CSAP Communications Technical Assistance Bulletin: You Can Increase Your Media Coverage

8 Pages·1994·0.62 MB·English

by  Center for Substance Abuse Prevention

CenterforSubstanceAbusePrevention
WORKS!
Prevention
Technical Assistance Bulletin
Office of Minority Health
Resource
Center
PO
Box 37337
Washington, DC
20013-7337
You Can Increase Your Media Coverage
Good media coverage contributes to controversial. For example, the fact
effective alcohol, tobacco, and other drug that teachers removed their wedding
(ATOD) abuse prevention efforts. You can rings attracted mass media coverage of
ensure good media a "No Gold" Day celebration, which
coverage by under- was designed to build students' self-
Frame standing the why's esteem and help them avoid the flashy
and how'—s of media lifestyle that often accompanies drug
issues in
relations which will dealing.
ways that smooth your way in
Cyclical, calendar-based events make
compel working with editors
IN good hooks or pegs to get the message
coverage. and reporters. First across. For example, on New Year's
and foremost, make
Eve how do you combat holiday
sure your media
drinking? Enlist bartenders in speaking
relations are proactive and compel media
out against excessive drinking, and get
coverage. You need to develop and
them to explain how they keep patrons
maintain media lists, identify media spokes-
from getting into trouble.
persons for your organization, use news
releases and advisories effectively, hold Work with local police to tie in their
news conferences and briefings, prepare drinking barricades with your message.
letters to the editor and op-ed articles, and If they are doing something on a
get your public service announcements particular weekend or evening, make
(PSA's) on the air. And you also need sure that your spokesperson is ready to
to keep track of how you are doing by amplify your message by using the
monitoring and measuring your media figures from the police on those
coverage. stopped while impaired. And then let
the media know you have a spokes-
person available. It's a natural story.
Make Sure Your Media Look for national hooks for a story.
1.
All kinds of organizations are surfacing
Relations Are Proactive
with the proposed changes in health
Frame prevention issues in ways that care. Use that information to bring in
local coverage. For example, get a
compel media coverage. Use:
local person to talk about using
An angle or "hook" that makes prevention and treatment, when
information compelling or appropriate, instead of jail.
September 1994
Make sure you are up to date on Govern- missed, or find out how we can help •
ment releases as well as publications like you in the future." This suggests to the
the NewEnglandJournal ofMedicine. If media that their coverage is important
they issue a report in your area, be ready to you.
to call your local assignment editor with a The telephone reactively. This is not
spokesperson with figures localizing the used much, but it should be. When there
national story. is a breaking story, call the news outlet
An unusual method ofdelivery. and offer an expert, or an opinion. For
To promote a local campaign to stop example, over the weekend a teenager
alcohol- and drug-impaired driving, a was killed in a car crash, where alcohol
popular drive-time radio disk jockey was apparently was involved. Seize this story
presented with a breakfast basket tied with as an opportunity, tragic though it is,
red ribbons. to call and offer information. There
is a problem with teenage drinking,
And an environmental group sent their
particu—larly around graduation and
release glued to a large plastic container. prom offer someone who has been
The station couldn't help but see it and looking at the problem in the community.
read
it!
An out-of-the-ordinary association with
something already in the news. When
traces of poisonous substances were found
in Chilean grapes, tobacco control activists 2. Identify Media
pointed out that even larger amounts of Spokespersons for Your
these substances are found in a single
Organization
cigarette.
An "opportunistic" exploration or Choosing an effective media spokesperson is
elaboration ofan issue that becomes important. In some cases, the person who
newsworthy, often because of a crisis or handles media relations may speak officially,
special event. When a local teenager died but usually reporters want statements from
persons with more rank. Therefore, the
of alcohol poisoning after a "keg party,"
health activists worked with a national media relations person generally does the
newspaper to explore such "sidebar behind-the-scenes work, and the organization's
issues" as teenage drinking, alcohol executive director, president, or chairperson is
availability, and laws about hosting keg the designated spokesperson who makes the
actual statements to the media.
parties.
