Six O’Clock News: The BBC’s early bulletin is the one families watch. It covers health and schools best - Mike Baker is unrivalled at explaining schools stories. Not easily confused with ITV News at 6.30 schools coverage. *****
Sunday TimesBreakfast with Frost: The Sunday double act: a Sunday Times front page splash followed by 10 minutes with Sir David starts the week nicely. It beats a pointless grilling on On the Record. But beware the ST’s own spin. *****
GMTVToday: The morning agenda-setters. GMTV reaches parents, while Today gets the chatterers chattering. The GMTV sofa may be more comfortable, but you must also suffer the John Humphrys’ interruptions on Today. If it’s not on Today, other independent-minded broadcasters think it isn’t news. ****
Jimmy Young: The soon-to-be-knighted Radio 2 octogenarian is still the best bet for an intelligent discussion, with plenty of phone-in input from parents and teachers. Not to be confused with lightweight Radio 5 chat shows hosted by young pretenders like Nicky Campbell. ****
THE Times: The broadsheet agenda-setter, preferably with a front page story backed by a signed ministerial article. However, if you want to reach or even wind up the education establishment, try the Guardian. You can be sure of some good letters. ***
THE Daily Mail: Despite its right-wing reputation, it remains the choice of Middle England mums under New Labour and of non-activist teachers. If you are an NUT press officer, perhaps not your first port of call. ***
The Sun: The red top’s huge readership makes it essential to reach those who actually use state schools. Not for those who (despite going private themselves) favour trendy teaching in state schools for other people’s children. ***
Plymouth Evening Herald: Not just this regional, but all the local papers that lap up stories of repair allocations, key stage 2 results and visiting junior ministers. Don’t forget the local radio breakfast shows too. An hour at Millbank wraps them up. ***
TES: Its teacher readership makes it important to explain policy and calm anxieties created by the above. But ministers feel it reads too much like a staffroom whinge. **
Channel 4 News: As it is broadcast while opinion-formers are awake, prioritise it over Newsnight. Jon Snow isn’t as nasty as Paxman, no matter how hard he tries. *
