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Communicating with the So-Called Monster Media 6 6 - - - - - - - - . - . - 0 . - . - 0 .

ABSTRACT : A community relations officer at a large metropolitan-area school district takes the reader through a typical day as she handles a variety of contacts with the media, school personnel, and the public. Her advice to school districts: Know local reporters and news organizations and understand the different needs of different media. The author presents the results of a survey on the attitudes of educators, media personnel, and the public toward the accuracy of media coverage and notes the discrepancy among those views. She describes large-scale efforts to improve media coverage of education and emphasizes that such coverage is important because of the high public interest in education issues.





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