American Association of Teachers of French NATIONAL BULLETIN LETTER FROM THE PRESIDENT VOLUME 25 NO. 1 SEPTEMBER 1999 need to reach out to our many publics (and in your community—in short, the “doers” in use specially designed messages for each your community. Organize the people who of them) to keep them informed, eager, and have the energy and the willpower to make interested, not only do we have to become things succeed. high achievers in PR 101 and advanced PR 2. Develop a “marketing plan” in courses, but we must also be “publicity which you plan classroom events, school- hounds" for French, at every single oppor- wide events such as French cheers at a tunity! football or soccer game, community events, In discussing LA SEMAINE DU a mayor's proclamation, a fashion show, a FRANÇAIS: NATIONAL FRENCH WEEK poetry contest, etc. See the May special (November 4-10, 1999), several teachers issue of the National Bulletin or visit the have spoken very frankly to me, saying: AATF Web site [http://aatf.utsa.edu/] for “Selling French just isn’t in my nature...” or “I additional ideas. You might also try some- do a pretty decent job teaching, and that’s all thing unusual, something which can capture that should be expected of me...” or “I can’t your community’s interest and attention. stand the thought of marketing...” or “I don’t Remember that everything you plan for the consider marketing to be part of my job "marketing plan" MUST BE ACCOMPA- description...” or “I didn’t become an expert NIED BY a “publicity plan.” Gladys C. Lipton on Proust to go commercial like that...” or 3. Create a “publicity plan” in which you inform media representatives NOW, Dear Colleagues, something quite similar. Every one of us has and EVERY WEEK from now on, by letter, It was a great pleasure to meet and greet either made comments like that at one time by telephone, by e-mail, by FAX, in person, so many AATF members at our exciting St. or another or has heard colleagues and and don’t forget to include the coordinates Louis convention in July. Hopefully, friends say similar things! However, if we for the contact person(s). Be sure to have teachers have had an opportunity to look at our current world realistically, we several people responsible for taking black “recharge their batteries" over the summer, must face the fact that we are on the verge of and white pictures, and get the names of the as this promises to be a crucial and critical that dreaded "rainy day.” Each and every people who appear in the pictures! After an year for teachers of French, when many of teacher of French must join with us in the event, please remember to send the the new AATF initiatives will be in full swing! many different kinds of promotional celebra- pictures and a brief description of the event I would like to dedicate this first message tions around the country. to the media (newspapers, magazines, of the new academic year to the promotion I have also heard some teachers say: “I radio, TV) together with the name and of French, to publicity for French activities, don’t know how to get started,” or “I’m the coordinates of the contact person(s). Also, and to LA SEMAINE DU FRANÇAIS: only French teacher in my school” or “They’ll remember that the media people are NATIONAL FRENCH WEEK. Let’s start the think that I’m silly or worse,” or “I don’t know interested in the human interest factors— countdown! any media people,” or “The media people I have been looking at a new book aren’t interested in the good things that are entitled The Best TV Commercials...And happening in the schools!” Despite all our Inside this issue... Why They Worked, (Bernice Kanner, New trepidation and reservations, despite our AATF Small Grants ................................. p. 6 York: Times Business, 1999) and pondering inexperience with public awareness proce- Le Grand Concours ................................. p. 9 the author’s conclusion: "Selling is the dures, we must move forward! We must get AATF National Commissions ................ p. 12 language of our time and advertising is its our messages across if we have hopes of Members' Notes .................................... p. 13 boldest manifestation. Like it or not, it’s a improving the current public’s perceptions Chapter News ................................ pp. 14-16 pure expression of the world we live in about studying French language and Carrefour culturel .................................. p. 17 today...If Michelangelo were alive today, cultures. AATF 1999 Executive Council .............. p. 18 he'd probably be working on Madison Here are a few tips on getting ready now Fund for the Future ............................... p. 18 Avenue.” Do you find that to be an for LA SEMAINE DU FRANÇAIS: Preliminary Scholarship Announcement p. 18 outrageous conjecture as I did? NATIONAL FRENCH WEEK: Regional News ............................... pp. 19-20 It was so outrageous that it caused me to 1. Organize a NATIONAL FRENCH Paris Convention ............................ pp. 22-23 reflect upon the situation of French in WEEK committee (French teachers and Paris Hotel Reservation Form ............... p. 24 today’s world. My conclusion? Not to non-French teachers, students, parents, Classroom Activity ......................... pp. 25-26 anyone’s surprise, I feel that not only do we other teachers of French at all school and National French Week Flyer .......... pp. 27-28 have to continue to be outstanding teachers university levels, AATF members and Paris 2000 Call for Presentations ......... p. 31 and scholars of French and French cultures, nonmembers, the Alliance Française, mem- Mots Chassés ....................................... p. 35 not only do we have to become experts in bers of business, social, and civic associa- AATF Materials Center ......................... p. 36 marketing and selling our excellent and very tions, and all the Francophiles and even Change of Address Form ...................... p. 42 worthwhile field of French, not only do we some of the non-Francophiles you can find BE RADICAL! ........................................ p. 47 Les Nouvelles du Québec ..................... p. 49 just read the first sentence of any French-speaking scientists, inventors, writ- USIA INVITES APPLICATIONS newspaper story, and you’ll see that it ers, artists, sports people, composers, FOR FULBRIGHT TEACHER includes the who, what, when, where, and musicians, performers of all kinds (actors, EXCHANGE PROGRAM why. dancers, singers, etc.), and many others The U.S. Information Agency (USIA) 4. Focus on starting NEW French from all over the Francophone world. Let’s Fulbright Teacher Exchange Program invites programs at all school and university levels. keep these past and present world-famous applications from U.S. administrators and Parents are often interested in starting new contributions by speakers of French at the teachers at K-12 schools, two-year colleges, FLES* (Sequential FLES, FLEX, or Immer- forefront, in our French classrooms, in our and universities interested in teaching abroad sion) programs, so plan to distribute the new schools, in our universities, and in our during the 2000-2001 academic year. AATF flyer on “Why French FLES*? Think communities. Applications are currently available and about beginning to offer special interest 8. Remember that it will take several must be postmarked no later than Oct. 15, French courses and packaging them in years before we will be able to turn around 1999. Requests for applications should be different ways: Saturday or weekend the current serious situation. We can do it! directed to Tiffany Swanson, USIA Fulbright programs, after school classes or club We can make a difference! It is important to Teacher Exchange Program, 600 Maryland programs (I call them “Get Your Foot In The keep records, with brief notes about what Ave., SW, Suite 320, Washington, DC Door” approaches), concerts, theatrical worked and what needs more attention. 20024; Telephone: (800) 726-0479. performances, films, etc. Let’s think These records should include your letters, These exchanges are administered by creatively and listen to what is of interest to your time lines, your communications, the USIA's Bureau of Educational and Cul- students and their parents and find new recordings of radio and TV “spots,” copies of tural Affairs as part of the Fulbright Program ways to respond to these interests. proclamations, newspaper clippings, names which promotes mutual understanding be- 5. Study a copy of the new “Publicity and addresses of your contacts, committee tween citizens of the US and other countries Brochure,” (in the center of this issue of the members, etc., so that everything will be through educational and cultural exchange. National Bulletin, pp. 27-28), written by ready for action when we again make plans Participants continue to be paid by their Vincent Morrissette (CA) and Diana Regan to celebrate LA SEMAINE DU FRANÇAIS: home institutions while exchanging class- (PA), our national AATF Publicity Commit- NATIONAL FRENCH WEEK in November rooms, usually for one full academic year. tee co-chairs, and use it to help you get as 2000. A limited number of semester and shorter- much publicity as possible during LA Let’s have a smashingly successful term exchanges, as well as one-way assign- SEMAINE DU FRANÇAIS: NATIONAL 1999 celebration—“un succès fou!” ments, are also available. FRENCH WEEK and throughout the year. U.S. educators interested in participating Compile a list of all the people who can help in the Program must be U.S. citizens; have with publicity—people who have personal Gladys C. Lipton a full-time teaching position; be in at least contacts, people who have been successful President the third year of full-time teaching; and flu- in getting publicity, people who know how to ent in English. “open doors.” One-on-one exchanges offer a recipro- 6.