A local story can catch the eye of a nation- Unless it is within a tightly structured environ-
al TV editor. Create local stories and ment like a news conference, having many
bump them up! TV news often seeks a people talk with reporters is not a good idea.
local organization for an angle on a news When reporters talk to different people at
story. Look for ways to turn a negative different times the stories may not match
exactly, and the resulting media story may
story into a positive prevention focus.
be negative. Therefore, to make sure
The telephone actively. Call the everyone is "reading from the same script,"
assignment editor a week before the event, it is a good idea to limit media relations
the day before the event, and then follow to a maximum of three persons. And if
up if you don't see a representative of an the media want to talk to "rank-and-file"
organization. Simply say, "I did not see people, select in advance those who will
anyone from your group at our news portray your program in a more favorable
conference, and I want to know if I light rather than let the reporter come in
can give you information you may have and choose.
M ^nlP2-^^
editorial director, public service director,
3. Develop and Maintain advertising manager, public service
Media Lists programs, andjiews programs. You also
need to know whether the station accepts
An up-to-date media list is an important tool PSA's and in what form (announcer-read or
for anyone working with news media. The prerecorded on cassette, record, or reel-to-
best list is one you create yourself. It takes reel tape), does on-air editorials (and
time, but then you are sure it contains the provides opportunities for editorial
information you need. You can purchase responses), and has locally produced news
media lists, of course, but such lists tend to programming and staff reporters (or is fed
become outdated quickly, through a network affiliation). Be sure
and in addition, pur- your list includes college and university
The bestlist chased media lists often radio stations as well as public radio and
overlook small, new, and television stations. And don't forget the
oneyou
is transient publications and wire services and local bureaus of national
create programs. newspapers, magazines, and broadcast
yourself. You can create your own entities.
list by using your local Check your media and mailing lists regularly
library's reference books for accuracy. Remember: Using a wrong
on local and national media, media lists from name can be a disaster.
local celebrities, public relations agencies, or
public relations professional organizations,
and your own media contacts. Also, ask
your contacts for names of others who
cover your issues. 4. Use News Releases and News
Keep your detailed media list in a loose-leaf Advisories Effectively
binder, using one page per media outlet:
Media stories are generally of two kinds:
For a dailyorweekly newspaper, "breaking" news stories and stories planned
you need information on name, format, in advance. Breaking news stories happen
circulation, distribution area, publication suddenly, often without warning. They usually
date(s), street address, mailing address, dominate the headlines and provide the lead
telephone number, owners, chain story on broadcast news programs.
affiliation, publisher, managing editor,
Tag your issue onto a "breaker" and ride
community service director, advertising the wave of interest in your area. For every
manager, news and public affairs directors,
problem, your organization has a possible
columnists, and deadlines. You also need solution. Or when a breaking story on
information on whether the paper accepts
alcohol, tobacco, or other drugs arises, offer
public service advertising, has a letters to
your services as a resource. For smaller
the editor section and/or an op-ed page,
markets, consider making "actualities" available
prints public service news releases, or has
by telephone. That way, the smaller radio and
a calendar listing. Be sure your list television station can call a number and get
includes college and university
sound bites.
publications.
Many other stories are planned in advance and
For a radio or TV station, you need
originate with a news release or news advisory.
information on name, location on the dial, When your organization uses a release or
format, audience, broadcast area, hours
advisory, you are providing information to the
on air, street address, mailing address, media in a planned and professional way. You
telephone number, owners, network
are alerting newspapers, magazines, radio, and
affiliation, general manager, news director,
—
television to a story that should be covered Remember: Correct and complete contact
and you are alerting them all at the same time information is essential. Include your evening
so that no one gets a "scoop" and limits your and weekend phone numbers in addition to
access to other media. work numbers because editors and reporters
often work on weekends and after 5 p.m. If
they cannot reach you to verify an upcoming
News Release event or get a quote, they may bypass your
release.
