interstitials leverage the pbs brand and connect pbs to education and to teacher professional...

Interstitials

• Leverage the PBS brand and connect PBS to education and to teacher professional development.

• Use the “language of education.”

• Have compelling visuals.

• Rely on the copy points and messaging used in other marketing materials.

• Testimonials can be good…but be careful.

Public Relations

• Special Events• Tie in with other educational organizations• Have a theme or key issue around which the event is focused

– relating it to a strong issue in education usually works well.• Invite local/regional media• Invite education influencers and opinion-makers• Invite elected officials• Have learners/facilitators available to talk about their

experiences with PBS TeacherLine• Follow up

Public Relations

• Media Relations• Press Releases

• Tell a compelling story which ties to the audience• Keep it simple• Not more than 2 pages, but you may include supporting material• Promote benefits – features are of less interest• How do readers find out more?• Carefully research your media list and place the release where it

will get the best exposure• Follow up

• Editorial Coverage

Public Relations

• Newsletter• Builds online learning community• Should be more news, less selling• Stories about successful learners are good…

testimonials• Circulation to all learners and prospective learners• Keep it positive…negatives don’t help you or your

learners

Public Relations

• Speaking Opportunities

• Internet• Podcasts• Partner Tie-Ins and cross-promotion

• Word-of-Mouth• Your most powerful public relations tool