Reading is a beautiful thing. Make sure to read twenty minutes a day, every day!
I began by getting my Superintendent on side. He recommended DEAR to the Chair of Trustees, who spoke to his media contact. I then contacted all the teacher-librarians in my district via e-mail and asked them to let me know who would be reading. I have not yet heard from all schools, but it looks like the majority of Victoria schools are "in". I can't say I've been successful with getting any media interest, but they generally work best with very little notice and lots of prep; that's the nature of the news environment. I will distribute a pre-written article with photo on the day.
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