Determined to Succeed

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Determined to Succeed - Media Tool Kit

MEDIA TOOLKIT
Determined to Succeed activities and events provide a great opportunity to engage the local media and to showcase the work your school is involved in to parents/carers and businesses/employers.

Many teachers are used to dealing with the media, but for those of you that aren’t, the ideas below may help you to engage the media with your event/activity:

• Engage the local media well in advance of your event, perhaps by inviting them to get involved in some way.
For example: ask a local radio DJ or the editor of your local paper to be on the judging panel for your event.
• Stimulate debate around the topic of enterprise at a local authority level – this will make for more interesting, and possibly bigger articles. Ideas may include social enterprise, age as a barrier to success, women and enterprise, rural enterprise etc..
• Case studies of local entrepreneurs are crucial for selling-in a media story. Have a list of suitable case studies prepared in advance. Check with each entrepreneur that they are happy to speak to the media and its always a good idea to make sure they really are running the successful enterprise they claim to be!
• ‘Go with the glow’ – invest most of your time and energy engaging those journalists/broadcasters who show some interest. If someone is negative about your event or enterprise in general, it may be best not to push them!
• Enlist the help of our own local authority press and communication staff – explore with them ways in which you can jointly generate local media coverage for Determined to Succeed.


KEY MESSAGES
When you’re dealing with the media always try to make sure you’re getting across one or two of the key messages below. These are that:
• Determined to Succeed is the Scottish Government’s strategy for enterprise in education and is a long term commitment to put enterprise at the heart of the school curriculum.
• Determined to Succeed prepares young people for the world of work by allowing them to experience enterprising teaching and learning, enterprising and entrepreneurial activities, work based vocational learning and appropriately focused career education.
• Determined to Succeed is being delivered through all 32 local authorities across Scotland, supported by the Scottish business community.
• Benefits:
- Pupils will have greater self-confidence, determination and creativity.
- Employers will benefit from young people who are better prepared for the world of work (with the right mix of skills, knowledge and confidence needed to succeed ion the workplace).
- The economy will benefit as attitudes to enterprise will be more positive.

STEP BY STEP GUIDE

Step 1 Look for opportunities within your school calendar for engaging the media that promotes enterprise education

Step 2 Construct a Press Pack By giving journalist all the information they need to write a story you save them time and make their job a lot easier. A Press Pack should include: • A press release • Statistics – include information relevant to your area • Case Studies • Photographs/Imagery

Step 3 Photo opportunities – develop a list of ideas e.g. • Primary School children dressed as working people • Children in the working environment – great if you can link with a business opportunity • Award – picture business/children with awards

Step 4 Make that Media Contact Ask them how they like to receive press releases/feature ideas (e-mail, post, phone etc)

Step 5 Press Release Write and distribute to your local contacts.



INFORMATION SHARING WITH PARENTS AND CARERS The ideas outlined above needn’t be kept solely for informing your local media. Parents and cares love to hear what their children have been involved in at school. Use this information in your own school newsletter or school website to get parents/carers attention and don’t forget to highlight the fact that you are always looking for new volunteers to be involved in enterprise education.

DtS LOGO

Whichever method you use to inform your local community about your school’s involvement in enterprise education you should always include the Determined to Succeed logo – on letters, articles, webpages or school newsletters. By using the logo people will become aware of Determined to Succeed and what it stands for and they will be able to make the correlation between enterprise education and what the schools have been involved in.

Right click on the link below and choose "save as" to download either a colour or black and white Determined to Succeed Logo:

Click here to download colour logo

Click here to download black and white logo

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