School officials who are frustrated with the news media's obsession with negative stories about their institutions may wish to follow the example of the Charlotte-Mecklenburg (N.C.) Schools.

The district's public relations staff uses its multimedia capabilities to generate positive information about itself. This information is used by media outlets and presented to citizens in the community through direct channels that bypass traditional newspaper, television, and radio editors. Some examples of how Charlotte-Mecklenburg uses multimedia public-relations tactics include:

  • Because the district has its own cable channel (manned by a professional anchor person who leads a


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