You can write a news release in advance of
If you do get turned down after a followup
an event (to encourage media coverage and
call, don't be discouraged. Ask the editor to
public awareness), concurrent with an event
keep you in mind on future stories related to
(to make sure that key
your issue.
points are highlighted),
or following an event
Provide
(to inform the public of NewsAdvisory
information to what happened). Major
the media in media generally use —
plannedand advance or concurrent Ynooulocnagnerustehaannaepwasgeadvinisloernygth —aniinnsvtietaadtioonf
news releases; weekly
professional a news release to alert the media to a news
newspapers often use
conference or media event worthy of coverage.
ways. all three types. Type the news advisory on letterhead or news
Most media organiza- release stationery. "For immediate release"
tions are inundated with (and the date of the release) and "for more
news releases. Yours is information contact" (and the name and
more likely to be read and taken seriously telephone numbers of the contact) are at the
when it is typed on letterhead or news release top of the page. Follow this with a catchy or
stationery and prepared in the standard format. informative headline or title. List in outline
"For immediate release" (and the date of the form what (the event or subject), where (the
release) and "for more information contact" location), when (the time), and who (the
(and the name and telephone numbers of the principals or major players). Place "-30-"
contact) are at the top of the page. Follow this or "###" at the end.
with a catchy or informative headline or title. When you use an advisory, always distribute a
Begin the first paragraph with a dateline and more detailed news release at the event or on
include the essentials: who, what, where, why,
the day of the event, and send copies to
and when. The second paragraph has more
reporters who were not present.
information about the event or activity; a
quotation by a spokesperson is a good idea.
The following paragraphs have additional Distributing News Releases and News
information, if necessary. The final paragraph
Advisories
can be generic and describe your organization.
(A standard descriptive closing paragraph for
Releases and advisories are usually distributed
all news releases is a good idea.) Shorter is by mail. In larger media markets, a newswire
better for a news release; but if it continues to service may increase the likelihood that your
a second or third page, place "-more-" at the
release or advisory is noticed; for small com-
end of each page to alert the reader that the munity media, hand delivering or faxing may
release continues. Paragraphs should not
work. To guide your distribution efforts, find
continue to succeeding pages; and identifying
out and follow media deadlines for daily and
information should be placed at the top of
weekly newspapers (and any Sunday editions),
each continuing page. At the end of the
wire services, television and radio stations, and •
release, place "-30-" or "###."
magazines.
(both local and nationally syndicated),
5. Hold News Conferences and political cartoons, and contributed articles.
Briefings In major media, the best way to maintain
control over your messages and get your
News conferences or briefings are a good idea— ideas across with minimal changes is to write
when you have important news to announce a letter to the editor or an op-ed article.
like the results of a study or the kickoff of a
special campaign. But remember to use them
sparingly because attendance requires a major Letters to the Editor
commitment of time for news media. And if
possible, check schedules in advance to be sure One of the simplest yet most effective forms
you are not setting up a no-show event. of "controlled" media is a letter to the editor.
If your local newspaper does not provide
At a conference or briefing
instructions, call the newspaper editorial
you can provide the
department and ask for any specific rules
Don'tcall media information in you should follow (for example, on how
person, and the media
a news to address the letter and maximum length).
have an opportunity for a
conference Type the letter and include the full name
visual or a live audio.
of the author and a telephone number
you don
if 't The format for most news the newspaper can use to check
have news conferences is a basic authenticity.
to report. presentation followed by
Monitor published letters to get a feel for
an opportunity for attend-
their style and tenor before you write yours.
— ees to ask questions. Make sure your letter says something differ-
Media kits containing a fact sheet (two-page
ent from those already published. If you are
maximum), biographical sketch of leader(s),
current news release, examples of news cover- responding to an article, editorial, or letter—
age, PSA (if distributed to radi—o/television), and bpeufbolrieshtehdeimnotmheenntewusmpaopfetrh,edsotorityqiusilcokslty—
black-and-white photographs are usually
distributed. Using a checklist for preconference, and refer to it by headline and date.
conference day, and followup activities will help Occasionally you may want to encourage
you make sure arrangements are in place for your volunteers, clients, or other supporters
such essentials as rooms, speakers, budgets, to write letters on an ATOD problem preven-
media kits, refreshments, transportation, equip- tion topic. Different letters on a single topic
ment, and microphones and electrical outlets. will strengthen your case; form letters or any
A news briefing, which allows you to bring the indication of an organized letter-writing
campaign will weaken your effort.
media together informally and answer questions
out of the glare of the spotlight, can be a useful Remember that it is generally wiser to
alternative. Responses are also "on the record," discuss errors in articles in a telephone
but you can communicate more background call to the reporter rather than in a "set
information. the record straight" letter to the editor.
