Bob, what I did was establish a good relationship with our Board of Education who has a media liason in charge of press releases. I was given total access to this person and work with her to gain connections to reputable local media personnel. When I prepare a press release, I sit with the liaison and have her edit the release and then she gets it out to to the media outlets and that way the Board of education becomes a partner in what we are doing.
Posted as a reply to:
Community & Media Relations by Bob Montgomery 
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