A Slice of the PIE

by Scott Bacon
Supervisor of Business Partnerships

April 17, 2006
The running, joke around town for years has been that Knox County Schools, TVA, and the University of Tennessee simply swap space as the lead story for local news outlets in the Knoxville media market. School superintendents, TVA directors, and UT presidents have all been known to say, "I wish something, would happen over at one of the other two places," when an issue gets more than enough media attention.

The truth of the matter is that most of the news being reported about the Knox County School System is positive or neutral in nature. The news divisions of local media outlets work through our office to get accurate information about the issues of the day. The school system's Russ Oaks and area news directors know each other well from working through these issues as they arise.

I tell folks on a regular basis that I have the easy role when it comes to working with our friends in the media. I get to work with the folks from the business side of local newspapers, radio, and television companies to build partnership opportunities for our schools. This community has some real pros in our local media outlets that truly want the best for Knoxville and the children in our schools.

Here are a few examples of how these community reps are making a difference for the Knox County School System.

Citadel Broadcasting recently partnered with the Knoxville Adaptive Education Center on Kingston Pike. The fact they are partnering with one of our schools, especially one of our Non-Traditional schools, is great news on its own merit. But the best part of that day was the live partnership ceremony on the air with Hallerin Hill on his morning- talk show. This little bit of creativity on the part of the station provided a wonderful live commercial of the value of the Partners In Education program in this community. Just days prior to that event, Mike Hamilton invited me to come over to the Citadel offices to go live with Hallerin on his show, as well as with Allison on WIVK, to talk about the Dine Out For Education event in March. The few minutes of valuable air time provided an increased awareness about that event that drove traffic to the participating, restaurants. Our kids will see the benefits of that next year in school libraries across the school district.

The Teacher Supply Depot just celebrated its fifth birthday back in January. The Depot provides a place for businesses and individuals to donate items that can be used by teachers in their classroom instruction. This facility owes a portion of its success to the efforts of WATE and their guy who is seemingly everywhere, Bill Evans. During the early days of the Teacher Supply Depot, Bill saw the potential for this facility to positively impact schools, while also impacting efforts to recycle and reuse items coming, into landfills. WATE was quick to produce a public service announcement, and make a list of needed items available on the station's website. We still have folks finding the Depot as a result of WATE's efforts.

Speaking of Bill Evans and WATE, he is one of our best recruiters for business involvement in the Schooled For Success eighth grade career awareness program. The station has been one of our program success stories, and even has a staff member who served as an intern several years ago in the program. Not only does WATE host students for the two-day internship in late May of each year, the six kids who go there write, shoot, edit, and star in the public service announcement for the School Coupons Campaign that is shown on every Knoxville television station and Comcast Cable.

For years, WJXB B97.5, has recognized the efforts of classroom teachers throughout East Tennessee with their Teacher of the Month program. East Tennessee Children's Hospital and Goody's are the presenting sponsors along with B97.5. Though this program reaches beyond the county line, it creates an environment where students and parents have an Outlet to nominate teachers who are wonderful instructors and quality people.

Another teacher recognition program recognizes the value of educators on a weekly basis. WVLT, Shoney's and East Tennessee Children's Hospital are partners in the Golden Apple Awards program. Students and parents have the opportunity with this award to praise teachers in a visible way for their daily contributions in area classrooms. We have so many outstanding teachers that truly are life-changers in their abilities to touch children and encourage them to reach for their personal best. I'm not sure we will ever have enough recognition programs to reward the fine efforts of area teachers.

Classroom instruction has been enhanced for years in the Knoxville area thanks to the News Sentinel's Newspaper In Education program. Students get access to the events of the day and have something, to take home to read at the conclusion of the school day. The News Sentinel staff also provides training to teachers about effective uses of the newspaper in their classrooms. You might find the News Sentinel's Diana Morgan, working on any number of school-related topics in the community. Most recently, she has chaired one of the committees for the Great Schools Partnership. A former educator, Morgan has been a valuable friend and community advisor to East Tennessee schools for many years.

WBIR's Educator of the Week program is co-sponsored by the Tennessee Lottery. Their effort to recognize top educators in the area will soon be replicated across the state with television stations in other markets. I've been fortunate to serve as one of the folks helping, with the selection of these teachers. If you could read the teacher nominations, I'm confident you would want to recognize them all.

As you can see, our community is blessed to have media representatives who care about the place they call home. They invest time, talent, and a variety of company resources. Our schools are the recipients of some of their best work.