What's the best way to make sure everybody knows about the many benefits your programs provide? Pay more attention, year-round, to one of your primary customers -- the media. The thought may initially take some getting used to, but print and electronic media really are a primary customer for school food service professionals in the 21st century. The time when your whole year's media strategy consisted of a press release for School Lunch Week is gone forever! Now, you must learn to repeatedly seek out attention, to carefully shape your messages, to routinely create opportunities for publicity -- in short, to proactively cultivate the media, so that they become willing press agents for your school nutrition programs.

This session will teach you nine key strategies for consistently generating positive (and free!) publicity for the school meals programs in your state and district. Plus you'll get practical advice on newsroom culture, TV interviews, preparing media releases and press packets, and cutting through the clutter to make your messages stand out. Don't fear the media. Use them. And make your presence in the community felt all year!