Generating publicity is a key factor in building public support for your Red Ribbon Week Campaign. Here are some tips for making the most of your media contacts:
Know all the media in your area.
Weekly newspapers, family magazines and student publications often show a great deal of interest in community activities and substance abuse issues. Don’t overlook or undervalue these publications. Small publications are more likely to print your news release word-for word and may use photos that you provide to accompany an article. Radio and television stations also should be included on your media list.
Don’t leave multiple phone messages. Ask an operator or junior staff person when the reporters are usually in, and call then. Also find out how the media representative prefers to receive information, and contact them that way.
Have the right contacts.
Make sure you know whom to contact – including weekend staff – at media outlets. Here are some general guidelines:
NEWSPAPERS
Contact the City or Metro Editor for news stories and the Marketing or the Community Development Director for creative partnerships or public service announcements.
TELEVISION
Contact the Assignments Editor for news stories and the Promotions or Marketing Director for creative partnerships.
RADIO
Contact the News Director for news stories and the Promotions Director for creative partnerships or public service announcements.
WEEKLY PUBLICATIONS
Contact the Editor for news stories or public service announcements.
Have a clearly designated media contact.
This person must stay current with your plans, be knowledgeable about the drug and alcohol situation in your area and respond to media calls promptly.
Enlist the power of the media to spread the word about your Red Ribbon Week Events
Spoon feed them (give them a story that writes itself).
Be fair.
“Exclusives” as rewards or incentives may be OK — as long as they’re above board. That is, don’t give the impression that a release is embargoed until a certain date, and then give the story to one outlet for that morning’s news. One article on page 10 of the New York Times is not worth angering Associated Press.
Use plain English
Reporters are reporters. They may have been assigned to the metro desk yesterday; they may be writing about real estate tomorrow.
Never patronize, but at the same time never assume that they have in-depth knowledge about your issue.
Maintain control of the conversation.
Know what public information is.
Know what "off the record" means.
Assume that nothing is off the record.
Pay attention to the question.
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 . . .")
Think before you speak.
Know in advance the points you want to make — stick to two or three points.
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.
Research the reporter or outlet, if necessary, before granting an interview
Follow up
Thank the reporter if the story is even fairly good.
Complain only if the story is factually wrong — and even then be professional — and remember that it’s a reporter’s job to get both sides of the issue, and it’s seldom worth it to fight with someone who buys ink by the barrel.
Other Ways to Get Coverage
Ask your local radio stations and newspapers to run public service announcements to promote your Red Ribbon Week events.
Write a letter to the editor. This gives you an opportunity to get your message across as you write it. Keep your letter short and tightly focused. Use facts and statistics to back up your point.
Write an opinion column.
Ask a local media personality to emcee and event or serve as the honorary chairperson of your Red Ribbon Week Campaign.
Send your local media outlets a list of people on your staff qualified to speak as experts on certain subjects.
2007 Red Ribbon Week Media Outreach Kit
Whether you are a savvy media pro looking for a few new pointers or a novice trying to establish media relations from scratch …
The Media Kit is a free guide to making your Red Ribbon Week a success. From ideas for school and community activities, to tips for getting media coverage, this guide has the suggestions and sample materials to ensure that your Red Ribbon Week has a lasting impact.!
You’ll find sample press releases and public service announcements that can be molded to fit your program’s needs, a sample drug prevention speech, classroom activities, and much more! Also includes instructions for measuring the effectiveness of your Red Ribbon Week campaign.
Your Red Ribbon Week 2007 Media Guide can be downloaded by clicking the download link below. It’s a PDF file, requiring Adobe Acrobat Reader to open and print. If you don’t have Acrobat Reader on your computer, it can be downloaded for free here. We hop this Media Guide will help make your Red Ribbon Week program a big success.
Whether you are a savvy media pro looking for a few new pointers or a novice trying to establish media relations from scratch …