and develop a one-page fact sheet about your chapter and what it is doing to improve student achievement, community relations, etc. 96 Host a sit-down with individual reporters to get to know them, talk about your chapter's role and what resources you can provide.

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