Promoting Activities to Media

Part of creating a healthy environment is influencing the messages that pass through our culture. Messages spread in our communities―through radio, TV, Internet, magazines, and newspapers―and can either promote or undermine healthy relationships. Creating a healthy environment may mean increasing messages that promote and cutting out messages that detract from healthy relationships among teens.

Media coverage is one of the best ways to distribute messages that educate the public about and increase interest in promoting healthy and respectful relationships among teens. If you are conducting Choose Respect activities and are planning to engage the media, you may find these 10 tips useful to gain media coverage.

1. Develop Effective Media Relations
   • Know who to contact
   • Localize the issues and provide newsworthy story ideas
   • Supply media outlets with accessible experts in the community
   • Be brief, concise, and clear
2. Establish Media Partnerships
   • Identify and prioritize the best partner prospects
   • Get a commitment―ask them to run public service announcements (PSAs), contribute to editorial coverage, etc.
   • Stay in close contact and respond quickly to any questions
3. Organize a Basic Press Kit
   • Develop clear, concise press materials
   • Include fact sheets, statistics, spokespeople bios, and press releases
   • Develop background information to help reporters develop stories
4. Select Media Spokespersons
   • Recruit local spokespersons who can discuss the issues in a professional and personal manner
   • Select a spokesperson who has a connection to the issue
   • Choose spokespeople who are free of negative or controversial publicity
5. Managing Choose Respect Messages
   • Craft three succinct messages you want to make
   • Bring reporters back to your core messages if they stray off topic
   • Instantly correct any misconceptions a reporter may have by providing correction information
6. Prepare a Press Release
   • Begin the release with an interesting local news angle
   • Answer the important questions―who, what, where, when, why, and how
   • Provide quotes from credible sources
   • Provide contact information
7. Pitch Your Story by Email
   • Be clear and concise with your pitch
   • Include a startling statistic or intriguing questions
   • Clearly explain why the media outlet should cover the story
   • End the email by letting them know you will follow up by phone
8. Pitch Your Story by Phone
   • Start with a good story idea
   • Frame your story to fit the specific media outlet's audience
   • Find the best time to call, when the reporter will not be rushed or on deadline
   • Be persistent and follow through
9. Prepare for Interviews
   • Train your spokesperson or other campaign representative to conduct interviews
   • Practice answering interview questions, especially rapid-fire inquires
   • Remember to speak slowly and avoid unnecessary gestures
   • Dress appropriately
10. Monitor Media Coverage
    • Track and evaluate your media coverage
    • Calculate how much coverage your campaign receives
    • Analyze which media outlets give you the most effective coverage