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The other is a work calendar, which is done in reverse from the end date of the campaign until the start of planning. On it you would decide such things as who will write the materials. When should drafts be completed? Which individuals must approve them and by what date? Establish deadlines for each stage and put these into a work calendar. Constantly review the calendars to be sure that deadlines are being met. Pick messengers. Determine what respected third-party allies can reinforce your message.

But the press strategy was traditional, mixed with use of social media. A media advisory announced the different cities and stops. Daily there were national as well as targeted city-by-city advisories saying what would happen. The Department of Education’s RSS feed distributed advisories to the national and local press. Then there were daily press releases saying what had happened. The secretary’s bus, which was wrapped in royal blue and had images of teachers, kids, the “Courage in the Classroom” message and the Department’s seal, became a prop.

Gl/5nULu [ 36 ] A • R e s p o n s i b l e • P r e s s • O f f i c e • i n • t h e • D i g i t a l • A g e 6 C h a p t e r S i x• C h a p t e r S i x• C h a p t e r S i x • C h a p t e r S i x • C h a p t e r S i x• C h a p t e r S i x• C h a p t e r S i x Tools of the Press Office A s a government communicator, think of yourself as an orchestra conductor with many instruments to lead for creating great sound. For loud bold music you would use as many instruments as would make the music harmonious; for a more solitary tone you might only conduct the violins.

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