1 / 31

Spreading Your Prevention Messages Through the Media

Spreading Your Prevention Messages Through the Media. Darcy Jensen, MS,CCDCIII, CPS CSAP’s Central CAPT Regional Expert Team. 2. Learning Objectives. To understand media advocacy and how it differs from public education. To identify key aspects of what makes a story newsworthy.

aya
Download Presentation

Spreading Your Prevention Messages Through the Media

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Spreading Your Prevention Messages Through the Media

  2. Darcy Jensen, MS,CCDCIII, CPS CSAP’s Central CAPT Regional Expert Team 2

  3. Learning Objectives • To understand media advocacy and how it differs from public education. • To identify key aspects of what makes a story newsworthy. • To be able to create pieces such as advisories and releases.

  4. Our Scope • We will focus on “earned” media • Sometimes called free media. • We will also focus on traditional media (TV, radio, newspapers), rather than electronic or social media (blogs, Twitter).

  5. “If you don’t exist in the media, you don’t exist.” -Daniel Shorr, journalist

  6. Definition • Media advocacy is the strategic use of news media and, when appropriate, paid advertising, to support community organizing to advance a public policy initiative.” – Wallack 1999.

  7. Why Media Advocacy? • News media shapes the agenda. • Influences opinion. • Brings more people into the discussion.

  8. Key Points • Media advocacy should support your goals. It is not a goal in itself. • Must be strategic. • You must know what you want to have happen. • Building awareness may be a first step, but will not create change.

  9. Does the Media Shape Opinon?

  10. May 6, 2009 Fox News Damir Dokic detained for 30 days due to threats

  11. May 7, 2009 The Columbus Post Tennis Star's Dad Threatens to Blow Up Australian Embassy

  12. May 7, 2009 San Francisco Chronicle Calif pageant eyes Prejean for contract violations

  13. May 7, 2009 The Columbus Post Could Anti-Gay-Marriage Ad, Racy Photos Cost Miss California Her Crown?

  14. October 2, 2003 University Chronicle SCPD Terrorize Local Community “…find something better to do and catch some real criminals.”

  15. October 9, 2003 University Chronicle No Sympathy for Complainers “God forbid the police receive any credit…and students take any responsibility…”

  16. Examples of Successful Advocacy Campaigns • “X” cigarette brand • Icing by Claire’s flasks

  17. KELO TV Coverage

  18. Newsworthiness • Current, fresh • Death, tragedy. ‘If it bleeds it leads’ • Concrete (vs. intangible) • Visual (especially for television) • Injustice, irony

  19. Nuts and Bolts

  20. Media Advisory • Like an invitation to your event • Depending on the media outlet and event, send 2 to 24 hours in advance. • What, when, where, who, why (including interviews, visuals)

  21. News releases • Written like a news story • Use brief, direct sentences • Usually sent “For immediate release” may be sent “embargoed until”

  22. Letters to the editor • You are your best editor; don’t leave it to them. • Strategy for authorship (coalition, agency, individual, coordinated campaign)

  23. Op Ed • Editorial page is second most read section (Front page is #1). • Ask the paper the preferred length. • You can pitch the piece or send it cold. • Opportunity to use persuasive, narrative style.

  24. Other examples • Radio talk show • Guest columns • Blogs, podcasts, Twitter

  25. Activity Brainstorm how to make changing alcohol policies at a community festival newsworthy.

  26. Instructions • Coalition wants to change policies at Soybean Days festival. • Your task is to brainstorm newsworthy opportunities. • Part 1: Before and during the festival, which will be held next month. • Part 2: Keeping it newsworthy through the year. • Break into Small Groups

  27. Part 1: Before and During the Festival • Brainstorm: What is newsworthy: • Current, fresh • Death, tragedy. ‘If it bleeds it leads’ • Concrete (vs. intangible) • Visual (especially for television) • Injustice, irony • Plan two examples of message, mode, and messenger • Example: Unpleasant for young children, TV news pitch, mom with young kids.

  28. Part 2: Maintaining Interest • Brainstorm other newsworthy ideas to keep the message alive through the year. Tie to: • Progress/Activities of the coalition • Other related events/issues (If I see this news story, we can build on it.) • Anniversaries • Data releases

  29. Questions?? Resources/Bibliography • Wallack, L. (1999). News for a Change: An advocate’s guide to working with the media. Thousand Oaks, California: Sage Publications. • Women Venture. (2005). Publicity 101 Toolkit: Increase awareness of your business or organization through effective media relations (2nd ed.). Saint Paul, Minnesota. “The world is made up of stories, not atoms.” – Muriel Rukeyser, poet and political activist

More Related