Writing a correction letter is a step to
take only when other avenues have failed.
In fact, sometimes it is better to let the issue
6. Prepare Letters to the Editor die rather than revive it and give the editor
and Op-Ed Articles a reason to restate the newspaper's position.
However, when the newspaper has taken
Most newspapers devote at least one page to a position in its editorials, it is entirely
opinions, presenting them in, for example, appropriate for you to oppose or support
editorials, letters to the editor, regular columns the position in a letter.
Op-Ed Articles and Guest Editorials Many television and radio stations broadcast
PSA's. These free commercials can be 10, 15,
The op-ed section, usually on the page oppo- 30, or 60 seconds long. Because of competition
site the newspaper's editorial page, generally for the limited time allocated for public service
presents regular columnists (national and announcements, the shorter ones are more likely
local), but there may to be aired. Copy is read at a slightly slower
be opportunities for a pace for television than for radio: 10 seconds
guest columnist. Ask equals 20 words of text for television but 25
Maintain
the editor for submis- for radio.
controlover sion guideline—s. An PSA's generally air in the off hours, for
yourmessages op-ed piece usually
example, early Sunday morning and after
three double-
by writing midnight, when the audience is smaller and
spaced, typed
letters to the pages—gives you selling air time is more difficult. However, for
major campaigns, particularly those in which
editorand more space to ad-
the station has a strong commitment, PSA's
op-edarticles. dress issues from the are sometimes aired during the daytime or
prevention perspec-
evening prime time.
tive or to present
your organization's Stations often preetermine PSA themes; find
position when it differs from that endorsed by out in advance. See if the station conducts
the newspaper. Remember to be succinct, and ascertainment meetings, and get on the mailing
avoid going off on tangents that detract from list. Find out t—he PSA format that the radio
your main theme. Have another person with station prefers announcer-read "live copy" or
skills as a writer review your article before —prerecorded on cassette, record, or reel-to-reel
you submit it. to keep your PSA off the bottom of the pile.
Many stations prefer
Opportunities for expressing your opinions on
announcer-read PSA's
broadcast media are few, but some television
because they draw ShorterPSAs
and radio stations air editorial opinions and
invite "opposing viewpoints." Using such an attention to their on-air are more likely
personalities and do
avenue when available means you can reach not compete with to heaired.
a wider audience with your message.
prerecorded paid
commercials. Some
all-news and talk
stations prefer prerecorded PSA's with music
7. Get Your PSA's on the Air backgrounds as a change of pace.
Television stations use announcer-read PSA's,
PSA's are either general messages or specific
accompanied by one or more slides and
announcements. General messages urge
prerecorded film or video spots. The rule
behavior changes (don't use drugs). Specific
of thumb is to include one slide for each
announcements give details of upcoming 10 seconds of air time. Some stations will
events or activities (come out for next
ask you to produce slides or photographs
Saturday's anti-drug march). A number of
to accompany the PSA; others prefer to
general message PSA's are nationally produced produce their own slides.
and feature celebrities or have been created by
major advertising and production firms. You Hand deliver PSA's for radio and—television at
may want to work with your local station to least 2 to 3 weeks ahead of time more if
localize the national PSA's with the telephone possible. Time all PSA's, and include a word-
number of your organization (if this is permit- for-word written text with prerecorded PSA's.
ted) so that you can concentrate on developing For all PSA's, include a beginning date and an
local PSA's to announce community activities ending or "kill" date. A maximum of 3 months
and special events. is a good idea.
volunteers to tape the programs. Such home-
8. Monitor and Measure Your made tapes will not have the same quality, but
Media Coverage the only cost is for blank tapes. Sometimes the
station will make a copy.
