Working with the Media*
Health Promotion Strategies & Tactics (COH430)
National University
* Bensley, R.J., & Brookins-Fisher, J. (2009). Community health education methods. Third edition. Boston: Jones and Bartlett Publishers, Inc.
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Chapter 10 Learning Objectives
1. Explain steps for utilizing media avenues.
2. Discuss tips and techniques for effectively working with media.
3. Summarize strategies to overcome challenges in working with the media.
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Media can be a powerful alley for
furthering a cause
- Health educators work with the media
- Create allies to further a cause
- Encourage individuals to take action
- Educate the public
- Important health issues
- Publicize events
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Media can be a powerful alley for
furthering a cause
- Organizations work with print media
- Address a controversial issue
- Announce a new board or staff member
- Promote a special activity
- Announce grant awards
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Media can be a powerful alley for
furthering a cause
- Media includes
- News releases
- Letters to the editor
- Guest editorials
- Public Service Announcements (PSAs)
- Conducting interviews
- Press conferences
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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News Releases
- Small summary of activities
- In an organization or the community
- Gain recognition for activities and its members
- Announce special events
- Make position statements or to address controversy
- One to two pages in length
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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News Releases
- Headline
- Story
- Sources
- Contact information
- Web page information
- Email information
- Release date and time
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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News Releases
- Headline
- Overall concept of information
- Should be typed in capital letters
- One or two lines in length
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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News Releases – Sample
- Story or a feature article
- Follows the basics of journalism
- Place important elements early in the story
- First paragraph
- Main attraction or headline
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
- Who
- What
- When
- Where
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Letters to the Editor
- Expressing an opinion
- Saying “thank you”
- Guidelines are listed in the newspaper
- One of the most read sections of a newspaper
Kansas University Toolbox example
Uninsured Cancer Patients
Figure 10-3 & 10-4 pps. 242-244
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Editorials (Guest)
- Opinion editorial on a specific topic
- Example: National Drunk/Drugged Driving
- Contact the editor to confirm interest
- Obtain guidelines and deadlines for submission
- Prepare the piece as directed
- Use the same techniques as with news releases
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Public Service Announcements (PSAs)
- Short informational announcements
- Radio and television
- Used by nonprofits, community organizations, and charities
- Easy to produce and become a standard means to communicate messages
- Educate the public
- Promote programs/services
- Provide resources for behavior/community change
-CDC Public Service Announcements
-Litefoot PSA example
Working with the Media
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- Conducting Interviews
- Radio, television, or telephone interview
- Television and radio interviews
- Initiated by a reporter
- Request for an interview or statement
- Specific news item
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Conducting Interviews
- Television interviews
- Created for a specific viewing audience
- Longer than broadcasts
- Many are requested at the last minute.
- Broadcasts, video clips and sound bites
- Measured in seconds
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Conducting a Press Conference
- Often held in conjunction with major announcements
- A prepared statement
- Usually used
- Provided to the media
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Tips and Techniques
- Become familiar with news personnel
- Increase chances of PSA being aired
- Call stations and ask the best way to air PSAs
- Keep PSA 30 seconds or less
- Write in a concise manner
- Work with organizations that produce PSAs
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Tips and Techniques
- Increase chances of news release being published
- Keep news releases short
- Write clearly so a cover letter is not necessary
- Use wide margins and double-spacing
- Make phone call before appearance
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Tips and Techniques
- Enhance interviewing skills
- Prepare for the interview
- Provide background materials
- Know who will conduct interview
- Know the audience
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Tips and Techniques
- Prepare to answer questions
- Consider using a prepared statement
- Make list of major points
- Have organized reference material available
- Prepare a final statement
- Be on time and dress for success and use good posture
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Tips and Techniques
- Follow up after interview
- Use media fact sheets
- Structured format
- Assists with story development
- Provides factual information
- Topic or situation
- Use a press kit
- Keep messages short
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Summary
- Follow guidelines and directions
- Grab the reader early in your story
- Get your facts straight
- Make sure you get your idea across
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Overcoming Challenges to Working with the Media
- Ensure media coverage
- Limit statements taken out of context
- Reduce time constraints
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Expected Outcomes
- Events/messages
- Receive airtime or print space
- Provide health information to the public
- Increase community interest
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Conclusion
- An effective news release or PSA
- May increase awareness
- Initiate a questioning process in individuals
- CDC-TV: Jamie Foxx
- CDC PSA’s
- Legislators and the public can be influenced
- Use of appropriate media tools
Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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