Call your local radio and/or TV stations to speak with the public affairs director or a public affairs program host or producer.

   Offer to provide a spokesperson to interview for their public affairs program who can discuss Red Ribbon Week and speak about your local organization’s participation in the event. If your organization does not have a spokesperson, consider using someone from your organization’s board or a local expert allied with your group’s values.

   Provide your spokesperson a copy of the talking points (given below) to help them prepare for the interview. Pitch the idea that the show can offer listeners information on the dangers of alcohol, tobacco, and other drugs, and provide contact information to order free educational materials.

Do’s and Don’ts – General Guidelines

• It doesn't matter if your interview is 60 seconds or 60 minutes long. You should communicate everything you need to in the first 30 seconds. Any additional time should be spent expanding your basic points.
  
  
• Know in advance the points you want to make — stick to two or three points.
  
• Come up with relevant, local facts quickly. Have statistics and background information ready.
  
• Pay attention to the question. Think before you speak.
  
• Ask for clarification if you don’t understand a question.
  
• Use plain English, clear and concise. Avoid jargon.
  
• When giving out a web site address or phone number, do it twice — slowly.
  
• If you don’t know the answer to the question, say so – and then get back to the reporter later with the answer. Don’t hypothesize an answer.
  
• When you’ve answered the question stop talking. Wait for the next question – silence is not your cue to ramble on. If the reporter is using silence to keep you talking, ask if he or she has any other questions.
  
• Say “no” if you have to, but be firm, direct, and courteous.
  
• Don’t answer “no comment” – it makes you seem arrogant and untrustworthy. Explain why you can’t comment on a topic.
  
• Say the name of your agency or event during the interview.
  
• Don’t say anything you don’t want reported. There is no such thing as “off the record.”
  
• If the reporter keeps asking you the same question, stick to your messages and keep giving the same answer.
  
• Never patronize, but at the same time never assume that they have
  in-depth knowledge about your issue.
  
• Maintain control of the conversation.
  
• Ask “stupid” (Note the Quotes) questions — before you say else.
  
• Know what “public information” is.
  
• Don’t let the reporter put words into your mouth. (It’s their job to get a story. Some of them have a penchant for lines such as, “So, would you say that . . .”)
  
• Don’t be too self-serving.
  
• Think about ways to turn their line of inquiry in the direction you want.
  
• “No comment” is a comment; “I don’t know” is not a sin.
  
• It’s OK to say, “This is an important issue and I want to be sure I convey our position precisely. Would you mind reading back what you just heard me say?”
  
• Never ask to see a story before it’s published.
  
• Never let a reporter get to you.
  
• If it doesn’t feel right — don’t do it.

Sample Interview Questions

• What and when is Red Ribbon Week 2006?
  
• When and how did Red Ribbon Week begin?
  
• Why is this celebration important?
  
• Are any local events planned?
  What can individuals do to participate?
  
• Where can parents get free information to help educate their children about the dangers of using drugs?
  
• Is there a free booklet parents and others can order on how to start talking to their kids about the harmful effects of drug and alcohol use?
  
• How does building awareness help in the substance abuse prevention effort?