Media coverage can in general be placed in
Media coverage can be measured in terms
three categories: coverage that is generated
of quantity, placement, and content.
through your media relations efforts, coverage
of your organization and its specific issues that Quantity and placement measures are
is generated independently, and coverage of relatively objective; content measures are
ATOD problem prevention issues that are not more subjective.
specific to your program. Monitoring and Quantity. How much space did the story
measuring these categories of media coverage
tisiovnitaaln.dWAhTeOnDyiosusukesnoarwehboeiwngyocuorveorregda,niyzoau- gceotl?umFnorinpcrhinets,; qfuoarnteiletcytrisonmiecamseudriead, iinn
seconds or minutes of air time. Try
can better judge the successes and failures of
converting the amount of free publicity
your media relations and plan your future
into dollars by calculating how much the
encounters with the media.
amount of space or time would cost. This
Monitoring and measuring media coverage could be important information if your
helps you to: organization has
expenses
Correct misstatements and errors
associated with
Identify persons in the media who are generating media Monitoring and
attuned to ATOD problem prevention coverage, such as measuring helps
issues those for setting
youjudge
ATOD up a news
Classify the issues that are regularly conference or successesand
covered
bringing in a failures and
Position your organization properly with guest speaker. positionyour
respect to national and regional stories
Placement. future efforts.
Replicate successful media strategies Where was the
story placed?
Identify areas that need more media
coverage. Certain —
placements
Clipping services provide an excellent resource including the front page of a daily
for monitoring stories that appear in newspa- newspaper, above the fold, and the —
pers and magazines. However, no clipping opening of the evening television news
service can track all the stories, and it takes reach the largest numbers. For specific
several days to several weeks before you audiences, other placements may be more
receive the clips. This means that you need to effective. For example, the editorial and
review the major dailies and weeklies in your business pages of the local newspaper
own community regularly for stories on your usually have high readership among local
organization and on ATOD problem opinion leaders, but young people are
prevention in general and clip relevant more likely to read the comics.
articles.
Content. Is the story positive, negative,
Broadcast monitoring services provide video or neutral? Consider the totality of the
and audio copies of television and radio coverage in measuring content: Often the
reports, but they tend to be expensive. You headline grabs attention, but the article
may want to use them when an important itself is reasoned and more neutral. Or a
story is breaking and you need complete fact or two may be wrong, but on balance
coverage; or you might want to ask staff or the reporting is accurate and positive.
Your regular media monitoring and measuring CSAP Communications Team. Practical Tips
%
processes should be stepped up whenever To IncreaseMedia Coverage. Center for
your organization actively seeks media cover- Substance Abuse Prevention, December
age through news releases, news conferences, 1992.
or media events, or when an ATOD problem Hilton, Jack. How ToMeet thePress, A
prevention story with local implications is Survival Guide. New York, Dodd, Mead,
breaking nationally.
1987.
Levey, Jane Freundel. IfYou WantAir Time.
Washington, DC, National Association of
Broadcasters, 1990.
Readings
9.
Maloney, Susan K., and Hersey, James C.
Atkin, Charles, and Wallack, Lawrence, eds. Getting Messages on the Air: Findings From
Mass Communications andPublic Health: the 1982 Alcohol Abuse Prevention Cam-
Complexities and Conflicts. Beverly Hills, CA, paign. Health Education Quarterly 11, 1984;
Sage, 1991- Also available from the National 273-292.
Clearinghouse on Alcohol and Drug Informa-
Ryan, Charlotte. Prime TimeActivism:
tion (NCADI). Call [phone] or (800)
Media Strategiesfor Grassroots Organizing.
729-6689.
Boston, South End Press, 1991.
Vjfffn
Please feel free to be a "copy cat" and
make all the copies you want.
You have our permission!
Developed and Produced by the CSAP Communications Team.
Patricia A. Wright, Ed.D., Managing Editor.
Distributed by the National Clearinghouse for Alcohol and Drug Information, P.O. Box 2345,
MD
Rockville, 20852.
This bulletin is one in a series developed to assist programs that are working to prevent alcohol,
tobacco, and other drug problems. We welcome your suggestions regarding information that may
be included in future bulletins. For help in learning about your audience, developing messages
and materials, and evaluating communication programs, contact the CSAP Communications Team,
MD
7200 Wisconsin Avenue, Suite 500, Bethesda, 20814-4820, [phone].
8